Red Bull GmbH SuccessStory

They accepted, and the Austrian company known today as Red Bull GmbH opened for business in 1987. The company reworked the drink’s recipe, reducing the ultra-sweet taste of the original and carbonating it to better suit the taste of the Western audience that the drink was marketed to.

Despite its huge popularity today, Red Bull was not an instant success. It sold fairly slowly in Eastern European markets after its launch, but it wasn't until the company expanded into the United States in 1997 that the drink became a success. It’s now a leading name in energy beverages, with over 4 billion cans sold annually worldwide.

Red Bull’s success can be attributed to two things: the drink’s unique position as an energy drink before there was a large energy drink market, and the smart marketing tactics of the Red Bull company in establishing the drink as a luxury item.

Red Bull is a true word of mouth success – one that continues to grow in a crowded market.Instead of marketing the drink as a working class energy tonic, as the original Thai company had done, Mateschitz marketed Red Bull as a high-end sports drink for the burgeoning extreme sports market.

Red Bull capitalized on the growth of extreme sports like skateboarding and snowboarding, both of which matured in the 1990s.This ingenious marketing strategy helped Red Bull grow into one of the world’s top beverages, beating out its competition year after year.

By latching onto a movement that was growing rapidly in popularity, Red Bull became a brand that’s associated with extreme sports, adventure, and an active, exciting lifestyle.From humble roots as an energy tonic for Thai truckers to the world’s most well-known sports drink, Red Bull’s success is undeniable. If it weren't for that trip to Thailand, that dreaded hangover, and a uniquely cross-cultural partnership, this best-selling energy drink may have never made it onto the global market.