When I think of Red Bull, I immediately think of ‘Red Bull gives you wings’. I only drank this energy drink once and never again (…). But maybe you think very differently about that! In any case, I am curious about who or what is actually behind this world-famous brand. How did Red Bull grow into the gigantic international empire it is today and what can we learn from their story? This will be a blog that will give you energy!
More than a drink
Red Bull is more than an energy drink. It is a global symbol of adventure, pushing boundaries and creating opportunities where others do not see them. It is a story of determination, vision and a relentless drive for success. Finally, and perhaps even more importantly: it is a story of learning, adapting and growing. Let’s take a closer look at the journey of Red Bull.
The origins of Red Bull
Let’s start with a surprising fact about how it all started. Because, did you know that the story of Red Bull started in the Far East? Dietrich Mateschitz, an Austrian entrepreneur, was on a business trip to Thailand when he came into contact with a local drink called ‘Krating Daeng’. This was an energy drink that Thais drank to get through the day. Mateschitz immediately saw the potential of bringing this drink to the Western market.
In 1987, Mateschitz therefore founded the company Red Bull together with the Thai entrepreneur Chaleo Yoovidhya. They refined the original drink, changed the name to Red Bull and adapted the taste and marketing for the Western consumer. Mateschitz himself later described the success of the brand as a combination of taste, packaging and marketing. Red Bull was innovative in every way in the energy drink industry.
In the beginning, Red Bull had little more than an innovative idea and the firm belief that it had potential. But the energy drink market of today did not yet exist. People had no idea what to do with it, let alone why they would buy such a product. The first years were therefore a huge challenge. Still, Mateschitz and Yoovidhya were determined to make Red Bull a success. They went back to basics: compelling marketing, bold actions and, above all, a clear vision.
The power of marketing
From that moment on, it was clear that the brand would stand out from everything we knew up until then. Instead of simply selling the product as an energy drink, they were selling a lifestyle. They were targeting young, adventurous people who wanted to push boundaries and were constantly looking for new challenges. Red Bull’s marketing campaigns were anything but traditional. Instead of TV commercials and print ads, the brand invested heavily in sponsoring extreme sports, music festivals and other events that appealed to the young, energetic target group. Red Bull gives you wings, became the motto and it has been an integral part of our collective consciousness ever since, right?
One of the most famous events that put Red Bull on the map was the Red Bull Stratos jump in 2012. Felix Baumgartner, an Austrian skydiver, jumped from the stratosphere (over 24 miles high) at a speed that broke the sound barrier. It was not only a technical marvel, but also a masterpiece of branding. Red Bull proved that it was more than just a drink. It was a symbol of adventure, courage, and innovation.
Setbacks and controversies
No, I didn’t fly off the handle on a pink cloud, Red Bull is a brand that also has its dark side. Like any big company, Red Bull has had its share of controversies over the years. For example, in the early 2000s, Red Bull got embroiled in a lawsuit with the European Union over the health claims of their product. In 2005, Red Bull had to admit that their product did not offer the health benefits it claimed in some countries. This led to a series of legal issues and fines. Despite all this, Red Bull stood firm and stuck to their strategy. They didn’t retreat into the shadows of the courtroom, hell no – they sought the spotlight and continued to build their brand.
In addition to legal issues, there was also some criticism about the actual effectiveness of energy drinks. Red Bull faced concerns about the potential health risks of drinking too many energy drinks. You could get heart palpitations from them. There was a public debate about the composition of the drink that even led to some changes in the legislation surrounding energy drinks. But every setback is an opportunity to become stronger, according to Red Bull. They knew how to adapt well and kept thinking ahead.
Sponsoring Max Verstappen
The last big step in the evolution of Red Bull was the collaboration with Max Verstappen, our own world-famous Formula 1 driver, who was crowned four-time world champion in 2024. Verstappen was sponsored by Red Bull in 2014. Verstappen was the youngest Formula 1 driver to race at the time. It turned out to be the perfect match: Verstappen, the energetic, driven young F1 driver and Red Bull, the brand that symbolized adventure and pushing boundaries. Verstappen quickly became one of the most recognizable faces on the Formula 1 circuit. His achievements were linked to the power of Red Bull and together they turned the energy drink not only into a symbol of extreme performance, but also of success in the world of sport.
What can we learn from Red Bull
The Red Bull story offers a wealth of lessons for entrepreneurs, lead teams and anyone who wants to take their business to the next level. I have listed the most important insights below:
- Red Bull has always thought outside the box. Instead of focusing on traditional marketing, they created their own unique way of communicating. Dare to break with habits and build a brand that really touches people.
- They have always stayed true to their values of adventure, pushing boundaries and innovation. This has defined the branding and at the same time helped them to remain authentic in a constantly changing market.
- Under the motto 'offense is the best defense', Red Bull has never sought shelter. Despite lawsuits and criticism, Red Bull never gave up. Instead of retreating, they were at the forefront of experimenting, improving and growing.
- The collaboration with Max Verstappen is a great example of how investing in the right relationships/partners can lead to unprecedented successes.
- Innovation is in Red Bull's DNA. Whether it’s marketing strategies or products, the brand keeps reinventing itself. The key is to never stand still and always look for new ways to create value.
Red Bull: unmatched energy
For someone who finds the drink (sorry) undrinkable, I can only conclude one thing. The Red Bull story is a great success story based on vision, perseverance and bold choices. What started as a simple drink has grown into one of the most recognized brands in the world. Despite setbacks and criticism, Red Bull has always followed its own path, looking for new ways to inspire the world and push boundaries. Success is not always linear. It’s not about avoiding mistakes, but learning from them and growing. So: dare to think big, don’t be afraid to take risks and always stay true to your values.
Sources:
Red Bull website: Red Bull Stratos
Forbes: The Red Bull Story: From Local Drink to Global Brand
Business Insider: Dietrich Mateschitz Interview
Formula1.com: Max Verstappen, a Formula 1 Phenomenon
