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The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur. Both Mateschitz and Yoovidhya invested $500,000 of savings and launched the "Austrian version" in 1997 in the U.S. markets. It is this "Austrian version" that has taken almost half of the U.S. market for energy drinks and 80% of market in other countries by storm.
Red Bull is sold as an energy drink to combat mental and physical fatigue. A sugar-free version has been available since the beginning of 2003. The drink tastes of citrus and herbs, and is commonly used as a mixer in alcoholic drinks such as Raspberry Stoli Vodka or base ingredient in the famous Jagerbomb...
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