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Red Bull

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For other uses, see Red Bull (disambiguation).
Red Bull
File:Red Bull.svg
TypeEnergy drink
ManufacturerRed Bull GmbH
Country of origin Austria Austria
Introduced1987
ColorAmber
VariantsOriginal, Sugarfree
Related productsRed Bull Cola
WebsiteRedBull.com

Red Bull is an energy drink which is produced and sold by the Austrian company Red Bull GmbH.[1] In 2006, more than 3 billion cans were sold in over 130 countries.

The beverage's slogan is "It gives you Wings."

History

Red Bull originated from an energy drink from Thailand called Krating Daeng (Red Bull is the literal translation of Krating Daeng in Thai). 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. Chaleo and Dietrich each hold 49% share of the new company. They gave the remaining 2% to Chaleo's son Chalerm, but it was agreed that Mateschitz would run the company.[3] The product was launched in 1987, in a carbonated format which is not as sweet as Krating Daeng.[citation needed]

Red Bull entered its first foreign market (Hungary) in 1992, and the United States (via California) in 1997.[4] In 2008, Forbes magazine listed both Chaleo and Mateschitz as being the 260th richest persons in the world with an estimated net worth of $4.0 billion.[5][6]

In 2009, The 60ml Red Bull Shot was released in Australia for the first time. It was an answer to rivals Mother and Monster who had increased their can size to 500ml, reducing margins and cannibalizing the segment. [7]

Ingredients

Red Bull contains taurine, glucuronolactone, caffeine, B vitamins, sucrose, and glucose.[8] This information could be false; it could be true. Decide for yourself.

Health effects

A review published in 2008 found no documented reports of negative health effects associated with the taurine used in the amounts found in most energy drinks, including Red Bull.[9]

Commonly reported adverse effects due to caffeine used in the quantities present in Red Bull are insomnia, nervousness, headache, and tachycardia (see Caffeine intoxication).

A 2008 position statement issued by the National Federation of State High School Associations made the following recommendations about energy drink consumption, in general, by young athletes:[10]

  1. Water and appropriate sports drinks should be used for rehydration as outlined in the NFHS Document “Position Statement and Recommendations for Hydration to Minimize the Risk for Dehydration and Heat Illness.”
  2. Energy drinks should not be used for hydration.
  3. Information about the absence of benefit and the presence of potential risk associated with energy drinks should be widely shared among all individuals who interact with young athletes.
  4. Energy drinks should not be consumed by athletes who are dehydrated.
  5. Energy drinks should not be consumed without prior medical approval, by athletes taking over the counter or prescription medications.

Cardiovascular effects

The results of a study conducted in 2008 showed that the ingestion of one, 250mL can of sugar-free Red Bull, in a sample of 30 healthy young adults, had an immediate detrimental effect on both endothelial function, and normal blood coagulation. This temporarily raised the cardiovascular risk in these individuals to a level comparable to that of an individual with established coronary artery disease.[11]

Based on their results, researchers involved with the study cautioned against the consumption of Red Bull in individuals under stress, in those with high blood pressure, or in anyone with established atherosclerotic disease.[12]

Red Bull representatives, however, stated that this observed increase in cardiovascular risk was not felt to be different than that associated with drinking a regular cup of coffee. They also stated that they believed that Red Bull must be safe, as it was felt the only way Red Bull could have such substantial global sales is if various health authorities had concluded the drink safe to consume.

There has been at least one case report of Red Bull overdose causing postural orthostatic tachycardia syndrome in a young athlete.[13]

A February 3, 2009 article in The Daily Telegraph called, "Red Bull 'may have triggered heart condition that killed student'" reported on the death of a 21 year-old woman who died after drinking four cans of Red Bull and several VKs, a vodka based drink which also contains caffeine. It was believed, but had not been proven, that she suffered from a rare heart condition called long QT Syndrome.[14] She was on medication for epilepsy. A medical examination found that there were no illegal drugs in her system. The article quoted a doctor as saying, "The QT levels may have grown over a few years, or it may have been artificially pushed over the limit by caffeine".[15]

Advertising

File:2009-04-18 Red Bull car in Durham.jpg
A common Red Bull campaign car
A 2006 Formula 1 car of the Red Bull Racing F1 team
Red Bull's AH-1F Cobra helicopter

Red Bull has an aggressive international marketing campaign. The numerous sponsored activities range from extreme sports like windsurfing, snowboarding, skateboarding, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, and breakdancing 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. Red Bull is also sponsoring soccer teams, in Salzburg, Austria; Leipzig, Germany; New York, USA and Brazil and have included their company name in the club's names. By associating the drink's image with these activities, the company seeks to promote a "cool" public image and raise brand power. In addition, the slender container is used to suggest a "sexier" image than some other cola counterparts. Hence, this one energy drink has helped create a market for over 150 related types of merchandise,[16] like Red Rooster 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.[17] 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.[18]

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 Wipeout games on the PlayStation 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.[citation needed]

In the Playstation 3's new social app, Playstation Home, Red Bull has developed their own in-game island, specifically advertising its energy drink and the Red Bull Air Race event.

Dietrich Mateschitz owns Team Red Bull Racing. The field cars for Scott Speed (#82 Toyota Camry), and Brian Vickers (#83) in the Sprint Cup Series in 2009. In 2008 the 82 was # 84 with driver A. J. Allmendinger. He was released following the end of the 2008 season. At Michigan International Speedway, Vickers achieved their first victory on August 16, 2009.[citation needed]

Team ownerships

Endorsements

In 2009, Red Bull added mainstream sport athletes to their roster of sports endorsements. Reggie Bush was the first NFL athlete to endorse the product. The announcement was made at the Super Bowl.[19]

Cocaine

On June 2, 2009, an April 2009 batch of "Red Bull Cola" drinks imported from Austria were found to contain between 0.1 - 0.3 microgram of cocaine per litre according to Hong Kong officials. Also in Taiwan it has been found that the importer was due to launch a marketing campaign the next day. In Taiwan it is punishable by death, or a life sentence in prison to import such drugs. In Germany 11 out of 16 states have already banned the drinks by 25 May 2009.[20][21][22][23][24] Testing of Red Bull Energy Drink and its variations has shown that a person with a low tolerance of cocaine would have to consume two million cans of the drink in a single sitting before becoming critically ill.[25] At this point, no further action has been taken on the matter in Taiwan.

Events

See also

References

  1. ^ "The Top 15 Energy Drink Brands". Energyfiend.com. Retrieved 2009-06-22.
  2. ^ "Face value | Selling energy". Economist.com. 2002-05-09. Retrieved 2009-06-22.
  3. ^ Kerry A Dolan. "Magazine Article". Forbes.com. Retrieved 2009-06-22.
  4. ^ "Red Bull GmbH Company History". Funding Universe. Retrieved 2007-10-12.
  5. ^ "The World's Billionaires". Forbes.com. 2008-02-11. Retrieved 2009-06-22.
  6. ^ "The World's Billionaires". Forbes.com. 2008-02-11. Retrieved 2009-06-22.
  7. ^ Current Issues In Marketing Strategy (2009) - http://www.ciims.net/2009/08/60ml-red-bull-shot-product-release.html
  8. ^ Ingredients, Red Bull official website
  9. ^ "Safety issues associated with commercially available energy drinks". PMID 18595815. {{cite journal}}: |access-date= requires |url= (help); Cite journal requires |journal= (help)
  10. ^ "Position statement and recommendations for the use of energy drinks by young athletes" (PDF). National Federation of State High School Associations / Sports Medicine Advisory Committee. October 2008. Retrieved 2009-06-22.
  11. ^ "Heart, Lung and Circulation : Acute Effects of Red Bull on Platelet and Endothelial Function". ScienceDirect. 2008-07-15. doi:10.1016/j.hlc.2008.05.055. Retrieved 2009-06-22.
  12. ^ "Red Bull drink lifts stroke risk: Australian study | Health". Reuters. 2008-08-14. Retrieved 2009-06-22.
  13. ^ "Reversible postural tachycardia syndrome due to inadvertent overuse of Red Bull". PMID 18682891. {{cite journal}}: |access-date= requires |url= (help); Cite journal requires |journal= (help)
  14. ^ "Red Bull Caffeine Drink May Have Helped Cause Students Death (from The Herald )". Theherald.co.uk. Retrieved 2009-06-22.
  15. ^ Published: 6:20PM GMT 02 Feb 2009 (2009-02-02). "Red Bull 'may have triggered heart condition that killed student'". Telegraph. Retrieved 2009-06-22.{{cite web}}: CS1 maint: numeric names: authors list (link)
  16. ^ "History Of Red Bull Energy Drinks Soft Drink Marketing Beverages And Advertising". Speedace.info. Retrieved 2009-06-22.
  17. ^ "HEALTH | Energy drink claims rejected". BBC News. 2001-01-24. Retrieved 2009-06-22.
  18. ^ "A Bull's Market - the marketing of Red Bull energy drink | Brandweek | Find Articles at BNET". Findarticles.com. Retrieved 2009-06-22.
  19. ^ "Reggie Bush Goes to Red Bull - ESPN The Magazine". Sports.espn.go.com. Retrieved 2009-06-22.
  20. ^ "Red Bull pulled in Germany after cocaine test - Europe- msnbc.com". 090607 msnbc.msn.com
  21. ^ "NEWSMEAT ▷ Traces of Cocaine Found in Red Bull in Hong Kong". 090602 newsmeat.com
  22. ^ "Cocaine test prompts Red Bull removal in Germany (AP)". {{cite web}}: Text "enUws" ignored (help) 090602 enuws.com
  23. ^ "Taiwan confiscates cocaine-laced energy drinks - ABC News (Australian Broadcasting Corporation)". 090602 abc.net.au
  24. ^ "Red Bull Cola's Secret Ingredient: Cocaine!". {{cite web}}: Text "Patrick Henry Press News" ignored (help) 090602 patrickhenrypress.info
  25. ^ "archives". Taipei Times. 2009-06-01. Retrieved 2009-06-22.
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