RED BULL GIVES YOU WINGS Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed a new product and a unique marketing concept and launched Red Bull Energy Drink on April 1, 1987 in Austria. A brand new product category - Energy Drinks - was born. WHEN TO DRINK Red Bull is appreciated worldwide by top athletes, busy professionals, university students and travellers on long journeys. SUSTAINABILITY Sustainability has always been a part of Red Bull’s DNA: This means an emphasis on dealing appropriately with our packaging and can, and on reducing our carbon emissions and energy use in their production and supply wherever possible. Red Bull has made a conscious decision to use 100 percent recyclable aluminium cans, the most recycled beverage packaging in the world. WHAT’S INSIDE THE CAN Caffeine: Caffeine was already known by ancient civilisations. They consumed it from natural sources like tea, coffee, cacao beans and cola nuts and appreciated its stimulating effects on the human body. Taurine: Taurine is an amino acid, naturally occurring in the human body and present in the daily diet. It is involved in a wide range of biological processes. B-group vitamins: Vitamins are essential micronutrients that are required for maintaining normal body functions. Acesulfame K: Acesulfame K are among the most-tested and most-used sugar substitutes worldwide. Alpine Water: Naturally, water is a main ingredient of Red Bull.​