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Red Bull

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For other uses, see Red Bull (disambiguation).
File:Red Bull 250mL Can.jpg
Cans of Red Bull

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


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 49% 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 — and 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 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; although, it 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 is naturally occurring 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.[citation needed] 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] Overuse can lead to chronic nervousness, "jittery" extremities, increased heart rate, and insomnia[citation needed]. Everyday use of Red Bull, coffee, or other energy drinks can also lead to caffeine addiction[citation needed], which has an unpleasant withdrawal accompanied with headaches, irritability and decreased physical performance[citation needed].

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]

It is usually sold in an Australian deli for around $4.00.

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. 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,[10] 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.[11] 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.[12]

Red Bull is also extending protection of its trademarked phrase of 'gives you wings' to cover similar variants. A charitable Polish organization, Fundacja Grażyny Malecha is being sued for trademark infringement for using the phrase "give children wings" in its slogan.[13]

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' advertsing 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 it's place.

Litigation

Tesco's Kick energy drink was involved in a UK packaging design dispute during early 2007. Red Bull claimed Tesco's product's 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.[14]

Satire of Brand Name

Bill Amend created a cartoon in his FoxTrot series which satirises the brand name.[15] It references the irony that although Red Bull is an energy drink, red is in fact the perception of the least energetic visible frequency of the electromagnetic spectrum.

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 2007-10-12.
  5. ^ 'Billionaires, #292 Chaleo Yoovidhya, Forbes, 2006 [3]
  6. ^ 'Billionaires, #317 Dietrich Mateschitz, Forbes, 2006 [4]
  7. ^ a b c 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.speedace.info/red_bull.htm Red Bull Company History
  11. ^ BBC Energy drink claims rejected
  12. ^ http://findarticles.com/p/articles/mi_m0BDW/is_22_42/ai_75286777 A Bull's Market: The Marketing of the Red Bull Energy Drink
  13. ^ http://www.spiegel.de/international/business/0,1518,545495,00.html Slogan Squabble.
  14. ^ Kick Stimulation Drink: Read reviews and compare prices at Ciao.co.uk
  15. ^ http://www.facebook.com/group.php?gid=2225763930&ref=mf#/photo.php?pid=30002720&o=all&op=1&view=all&subj=2225763930&aid=-1&id=1514520065&oid=2225763930 "FoxTrot cartoon, Bill Amend (from Facebook group "I enjoy corny science jokes")
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