Red Bull, Energy drinks, Dietrich Mateschitz

Red Bull has been globally acknowledged as a well recognized energy drink brand. Its origin is traced in 1982 when is founder, Dietrich Mateschitz, reflected on introducing a tonic drink that gained initial popularity in the Far East ( CITATION RedND \l 1033 (Red Bull, N.D.). In 1987, Mateschitz дЫПdeveloped a unique marketing concept and started selling Red Bull Energy Drink on the Austrian marketдЫќ (Red Bull, N.D., par. 2). The official website of Red Bull boasts of its historical accomplishment that reveals that дЫПsince 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