It only markets and advertises it.
Yes! You read that right.
Founded in 1987, Red Bull has the highest market share of any energy drink worldwide. In 2019, it created a record of selling 7.5 billion cans, that is, almost one can per person on the planet!
What was the story behind its birth?
In early 1987, Austrian entrepreneur Dietrich Mateschitz found a non-alcoholic drink in Thailand that was miraculously effective in relieving jet lags. This drink was known as “krating daeng” in Thailand. He was impressed with the drink and soon teamed up with the manufacturer of the drink, Chaleo Yoovidhya.
Their collaboration led to the birth of his own energy drink company, Red Bull. The name “Red Bull” is the literal translation of “krating daeng.”
The drink was manufactured in Thailand but marketed and sold under the name of Red Bull. The beverage company succeeded because of its excellent business model.
Today Red Bull sponsors F1, football, and many other sports teams which helps to build an active and zealous image for the brand.