Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed a new product and a unique marketing concept and launched Red Bull Energy Drink on April 1, 1987 in Austria. A brand new product category - Energy Drinks - was born.
Red Bull Energy Drink is appreciated worldwide by top athletes, students, and in highly demanding professions as well as during long drives.
Caffeine: Caffeine was already known by ancient civilizations. They consumed it from natural sources like tea, coffee, cacao beans and cola nuts and appreciated its stimulating effects on the human body.
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