Red Bull

Business in Russia

Red Bull LLC (Rus) is the Russian representative office of the Austrian company Red Bull GmbH.

2022: Refusal to leave the Russian market amid the conflict in Ukraine

In August 2022, it became known that the Austrian company Red Bull GmbH is not going to leave Russia. The company stopped advertising and tasting in stores, but still delivers the drink to the country. Representatives of the company say that there is no shortage of their products now, and no one talks about total care.

History

1987: Launch of sales of Thai drink in Europe and the United States under the Red Bull brand

In 1987, an adapted drink from Thailand entered the market under the name Red Bull.

Red bull with Thai roots

1984: Set up joint venture with Thai family to adapt Krating Daeng drink

Dietrich Mateschitz, marketing director of the German toothpaste company Blendax, flew to Thailand for business in 1982, and was tortured by jetlag (time zone change syndrome). He accidentally bought a local energy drink, Krating Daeng, which saved him from torment. This drink has been produced in Thailand since 1976.

Dietrich was so delighted with the drink that in 1984 he formed a partnership with the Juwidhiya family, who owned the drink, to release an adapted version of Krating Daeng for the European and American markets. Each of the partners invested $500 thousand in a joint venture.