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Red Bull

From Wikipedia, in a visual modern way
Red Bull Energy Drink
RedBullEnergyDrink.svg
Red Bull ice.jpg
Red Bull Energy Drink served in a glass with ice cubes
TypeEnergy drink
ManufacturerRauch[1]
DistributorRed Bull GmbH
Country of origin Austria[2]
Introduced1 April 1987; 35 years ago (1987-04-01)
ColorYellow
IngredientsCaffeine, taurine,[3][4] glucuronolactone,[5][6][7] sucrose and glucose, B-group vitamins, and water
VariantsRed Bull Sugarfree
Red Bull Total Zero
Red Bull Zero
Red Bull Energy Shot
Red Bull Editions
Related productsKrating Daeng
Red Bull Simply Cola
Organics by Red Bull
Websiteredbull.com
This article is about the brand of energy drinks. For its distributor, see Red Bull GmbH. For the drink with the same name in Thai, see Krating Daeng. For other uses, see Red Bull (disambiguation).

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 38%, it is the most popular energy drink brand as of 2019,[8] and the third most valuable soft drink brand behind Coca-Cola and Pepsi.[9] Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide,[10] including over 11.5 billion in 2022.[11]

Originally available only in a single nondescript flavor sold in a tall and slim silver-blue can, called Red Bull Energy Drink, numerous variants of the drink were added over the course of time. Its slogan, "Red Bull Gives You Wings",[12] is considered one of the most popular and memorable advertising slogans in the United States, ranking at 16 out of 25 with a 59.3% slogan recognition rate according to a study by advertising and market research firm Survata.[13] Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth"[14][15] through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and standout stunts such as the Stratos space diving project.[16] In addition to sport series, its marketing includes multiple sports team ownerships; celebrity endorsements; and music, through its Red Bull Records label.[17]

Red Bull traces its origins to a similar drink called Krating Daeng, which was introduced in 1976 in Thailand by the pharmacist Chaleo Yoovidhya. While doing business in Thailand, Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit the tastes of Westerners, such as by carbonating the drink.[18] In 1984, the two founded Red Bull GmbH in Fuschl am See, Salzburg, Austria.[19] When branding their new product Mateschitz referenced Krating Daeng's name as in Thai, daeng means red, and a krating (known in English as a gaur or Indian bison) is a large species of wild bovine native to the Indian subcontinent. In 1987, the company sold its first can of Red Bull in Austria. In 1996 Red Bull began operation in the United States, and has seen steady growth ever since.[20] Both Red Bull and Kraeting Daeng use the same red bull on yellow sun logo while continuing to market their drinks separately in the Thai and Western markets.

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Energy drink

Energy drink

An energy drink is a type of drink containing stimulant compounds, usually caffeine, which is marketed as providing mental and physical stimulation. They may or may not be carbonated and may also contain sugar, other sweeteners, herbal extracts, taurine, and amino acids. They are a subset of the larger group of energy products, which includes bars and gels, and distinct from sports drinks, which are advertised to enhance sports performance. There are many brands and varieties in this drink category.

Coca-Cola

Coca-Cola

Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries worldwide, with consumers drinking more than 1.8 billion company beverage servings each day. Coca-Cola ranked No. 87 in the 2018 Fortune 500 list of the largest United States corporations by total revenue. Based on Interbrand's "best global brand" study of 2020, Coca-Cola was the world's sixth most valuable brand.

Advertising slogan

Advertising slogan

Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.

Extreme sport

Extreme sport

Action sports, adventure sports or extreme sports are activities perceived as involving a high degree of risk. These activities often involve speed, height, a high level of physical exertion and highly specialized gear. Extreme tourism overlaps with extreme sport. The two share the same main attraction, "adrenaline rush" caused by an element of risk, and differ mostly in the degree of engagement and professionalism.

Crashed Ice

Crashed Ice

Red Bull Crashed Ice was a world tour in ice cross downhill, a winter extreme sporting event which involves downhill skating in an urban environment, on a track which includes steep turns and high vertical drops. Racers speed down the course's turns, berms, and jumps. Competitors, having advanced from one of the tryouts in the prior months, race in heats of four skaters, with the top two advancing from each heat. The events were held from 2001 to 2019; the ATSX now oversees ice cross downhill events.

Celebrity branding

Celebrity branding

Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Non-profit organizations also use celebrities since a celebrity's frequent mass media coverage reaches a wider audience, thus making celebrities an effective ingredient in fundraising.

Chaleo Yoovidhya

Chaleo Yoovidhya

Chaleo Yoovidhya was a Thai businessman and investor. He was the originator of Krating Daeng (กระทิงแดง) and co-creator of the Red Bull brand of energy drinks. At the time of his death in 2012 at the age of 88, he was listed as the third-richest person in Thailand, with an estimated net worth of US$5 billion.

Dietrich Mateschitz

Dietrich Mateschitz

Dietrich Markwart Eberhart Mateschitz was an Austrian billionaire businessman. He was the co-founder and 49% owner of Red Bull GmbH. In April 2022, Mateschitz's net worth was estimated at US$27.4 billion.

Jet lag

Jet lag

Jet lag is a physiological condition that results from alterations to the body's circadian rhythms caused by rapid long-distance trans-meridian travel. For example, someone flying from New York to London, i.e. from west to east, feels as if the time were five hours earlier than local time, and someone travelling from London to New York, i.e. from east to west, feels as if the time were five hours later than local time. The phase shift when traveling from east to west is referred to as phase-delay of the circadian circle, whereas going west to east is phase-advance of the circadian circle. Most travelers find that it is harder to timezone adjust when traveling to the east. Jet lag was previously classified as one of the circadian rhythm sleep disorders.

Fuschl am See

Fuschl am See

Fuschl am See is an Austrian municipality in the district of Salzburg-Umgebung, in the state of Salzburg. It is located at the east end of the Fuschlsee, between the city of Salzburg and Bad Ischl. As of 2018, the community has approximately 1,500 inhabitants.

Gaur

Gaur

The gaur, also known as the Indian bison, is a bovine native to South Asia and Southeast Asia, and has been listed as Vulnerable on the IUCN Red List since 1986. The global population was estimated at a maximum of 21,000 mature individuals in 2016, with the majority of those existing in India. It has declined by more than 70% during the last three generations, and is extirpated from Sri Lanka and most likely Bangladesh. Populations in well-protected areas are stable and increasing.

Indian subcontinent

Indian subcontinent

The Indian subcontinent is a physiographical region in Southern Asia, situated on the Indian Plate, projecting southwards into the Indian Ocean from the Himalayas. Geopolitically, it includes the countries of Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan, and Sri Lanka. The terms "Indian subcontinent" and "South Asia" are often used interchangeably to denote the region, although the geopolitical term of South Asia frequently includes Afghanistan, which may otherwise be classified as Central Asian.

History

In front of the Potala Palace, Tibet: a large can of the Chinese version of Red Bull.
In front of the Potala Palace, Tibet: a large can of the Chinese version of Red Bull.

In 1976, Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand,[21] which means "red gaur" in English. It was popular among Thai truck drivers and labourers. While working for German manufacturer Blendax (later acquired by Procter & Gamble) in 1982, Dietrich Mateschitz travelled to Thailand and met Chaleo, owner of T.C. Pharmaceutical. During his visit, Mateschitz discovered that Krating Daeng helped cure his jet lag.[22] In 1984, Mateschitz co-founded Red Bull GmbH with Yoovidhya and turned it into an international brand. Each partner invested US$500,000 of savings to fund the company. Yoovidhya and Mateschitz each held a 49 percent share of the new company. They gave the remaining two percent to Yoovidhya's son, Chalerm, but it was agreed that Mateschitz would run the company.[23] The product was first launched in Austria on 1 April 1987.[24]

In Thailand, energy drinks are most popular with blue-collar workers. Red Bull re-positioned the drink as a trendy, upscale drink, first introducing it at Austrian ski resorts.[25] Pricing was a key differentiator, with Red Bull positioned as a premium drink[26][27] and Krating Daeng as a lower cost item. In many countries, both drinks are available, dominating both ends of the price spectrum.[25] The flavouring used for Red Bull is still produced in Bangkok and exported worldwide.[25] Gary Smith is one of the co-CEOs of Red Bull. As a senior board member and corporate secretary between 2000 and 2007, Mr. Smith was also responsible for all day-to-day operations of the company as the COO, including sales, trade marketing, motorsports marketing, finance, information systems, legal, supply chain, operations, and human resources.[28]

During the 1990s, the product expanded into Hungary, Slovenia, Germany, the United Kingdom, and the United States.[29] It entered Germany and the UK in 1994, the United States (via California) in 1997 and the Middle East in 2000.[29] In 2008, Forbes magazine listed both Chaleo and Mateschitz as the 250th richest people in the world with an estimated net worth of US$4 billion.[30][31]

Mateschitz died on 22 October 2022 aged 78, following a long illness.[32]

Red Bull GmbH is headquartered in Fuschl am See, an Austrian village of about 1,500 inhabitants near Salzburg. The company is 51 percent controlled by the Yoovidhya family who, for technical reasons, own the trademark in Europe and the US.[25]

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Potala Palace

Potala Palace

The Potala Palace is a dzong fortress in Lhasa, Tibet. It was the winter palace of the Dalai Lamas from 1649 to 1959, has been a museum since then, and a World Heritage Site since 1994.

Chaleo Yoovidhya

Chaleo Yoovidhya

Chaleo Yoovidhya was a Thai businessman and investor. He was the originator of Krating Daeng (กระทิงแดง) and co-creator of the Red Bull brand of energy drinks. At the time of his death in 2012 at the age of 88, he was listed as the third-richest person in Thailand, with an estimated net worth of US$5 billion.

Krating Daeng

Krating Daeng

Krating Daeng is a non-carbonated energy drink created by Chaleo Yoovidhya. The drink is marketed and sold primarily in Southeast and East Asia; its derivative, Red Bull, is available worldwide in 165 countries.

Gaur

Gaur

The gaur, also known as the Indian bison, is a bovine native to South Asia and Southeast Asia, and has been listed as Vulnerable on the IUCN Red List since 1986. The global population was estimated at a maximum of 21,000 mature individuals in 2016, with the majority of those existing in India. It has declined by more than 70% during the last three generations, and is extirpated from Sri Lanka and most likely Bangladesh. Populations in well-protected areas are stable and increasing.

Blendax

Blendax

Blendax GmbH, founded in 1932 in Mainz, was a German manufacturer of personal hygiene products and toothpaste between 1936 and 2002. With an annual production of 43 million tubes of toothpaste, it was at one time Europe's largest toothpaste producer.

Dietrich Mateschitz

Dietrich Mateschitz

Dietrich Markwart Eberhart Mateschitz was an Austrian billionaire businessman. He was the co-founder and 49% owner of Red Bull GmbH. In April 2022, Mateschitz's net worth was estimated at US$27.4 billion.

Jet lag

Jet lag

Jet lag is a physiological condition that results from alterations to the body's circadian rhythms caused by rapid long-distance trans-meridian travel. For example, someone flying from New York to London, i.e. from west to east, feels as if the time were five hours earlier than local time, and someone travelling from London to New York, i.e. from east to west, feels as if the time were five hours later than local time. The phase shift when traveling from east to west is referred to as phase-delay of the circadian circle, whereas going west to east is phase-advance of the circadian circle. Most travelers find that it is harder to timezone adjust when traveling to the east. Jet lag was previously classified as one of the circadian rhythm sleep disorders.

Chalerm Yoovidhya

Chalerm Yoovidhya

Chalerm Yoovidhya is a Thai billionaire businessman and heir to the Red Bull fortune. As of 2020, Forbes estimates his net worth at US$20.2 billion.

Blue-collar worker

Blue-collar worker

A blue-collar worker is a working class person who performs manual labor. Blue-collar work may involve skilled or unskilled labor. The type of work may involving manufacturing, warehousing, mining, excavation, electricity generation and power plant operations, electrical construction and maintenance, custodial work, farming, commercial fishing, logging, landscaping, pest control, food processing, oil field work, waste collection and disposal, recycling, construction, maintenance, shipping, driving, trucking, and many other types of physical work. Blue-collar work often involves something being physically built or maintained.

Bangkok

Bangkok

Bangkok, officially known in Thai as Krung Thep Maha Nakhon and colloquially as Krung Thep, is the capital and most populous city of Thailand. The city occupies 1,568.7 square kilometres (605.7 sq mi) in the Chao Phraya River delta in central Thailand and has an estimated population of 10.539 million as of 2020, 15.3 percent of the country's population. Over 14 million people lived within the surrounding Bangkok Metropolitan Region at the 2010 census, making Bangkok an extreme primate city, dwarfing Thailand's other urban centres in both size and importance to the national economy.

Forbes

Forbes

Forbes is an American business magazine owned by Integrated Whale Media Investments and the Forbes family. Published eight times a year, it features articles on finance, industry, investing, and marketing topics. Forbes also reports on related subjects such as technology, communications, science, politics, and law. It is based in Jersey City, New Jersey. Competitors in the national business magazine category include Fortune and Bloomberg Businessweek. Forbes has an international edition in Asia as well as editions produced under license in 27 countries and regions worldwide.

Fuschl am See

Fuschl am See

Fuschl am See is an Austrian municipality in the district of Salzburg-Umgebung, in the state of Salzburg. It is located at the east end of the Fuschlsee, between the city of Salzburg and Bad Ischl. As of 2018, the community has approximately 1,500 inhabitants.

Ingredients

Depending on the country, Red Bull contains different amounts of caffeine, taurine, B vitamins (B2, B3, B5, B6, B12) and simple sugars (sucrose and glucose) in a buffer solution of carbonated water, sodium bicarbonate and magnesium carbonate (substituted in some flavours with a trisodium citrate/citric acid buffer, each solution providing electrolytes).[34][35] To produce Red Bull Sugarfree, sucrose and glucose have been replaced by artificial sweeteners acesulfame K and aspartame or sucralose.[36]

Previous formulations of Red Bull contained 0.24% glucuronolactone (600 mg of glucuronolactone in a 250 ml can),[37] but this ingredient was removed.

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Caffeine

Caffeine

Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used recreationally as a cognitive enhancer, increasing alertness and attentional performance. Caffeine acts by blocking binding of adenosine to the adenosine A1 receptor, which enhances release of the neurotransmitter acetylcholine. Caffeine has a three-dimensional structure similar to that of adenosine, which allows it to bind and block its receptors. Caffeine also increases cyclic AMP levels through nonselective inhibition of phosphodiesterase.

B vitamins

B vitamins

B vitamins are a class of water-soluble vitamins that play important roles in cell metabolism and synthesis of red blood cells. Though these vitamins share similar names (B1, B2, B3, etc.), they are chemically distinct compounds that often coexist in the same foods. In general, dietary supplements containing all eight are referred to as a vitamin B complex. Individual B vitamin supplements are referred to by the specific number or name of each vitamin, such as B1 for thiamine, B2 for riboflavin, and B3 for niacin. Some are more commonly recognized by name than by number, for example pantothenic acid, biotin, and folate.

Monosaccharide

Monosaccharide

Monosaccharides, also called simple sugars, are the simplest forms of sugar and the most basic units (monomers) from which all carbohydrates are built.

Glucose

Glucose

Glucose is a sugar with the molecular formula C6H12O6. Glucose is overall the most abundant monosaccharide, a subcategory of carbohydrates. Glucose is mainly made by plants and most algae during photosynthesis from water and carbon dioxide, using energy from sunlight, where it is used to make cellulose in cell walls, the most abundant carbohydrate in the world.

Buffer solution

Buffer solution

A buffer solution is an acid or a base aqueous solution consisting of a mixture of a weak acid and its conjugate base, or vice versa. Its pH changes very little when a small amount of strong acid or base is added to it. Buffer solutions are used as a means of keeping pH at a nearly constant value in a wide variety of chemical applications. In nature, there are many living systems that use buffering for pH regulation. For example, the bicarbonate buffering system is used to regulate the pH of blood, and bicarbonate also acts as a buffer in the ocean.

Carbonated water

Carbonated water

Carbonated water is water containing dissolved carbon dioxide gas, either artificially injected under pressure or occurring due to natural geological processes. Carbonation causes small bubbles to form, giving the water an effervescent quality. Common forms include sparkling natural mineral water, club soda, and commercially-produced sparkling water.

Magnesium carbonate

Magnesium carbonate

Magnesium carbonate, MgCO3, is an inorganic salt that is a colourless or white solid. Several hydrated and basic forms of magnesium carbonate also exist as minerals.

Citric acid

Citric acid

Citric acid is an organic compound with the chemical formula HOC(CO2H)(CH2CO2H)2. It is a colorless weak organic acid. It occurs naturally in citrus fruits. In biochemistry, it is an intermediate in the citric acid cycle, which occurs in the metabolism of all aerobic organisms.

Electrolyte

Electrolyte

An electrolyte is a medium containing ions that is electrically conducting through the movement of those ions, but not conducting electrons. This includes most soluble salts, acids, and bases dissolved in a polar solvent, such as water. Upon dissolving, the substance separates into cations and anions, which disperse uniformly throughout the solvent. Solid-state electrolytes also exist. In medicine and sometimes in chemistry, the term electrolyte refers to the substance that is dissolved.

Acesulfame potassium

Acesulfame potassium

Acesulfame potassium, also known as acesulfame K or Ace K, is a synthetic calorie-free sugar substitute often marketed under the trade names Sunett and Sweet One. In the European Union, it is known under the E number E950. It was discovered accidentally in 1967 by German chemist Karl Clauss at Hoechst AG. In chemical structure, acesulfame potassium is the potassium salt of 6-methyl-1,2,3-oxathiazine-4(3H)-one 2,2-dioxide. It is a white crystalline powder with molecular formula C4H4KNO4S and a molecular weight of 201.24 g/mol.

Aspartame

Aspartame

Aspartame is an artificial non-saccharide sweetener 200 times sweeter than sucrose and is commonly used as a sugar substitute in foods and beverages. It is a methyl ester of the aspartic acid/phenylalanine dipeptide with the trade names NutraSweet, Equal, and Canderel. First submitted for approval as a food ingredient in 1974, aspartame was approved by the US Food and Drug Administration (FDA) in 1981.

Glucuronolactone

Glucuronolactone

Glucuronolactone is a naturally occurring substance that is an important structural component of nearly all connective tissues. It is sometimes used in energy drinks. Unfounded claims that glucuronolactone can be used to reduce "brain fog" are based on research conducted on energy drinks that contain other active ingredients that have been shown to improve cognitive function, such as caffeine. Glucuronolactone is also found in many plant gums.

Health effects

Further information: Energy drink § 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.[38]

Energy drinks have the effects that caffeine and sugar provide, but experts still argue about the possible effects of the other ingredients.[39] Most of the effects of energy drinks on cognitive performance, such as increased attention and reaction speed, are primarily due to the presence of caffeine.[40] There is evidence that energy drinks can increase mental[41][42][43] and athletic[44][45] performance. A study funded by Red Bull GmbH, which did not include a caffeine-only control group, found that performance during prolonged driving is increased after consumption of Red Bull.[43] Other tests for physical performance showed results such as increased endurance and power. Red Bull energy drink increased upper body muscle endurance during repeated Wingate tests in young healthy adults.[46] Excessive or repeated consumption of energy drinks can lead to cardiac and psychiatric conditions.[47][48]

The European Food Safety Authority (EFSA) concluded that exposure to taurine and glucuronolactone at the levels presently used in energy drinks is not a safety concern.[49] In a separate analysis, they also concluded that there is insufficient evidence to support a number of commercial health claims about taurine.[50] 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.[51]

Caffeine content

The caffeine content of a single 250ml can of Red Bull is approximately 40–80 mg / 250 ml (15–32 mg / 100 ml).[52][53][33] The caffeine level in Red Bull varies 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. Excessive consumption may induce mild to moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation, anxiety, irritability and insomnia.[54][55][40]

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, which is provided by 5 standard 250 ml cans.[56] Consumption of a single energy drink will not lead to excessive caffeine intake.[57][58] Adverse effects associated with caffeine consumption in amounts greater than 400 mg include nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms (arrhythmia), and dyspepsia. Consumption also has been known to cause pupil dilation when taken with certain antidepressants or SSRIs.[58][59] Caffeine dosage is not required to be on the product label for food in the United States, unlike drugs, but some advocates are urging the Food and Drug Administration (FDA) to change this practice. (Red Bull voluntarily lists the caffeine content in each can along with the ingredient list.)[60]

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Advertising Standards Authority (United Kingdom)

Advertising Standards Authority (United Kingdom)

The Advertising Standards Authority (ASA) is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances. The ASA is not funded by the British government, but by a levy on the advertising industry.

Caffeine

Caffeine

Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used recreationally as a cognitive enhancer, increasing alertness and attentional performance. Caffeine acts by blocking binding of adenosine to the adenosine A1 receptor, which enhances release of the neurotransmitter acetylcholine. Caffeine has a three-dimensional structure similar to that of adenosine, which allows it to bind and block its receptors. Caffeine also increases cyclic AMP levels through nonselective inhibition of phosphodiesterase.

Wingate test

Wingate test

The ergonometer test is an anaerobic exercise test, most often performed on a stationary bicycle, that measures peak anaerobic power and anaerobic capacity. The test, which can also be performed on an arm crank ergometer, consists of a set time pedalling at maximum speed against a given resistance. The prototype test based on the Cumming’s test was introduced in 1974, at the Wingate Institute and has undergone modifications as time has progressed. The Wingate test has also been used as a basis to design newer tests in the same vein, and others that use running as the exercise instead of cycling. Sprint interval testing such as is similar to the construction of the Wingate test has been shown to increase both aerobic and anaerobic performance.

European Food Safety Authority

European Food Safety Authority

The European Food Safety Authority (EFSA) is the agency of the European Union (EU) that provides independent scientific advice and communicates on existing and emerging risks associated with the food chain. EFSA was established in February 2002, is based in Parma, Italy, and for 2021 it has a budget of €118.6 million, and a total staff of 542.

Taurine

Taurine

Taurine, or 2-aminoethanesulfonic acid, is a non-proteinogenic amino sulfonic acid that is widely-distributed in animal tissues. It is a major constituent of bile and can be found in the large intestine, and accounts for up to 0.1% of total human body weight. It is named after Latin taurus meaning bull or ox, as it was first isolated from ox bile in 1827 by German scientists Friedrich Tiedemann and Leopold Gmelin. It was discovered in human bile in 1846 by Edmund Ronalds.

Food and Drug Administration

Food and Drug Administration

The United States Food and Drug Administration is a federal agency of the Department of Health and Human Services. The FDA is responsible for protecting and promoting public health through the control and supervision of food safety, tobacco products, caffeine products, dietary supplements, prescription and over-the-counter pharmaceutical drugs (medications), vaccines, biopharmaceuticals, blood transfusions, medical devices, electromagnetic radiation emitting devices (ERED), cosmetics, animal foods & feed and veterinary products.

Variants

Over the years, Red Bull has offered many variations of its drink, all based on the same formula but differing in taste and colour.[61]

Red Bull began offering variations on its drinks in 2003 with a sugar-free version of the drink with a different flavor from the original, called Red Bull Sugarfree.[62] In 2012, Red Bull released Red Bull Total Zero, a variant with zero calories.[63] In 2018, the company released Red Bull Zero, a different sugar-free formulation designed to taste more like the original flavor.[64]

In 2009, Red Bull unveiled a highly concentrated variant of its drink called Red Bull Energy Shot,[65] supplied in 2 oz (60 ml) cans.[66]

The company began expanding its flavor offerings in 2013 with the launch of Red Bull Editions. Initially available in cranberry, lime, and blueberry,[67] the Editions line has expanded to include a variety of flavours, including some available only during specific seasons or in certain regions.[68][69]

The original three flavored Editions: red (cranberry), blue (blueberry) and silver (dry lime). Silver has since been discontinued, and red reformulated to a watermelon flavor.
The original three flavored Editions: red (cranberry), blue (blueberry) and silver (dry lime). Silver has since been discontinued, and red reformulated to a watermelon flavor.

Other products

Red Bull released a cola drink, called Simply Cola, in 2008. A new version of the cola was released in 2019, as part of Red Bull's Organics line.

In 2018, the company launched Organics by Red Bull, a line of organic sodas with four flavours; bitter lemon, ginger ale, tonic water, and a new version of Red Bull Simply Cola.[70]

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Energy shot

Energy shot

Energy shots are a specialized kind of energy drink that contain a dose of the stimulant caffeine in a small amount of liquid. Whereas most energy drinks are sold in cans or bottles, energy shots are usually sold in 50ml bottles. Energy shots can contain the same total amount of caffeine, vitamins or other functional ingredients as their larger versions, and may be considered concentrated forms of energy drinks. "Micro shot" energy drinks also exist, containing only 1–5 teaspoonfuls of liquid.

Cola

Cola

Cola is a carbonated soft drink flavored with vanilla, cinnamon, citrus oils and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked brand, in 1886, which was imitated by other manufacturers. Most colas contain caffeine originally from the kola nut, leading to the drink's name, though other sources have since been used. The Pemberton cola drink also contained a coca plant extract. His non-alcoholic recipe was inspired by the coca wine of pharmacist Angelo Mariani, created in 1863.

Organic food

Organic food

Organic food, ecological food, or biological food are foods and drinks produced by methods complying with the standards of organic farming. Standards vary worldwide, but organic farming features practices that cycle resources, promote ecological balance, and conserve biodiversity. Organizations regulating organic products may restrict the use of certain pesticides and fertilizers in the farming methods used to produce such products. Organic foods are typically not processed using irradiation, industrial solvents, or synthetic food additives.

Market approval and legal status

Authorities in France, Denmark, and Norway initially did not permit the sale of Red Bull.[71] However, as of 2021, it is on sale in all 27 member states of the European Union and in 171 countries around the world.[72][73]

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.[71] The French food safety agency relented in 2008, because it was unable to prove a definite health risk, taurine-related or not.[74]

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.[75] The two companies reached a settlement permitting Redwell to continue using its name.[76]

In 2014, Red Bull entered into a US$13 million settlement to resolve two consumer class action lawsuits in the United States District Court for the Southern District of New York.[77] Named as plaintiffs were Benjamin Careathers, David Wolf, and Miguel Almarez,[78] who had sued the company claiming breach of express warranty and unjust enrichment, saying that Red Bull falsely asserted performance-enhancing benefits from the drink's ingredients that were unsubstantiated by scientific studies.[79] On 1 May 2015 the Court approved the settlement, giving customers who had submitted claims the opportunity to receive a US$10 cash reimbursement or US$15 in Red Bull products[80] within 150 days of affirmance on any appeal.[81] Contrary to reports from some news outlets, the plaintiffs had not alleged that the drink did not give consumers actual wings.[82]

Advertising, sports team ownership, and sponsorships

Max Verstappen in the Red Bull RB13, the 2017 Formula One car of the Red Bull Racing team
Max Verstappen in the Red Bull RB13, the 2017 Formula One car of the Red Bull Racing team
Red Bull advertising car
Red Bull advertising car
Red Bull's TAH-1F Cobra helicopter assembled by Chuck Aaron, owned by the Flying Bulls
Red Bull's TAH-1F Cobra helicopter assembled by Chuck Aaron, owned by the Flying Bulls
Thierry Neuville driving a Red Bull-sponsored Citroën DS3 WRC at the 2012 Rallye de France
Thierry Neuville driving a Red Bull-sponsored Citroën DS3 WRC at the 2012 Rallye de France

Since 1997, Red Bull has been making commercials bearing its slogan "Red Bull gives you wings."[83] Commercials usually were crudely animated and featured characters with constant squints.

Red Bull's international marketing campaign is largely linked to extreme sports. These range from motorcycle racing, such as MotoGP, Dakar Rally,[84] motorcycle speedway, mountain biking,[85] aerobatics, BMX,[86] motocross,[87] windsurfing,[88] snowboarding,[89] skateboarding,[90] kayaking,[91] rowing,[92] wakeboarding,[93] cliff-diving,[94] parkour,[95] surfing,[96] skating,[97] freestyle motocross,[98] rallycross,[99] Formula 1 motor racing,[100] NASCAR racing,[101] to breakdancing.[102] Red Bull uses music and video games, and has enlisted celebrities, such as Eminem (sponsoring the Red Bull "EmSee Battle Rap championships").[103] It hosts events such as art shows and the "Red Bull Flugtag" (German for "flight day" or "flying day").[104]

Red Bull owns football teams, with clubs in Austria,[105] Germany,[106] the United States,[106] and Brazil[107] 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 products.[108]

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 (for which the space is named) released in January 2009.[109] 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.[110] In January 2012, Red Bull released its first personal space called the "Red Bull House of Skate" featuring an indoor skate park.[111]

In 2010, the company enlisted Adrian Newey to design a prototype racing car, the Red Bull X2010, for the video game Gran Turismo 5.[112]

In 2022, Red Bull announced a full-on production of a hypercar called RB17, also designed by Newey.[113]

Red Bull Arts

Red Bull Arts is an art fellowship program launched by Red Bull in 2013 under the name Red Bull House of Arts.[114][115] The program has multiple locations, including Detroit, Michigan; São Paulo, Brazil; and formerly New York City.[114][116][117] The program typically consists of a three-month period during which six to eight participants create new artwork to be displayed at a final exhibition.[116][118] During the fellowship, artists receive unlimited access to the galleries and a stipend for art supplies.[119] Some of the artwork has been used in Red Bull advertising campaigns.[114][120]

Sports and esports sponsorships

Red Bull has used sports sponsorships as an advertising vehicle for most of its existence. The company first started sponsoring athletes in 1989, initially focusing on Formula One racing and extreme sports such as windsurfing and hang gliding, and later growing to include more mainstream sports such as basketball and soccer.[121][122][123] As of 2016, the company sponsored more than 750 individual athletes and more than a dozen teams in various disciplines, including motorsports, soccer, and esports.[124]

Athlete sponsorships

Austrian Formula One driver Gerhard Berger was the first athlete to be sponsored by Red Bull in 1989.[125] Many of the company's early sponsorships were in lesser-known or extreme sports, including Olympic rower Xeno Müller, who won a gold medal at the 1996 Atlanta Olympics in the single scull race and BASE jumpers Frank "Gambler" Gambalie, Miles Dashier, and Shane McConkey.[126][127] In the 2010s, Red Bull began expanding its athlete base to include athletes from more mainstream sports, including Austrian tennis player Dominic Thiem,[128] Brazilian skateboarder Letícia Bufoni,[129] American skier Lindsey Vonn,[130] and American Major League Baseball player Kris Bryant.[131] The company also started sponsoring video game players and esports athletes, including American Fortnite player Richard "Ninja" Blevins,[132] Spanish League of Legends player Enrique Cedeño "xPeke" Martinez,[133] and Swedish Super Smash Bros. player William "Leffen" Hjelte.[134]

Team ownership and sponsorships

See also: Category:Red Bull sports teams

The first team sponsored by Red Bull was ice hockey's EC Salzburg during the 1987–88 season.[135] Red Bull acquired the club outright in 2000.[135] Since 2014, Salzburg has also hosted the company's joint ice hockey and soccer academy.[136] Red Bull became the title sponsor of DEL team EHC München in 2012, and took full ownership the following year.[137] It also financed the team's new arena, SAP Garden.[138]

In 1995, Red Bull sponsored its first motorsports team, the Swiss Formula One team Sauber and in 1999 started sponsoring the Flying Bulls, a Czech aerobatics team.[139][140]

In the 2000s, the company expanded its sporting team ownership to include several soccer teams, including the Austrian Bundesliga team SV Austria Salzburg (rebranded as Red Bull Salzburg), the Major League Soccer team the New York MetroStars (rebranded as the New York Red Bulls) in 2006, and the fifth-tier German team SSV Markranstadt (rebranded as RasenBallsport Leipzig) in 2009, which the company sought to move to the top of the German Bundesliga.[122] RB Leipzig has been divisive and the subject of protests by some fans but has also experienced rapid success, climbing through the German soccer divisions to get a place in the top-flight German Bundesliga and earning berths in the UEFA Champions League in 2017–2018 and 2019–2020, the latter trip ending with a semi-final loss to Paris St. Germain.[122][141] The company also sponsors the Los Angeles Clippers NBA team and Red Bull 3X, a series of men's and women's 3x3 basketball tournaments.[142][143]

In the 2010s, Red Bull began sponsoring gamers and esports organizations, including OG, G2 Esports and Cloud9, and founded the Red Bulls League of Legends team.[144][145][146]

In 2021, Red Bull sponsored Hoang Anh Gia Lai from V.League 1.[147]

Events

Red Bull Flugtag 2010 in Stockholm
Red Bull Flugtag 2010 in Stockholm

Current and former Red Bull events include ACF Nationals (2009), Air Race World Championship (2003–2019), Argentine motorcycle Grand Prix, Art of Motion, BC One, Big Wave Africa, Cape Fear, Cliff Diving World Series, Crashed Ice, Dolomitenmann, Drifting World Championship, Flugtag, Frozen Rush, Indianapolis motorcycle Grand Prix, King of the Air, King of the Rock Tournament, Last Man Standing, MotoGP Rookies Cup, Motorcycle Grand Prix of the Americas, New Year No Limits, Paper Wings, Rampage, Red Bull 400, Red Bull Joyride, Road Rage, Romaniacs Hard Enduro Rallye, Soapbox Race, Spanish motorcycle Grand Prix, Stratos, Street Freestyle World Champions (2019), Trolley Grand Prix, Unleashed (2015), Wings for Life World Run, X-Alps, Xcbusa, and X-Fighters.

Discover more about Advertising, sports team ownership, and sponsorships related topics

Max Verstappen

Max Verstappen

Max Emilian Verstappen is a Dutch racing driver and the 2021 and 2022 Formula One World Champion. He competes under the Dutch flag in Formula One with Red Bull Racing.

Red Bull RB13

Red Bull RB13

The Red Bull RB13 is a Formula One racing car designed and constructed by Red Bull Racing to compete during the 2017 FIA Formula One World Championship. The car was driven by Daniel Ricciardo and Max Verstappen. It made its competitive debut at the 2017 Australian Grand Prix.

Chuck Aaron

Chuck Aaron

Charles "Chuck" Aaron is an American pilot notable for being one of a handful of pilots licensed by the FAA to perform aerobatics in a helicopter in the United States, and one of only four such pilots in the entire world. In 1980, Aaron worked on the air rescue program for NASA's Space Shuttle, and he founded his own company, FX Helicopters in Westlake Village, California in 1997. Aaron announced his retirement from the airshow circuit in 2015 and made his last performance for Red Bull at the November 2015 Red Bull Air Race World Championship in Las Vegas.

Citroën DS3 WRC

Citroën DS3 WRC

The Citroën DS3 WRC is the World Rally Car built for the Citroën World Rally Team by Citroën Racing for use from the 2011 World Rally Championship season. It is based upon the Citroën DS3 road car, and replaced the highly successful Citroën C4 WRC. It was built to the new World Rally Car regulations for 2011, which were based upon the existing Super 2000 regulations, but is powered by a turbocharged 1.6-litre engine rather than the normally aspirated 2-litre engine found in Super 2000 cars.

2012 Rallye de France

2012 Rallye de France

The 2012 Rallye de France – Alsace was the eleventh round of the 2012 World Rally Championship season. The rally took place over 4–7 October, and was based in Strasbourg, the capital city of the Alsace region of France. The rally was also the seventh round of the Super 2000 World Rally Championship, and the fifth round of the WRC Academy.

Motorcycle racing

Motorcycle racing

Motorcycle racing is the motorcycle sport of racing motorcycles. Major varieties include motorcycle road racing and off-road racing, both either on circuits or open courses, and track racing. Other categories include hill climbs, drag racing and land speed record trials.

Dakar Rally

Dakar Rally

The Dakar Rally is an annual rally raid organised by the Amaury Sport Organisation. Most events since the inception in 1978 were staged from Paris, France, to Dakar, Senegal, but due to security threats in Mauritania, which led to the cancellation of the 2008 rally, events from 2009 to 2019 were held in South America. Since 2020, the rally has been held in Saudi Arabia. The event is open to amateur and professional entries, professionals typically making up about eighty percent of the participants.

Motorcycle speedway

Motorcycle speedway

Motorcycle speedway, usually referred to simply as speedway, is a motorcycle sport involving four and sometimes up to six riders competing over four anti-clockwise laps of an oval circuit. The motorcycles are specialist machines that use only one gear and have no brakes. Racing takes place on a flat oval track usually consisting of dirt, loosely packed shale, or crushed rock. Competitors use this surface to slide their machines sideways, powersliding or broadsiding into the bends. On the straight sections of the track, the motorcycles reach speeds of up to 70 miles per hour (110 km/h).

Mountain biking

Mountain biking

Mountain biking is a sport of riding bicycles off-road, often over rough terrain, usually using specially designed mountain bikes. Mountain bikes share similarities with other bikes but incorporate features designed to enhance durability and performance in rough terrain, such as air or coil-sprung shocks used as suspension, larger and wider wheels and tires, stronger frame materials, and mechanically or hydraulically actuated disc brakes. Mountain biking can generally be broken down into five distinct categories: cross country, trail riding, all mountain, downhill, and freeride.

Aerobatics

Aerobatics

Aerobatics is the practice of flying maneuvers involving aircraft attitudes that are not used in conventional passenger-carrying flights. The term is a portmanteau of "aerial" and "acrobatics". Aerobatics are performed in aeroplanes and gliders for training, recreation, entertainment, and sport. Additionally, some helicopters, such as the MBB Bo 105, are capable of limited aerobatic manoeuvres. An example of a fully aerobatic helicopter, capable of performing loops and rolls, is the Westland Lynx.

BMX

BMX

BMX, an abbreviation for bicycle motocross or bike motocross, is a cycle sport performed on BMX bikes, either in competitive BMX racing or freestyle BMX, or else in general street or off-road recreation.

Motocross

Motocross

Motocross is a form of off-road motorcycle racing held on enclosed off-road circuits. The sport evolved from motorcycle trials competitions held in the United Kingdom.

Source: "Red Bull", Wikipedia, Wikimedia Foundation, (2023, March 28th), https://en.wikipedia.org/wiki/Red_Bull.

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Further Reading

Jolt Cola

Energy drink

Rockstar (drink)

Squirt (soft drink)

Dietrich Mateschitz

Monster Energy

Lipovitan

Sparks (drink)

Tab Energy

Krating Daeng

Four Loko

Bang (beverage)

Emerge Stimulation Drink

Red Bull GmbH

Chaleo Yoovidhya
See also
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