Red Bull

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Red Bull
Type Private
Founded 1987
Founder Dietrich Mateschitz and Chaleo Yoovidhya
Headquarters Fuschl am See, Austria
Key people Dietrich Mateschitz
Industry Drink
Products Energy drinks
Revenue
Operating income
Net income
Slogan Red Bull Gives You Wiings No Red Bull, No Wiings
Website redbull.com

Red Bull is the brand name of an Austrian energy drink. Sold as an energy drink to combat mental and physical fatigue, it contains, per 250 ml (8.3 U.S. fl. oz.) 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 less than that found in an average cup of coffee (typically 100 mg/250-ml cup) or twice as much as found in a can of Coke (40 mg/330-ml 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.

Contents

[edit] Origins

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

The original Red Bull drink was developed in 1962 by Chaleo Yoovidhya, 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 1970s and 1980s, 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 helped to 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 Mateschitz and Yoovidhya 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 292nd 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

Kirby Chambliss racing in the Red Bull Air Race World Series
Kirby Chambliss racing in the Red Bull Air Race World Series

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.
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.

[edit] Sports sponsorship

Since the initial viral parties, Red Bull's efforts have included sponsoring extreme sport events, including cliff diving, BMX, skiing, Flugtag and skateboarding. In the 1990s, Red Bull sponsored the rower Xeno Müller, who won an Olympic gold medal in the single sculls in 1996[8]. Red Bull sponsors skier Tanner Hall, who won the XGames gold in halfpipe skiing. 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 (reminiscent of the Birdman Rally), 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.

World Rally Championship Red Bull Car
World Rally Championship Red Bull Car

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,Dakar Rally sponsoring the VW Race Touareg Team, KTM Factory Motocross Team, Moto GP, British Superbike's (BSB) Red Bull Honda and HM Plant Red Bull Honda teams, 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, 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 the NASCAR 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 does not pay their athletes to wear or promote their logo. The 2005 DARPA Grand Challenge a competition for driverless cars, was won by a student team from Stanford. The Teams car "Stanley", was roboticly driven Volkswagen Touareg was sponcered by Red Bull.

Stanley, the winner of the 2005 DARPA Grand Challenge
Stanley, the winner of the 2005 DARPA Grand Challenge

In 2006 Red Bull sponsored the first Student Gumball Rally (subsequently named Student Brakeaway Rally because of the Gumball 3000 organisers displeasure with the similarity), in which more than 500 European students drove from Dover to Croatia in 6 days and raised thousands for the Teenage Cancer Trust and other charities.

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 and Dani Pedrosa, 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. 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.

[edit] Ownership/Rebranding of sports teams

Red Bull Racing F1 car.
Red Bull Racing F1 car.
Image:Scott Speed 2006 April cropped.jpg
Scuderia Toro Rosso F1 car.

Red Bulll has also extended their presence to purchasing and entirely re-branding a number of sports teams. These teams include the Red Bull Racing (previously Jaguar)[6] and Scuderia Toro Rosso (Italian for Red Bull Team) (previously Minardi)[7] Formula One teams. 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 Europe. Salzburg's pro ice hockey team is named "The Red Bulls", and so is its farm team.

In 2005, Red Bull purchased the MetroStars, a soccer team in the United States league Major League Soccer based in New Jersey, from Anschutz Entertainment Group and renamed the franchise Red Bull New York.

In 2007, Red Bull Racing began sponsoring NASCAR drivers Brian Vickers and AJ Allmendinger, who will both be driving Toyota Camrys.

[edit] Promotional cars

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, colleges, shopping centers, etc. The Mobile Energy Team is trained to know the benefits of the energy drink thoroughly and present them to consumers in a one on one quality interaction.

Red Bull's campaign car, Volkswagen New Beetle.

Red Bull's campaign car, BMW Mini.

Red Bull Mini in Sofia, Bulgaria.

Red Bull Mini in Sofia, Bulgaria.

VW Race Touareg 2.

MAN truck from the Paris - Dakar race photographed at car show in Bella Center.

Brasil


[edit] Mixed Drinks

Red Bull mixed with Vodka is a popular mixed drink, and 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 "Heart Attack", "Birch" or when mixed with Peach Tree Schnapps, a "Birch Tree".
  • In the American Midwest it is known as a "Vodka Bomb", "V-Bull", or in Chicago, a "Klenfield." It has also been called a "Raging Bull" in the Austin, Texas area.
  • In some UK regions, it is most often drunk with a double measure of vodka, and abbreviated to "DVRB" (Double Vodka Red Bull) or VodBull. If drunk with a single measure of vodka it is generally known simply as a "Vodka and Red Bull".
  • In Switzerland it is called "Gummibäärli" which means Gummi Bear.
  • In Austria it is called "Flügerl" (the (Austrian) diminutive of the German word for wing).
  • In Turkey, it is called "Votka Enerji," which means Vodka Energy. When mixed with cherry vodka, it is known as a "Cherry Bomb."
  • Mixed with Jägermeister is it called a "Bull Blaster", "Trap Drink", "JägerBlaster" or "JägerBull", "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", "Jagerbomb", 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 half Red Bull and half Patron tequila is mixed (depending on glass size) is referred to as "Suicide Ninja" ...as fused and spoken about by Miami rapper Ninja Spinx.
  • 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. This has been further bastardised into "PVR" by members of the British Military by adding Port to Vodka RedBull, as the initials PVR stands for Permanent Voluntary Resignation (Terminology used for getting out the military early).
  • When served with Vodka and Cranberry juice, it is known as, "VCR."
  • In Hungary, especially in the capital, Budapest, Red Bull and Vodka is often referred to as a "Hamschter" in reference to the fast heartbeat of a hamster, in combination with a parody on the phoenetics of the Austrian rural language.
  • 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.
  • In the Chicago area, a shot glass is filled with Jameson and is then dropped into a tall rocks glass filled 1/2 way with Red Bull, which is taken at once in a single drink. This is known as a "Lucky Charm", or perhaps more commonly as an "Irish Funeral".
  • "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.
  • Kanye West's supposed patented drink the "Kanye-azy" is one shot hennesey and one shot black douglas dropped into a glass of Red Bull.
  • In Southern California, a Gatorade/vodka/Redbull is a "Hydrated Russian Matador".
  • In Bonny Doon, California, a shot of Orange Stoli dropped into a 1/2 can of Red Bull is called an "Esco Knock-Out".
  • Tucker Death Mix, created by author Tucker Max contains 1 can of Red Bull, 1 quart Gatorade and 1 pint Everclear (alcohol)
  • Red Lion Inn or the Flyin Lion, created by Evan Johnson and Zak Kapla is the name given to 1/2 pint Lionshead and 1/2 of Red Bull served cold in a pint glass and rapidly consumed. It is named after the Red Lion Inn located in Quakertown, PA it is popular among students of Kings College.
  • In Southern Louisiana, when served with any flavored vodka in a shot glass, it is called a "Starburst".
  • In New Zealand, a shot of Jägermeister dropped into a tall glass of Red Bull without ice is known as a "Yag Bomb" and has become popular with social drinkers.
  • In Richmond Hill, Ontario, Canada Daniel M. Vettese claims to have created the "Red Royal", which combines Red Bull with Crown Royal, a popular Canadian whiskey.

[edit] 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, Uruguay and Iceland . 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, light green urine color, sleeplessness and/or fatigue when caffeine effect wears off [9] .

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.

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." At least one researcher has asserted that mixing a depressant with an energy drink can lead to abnormal heart rhythms and future heart problems.[8] 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 citric acid such as Red Bull), sports drinks, fitness water, iced tea and cola.[9]

[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 (8.4 fl. oz) can of Red Bull energy drink.[10] This is a little less than that found in an average cup of coffee (typically 100 mg/250-ml cup) and about 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 and Canada. It is usually cheaper than the domestic (mainstream Red Bull) variety. Government mandated nutrition fact labels are usually added by the importer.

Front of Krating Daeng can as available in Australia.

Back of Krating Daeng can as available in Australia.

[edit] Trivia

  • 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 humorously 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 says to her "These are so good, you want one of these?"
  • In the film Snakes on a Plane it was a can of Red Bull that Samuel L. Jackson's character used to prove that his protectee was at the murder scene.
  • Other TV Shows that have depicted conspicuous Red Bull consumption include the British motoring program Top Gear when Jeremy Clarkson is seen drinking a few in the show's Race to Oslo episode to help him drive through the night. and the American TV drama Studio 60 on the Sunset Strip often shows main characters Matt Albie and Danny Tripp drinking Red Bulls and sugar free Red Bulls (distinguished by the sky blue colour of the cans).
  • The webseries Red vs Blue commonly makes jokes about something being as bad as Red Bull tastes.
  • In the 2006 movie, Crank, the main character is seen drinking Red Bull in a few scenes to raise his heart rate.
  • In the latest Pretty Ricky song "On The Hotline" or "Hotline" a member of the group named Slick'em refers to Red Bull
  • Red Bull has their own skateboard team that goes on tours.

[edit] See also

[edit] References

  1. ^ Energy Drinks in the U.S., Beverage Marketing Corporation, 2006 [1]
  2. ^ Selling Energy, Economist, May 9 2002 [2]
  3. ^ Soda with a buzz, Forbes, 28 March 2005, [3]
  4. ^ 'Billionaires, #292 Chaleo Yoovidhya, Forbes , 2006 [4]
  5. ^ 'Billionaires, #317 Dietrich Mateschitz, Forbes , 2006 [5]
  6. ^ Red Bull snaps up Jaguar F1 team article
  7. ^ Red Bull swoop for Minardi deal article
  8. ^ Energy drink lethal cocktail if combined with vodka, exercise [6]
  9. ^ [7]

[edit] External links

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