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Inspired by functional drinks from the Far East, Dietrich Mateschitz founded RedBull in the mid-1980s. He developed not only a new product but also a unique marketing concept and launched RedBull Energy Drink in Austria on April 1, 1987. A completely new product category was born – energy drinks.When Red Bull was founded in 1987 it was not only the launch of a completely new product, in fact it was the birth of a totally new product category.