Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. After creating the Red Bull Energy Drink formula, he developed its unique marketing concept and sold the product for the first time in 1987. At that moment, Red Bull launched not only a new product, but also an entirely new category. Since then, over 70 billion cans of Red Bull have been consumed. The brand has attracted wings seekers in over 170 countries, and in 2020 alone, over 7.9 billion cans were sold.