Event sponsor: Red Bull

nspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed not only a new product but also a unique marketing concept and launched Red Bull Energy Drink in Austria on April 1, 1987. A completely new product category was born – energy drinks.

When Red Bull was founded in 1987 it was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Explore the company's journey from the very beginning until today.