Red Bull

Cans of Red Bull

Red Bull is an energy drink that is sold by Red Bull GmbH.[1] In 2006, more than 3 billion cans were sold in over 130 countries. The company's main headquarters are located in Austria.

Contents

Origins of Red Bull

Dietrich Mateschitz, an Austrian entrepreneur developed the Red Bull Energy Drink brand. Mateschitz was the international marketing director for Blendax, a 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 the European market. At the same time Mateschitz and Chaleo Yoovidhya founded Red Bull GmbH; each investing $500,000 of savings and taking a stake in the new company. They gave the remaining 2% to Chaleo's son Chalerm, but it was agreed that Mateschitz would run the company.[3] Red Bull GmbH launched the Red Bull in 1987, which is carbonated and not as sweet as Krating Daeng, the Thai energy drink. Red Bull entered its first foreign market (Hungary) in 1992, and the United States (via California) in 1997.[4]

Red Bull has taken almost half of the US market for energy drinks, and up to 80% of the market in some other countries.

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[5] while Mateschitz was listed at number 317.[6]

Product

Marketed as an energy drink "to combat mental and physical fatigue", it contains, per 250 mL (8.3 U.S. fl. oz.) serving, about 21.5 g sucrose, 5.25 g of glucose, 50 mg of inositol, 1000 mg of taurine, 600 mg of glucuronolactone, vitamin B — 20 mg of niacin, 5 mg of vitamin B6, 5 mg of pantothenic acid and 5 μg of vitamin B12 , 80 mg of caffeine. The caffeine in one serving is similar to that found in an average cup of brewed coffee (typically 100 mg/250 ml cup, but 72 mg for a U.S. regular 6 fluid ounces cup of coffee) 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. Sugar-free Red Bull is sweetened with aspartame and sucralose, as opposed to sucrose and glucose.

Red Bull is commonly used as a mixer with alcoholic drinks such as vodka, and is the base ingredient in a Jägerbomb.

Ingredients

A can of Red Bull from the United Kingdom states the ingredients as: Water, sucrose, glucose, sodium citrates, carbon dioxide, taurine, glucuronolactone, caffeine, inositol, niacin, pantothenic acid, vitamin B6, vitamin B12, caramel and riboflavin. In comparison, a can of Sugar Free Red Bull from the United Kingdom states the ingredients as: water, acidity regulator sodium citrates, carbon dioxide, taurine, glucuronolactone, sweeteners (acesulfame K, aspartame), caffeine, inositol, niacin, pantothenic acid, vitamin B6, vitamin B12, thickener xanthan gum, colours (caramel, riboflavin).

Taurine is a naturally occurring organic acid in the human body and is also present in foods like poultry, fish, and scallops. In addition to being an antioxidant, it is mainly used by the body during physical exertion and stress.[7] In its natural form, taurine is derived from animal tissue, having been first isolated from bull (Bos taurus) bile, hence the name "Red Bull"; however, the taurine used in the Red Bull drink is produced synthetically. It is also the first energy drink to list glucuronolactone in its ingredient list. Glucuronolactone is a carbohydrate involved in detoxification. The chemical naturally occurs in the human body, but is also present in foods like grain and wine.[7]

Usages

Red Bull has become popular in America due to its stimulant effects, but also has been criticized for its negative effects. Red Bull is designed to boost mental and physical performance: "Red Bull vitalizes the body and mind," according to the motto of the brand in America. The high concentration of caffeine, glucose, sucrose, taurine, and glucuronolactone is supposed to increase metabolism, thus improving the user's concentration, energy, and endurance. However, this jump in metabolism is only recommended for temporary usage. It does not rehydrate like typical sports drinks and has digestibility similar to that of coffee. [7]

Variations

On March 24, 2008 Red Bull introduced 'Simply Cola', or Red Bull Cola, the company's own take on a cola beverage. The product was the first major brand extension since Red Bull Sugar-Free was introduced in 2003. It was available in both the original 250ml cans and the newer 355ml version.[8] The cola has all natural ingredients and is marketed as a natural product.[9]

Health concerns

The sale of Red Bull is prohibited in some countries, usually due to its taurine content or its alleged high level of caffeine. However, many countries which formerly banned Red Bull (and similar energy drinks) have revised their legislation to allow drinks containing taurine or higher amounts of caffeine, including Switzerland (1994), Finland (2005), Iceland (2008) and France (2008). As of 2008, Red Bull remains prohibited as a soft drink in Norway, Uruguay and Denmark [10], whereas in Colombia the sale of energizing drinks is prohibited to those under 14. [11]

In 2001, the drink was investigated by the Swedish National Food Administration after being linked to the deaths of three consumers.[12] It has been subject to a number of other health concerns regarding glucuronolactone, a precursor of taurine. Glucuronolactone is a naturally occurring chemical compound produced by the metabolism of glucose in the human liver. It has received some notoriety due to urban legends that it was a Vietnam War-era drug manufactured by the American government. The rumor goes on to say that it was banned due to several brain tumor-related deaths. The rumor has since been proven false, as neither the cited British Medical Journal article nor the "banning of its consumption" ever occurred. Due to the link with taurine, only energy drinks without taurine are sold in France, but infant formula sold there (and worldwide) is commonly supplemented with taurine. Furthermore, no warnings appear on the Food and Drug Administration website regarding its potential to cause brain tumors or other maladies[13]

Since 2008-05-20 an alternative form of Red Bull containing arginine to replace taurine has been available in France.[14] Only days later, France removed the ban and Red Bull is now available in its original formula, including taurine.[15]

A common concern regarding the beverage is its supposedly high caffeine level. Proponents of the beverage counter critics by stating that a serving has roughly the same amount of caffeine as that found in a cup of coffee. [16]

Studies have proven that there is a positive link between drinking Red Bull and reducing levels of cortisol, but it may also lead to a high blood-pressure problem if drunk to excess.

Results of a small study suggested to avoid the drink, as it may lead to high blood pressure or heart disease.[17] Swedish National Food Administration have warned that Red Bull should not be consumed combined with alcohol or after strenuous exercise.[18]

A Red Bull spokesperson recommended the consumption of "no more than one to two cans" to achieve the drink's optimum effect.[19] There are examples of people suffering heart disturbances after drinking eight cans of Red Bull.[20][21]

Reports of elevated stroke and heart attack risk

On August 15, 2008, researchers from the Cardiovascular Research Centre at the Royal Adelaide Hospital reported that just one can of Red Bull can increase the risk of heart attack or stroke, even in young people: "One hour after they drank Red Bull, [their blood systems] were no longer normal. They were abnormal like we would expect in a patient with cardiovascular disease." Lead Researcher Scott Willoughby added that Red Bull "could be deadly when combined with stress or high blood pressure, impairing proper blood vessel function and possibly lifting the risk of blood clotting.[22]

Red Bull Australia spokesperson Linda Rychter responded that the report would be studied by the company, but added that the effects reported were no different to those experienced by drinkers of a single cup of coffee.[23]

There have been several urban legends circulating regarding the drink since the early 2000s. One states that it contains banned chemicals developed by the US government, while others state that it was formulated from bull testicles, it is highly addictive, it sets off false positives in drug tests, that it is on the verge of getting banned in Europe, and that it decreases penis size.[24] These have been proven false, and even the information on Snopes is outdated: Malaysia has lifted its ban on Red Bull since the late 90s and the drink is widely available in the country. Cans of Red Bull in Malaysia are manufactured by T.C. Pharmaceuticals in Thailand, the manufacturers of the original Krating Daeng of which Red Bull is based.

Advertising

Red Bull has an aggressive international marketing campaign. Red Bull GmbH sponsors a lot of activities from extreme sports like windsurfing, snowboarding, cliff-diving, surfing, Formula 1 race cars, and break dancing to art shows, music, and video games. It also hosts events like the "Red Bull Flugtag" (German for "flight day" or "flying day") and other such contests, designed to amuse participants and observers. Red Bull is also sponsoring football teams, in Salzburg, Austria, and New York, and have included their company name in the club's names "Pickle Toot." By associating the drink's image with these activities, the company has created a very marketable "cool" image with tremendous brand power. In addition, the sleek, thin, sharp packaging creates a "sexier" image than some other cola counterparts. Hence, this one energy drink has created a market for over 150 related types of merchandise,[25] like Red Rooster (drink) and Blue lightning. British institution Advertising Standards Authority has upheld complaints about claims made in the publicity of Red Bull in the United Kingdom since 1997.[26] Even with all of the concerns regarding Red Bull, in 2000 the corporation earned around $1 billion in worldwide sales and Red Bull held 65% of the market share.[27]

Polish charitable organization demanded €1 million from Red Bull because of similarity of two slogans used by Red Bull andFundacja Grażyny Malecha - "Gives you wiiings" and "Give wings to the children". Both sides have never met in the court.[28]

In Malaysia, however, Red Bull does not use its "Gives you wings" slogan, but instead a single one-word slogan, Bullleh!, a word play on the Malay word Boleh (lit: Can be done) and the word Bull.

The first Wip3out games on the Playstation 1 have had numerous in-game 'billboards' advertising Red Bull on them, but after the release of Wipeout Fusion none have been seen. Instead, the developers have created a fictional energy drink to take its place.

Litigation

Tesco's Kick energy drink was involved in a UK packaging design dispute during early 2007. Red Bull claimed Tesco's product' was too close to that of their own product. The attempted legal challenge was resolved after Tesco decided to settle out of court for an undisclosed sum.[29]

See also

References

  1. ↑ see http://www.energyfiend.com/2007/04/the-15-top-energy-drink-brands
  2. ↑ Selling Energy, Economist, May 9, 2002 [1]
  3. ↑ Soda with a buzz, Forbes, 28 March 2005, [2]
  4. ↑ "Red Bull GmbH Company History". Retrieved on 2007-10-12.
  5. ↑ 'Billionaires, #292 Chaleo Yoovidhya, Forbes, 2006 [3]
  6. ↑ 'Billionaires, #317 Dietrich Mateschitz, Forbes, 2006 [4]
  7. ↑ 7.0 7.1 7.2 http://www.redbullusa.com/#page=ProductPage.Ingredients Red Bull North America Inc.
  8. ↑ MarketingWeek: Red Bull launches cola drink
  9. ↑ GenDigital: A New Entrant In The Cola Wars With A Familiar Name
  10. ↑ http://www.canada.com/theprovince/news/story.html?id=03df02dc-283d-422a-910e-f9d46bf0f323
  11. ↑ http://www.alcaldiabogota.gov.co/sisjur/normas/Norma1.jsp?i=21794
  12. ↑ BBC Red Bull in suspected link to deaths
  13. ↑ Urban Legends Reference Pages: Bull Marketed
  14. ↑ No April Fool - Red Bull Removes Taurine to Access French Market
  15. ↑ Red Bull Storms Into France - International Herald Tribune
  16. ↑ Energy drinks jolt blood pressure, study finds | U.S. | Reuters
  17. ↑ The results of a small study prompted the researchers to advise people who have high blood pressure or heart disease to avoid energy drinks
  18. ↑ Swedish National Food Administration (NFA) is heading the investigation, and has issued a public warning, telling people not to take Red Bull mixed with alcohol, or after heavy exercise. Red bull has also been said to lead to short term memory loss to minors.
  19. ↑ "A Red Bull spokesman recommended only one to two cans of the energy drink for "optimum effect"
  20. ↑ A teenager was taken to hospital in Darlington after drinking eight cans of energy drink Red Bull
  21. ↑ A man whose heart stopped after he consumed eight Red Bull energy drinks in five hours has called for an overhaul of the product's warning labels
  22. ↑ http://www.canada.com/theprovince/news/story.html?id=03df02dc-283d-422a-910e-f9d46bf0f323
  23. ↑ http://www.canada.com/theprovince/news/story.html?id=03df02dc-283d-422a-910e-f9d46bf0f323
  24. ↑ Snopes.com: Bull Marketed
  25. ↑ http://www.speedace.info/red_bull.htm Red Bull Company History
  26. ↑ BBC Energy drink claims rejected
  27. ↑ http://findarticles.com/p/articles/mi_m0BDW/is_22_42/ai_75286777 A Bull's Market: The Marketing of the Red Bull Energy Drink
  28. ↑ http://www.spiegel.de/international/business/0,1518,545495,00.html Slogan Squabble.
  29. ↑ Kick Stimulation Drink: Read reviews and compare prices at Ciao.co.uk

External links

Brands of Energy Drinks
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