Red Bull
Overview
Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category.
We are continuously increasing the share of renewable energies in our production; currently we are at around 80%. At Red Bull, we are well aware of our responsibility for our environment. Each of our aluminium cans is 100% recyclable. The use of recycled aluminium results in using 95% less energy compared to new aluminium. Today, Red Bull cans weigh significantly less than a few years ago. The constant reduction in the weight of the cans makes another difference: the less aluminium is used for the cans from the outset, the better the CO₂ balance.
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