In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Meanwhile Red Bull is present in over 160 countries.
Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.2 billion in 2010. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 7,758 employees around the world (compared to 6.900 in 2009). The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria.