Red Bull was founded in 1984 in Austria by Dietrich Mateschit  and first launched April 1st, 1987. The inspiration for Red Bull came from East Asian energy drinks such as  Krating Daeng which was first made in 1962 and is responsible for Red Bull's creation which is adjusted to be  more suited for European taste. 

Red Bull began selling only in Austria and they had steady success from the start. To give an idea of what Red Bull is about “The Red Bull Dolomitenmann” was the first sport/sporting event for Red Bull to sponsor in just 1988. The beginning of expansion went well as they first began to expand to neighboring countries such as Slovenia and Hungary. When Red Bull released in Germany it took a couple months to gain a quarter of the market share for sports drinks. During this time of expansion Red Bull was creating a name for itself and continuing to work with more sports, specifically such as F1, Flugtag as well as signing athletes to partner with. Red Bull expanded into Europe and it eventually reached the US. Their idea with the US changed with their marketing as they made attempts to reach different groups such as white collar workers and those who party/club to maintain energy longer. This eventually created the birth of the well known vodka redbull.