Red Bull is the most popular energy drink in the world, according to market share. Red Bull is an adaptation of the Thai energy drink Krating Daeng, which means 'Red Bull'. The company was founded by Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz. Together with his son, Chaleo owns a controlling 51% interest in the company, however Mateschitz is responsible for the companies operations, through the Austrian company Red Bull GmbH.

Red Bull's slogan is 'It gives you wings' and the product is aggressively marketed through advertising, tournament sponsorship (Red Bull Air Race), sports team ownerships and celebrity endorsements. In 2009 it was discovered that Red Bull Cola exported from Austria contained trace amounts of Cocaine. Red Bull has also been the target of criticism concerning the possible health risks associated with the drink.