Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In
terms of market share, Red Bull is the highest selling energy drink in the world, with 5.387 billion
cans sold in 2013. Austrian entrepreneur Dietrich Mateschitz
was inspired by a pre-existing energy drink named Krating Daeng, which was first invented
and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners,
and, in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in Austria. In Thai,
daeng means red, and krating is the reddish-brown muscle-bound bovine called a "gaur", an animal
slightly larger than the bison. Red Bull is sold in a tall and slim blue-silver can; in
Thailand and in some parts of Asia it is sold in a wider gold can with the name of Krating
Daeng or Red Bull Classic. The two are different products, produced separately. The Red Bull
company slogan is "Red Bull gives you wings" and the product is marketed through advertising,
events, sports team ownerships, celebrity endorsements, and music, through its record
label Red Bull Records. Red Bull has been criticized for its marketing
with extreme sports pictures, including those of at least six known fatalities. Red Bull
was criticized for health risks in the past; however, the European Food Safety Authority
concluded that the levels of taurine and glucuronolactone used in Red Bull and other popular energy
drinks are safe.
History In 1976, Chaleo Yoovidhya introduced a drink
called Krating Daeng in Thailand, which means "red gaur" in English. It was inspired by
the tonic Lipovitan, whose prime ingredient is taurine, and was popular among Thai truck
drivers and laborers. After visiting Thailand in 1982 Dietrich Mateschitz had discovered
that Krating Daeng helped cure his jet lag. In 1984, Mateschitz co-founded Red Bull GmbH
with Yoovidhya and turned it into a global brand. Red Bull was founded by each partner
investing $500,000 of savings and taking a stake in the new company. Yoovidhya and Mateschitz
each held a 49% share of the new company. They gave the remaining 2% to Yoovidhya's
son Chalerm, but it was agreed that Mateschitz would run the company. The product was launched
in Austria in 1987. In 1992, the product expanded to international
markets: Hungary and Slovenia. It entered the United States via California in 1997 and
the Middle East in 2000. In 2008, Forbes magazine listed both Chaleo and Mateschitz as the 250th richest
people in the world with an estimated net worth of $4 billion.
Red Bull is headquartered in Fuschl am See, an Austrian village of 1500 inhabitants near
Salzburg. The building sports no logo and is heavily guarded. The company does not grant
any interviews. Ingredients
Red Bull contains caffeine, taurine, glucuronolactone, B-group vitamins, sucrose, and glucose. Red
Bull Sugar Free is like Red Bull Energy Drink, but without sugar. The sugars sucrose and
glucose have been replaced by the sweeteners acesulfame K and aspartame/sucralose.
Red Bull is sold in China in two versions: a regular-strength version in a short, wide,
gold-and-red can; and an "extra-strength" version in a taller, thinner, blue-and-silver
can more like the cans sold in western countries. Neither version is carbonated.
In Malaysia, Red Bull is sold in five versions: in addition to the regular strength version
in short, gold-and-red can like the one sold in China, and "International" version sold
in a taller, thinner, blue-and-silver can, a "less-sugar" also sold in a short, silver-and-red
can- this version tastes much more sour compared to the gold-and-red can version, but is otherwise
identical in terms of nutrients. Additionally, both regular and less-sugar version are also
available in a lower dosage, sold in glass bottles with gold-and-red or silver-and-red
label depending on version, mimicking the Krating Daeng bottles sold in Thailand.
Health effects Claims about the drink's effects and performance
have been challenged on various occasions, with the UK's Advertising Standards Authority
imposing advertising restrictions in 2001 in response to complaints recorded as early
as 1997. In 2011, Red Bull earned around EUR 4.2 billion in worldwide sales and was available
in 165 countries globally. Caffeine, taurine and glucuronolactone have
been assessed by health authorities for their safety. Health Canada conducted a review of
the scientific literature on caffeine, concluding that the general population of healthy adults
is not at risk for potential adverse effects from caffeine if they limit their consumption
to 400 mg per day. Taurine and glucuronolactone are human body
constituents and present in the human diet from foods such as scallops, fish, poultry
and grains. The Scientific Panel on Food Additives and Nutrient Sources added to Food was published
in 2009 at the request of the European Food Safety Authority's commission and evaluated
the safety of two particular "energy drink" ingredients, specifically taurine and glucuronolactone,
and concluded that the exposure to these said substances at the levels presently used in
energy drinks is no safety concern. In 2009, the EFSA published another scientific
opinion in the 'EFSA Panel on Dietetic Products, Nutrition and Allergies', focusing this time
on various studies of taurine and its commercial alleged health claims, namely: antioxidant
activity, detoxifying properties, and protection of body cells from oxidative damage, energy
metabolism, ergogenic role in sports and exercise. The EFSA concluded that on the basis of the
available data, the cause and effect relationship has not been established between the consumption
of taurine and the previously mentioned commercial claims.
A review published in 2008 found no documented reports of negative or positive health effects
associated with the amount of taurine used in energy drinks, including Red Bull. Caffeine
and sugar levels in Red Bull are comparable to coffee and fruit juices, respectively.
Caffeine
The caffeine content of a single can of Red Bull is 80 mg/250 ml. This is about the
same as one cup of coffee, or slightly less depending on the brewing method. The actual
caffeine level in Red Bull can vary depending on country, as some countries have legal restrictions
on how much caffeine is allowed in drinks. As is the case with other caffeinated beverages,
Red Bull drinkers may experience adverse effects as a result of overuse.
Cardiovascular effects Moderate caffeine intake does not adversely
affect cardiovascular health. There has been at least one case report of
Red Bull overdose causing postural orthostatic tachycardia syndrome in a young athlete. A
February 3, 2009 article in The Daily Telegraph titled "Red Bull 'may have triggered heart
condition that killed student' " reported the death of a 21-year-old woman who died
after drinking four cans of Red Bull as well as alcohol at "social levels". It is believed,
but was not proven, that she suffered from a rare heart condition called long QT Syndrome.
She was on medication for epilepsy and had an abnormally large heart. A medical examination
found no illegal drugs in her body. The article quoted a doctor as saying, "The coroner recorded
that the 21-year-old woman died of natural causes."
In March 2014, a girl in the UK had three heart attacks after drinking alcoholic shots
containing Red Bull. This is currently under investigation.
Impact on driving Joris Verster and colleagues from Utrecht
University concluded that Red Bull Energy Drink reduces driver sleepiness and enhances
driving performance during prolonged highway driving.
Market approval and legal status Authorities kept Red Bull from being sold
in France from 1996 to 2008, and in Denmark, and Norway for years. As of 2013 it is on
sale in all 27 member states of the European Union and in 165 countries around the world.
The French food safety agency was concerned about taurine. A Red Bull drink that did not
contain taurine was introduced. The French refusal of market approval was challenged
by the European Commission, and partially upheld by the European Court of Justice in
2004. The French food safety agency relented in 2008, because it was unable to prove a
definite health risk, taurine-related or not. In Kuwait, Ministry of Commerce banned Red
Bull for under 16 years olds after leading a 16-year old man and a 21-year old national
Squash team player to their death. Litigation
In 2013, Red Bull told the Redwell brewery, a Norfolk micro brewery to change its name
or face legal action, because it sounded too similar to Red Bull. The eight man brewery
in Norwich was told its name could "confuse" customers and "tarnish" its trademark. The
two companies reached a settlement permitting Redwell to continue using its name.
Advertising
Red Bull's slogan is "it gives you wings". Red Bull's international marketing campaign
targets young men mostly with extreme sports. These range from mountain biking, BMX, motocross,
windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing,
skating, freestyle motocross, rally, Formula 1 racing, to breakdancing. Red Bull uses music
and videogames, and has enlisted celebrities, such as Eminem. It hosts events like art shows
and the "Red Bull Flugtag". Red Bull owns association football teams, with clubs in
Austria, Germany, the United States and Brazil featuring the Red Bull trademark in their
names. By associating the drink's image with these activities, the company seeks to promote
a "cool" public image and raise brand power. The energy drink has created a market for
over 150 related types of merchandise, like Red Rooster and Blue Lightning.
In the PlayStation 3's social gaming platform, PlayStation Home, Red Bull developed its own
in-game island, specifically advertising its energy drink and the Red Bull Air Race event
released in January 2009. In late November 2009, Red Bull produced two new spaces, the Red
Bull Illume space, and the Red Bull Beach space featuring the Red Bull Flugtag, both
released on the same day. In January 2012, Red Bull released its first personal space
called the "Red Bull House of Skate" featuring an indoor skate park.
In the video game Worms 3D, Red Bull allows worms to move more quickly than normal. Red
Bull is displayed on virtual track-side billboards during game play and in the opening cinematic
in the video game Wipeout 2097. Team ownerships
RB Leipzig – a football team currently playing in the German 3. Liga
New York Red Bulls – a soccer franchise competing in the United States' Major League
Soccer Infiniti Red Bull Racing – a Formula One
team based in Milton Keynes, England, World Constructor's Championship winner of 2010,
2011, 2012 and 2013, and produced the car for the 2010, 2011, 2012 and 2013 F1 World
Champion Sebastian Vettel. Scuderia Toro Rosso – Another Formula One
team based in Faenza, Italy. Team Red Bull – a racing team competing
in the U.S.-based stock car racing competition NASCAR Red Bull Racing Team competed in NASCAR
beginning in 2007. The team ceased operations after the Sprint Cup Series' 2011 season.
FC Red Bull Salzburg – an Austrian football club based in Salzburg and competing in the
Austrian Bundesliga EC Red Bull Salzburg – a member of the
Austrian Hockey League based in Salzburg, Austria
EHC Red Bull München – a member of the Deutsche Eishockey Liga based in Munich, Germany
Red Bull Brasil – a football team currently playing in the Brazilian Campeonato Paulista
Série A2 based in Campinas, Brazil Triple Eight Race Engineering – from 2013,
Red Bull will sponsor one of the top V8 Supercar teams.
Red Bull Racing Brasil, a Stock Car Brasil team, since 2007.
Red Bull Ghana – a Ghanaian professional football club located in Sogakope that plays
in the Poly Tank Division One League. StarTale – In 2012, Redbull began sponsoring
this professional Starcraft 2 and Counter-Strike: Global Offensive team based in South Korea.
D3W – In 2012, Redbull began sponsoring this professional studio and Marc Diwan co.
based in Canada. Škoda Motorsport rally team
Sponsorships
Abt Sportsline for the TT DTM Audi Sport for the A4 DTM
Cacá Bueno's speed record Vectra Carlin Motorsport Dallara-Renault
Citroën C4 WRC Citroën DS3 WRC
Hyundai Genesis Coupe Pikes Peak edition Hyundai Veloster rallycross car
Iveco Dakar rally trucks JMB Racing Maserati MC12 GT
KTM road and Dakar rally bikes
Peugeot 208 T16 Sauber F1 team from 1995 to 2004
SEAT Sport WTCC team Škoda Fabia S2000
Volkswagen Passat DARPA Grand Challenge edition Volkswagen Polo R WRC
Volkswagen Race Touareg Dakar edition Volkswagen V10 TDI Touaregs Pikes Peak edition
Houston & Clifford AG Bitsaxis Group
Endorsements In 2009, Red Bull added mainstream sport athletes
to its roster of sports endorsements. Reggie Bush US NFL athlete announced at the
2009 Super Bowl. Blake Griffin NBA player for the Los Angeles
Clippers. Rajon Rondo NBA player for the Boston Celtics.
Dani Pedrosa, Marc Márquez and John Reynolds. Red Bull Junior Team, a program which sponsors
young drivers competing in single seater racing. Since 2001 many young drivers developed careers
in professional motorsport, with 13 participants having competed in Formula One, including
quadruple F1 world champion Sebastian Vettel. Skateboarder Ryan Sheckler
Skijumper Adam Małysz, snowboarders Mark McMorris, Torah Bright and Nathan Johnstone,
and skiers Kaya Turski, Lindsey Vonn and Alexis Pinturault.
Halo player Dave "Walshy" Walsh, and his team "Final Boss" in 2007–2008.
Red Bull is active in eSports, endorses Korean team "StarTale", and posts updates of StarTale
players "Life" and "Bomber" on their website. Dion Phaneuf NHL defenseman - Captain of the
Toronto Maple Leafs. Red Bull has also sponsored Call of Duty player
Matt Haag known as 'NaDeSHoT' since 2013 as part of their eSports sponsorship program.
Young professional golfer Rickie Fowler. Racing driver Andrew Jordan
Events
Red Bull Stratos Red Bull Cliff Diving World Series
Red Bull Rampage Red Bull Ragnaraok
Red Bull Road Rage Red Bull King of the Rock Tournament
Red Bull Romaniacs Hard Enduro Rallye Red Bull Crashed Ice
Red Bull X-Fighters Red Bull X-Alps
Red Bull Air Race World Championship Red Bull Flugtag
Red Bull Paperwings Red Bull LAN
Red Bull Training Grounds Red Bull sports events
Red Bull Art of Motion Red Bull BC One
Red Bull Cold Rush Red Bull Dolomitenmann - A 4-man relay competition
including trail running, paragliding, kayaking, mountainbiking
Red Bull Elements - A 4-man relay competition including rowing, trail running, paragliding,
mountainbiking Red Bull MotoGP Rookie Cup
Indianapolis motorcycle Grand Prix Red Bull Storm Chase - A worldwide windsurfing
competition in storm conditions with wind speeds of at least force ten
Red Bull Supernatural - A "backcountry boarding competition designed to challenge, then crown
the best all-around snowboarder on the planet." Red Bull Soapbox Race
Red Bull World Bridge Series Locations
Red Bull Ring, a motorsport circuit in Spielberg, Styria, Austria.
Red Bull Arena, home stadium of German football club RB Leipzig.
Red Bull Arena, home stadium of American soccer club the New York Red Bulls.
Red Bull Arena, home stadium of Austrian football club FC Red Bull Salzburg.
Hangar-7, a multifunctional building with a collection of historical airplanes.
Fatalities As of 2014, at least six male extreme-sports
performers have died during, or in the case of Eigo Sato in preparation for, stunts for
X-Games and the Red Bull X-Fighters competition. About one athlete, Shane McConckey, Red Bull's
Media House and MSP Films released 2013 an award winning feature documentary "McConkey"
where all proceeds will go to Shane McConkey family.
The deceased are: Shane McConkey
Ueli Gegenschatz Caleb Moore
Eigo Sato Eli Thompson
Toriano Wilson See also
Chuck Aaron, Red Bull Chief Pilot and Director of A&P Maintenance
F-Bomb — Fireball Cinnamon Whisky and Red Bull
Felix Baumgartner — stratospheric parachute jump 2012
Jägerbomb List of energy drinks
Monster Energy Vodka Red Bull
References
External links Official website
Thai Red Bull / Krating Daeng [1] Red Bull Energy Drink [2]
Red Bull's Total Marketing - slideshow by Der Spiegel