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Introduction

Brunn 115
A-5330 Fuschl am See
Austria
Telephone: (+43) 662 65 82-0
Fax: (+43) 662 65 82-31
Web site: http://www.redbull.at

Private Company
Incorporated: 1984 as Red Bull GmbH
Employees: 1500
Sales: EUR 1.15 billion ($1.32 billion) (2002)
NAIC: 312111 Soft Drink Manufacturing

Red Bull GmbH produces the world's leading energy drink. More than a billion cans a year are sold in nearly 100 countries. Red Bull holds a 70 percent share of the world market for energy drinks, or functional beverages, a category it was largely responsible for building. Its dominant position in the fastestgrowing segment of the soft drink market in a number of countries has drawn a number of imitators. Red Bull has become a case study in successful guerilla marketing in the United States and United Kingdom. Marketing is aimed at hip young people with active lifestyles, though the formula began as a popular tonic for blue collar workers in Thailand.

1. Introduction
2. Globetrotting Origins
3. International Expansion in the 1990s
4. Continued Success in the 2000s
5. Principal Subsidiaries
6. Principal Competitors
7. Further Reading
8. Copyright Page
9. About Page