Vietnamese Ambassador to Austria Vu Le Thai Hoang working with Red Bull Group. (Source: Vietnamese Embassy in Austria)

Red Bull is an Austrian energy drink company founded by Mr. Dietrich Mateschitz in 1984, with the first Red Bull energy drink introduced in 1987. Currently, the Group has a brand-sharing partner in Thailand, with approximately 22,000 employees. Its products are sold in 178 countries worldwide, with a revenue of over 12 billion Euros in 2025, ranking second globally in the energy drink market share.

Red Bull's marketing strategy is associated with creativity, dynamism, and challenging limits and records, especially in sports.

Vietnamese Ambassador to Austria Vu Le Thai Hoang visiting Red Bull Group. (Source: Vietnamese Embassy in Austria)

Ambassador Vu Le Thai Hoang provided information on Vietnam's socio-economic development, its high openness, good connectivity, and deep integration into the global economy, as well as its investment attraction policy focusing on quality and high technology. He praised the strong development of Red Bull Group over the past 40 years and welcomed the Group's growing interest in the Vietnamese market, which still holds much potential.

The Ambassador suggested that Red Bull should align with the new wave of European investments, particularly from Austria, into the Vietnamese and ASEAN markets. He emphasized seizing significant opportunities from the Vietnam-EU Free Trade Agreement (EVFTA) and enhancing support for organizing cultural and sports events in Vietnam.

Red Bull seeks to find and expand partner connections in Vietnam. (Source: Vietnamese Embassy in Austria)

Discussing the Vietnamese market, Mr. Georg Storandt expressed his strong impression of Vietnam's rapid development, high integration, and connectivity, and held high expectations for the potential of the world's fourth-largest energy drink market.

Red Bull aims to find and expand partner connections in Vietnam, agreeing on the need to better seize opportunities from the EVFTA and aim for concrete results in the context of positive growth in Vietnam-Austria trade and investment relations. Both countries are actively preparing for activities to celebrate the 55th anniversary of diplomatic relations in 2027.