Red Bull, founded in Austria in 1987, is the global energy drink company that effectively created its category. The firm's flagship product, Red Bull Energy Drink, is sold in more than 175 countries, with billions of cans consumed annually. Beyond its core beverage business, the company operates across the Sports & Entertainment and Media verticals, producing content and sponsoring over 100 disciplines in extreme and mainstream sports.
The company employs over 17,000 people worldwide. Its corporate culture is characterised by an unconventional approach, with a stated mission of giving wings to people and ideas. This ethos extends into its business model, which places significant emphasis on creating events and experiences alongside its product portfolio.
