In 1987, the product, marketed as an energy drink to “boost body and mind,” entered the market under the name “Red Bull” and began its successful conquest of the world. Thus, Red Bull became a functional beverage designed for use during times of increased mental and physical stress. Originally created in Austria, the product first appeared outside its home country in Germany in 1994. By 1997, Red Bull reached all European markets and crossed the oceans to conquer North and South America and Australia. Red Bull arrived in Azerbaijan in 2004. After conducting trial sales, a distributor agreement was signed between Cahan Red-2 and Red Bull GmbH, which had been the official representative of Red Bull in Azerbaijan for four years. After the agreement was signed, the company established a retail sales system and successfully implemented development principles. In 2005, a marketing department was set up within the company, with the main task of organizing events aimed at introducing consumers to the Red Bull brand through targeted audience engagement. The company has representative offices in several cities in Azerbaijan, including Nakhchivan, Ganja, Lankaran, Sheki, and Quba. Through this network, product sales are organized in retail outlets in the surrounding districts. Thanks to these efforts, Cahan Red-2 managed to increase Red Bull’s sales volume in the local market by 100% annually. However, Cahan Red-2’s activities go beyond just offering the product to consumers. Red Bull GmbH is a constant organizer and official sponsor of events that promote extreme sports, supporting over 500 extreme athletes worldwide. As a partner of Red Bull GmbH, Cahan Red-2 plans to organize such events in Azerbaijan as well.