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In 1982, Dietrich Mateschitz became aware of products called tonic drinks, which enjoyed wide popularity in Asia, and got - while sitting in the bar at the Mandarin Hotel in Hong Kong - the idea of marketing those functional drinks outside Asia.

In 1984, Mateschitz founded the company Red Bull GmbH. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987.

Red Bull got off the ground in no time flat, giving people wings right from the start. In 1992, Red Bull touched down in its first foreign market, in Hungary. Today, Red Bull is energizing over 100 countries around the globe.

More than a billion cans of Red Bull are consumed each year. Responsibility for the unparalleled success of the world's No. 1 energy drink is shared by the company's 1,850 employees, of whom around 200 work at Red Bull Headquarters in Fuschl am See (pop. 1,344), not far from Salzburg/Austria.

Red Bull is much more than a soft drink; it is an energy drink. It was made for moments of increased physical and mental stress and improves endurance, alertness, concentration and reaction speed. In short: it vitalizes body and mind.

The effectiveness of Red Bull Energy Drink has been proven by a large number of scientific studies and is appreciated by many of the world's top athletes and drivers, opinion-leaders and hard-working people with active lifestyles.