Red Bull: 5 Interesting Facts You Probably Didn't Know
1. Red Bull is not originally an Austrian invention
Although Red Bull GmbH was founded in Austria, the recipe itself originates from Thailand. Thai pharmacist Chaleo Yoovidhya invented the drink "Krating Daeng" (literally "red gaur", a type of wild cattle) in 1976, aimed at Thai truck drivers and factory workers who needed to stay awake during long shifts.
2. The founder discovered it while treating jet lag
Austrian Dietrich Mateschitz, then an employee of the German company Blendax, visited Thailand in 1982 on a business trip. Struggling with jet lag, he drank Krating Daeng – and the symptoms disappeared almost immediately. He recognised the opportunity, contacted Yoovidhya, and together they founded Red Bull GmbH in 1984, adapting the recipe for the Western market.
3. The company produces almost nothing itself
Despite selling billions of cans annually, Red Bull GmbH has no manufacturing facilities of its own – all production is outsourced to the Austrian company Rauch. Instead, Red Bull focuses almost exclusively on marketing, sponsorships, and media content – which is why many analysts describe it as a media company that happens to sell a drink.
Image source: Red Bull (official site) – redbull.com/us-en/athlete/max-verstappen
4. The "Gives You Wings" slogan cost the company $13 million
The famous slogan "Red Bull Gives You Wings" became the target of a lawsuit in 2013 in the USA, when a consumer claimed that the marketing was misleading because the drink does not literally give you "wings". Red Bull paid a $13 million settlement in 2014, without admitting guilt.
Image source: Red Bull (official site) – redbull.com/us-en/athlete/max-verstappen
5. Over 100 billion cans sold since 1987
Since its launch in Austria in 1987, Red Bull has sold over 100 billion cans worldwide, including over 13.9 billion in 2025 alone. Today, it holds about 13% of the global energy drink market share.
Conclusion
From a Thai worker's drink to a global media and sports empire – the story behind Red Bull is much more layered than a simple tale of entrepreneurial success.
Frequently Asked Questions
Is Red Bull originally a Thai product?
The recipe is – it is based on the Thai drink Krating Daeng from 1976.
Does Red Bull produce its drink itself?
No, production is entirely outsourced to the Austrian company Rauch.
Why did Red Bull have to pay $13 million?
Due to a lawsuit in the USA claiming that the slogan "gives you wings" was misleading marketing.
