Red Bull was created in Austria in 1987 by Dietrich Mateschitz and Chaleo Yoovidhya.
Mateschitz encountered a Thai energy drink called Krating Daeng while working in Asia. He partnered with its creator, Chaleo Yoovidhya, and adapted the concept for European consumers. The resulting company, Red Bull GmbH, launched the drink in Austria on April 1, 1987.
The Austrian product differed from the Thai drink in taste, carbonation, packaging, and marketing. Its blue-and-silver can and two-bulls logo became central parts of the brand’s identity. Red Bull later expanded internationally through a marketing strategy built around sports, aviation, music, and other events.
Red Bull is often described simply as an Austrian invention, but its history is multinational. Thai entrepreneur Chaleo supplied the original drink concept, while Mateschitz developed its European business and global brand.