Red Bull

From Wikipedia, the free encyclopedia

For other uses, see Red Bull (disambiguation).

Red Bull GmbH

Type	Private
Founded	1987
Founder	Dietrich Mateschitz & Chaleo Voovidhya
Headquarters	Fuschl am See, Austria
Key people	Dietrich Mateschitz
Industry	Drink
Products	Energy drinks
Revenue
Operating income
Net income
Website	redbull.com

Red Bull is the brand name of a soft drink that originated in Thailand and is now popular throughout the world. Sold as an energy drink to combat mental and physical fatigue, it contains, per 250 ml serving, about 27 g of sugar (glucose, sucrose), 1000 mg of taurine, 600 mg of glucuronolactone, B-complex vitamins and 80 mg of caffeine. The caffeine in one serving is a little less than that found in an average cup of coffee (100 mg/8 oz. cup) or twice as much as found in a can of Coke (40 mg/12 oz. can). A sugar-free version has been available since the beginning of 2003. Almost 1 billion of the slim 250 ml cans were sold in 2000 in over 100 countries, 260 million of them in the UK. In 2003, almost 2 billion cans were sold in over 120 countries.

1 Origins
2 Marketing
3 Mixed Drinks
4 Imitators
5 Potential health risks
6 Ingredients
7 Red Bull Distribution
8 Trivia
9 See also
10 References
11 External links

[edit] Origins

A Thai Krating Daeng bottle

The original Red Bull drink was developed in 1962 by Chaleo Voovidhya, a Thai businessman, and sold under the name Krating Daeng (กระทิงแดง, Thai for Red Bull) by the company TC Pharmaceutical^[1]. The recipe was based on Lipovitan, an earlier energy drink that had been introduced to Thailand from Japan. Krating Daeng sales soared across Asia in the 1970's and 1980's, especially among truck drivers, construction workers and farmers. The working class image was boosted by sponsorship of Thai boxing matches, where the logo of two red bulls charging each other was often on display.

The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur. Mateschitz was international marketing director for Blendax, a German toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng help cure his jet lag ^[2]. Between 1984 and 1987, Mateschitz worked with TC Pharmaceutical (a Blendax licensee) to adapt Krating Daeng for European audiences. At the same time the two men founded Red Bull GmbH; each investing $500,000 of savings and taking a 49% stake in the new company. They gave the remaining 2% to Yoovidhya's son Chalerm, but it was agreed that Mateschitz would run the company.^[3] Red Bull GmbH launched the “Austrian” version of Red Bull in 1987, which is carbonated and not as sweet as the original Thai recipe. It is the Austrian formula that has taken almost half of the US market for energy drinks, and up to 80% of the market in some other countries.

In addition to owning half of Red Bull GmbH, Chaleo and his son continue to market the original formula across Asia. In 2006, Forbes Magazine listed Chaleo as being the 292 richest person in the world with an estimated net worth of over $2.5 billion^[4] while Mateschitz was listed at number 317.^[5]

The architecturally spectacular headquarters of Red Bull GmbH are located in Fuschl am See, Austria.

[edit] Marketing

Initially, Red Bull GmbH created a strategic program to provide "cool" post-secondary students with free cases of the drink, and then convince them to throw a party. This viral campaign created a noticeable ripple effect, boosting sales. This grass roots marketing strategy is still used today in the way of mobile street teams and oncampus reps (student brand managers). This way of marketing to the targeted consumer has gained much publicity and is deemed highly effective.

Red Bull Flight Day in Cologne, Germany.

It was launched in Europe in 1987, supported by sleek advertising and, with its high-priced small blue-and-silver can, targeted at young urban professionals. The international advertising slogan of Red Bull is "Red Bull Gives You Wings", which focuses on the stimulant properties of the drink.

Since the initial viral parties, Red Bull's efforts have included sponsoring extreme sport events, including cliff diving, BMX and skateboarding. Red Bull also sponsors the Red Bull Flugtag ("flight day" in German), a competition where entrants launch themselves off a 30-foot ramp in home-made "flying machines" into a body of water, its own version of the soapbox derby called the Red Bull Soap Box Race, and the Red Bull Art of the can Competition, An international art competition in which artists are asked to create works using the Red Bull can. Red Bull has had a sponsorship presence in a number of sports for some time especially in the world of motorsport, with the company having a presence in the DTM (Deutsche Tourenwagen Masters) especially the Abt Audi team, KTM Factory Motocross Team, Moto GP, British Superbike's (BSB) Red Bull Honda and HM Plant Red Bull Honda teams, A.J. Allmendinger's ride in the Champ Car World Series, World Rally Championship with the Skoda team run by Armin Schwarz, The SEAT team in the World Touring Car Championship, Rhys Millen's Pontiac in Formula D, owning two Formula One teams, Red Bull Racing and Scuderia Toro Rosso ('Team Red Bull' translated in Italian), and sponsoring the GP2 Series team owner by Red Bull Racing team principal Christian Horner, Arden International. The team previously sponsored the Sauber and Arrows Formula One teams the Red Bull Cheever Racing Team in the IRL, and in 2007 Team Red Bull will compete in NASCAR's Nextel Cup. Also Red Bull is now sponsoring the Cyberathlete Professional League and its own air racing event called the Red Bull Air Race.

Red Bull Racing F1 car.

Scuderia Toro Rosso F1 car.

They have since extended their presence to purchasing and entirely re-branding a number of sports teams. These teams include the Red Bull Racing (previously Jaguar) and Scuderia Toro Rosso (Italian for Red Bull Team) (previously Minardi) Formula One teams. Red Bull Racing had a competitive first season in Formula One in 2005, and Scuderia Toro Rosso made its debut in 2006 as a 'B' team. Red Bull also has sponsored various racing drivers including NASCAR driver Robby Gordon and Formula One drivers Christian Klien, Vitantonio Liuzzi and Scott Speed. As well as Moto GP riders Nicky Hayden, Dani Pedrosa and John Hopkins, American Superbike (AMA) riders Eric Bostrom, Ben Bostrom and Jake Zemke and British Superbike (BSB) riders Jonathan Rea, Eugene Laverty and Ryuchi Kiyonari. Red Bull is sponsoring two new NASCAR teams under 2007; racing under the new Toyota Camry label. On April 6, 2005 Red Bull also bought the Austrian football club SV Austria Salzburg and renamed it to Red Bull Salzburg, a move which has been heavily criticised by supporter groups within Austria and across Western Europe. Salzburg's pro ice hockey team is named "The Red Bulls", and so is its farm team. The MetroStars Major League Soccer team, who are based in New Jersey, were purchased from former owner Anschutz Entertainment Group and renamed New York Red Bulls. AEG and Red Bull are building Red Bull Park for the team in Harrison, New Jersey, to be completed in 2007-2008, which would likely remain in AEG's control.

Aside from that, its Thai unit and its Philippine partner has been responsible in forming, licensing, and funding the Red Bull Barako basketball team in the Philippine Basketball Association since 2000. It has become one of the most successful sports teams in the Philippines.

An Indonesian bottle with both 'Krating Daeng' and 'Red Bull' on the label

Red Bull's campaign car, Volkswagen New Beetle.

Red Bull's campaign car, BMW Mini.

In addition to sports sponsorships, Red Bull has developed the MET (Mobile Energy Team) program. The teams consist of mostly college students, who drive specially designed Red Bull "Racers". The racers are detailed with the Red Bull logo, and most carry an oversized can of Red Bull on their chassis (Suzuki Vitara, MiniCooper, SportTrac, etc.). The METs complete daily missions that include bringing energy where it's needed, sporting events, businesses, etc.

[edit] Mixed Drinks

Red Bull mixed with vodka was first created by Parker Hallam in Dallas, Texas, at a bar called Soul II Soul located on Lower Greenville. It is known by several names, in some areas it is called an "Eyeopener" or "Dagger" while along the East Coast of the United States, it is known as a "Birch" or when mixed with Peach Tree Schnapps, a "Birch Tree". In the American Midwest it's known as simply "Red Bull & Vodka", "Vodka Bomb", "V-Bull", or in Chicago, a "Klenfield." It has also been called a "Raging Bull" in the Austin, Texas area. In some areas of Canada, a shot glass of RedBull or similar energy drink is filled and then dropped into a glass or vodka, which is promptly drunk. This is known as a One-Armed Scissor. In Switzerland it is called "Gummibäärli" which means Gummi Bear. In Turkey, it is called "Votka Enerji," which means Vodka Energy. When mixed with cherry vodka, it's known as a "Cherry Bomb." Mixed with Jägermeister is it called a "Bull Blaster," "JägerBlaster" or "JägerBomb", "JägerBomber", "Flying Hirsch" and "U-Boot" in some parts of Germany." When served with the Jägermeister still in a shot glass, it is called a "Train Wreck" or "Depth Charge." Mixed with whiskey, it is called "Bull's Balls" or "Night Bandit." When mixed with Hennessy it is known as "Crunk Juice" or "Wavy Juice." When dropped in Rum, it has been called a tweaking Puerto Rican in reference to the energy boost and term associated with being on speed. When mixed with tequila and vodka, it is sometimes known as a "TVR" in the UK and Tokyo metropolitan area of Japan where the name is recognised as referring to the TVR sports car company. When served with Vodka and Cranberry juice, it is known as, "VCR." Detroiters may order a "Black-Bull" - which would be a Red Bull mixed with Guinness Stout. In South Texas and Mexico when mixed with vodka, especially of the Absolut brand, it is called Absolut Bullshit. "Dave" is the name given to 1/2 pint lager, vodka and red bull, mixed in a pint glass, in Bradford, UK. These drinks are quite popular, despite the potential health risks of mixing any energy drink with alcohol, as mentioned below.

[edit] Imitators

Red Bull's popularity has spawned countless imitations in various countries, including Blue Ox, Red Rooster, American Bull, Boost, Mad Croc, Liquid Lightning, Red Rave, Red Thunder, Shark, RELOAD, Sobe Arush, Beaver Buzz, and Red Rain, and many others. Overall, Red Bull has created a category that currently includes 125 products in the USA market.^{[citation needed]} Several supermarket groups have created their own house brands. Examples include Tesco's Cranberry Diet Kick and ASDA's Lemon & Lime flavoured version.

[edit] Potential health risks

In 2001, the drink was investigated by the Swedish National Food Administration after being linked to the deaths of three consumers. It has been subject to a number of other health concerns regarding glucuronolactone, a precursor of taurine. Sale of Red Bull as a normal soft drink is prohibited in Denmark, Norway, France and Uruguay. Due to the link with taurine, local authorities categorized Red Bull as a medicine and suggest customers ask for medical advice before drinking. Because of this, only energy drinks without taurine are sold in France. The official imported Canadian Red Bull is a caffeinated version of Thai Krating Daeng. Until late 2004, its sale was prohibited in Canada. Now a can must carry a warning label that says:

Cautions: Contains caffeine. Not recommended for children, pregnant or breast-feeding women, caffeine sensitive persons or to be mixed with alcohol. Do not consume more than 500 mL per day.

However, no such warning label is present on cans sold in the UK, though people who consume the beverage in excess (more than 2-5 250 mL tins in a 24-hour period) have been known to express discomfort, such as nausea, diarrhea, stomach pains, gas, and/or sleeplessness.

British supermarket chain Morrisons refuses to sell Red Bull to customers under the age of 16. In Finland, some shops only sell 1 canister of the drink at a time to under 18 year olds. Attempting to buy 2 canisters or more requires customers to prove their age, as if they were buying alcoholic beverages.

Red Bull made the news in Ireland after two hurling players died after drinking Red Bull at half-time in a club game.

Doctors and nutritionists have warned of the dangers of mixing caffeine and alcohol in excessive quantities. Their warnings, however, are often unheeded as many people feel that the benefits of mixing Red Bull with alcohol far outweigh the risks and use stimulants such as caffeine in order to avoid getting drowsy while drunk. Mixing Red Bull with alcohol (most commonly Vodka and Jägermeister) has become increasingly popular among college-aged crowds and club goers. Heavier drinkers of alcoholic Red Bull drinks have cited "euphoric feelings." Many studies have been performed to determine the actual effects on the human body after consumption of Red Bull with alcohol, most finding solely that the mixing of a depressant with an energy drink can lead to abnormal heart rhythms and future heart problems. [6]

Compare with the results of clinical trials PMID 11897259.

The director of biomaterials research at the University of Maryland Dental School in Baltimore found the most wear to tooth enamel occurred, in descending order, from exposure to lemonade, energy drinks (especially those with citrus (i.e. Citric acid) flavors such as Red Bull), sports drinks, fitness water, iced tea and cola. [7]

[edit] Ingredients

Water, sucrose, glucose, acidifier sodium citrates, carbon dioxide, taurine (0.4%), glucuronolactone (0.24%), caffeine (0.03%), inositol, vitamins (niacin, pantothenic acid, B6, B12), flavourings, and colours (caramel, riboflavin).

CBC claims laboratory tests of 80 mg of caffeine and 1000 mg of taurine in a standard 250ml can of Red Bull energy drink.[8] This is the same amount of caffeine as a cup of black coffee, or over three times as much caffeine as many leading cola drinks.

[edit] Red Bull Distribution

The Red Bull company also distributes and markets a number of other drinks in the United Kingdom including the Carpe Diem range of herbal soft beverages, and the Sabai Wine Spritzer (the latter in association with the Thai Siam Winery in Thailand)

The original Thai Krating Daeng is often available in many Asian grocery stores in Australia. It is usually cheaper than the Austrian (mainstream Red Bull) variety.

Front of Krating Daeng can as available in Australia.

Back of Krating Daeng can as available in Australia.

[edit] Trivia

This section does not cite its references or sources.
Please help improve this article by introducing appropriate citations. (help, get involved!) This article has been tagged since August 2006.

The main ingredient in Red Bull that purportedly provides energy is taurine, a substance that was first found within the bile of an ox in 1827 by German scientists Friedrich Tiedemann and Leopold Gmelin; however, taurine that is used commercially is produced synthetically.
The Red Bull energy drink was mentioned in the single "No Tomorrow" by Orson, although the band humourously admitted in an interview with Q Magazine that they do not exclusively drink Red Bull and that it just fitted the rhyme.

In an episode of Reno 911!, comedian Carrot Top is angry and throwing things out the window of his hotel, whereupon the hotel manager says "he's just jacked up on Red Bulls."

The drink was parodied in one of comedian Dave Chappelle's strips, calling a drink named Red Balls - "cocaine in a can!".

In the webtoon "Homestar Runner" episode "road trip", there is a parody of Red Bull called "Bull Honkey".

Red Bull appears as a power up in the turn-based strategy game Worms 3D, giving the player who uses it the ability to walk faster and jump higher for the duration of their turn.

Red Bull was one of the myriad product placements in the 2001 film Josie and the Pussycats. In one scene the Pussycat's manager Alexander Cabot III appears surrounded by Red Bull cans and intoxicated as he hands a can over to Josie and asks her "You wanna try one of these? They're really good."