When we first started we said there is no existing market for Red Bull… but Red Bull will create it. And this is what finally comes true. Dietrich Mateschitz
The Red Bull energy drink was launched in Austria in 1987, by Dietrich Mateschitz. He claimed to have experienced the invigorating properties of a popular Thai energy drink, Karating Daeng, ona trip to Thailand.
Realizing that a similar product could have good potential in Western markets, Mateschitz obtained the license to manufacture a carbonated version of Krating Daeng from its Thai owners. Obtaining permission to sell Red Bull in Europe was not easy, as it contained several ingredients whose effects on the human body were untested. However, permissions were eventually obtained, and Red Bull became exceptionally successful in all markets in which it was launched.
It was generally acknowledged that Red Bull’s success was the product of the company’s innovative marketing efforts. Here you would be dragged to know that, How did they achieve? How do they plan to maintain their stronghold? For more information relevant to Red Bull, please explore the below links
Red Bull Marketing Mix | Red Bull-Transforming into Happening Brand.