Red Bull was founded in 1984 in Thailand and launched its energy drink in Austria in 1987. It has since expanded to over 168 countries and employs over 8,000 people. Red Bull targets 16-29 year olds and has sold over 40 billion cans. Its marketing focuses on sponsoring extreme sports events and activities to position the brand as associated with risk-taking. It uses social media, promotions, and unconventional advertising to engage customers. While this strategy connects with young consumers, it also requires high costs and risks from regulatory concerns over caffeine content.