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Red Bull

Core markets, growth markets, the original can, Long-term growth

Giving Wiiings to People and Ideas
Red Bull’s company page

Core markets, growth markets, the original can

Red Bull created the energy drink when it launched in Austria in 1987. It publishes no plan and no targets: each year its company page gives the cans sold, the turnover, the people it employs, and the countries it sells in. For three years the page also named its focus: the core markets of Western Europe and the USA, growth markets in developing countries, and the original 250ml can.

Core markets

Focus on the core markets of Western Europe and the USA.,,

Red Bull sells nearly twice as many cans as in 2019

Red Bull sold 7.5 billion cans in 2019 and 13.969 billion in 2025. The fastest year was 2021, up 24.3%; the slowest, 2024, up 4.4%.

0.000billion

cans in 2025, up 10.2%

Each can in the pyramid is 500 million sold; the top can is filled as far as its share.

Turnover has doubled since 2019

In 2025 turnover was €12.2 billion, about 87 cents a can. For three years in a row turnover grew faster than the number of cans, so each can brought in more. In 2025 the cans grew faster.

per can€0.00

€0.000billion

group turnover in 2025

Growth in cans sold and in turnover each year
YearCansTurnoverPer can
2019+10.4%+9.5%€0.81
2020+5.2%+4%€0.80
2021+24.3%+23.9%€0.80
2022+18.1%+23.9%€0.84
2023+4.8%+9%€0.87
2024+4.4%+6.4%€0.89
2025+10.2%+8.6%€0.87

Growth on the year before, as Red Bull reported it. Turnover per can is worked out from the two, and is shown in colour where turnover grew faster.

Red Bull employs 72% more people than in 2019

Red Bull employed 12,736 people at the end of 2019 and 21,924 at the end of 2025, while the countries it sells in went from 171 to 178.

0

people at the end of 2025

178

countries it was sold in

Each figure is 250 people. In white, as many as at the end of 2019; in yellow, those since.

  1. Publish the same few numbers, every year.

    Red Bull reports four figures a year, cans, turnover, people, and countries, in the same form each time, so seven years can be read side by side. We recommend a short set of figures that stays the same from one year to the next, reported whether the year was good or not.

  2. Keep the focus in view.

    For three years Red Bull’s page said where it was focusing. The page for 2024 dropped the sentence, and it hasn’t come back. We recommend keeping a plan’s focus in the place people already look, and saying so when it changes.

  3. Show volume and value side by side.

    In 2022 Red Bull’s cans grew 18.1% and its turnover 23.9%; in 2025 cans grew 10.2% and turnover 8.6%. Reporting both shows whether growth came from selling more or earning more on each sale. We recommend pairing every volume figure with its value.

Sources

  1. 1. Red Bull GmbH (2026). Red Bull company: figures for 2025. redbull.com, accessed 29 September 2026. redbull.com
  2. 2. Red Bull GmbH (2025). Red Bull company: figures for 2024. redbull.com, archived, 13 June 2025. web.archive.org
  3. 3. Red Bull GmbH (2024). Red Bull company: figures for 2023. redbull.com, archived, 5 August 2024. web.archive.org
  4. 4. Red Bull GmbH (2023). Red Bull company: figures for 2022. redbull.com, archived, 1 August 2023. web.archive.org
  5. 5. Red Bull GmbH (2022). Red Bull company: figures for 2021. redbull.com, archived, 30 July 2022. web.archive.org
  6. 6. Red Bull GmbH (2021). Red Bull company: figures for 2020. redbull.com, archived, 2 May 2021. web.archive.org
  7. 7. Red Bull GmbH (2020). Red Bull company: figures for 2019. redbull.com, archived, 3 August 2020. web.archive.org

Headwater is not connected with Red Bull. Red Bull and Red Bull Gives You Wiiings are trade marks of Red Bull GmbH. Updated 29 September 2026.

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