Red Bull Distribution Company

Where We Came From

Red Bull North America, Inc. (RBNA) has been giving wings to US consumers since 1997. Based in Santa Monica, California, RBNA operates as a subsidiary of Red Bull GmbH, responsible for all sales and marketing activities related to Red Bull Energy Drinks across the United States and Canada.

How It All Began

Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980’s. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria.

This was not only the launch of a completely new product, in fact, it was the birth of a totally new product category. Today Red Bull is available in 171 countries and over 75+ billion cans of Red Bull have been consumed so far.

Our Code

Our plan is to grow with people who show professionalism, focus, responsibility, and passion as a Red Bull entrepreneur... & don’t take yourself too seriously.

Members of RBDC will demonstrate integrity in everything they do, owning all failures and giving credit to their team for all successes.

The RBDC Leadership Code:

• Establish trust, empowerment and accountability.

• Use your head and open your heart.

• Be who you are. Do what you say.

• Energize with purpose and positivity.

• Set priorities, be creative and learn from failure.

• Think big and keep it simple.

• Promote diversity and inclusion.