Red Bull<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />For other uses, see Red Bull (disambiguation).<br />Red BullTypeEnergy drinkManufacturerRed Bull GmbHCountry of originThailandIntroduced1987ColorAmberVariantsOriginal, SugarfreeRelated productsRed Bull ColaWebsitehttp://www.redbull.com<br />Red Bull is the most popular energy drink in the world, according to market share. Red Bull is an adaptation of the Thai energy drink Krating Daeng, which means 'Red Bull'. The company was founded by Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz. Together with his son, Chaleo owns a controlling 51 percent interest in the company; however, Mateschitz is responsible for the company's operations through the Austrian company Red Bull GmbH.<br />Red Bull's slogan is "
it gives you wings"
and the product is aggressively marketed through advertising, tournament sponsorship (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (Red Bull Racing, Red Bull New York) and celebrity endorsements. In 2009 it was discovered that Red Bull Cola exported from Austria contained trace amounts of cocaine. Red Bull has also been the target of criticism concerning the possible health risks associated with the drink.<br />Contents[ HYPERLINK "
hide]1 History2 Ingredients3 Health effects 3.1 Cardiovascular effects3.2 Cocaine Controversy3.3 Red Bull's own claims4 Legal status5 Advertising 5.1 Team ownerships6 Endorsements7 Events8 See also9 References10 External links<br />[ HYPERLINK "
Edit section: History"
edit] History<br />Red Bull took many marketing and ingredient ideas from an energy drink in Thailand called Krating Daeng (Krating Daeng translates to "
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. Between 1984 and 1987, Mateschitz worked with TC Pharmaceutical (a Blendax licensee) to adapt Krating Daeng for the European market.<br />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 held a 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. The product was launched in 1987, in a carbonated format which is not as sweet as Krating Daeng.[ HYPERLINK "
citation needed]<br />Red Bull entered its first foreign market (Hungary) in 1992, and the United States (via California) in 1997. 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.<br />[ HYPERLINK "
Edit section: Ingredients"
edit] Ingredients<br />Red Bull contains taurine, glucuronolactone, caffeine, B vitamins, sucrose, phenylalanine, and glucose.<br />Red Bull GmbH also manufactures Red Bull Cola, which shouldn't be confused with Red Bull as it has slightly different ingredients. Unlike Red Bull, the Cola contains the coca leaf, which has sparked a controversy in Germany regarding minute traces of cocaine. <br />[ HYPERLINK "
Edit section: Health effects"
edit] Health effects<br />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. 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: HYPERLINK "
<br />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.”<br />Energy drinks should not be used for hydration.<br />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.<br />Energy drinks should not be consumed by athletes who are dehydrated.<br />Energy drinks should not be consumed without prior medical approval, by athletes taking over the counter or prescription medications.<br /> Cardiovascular effects<br />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.<br />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. 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.<br />There has been at least one case report of Red Bull overdose causing postural orthostatic tachycardia syndrome in a young athlete. 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. 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"
.<br /> Cocaine Controversy<br />In April and June 2009, batches of "
Red Bull Cola"
drinks imported from Austria were found to contain between 0.1 - 0.3 micrograms of cocaine per litre, according to Hong Kong officials. In Taiwan it was 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 cocaine. In Germany 11 out of 16 states had already banned the drinks by 25 May 2009.<br />Testing of Red Bull Energy Drink and its variations has shown that a person with a low tolerance for cocaine would have to consume two million cans of the drink in a single sitting before becoming critically ill from the cocaine. However, this finding is irrelevant since distribution of cocaine is illegal at any quantity in Taiwan. At this point, no further action has been taken on the matter in Taiwan.<br /> Red Bull's own claims<br />Red Bull claims on the can the health benefits are:<br />Improves performance, especially during times of increased stress or strain<br />Increases endurance<br />Increases concentration and improves reaction speed<br />Stimulates the metabolism HYPERLINK "
<br />Gives You Wings<br />[ HYPERLINK "
Edit section: Legal status"
edit] Legal status<br />Red Bull has been subject to bans in France, Denmark and Norway. The ban has been lifted in Norway and Denmark. The French ban was challenged by the European Commission and (partially) upheld by the European Court of Justice in 2004.<br />[ HYPERLINK "
Edit section: Advertising"
edit] Advertising<br />A common Red Bull Cola campaign car<br />A 2006 Formula 1 car of the Red Bull Racing F1 team<br />Red Bull's AH-1F Cobra helicopter<br />Red Bull has an aggressive international marketing campaign. The numerous sponsored activities range from extreme sports like windsurfing, snowboarding, skateboarding, kayaking, 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 "
) 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 "
public image and raise brand power. In addition, the slender container is used to suggest a "
image than some other cola counterparts. Hence, this one energy drink has helped create a market for over 150 related types of merchandise, HYPERLINK "
 like Red Rooster and Blue lightning. The British institution the Advertising Standards Authority has upheld complaints about claims made in the publicity of Red Bull in the United Kingdom since 1997. 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.<br />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.<br />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. In late November 2009, Red Bull brought out 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.<br />In the video game Worms 3D, Red Bull was able to be drank by the worms, giving them the effect of faster movement.<br />Red Bull is displayed on virtual track-side billboards during gameplay and in the opening cinematic in the video game Wipeout XL.<br />[ HYPERLINK "
Edit section: Team ownerships"
edit] Team ownerships<br />Red Bull Brasil - A Football team currently playing in the Brazilian Campeonato Paulista Série A3.<br />RB Leipzig - A Football team currently playing in the German Oberliga<br />Red Bull New York, a football franchise competing in the United States' Major League Soccer<br />Red Bull Racing, one of two Red Bull Formula One teams, this one based in Milton Keynes, England<br />Scuderia Toro Rosso (Italian translation of Team Red Bull), the other Red Bull Formula One team based in Faenza, Italy.<br />Team Red Bull, a racing team competing in the US based stock car racing competition NASCAR.<br />FC Red Bull Salzburg, an Austrian football club based in Salzburg and competing in the Austrian Bundesliga<br />EC Red Bull Salzburg, a member of the Austrian Hockey League who play their games in Salzburg, Austria<br /> Endorsements<br />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.<br />[ HYPERLINK "
Edit section: Events"
edit] Events<br />Red Bull Paperwings<br />Red Bull Flugtag<br />Red Bull Air Race World Championship<br />Category:Red Bull sports events<br />[ HYPERLINK "
Edit section: See also"
edit] See also<br />Red Bull Cola<br />Jägerbomb<br />List of energy drinks<br />Slow Cow<br />Vodka Red Bull<br />[ HYPERLINK "
Edit section: References"
edit] References<br />^ "
The Top 15 Energy Drink Brands"
. Energyfiend.com. http://www.energyfiend.com/2007/04/the-15-top-energy-drink-brands. Retrieved 2009-06-22. <br />^ a b "
Red Bull pulled in Germany after cocaine test - Europe- msnbc.com"
. http://www.msnbc.msn.com/id/30929880/. 090607 msnbc.msn.com<br />^ a b "
NEWSMEAT ▷ Traces of Cocaine Found in Red Bull in Hong Kong"
. http://www.newsmeat.com/news/meat.php?articleId=51718664&channelId=2951&buyerId=newsmeatcom&buid=3281. 090602 newsmeat.com<br />^ a b "
Cocaine test prompts Red Bull removal in Germany (AP)"
. http://enuws.com/cocaine-test-prompts-red-bull-removal-in-germany-ap/. 090602 enuws.com<br />^ a b "
Taiwan confiscates cocaine-laced energy drinks - ABC News (Australian Broadcasting Corporation)"
. http://www.abc.net.au/news/stories/2009/05/30/2585388.htm. 090602 abc.net.au<br />^ a b "
Red Bull Cola’s Secret Ingredient: Cocaine!"
. http://patrickhenrypress.info/?p=669258. 090602 patrickhenrypress.info<br />^ a b "
Heart, Lung and Circulation : Acute Effects of Red Bull on Platelet and Endothelial Function"
. ScienceDirect. 2008-07-15. doi: HYPERLINK "
10.1016/j.hlc.2008.05.055. http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B7CW2-4T0F86T-20&_user=10&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=0e3fcd8da803bf77011fa8ee9d375cde. Retrieved 2009-06-22. <br />^ "
Face value | Selling energy"
. Economist.com. 2002-05-09. http://www.economist.com/people/displayStory.cfm?story_id=1120373. Retrieved 2009-06-22. <br />^ Kerry A Dolan. "
. Forbes.com. http://www.forbes.com/global/2005/0328/028_print.html. Retrieved 2009-06-22. <br />^ "
Red Bull GmbH Company History"
. Funding Universe. http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html. Retrieved 2007-10-12. <br />^ "
The World's Billionaires"
. Forbes.com. 2008-02-11. http://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes_23.html. Retrieved 2009-06-22. <br />^ "
The World's Billionaires"
. Forbes.com. 2008-02-11. http://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes.html. Retrieved 2009-06-22. <br />^ Ingredients, Red Bull official website<br />^ <br />^ Safety issues associated with commercially available energy drinks. PMID 18595815. <br />^ "
Position statement and recommendations for the use of energy drinks by young athletes"
. National Federation of State High School Associations / Sports Medicine Advisory Committee. October 2008. http://www.nfhs.org/Core/ContentManager/uploads/PDFs/SportMed/2Energy%20Drink%20Statement.pdf. Retrieved 2009-06-22. <br />^ "
Red Bull drink lifts stroke risk: Australian study | Health"
. Reuters. 2008-08-14. http://www.reuters.com/article/healthNews/idUSSYD5846120080815. Retrieved 2009-06-22. <br />^ Reversible postural tachycardia syndrome due to inadvertent overuse of Red Bull. PMID 18682891. <br />^ "
Red Bull Caffeine Drink May Have Helped Cause Students Death (from The Herald )"
. Theherald.co.uk. http://www.theherald.co.uk/news/news/display.var.2486477.0.red_bull_caffeine_drink_may_have_helped_cause_students_death.php. Retrieved 2009-06-22. <br />^ Published: 6:20PM GMT 02 Feb 2009 (2009-02-02). "
Red Bull 'may have triggered heart condition that killed student'"
. Telegraph. http://www.telegraph.co.uk/news/uknews/4437065/Red-Bull-may-have-triggered-heart-condition-that-killed-student.html. Retrieved 2009-06-22. <br />^ "
. Taipei Times. 2009-06-01. http://www.taipeitimes.com/News/taiwan/archives/2009/06/01/2003445076. Retrieved 2009-06-22. <br />^ http://www.redbull.co.uk/cs/Satellite/en_UK/Red-Bull-UK/Products/011242758893091#/product-Benefits<br />^ Christian Nordqvist (2004-02-08). "
French ban on Red Bull (drink) upheld by European Court"
. Medical News Today. http://www.medicalnewstoday.com/articles/5753.php. <br />^ "
History Of Red Bull Energy Drinks Soft Drink Marketing Beverages And Advertising"
. Speedace.info. http://www.speedace.info/red_bull.htm. Retrieved 2009-06-22. <br />^ "
HEALTH | Energy drink claims rejected"
. BBC News. 2001-01-24. http://news.bbc.co.uk/2/hi/health/1133348.stm. Retrieved 2009-06-22. <br />^ "
A Bull's Market - the marketing of Red Bull energy drink | Brandweek | Find Articles at BNET"
. Findarticles.com. http://findarticles.com/p/articles/mi_m0BDW/is_22_42/ai_75286777. Retrieved 2009-06-22. <br />^ "
Reggie Bush Goes to Red Bull - ESPN The Magazine"
. Sports.espn.go.com. http://sports.espn.go.com/espnmag/story?id=3873150. Retrieved 2009-06-22. <br />[ HYPERLINK "
Edit section: External links"
edit] External links<br />In 1982, Dietrich Mateschitz became aware of products called "
, which enjoyed widespread popularity throughout Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong.<br />In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category.<br />In 2008, Red Bull launched its own Cola: Red Bull Simply Cola – Strong & Natural. Very much in line with the needs of today's consumers, Red Bull Cola - unlike traditional colas - only contains ingredients of 100% natural sources.<br />In 2009, Red Bull extended its product portfolio with Red Bull Energy Shots: Starting in the USA, now gradually rolling out globally.<br />Around 4 billion cans of Red Bull are consumed every year. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 6,900 employees around the world. The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria.<br /> <br />Red Bull has been giving wiiings from the beginning – and has started to spread its own wings around the world quickly.<br />While the consumption was doubling year on year in Austria, Red Bull arrived in its first foreign markets, Singapore (1989) and Hungary (1992). The authorization for Germany was granted in 1994, the UK followed in 1995 and in 1997, the US business started in California.<br />Today Red Bull has annual sales of approx. 4 billion cans in 160 countries. <br /> <br />In 2009 some 3.906 billion cans of Red Bull Energy Drink were consumed world-wide, on a par with the previous year's figures and on target, despite the greater difficulties presented by the global economic climate.<br />The main reasons for the positive results are excellent sales in the Red Bull markets in the Far East (+43%), France (+32%), Brazil (+30%) and Germany (+18%) as well as consistent cost management. So despite an almost identical company turnover (3.268 billion Euro compared with 3.323 billion Euro in 2008), there was a significant increase in productivity and profit in the business year 2009.<br />As well as entering new markets in Norway and Denmark, the success of Red Bull Racing in Formula 1, Red Bull Salzburg's victories in the Europa League, the successful global rollout of the "
and the launch of Servus TV were the main highlights of 2009. The focus of future expansion will be on markets in Africa, Russia, India and Japan.<br />As of the end of 2009, Red Bull employed 6,900 people in 160 countries (end 2008: 5,683 in 148 countries). Despite the ongoing difficulties presented by the global economic downturn, plans for growth and investment in the business year 2010 remain - typically for Red Bull - very ambitious, but continue to rest on a solid and conservative financial footing.<br /> <br />