Inspired by functional drinks from East Asia, 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 – caffeinated energy drinks.

For nearly three years, from 1984 to 1987, Dietrich Mateschitz worked on the formula for Red Bull, the positioning of the brand, the packaging and the marketing concept. On April 1, 1987, Red Bull Energy Drink was launched in Austria. A new product category was born: caffeinated energy drinks. In 2004, Red Bull and the Energy Drink product category were introduced to the Canadian market.