Red Bull Energy Drink is a functional beverage. Thanks to a unique combination of high quality ingredients Red Bull Energy Drink vitalizes body and mind. In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and in 1987, started selling Red Bull Energy Drink on the Austrian market. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is present in over 160 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.2 billion in 2010. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 7,758 employees around the world (compared to 6.900 in 2009). The Red Bull headquarters are based in Austria.