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. Red Bull is appreciated worldwide by top athletes, busy professionals, college students, and travelers on long journeys. What's Inside the Can. Always check labels for most updated product ingredient values. Some values declared on labels may vary slightly depending on production locations. Caffeine: Caffeine...