Red Bull GmbH is a globally renowned energy drink company founded in 1984 by Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya. The brand originated from a Thai energy beverage called Krating Daeng, created by Yoovidhya in 1976 for laborers and truck drivers. Mateschitz discovered the drink during a trip to Thailand and partnered with Yoovidhya to adapt and market it for Western consumers. Red Bull was launched in Austria on April 1, 1987, creating the energy drink category and positioning itself as a premium lifestyle brand with innovative marketing and distinctive packaging[1][2][5][6]. Red Bull has become a cultural icon, selling over 12.67 billion cans worldwide in 2024 across 178 countries and employing nearly 20,000 people. The company generated a turnover of approximately €11.2 billion in 2024, reflecting robust global growth[2]. Its success is attributed not only to its unique formula—containing caffeine and taurine—but also to its pioneering marketing strategies, including sponsoring extreme sports, music events, and its own sports teams. Notably, Red Bull owns and operates Formula 1 racing teams and a talent development program, further elevating its brand visibility and positioning it at the intersection of business, technology, and sports innovation[8]. The product’s flavoring continues to be produced in Bangkok, maintaining a link to its origins. Red Bull successfully transformed a niche functional drink for blue-collar workers into a trendy, upscale beverage embraced worldwide. The blend of taste, packaging, and bold marketing launched a new product category and established Red Bull as a leader in energy drinks and lifestyle branding[1][6]. Today, Red Bull is not only a beverage company but also a global media and sports powerhouse, continuously expanding its influence through innovative branding and technology-driven sports ventures.