Strategischer Legal Counsel – Vertragsrecht & Innovation

At the heart of Red Bull is a culture driven by the mission of 'giving wings to people and ideas'. This ethos was born in the mid-1980s when Dietrich Mateschitz, inspired by functional drinks from East Asia, didn't just develop a new product but also a unique marketing concept. On April 1, 1987, Red Bull Energy Drink was launched in Austria, marking the birth of an entirely new product category – energy drinks. This pioneering spirit continues to define the company. Red Bull's culture is one that champions an entrepreneurial mindset, encouraging employees to develop their own ideas and constantly challenge themselves to achieve more. It's a fast-paced environment that thrives on innovation and the freedom to explore uncharted territories. The company's core values revolve around people, ideas, and the vibrant culture that brings them together. Red Bull invests in its employees, fostering a sense of ownership and providing opportunities for growth, believing that empowered individuals are key to capitalizing on groundbreaking ideas.

Beyond the beverage itself, Red Bull has cultivated a global brand synonymous with a high-energy lifestyle, adventure, and pushing boundaries. This is evident in their extensive involvement in sports, music, and media. From owning and sponsoring extreme sports events and racing teams like Red Bull Racing in Formula One, to running the Red Bull Music Academy and Red Bull Records, the company is deeply embedded in cultures that embody excitement and peak performance. Red Bull Media House further amplifies these stories, producing and distributing premium content across various platforms, including Red Bull TV. The brand's marketing strategy is less about direct product advertisement and more about creating and associating with experiences that resonate with a dynamic and adventurous audience. This commitment to 'giving wings' extends to fostering talent, supporting athletes and artists, and creating content that inspires people to live life to the fullest. The company's vision is to maintain its leadership position in the energy drink market by upholding high standards and delivering superior customer experiences, all while operating in a highly efficient and profitable manner, and continually pushing the boundaries of what's possible.