Red bull
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Red Bull
From Wikipedia, the free encyclopedia
Jump to: navigation, search
For other uses, see Red Bull (disambiguation).
Red Bull
Type Energy drink
Manufacturer Red Bull GmbH
Country of origin Thailand
Introduced 1987
Color Amber
Variants Original, Sugarfree
Related products Red Bull Cola
Website http://www.redbull.com
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.
[1]
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.
[2][3][4][5][6]
Red Bull has also been the target of criticism concerning the possible
health risks associated with the drink.
[7]
Contents
[hide]
1 History
2 Ingredients
3 Health effects
From Wikipedia, the free encyclopedia
Jump to: navigation, search
For other uses, see Red Bull (disambiguation).
Red Bull
Type Energy drink
Manufacturer Red Bull GmbH
Country of origin Thailand
Introduced 1987
Color Amber
Variants Original, Sugarfree
Related products Red Bull Cola
Website http://www.redbull.com
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.
[1]
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.
[2][3][4][5][6]
Red Bull has also been the target of criticism concerning the possible
health risks associated with the drink.
[7]
Contents
[hide]
1 History
2 Ingredients
3 Health effects
o 3.1 Cardiovascular effects
o 3.2 Cocaine Controversy
o 3.3 Red Bull's own claims
4 Legal status
5 Advertising
o 5.1 Team ownerships
6 Endorsements
7 Events
8 See also
9 References
10 External links
[edit] History
Red Bull took many marketing and ingredient ideas from an energy drink in Thailand called
Krating Daeng (Krating Daeng translates to "red bull" 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.
[8]
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 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.
[9]
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.
[10]
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.
[11][12]
[edit] Ingredients
Red Bull contains taurine, glucuronolactone, caffeine, B vitamins, sucrose, phenylalanine, and
glucose.
[13]
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.
[14]
[edit] 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.
[15]
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
o 3.2 Cocaine Controversy
o 3.3 Red Bull's own claims
4 Legal status
5 Advertising
o 5.1 Team ownerships
6 Endorsements
7 Events
8 See also
9 References
10 External links
[edit] History
Red Bull took many marketing and ingredient ideas from an energy drink in Thailand called
Krating Daeng (Krating Daeng translates to "red bull" 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.
[8]
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 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.
[9]
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.
[10]
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.
[11][12]
[edit] Ingredients
Red Bull contains taurine, glucuronolactone, caffeine, B vitamins, sucrose, phenylalanine, and
glucose.
[13]
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.
[14]
[edit] 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.
[15]
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:
[16]
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.
[edit] 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.
[7]
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.
[17]
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.
[18]
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.
[19]
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".
[20]
[edit] Cocaine Controversy
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.
[2][3][4][5][6]
the following recommendations about energy drink consumption, in general, by young
athletes:
[16]
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.
[edit] 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.
[7]
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.
[17]
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.
[18]
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.
[19]
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".
[20]
[edit] Cocaine Controversy
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.
[2][3][4][5][6]
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.
[21]
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.
[edit] Red Bull's own claims
Red Bull claims on the can the health benefits are:
Improves performance, especially during times of increased stress or strain
Increases endurance
Increases concentration and improves reaction speed
Stimulates the metabolism
[22]
Gives You Wings
[edit] Legal status
Red Bull has been subject to bans in France, Denmark and Norway. The ban has been lifted in
Norway and Denmark.
[23]
The French ban was challenged by the European Commission and
(partially) upheld by the European Court of Justice in 2004.
[edit] Advertising
A common Red Bull Cola campaign car
A 2006 Formula 1 car of the Red Bull Racing F1 team
Red Bull's AH-1F Cobra helicopter
tolerance for cocaine would have to consume two million cans of the drink in a single sitting
before becoming critically ill from the cocaine.
[21]
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.
[edit] Red Bull's own claims
Red Bull claims on the can the health benefits are:
Improves performance, especially during times of increased stress or strain
Increases endurance
Increases concentration and improves reaction speed
Stimulates the metabolism
[22]
Gives You Wings
[edit] Legal status
Red Bull has been subject to bans in France, Denmark and Norway. The ban has been lifted in
Norway and Denmark.
[23]
The French ban was challenged by the European Commission and
(partially) upheld by the European Court of Justice in 2004.
[edit] Advertising
A common Red Bull Cola 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,
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 "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,
[24]
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.
[25]
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.
[26]
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.
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.
In the video game Worms 3D, Red Bull was able to be drank by the worms, giving them the
effect of faster movement.
Red Bull is displayed on virtual track-side billboards during gameplay and in the opening
cinematic in the video game Wipeout XL.
[edit] Team ownerships
Red Bull Brasil - A Football team currently playing in the Brazilian Campeonato
Paulista Série A3.
RB Leipzig - A Football team currently playing in the German Oberliga
Red Bull New York, a football franchise competing in the United States' Major
League Soccer
Red Bull Racing, one of two Red Bull Formula One teams, this one based in Milton
Keynes, England
Scuderia Toro Rosso (Italian translation of Team Red Bull), the other Red Bull
Formula One team based in Faenza, Italy.
Team Red Bull, a racing team competing in the US based stock car racing competition
NASCAR.
FC Red Bull Salzburg, an Austrian football club based in Salzburg and competing in
the Austrian Bundesliga
EC Red Bull Salzburg, a member of the Austrian Hockey League who play their
games in Salzburg, Austria
[edit] Endorsements
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 "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,
[24]
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.
[25]
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.
[26]
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.
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.
In the video game Worms 3D, Red Bull was able to be drank by the worms, giving them the
effect of faster movement.
Red Bull is displayed on virtual track-side billboards during gameplay and in the opening
cinematic in the video game Wipeout XL.
[edit] Team ownerships
Red Bull Brasil - A Football team currently playing in the Brazilian Campeonato
Paulista Série A3.
RB Leipzig - A Football team currently playing in the German Oberliga
Red Bull New York, a football franchise competing in the United States' Major
League Soccer
Red Bull Racing, one of two Red Bull Formula One teams, this one based in Milton
Keynes, England
Scuderia Toro Rosso (Italian translation of Team Red Bull), the other Red Bull
Formula One team based in Faenza, Italy.
Team Red Bull, a racing team competing in the US based stock car racing competition
NASCAR.
FC Red Bull Salzburg, an Austrian football club based in Salzburg and competing in
the Austrian Bundesliga
EC Red Bull Salzburg, a member of the Austrian Hockey League who play their
games in Salzburg, Austria
[edit] 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.
[27]
[edit] Events
Red Bull Paperwings
Red Bull Flugtag
Red Bull Air Race World Championship
Category:Red Bull sports events
[edit] See also
Red Bull Cola
Jägerbomb
List of energy drinks
Slow Cow
Vodka Red Bull
[edit] References
1. ^ "The Top 15 Energy Drink Brands". Energyfiend.com.
http://www.energyfiend.com/2007/04/the-15-top-energy-drink-brands. Retrieved
2009-06-22.
2. ^
a
b
"Red Bull pulled in Germany after cocaine test - Europe- msnbc.com".
http://www.msnbc.msn.com/id/30929880/. 090607 msnbc.msn.com
3. ^
a
b
"NEWSMEAT ▷ Traces of Cocaine Found in Red Bull in Hong Kong".
http://www.newsmeat.com/news/meat.php?articleId=51718664&channelId=2951&bu
yerId=newsmeatcom&buid=3281. 090602 newsmeat.com
4. ^
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
5. ^
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
6. ^
a
b
"Red Bull Cola’s Secret Ingredient: Cocaine!".
http://patrickhenrypress.info/?p=669258. 090602 patrickhenrypress.info
7. ^
a
b
"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.
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B7CW2-4T0F86T-
20&_user=10&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_acct=C00005022
1&_version=1&_urlVersion=0&_userid=10&md5=0e3fcd8da803bf77011fa8ee9d375
cde. Retrieved 2009-06-22.
8. ^ "Face value | Selling energy". Economist.com. 2002-05-09.
http://www.economist.com/people/displayStory.cfm?story_id=1120373. Retrieved
2009-06-22.
9. ^ Kerry A Dolan. "Magazine Article". Forbes.com.
http://www.forbes.com/global/2005/0328/028_print.html. Retrieved 2009-06-22.
Reggie Bush was the first NFL athlete to endorse the product. The announcement was made
at the Super Bowl.
[27]
[edit] Events
Red Bull Paperwings
Red Bull Flugtag
Red Bull Air Race World Championship
Category:Red Bull sports events
[edit] See also
Red Bull Cola
Jägerbomb
List of energy drinks
Slow Cow
Vodka Red Bull
[edit] References
1. ^ "The Top 15 Energy Drink Brands". Energyfiend.com.
http://www.energyfiend.com/2007/04/the-15-top-energy-drink-brands. Retrieved
2009-06-22.
2. ^
a
b
"Red Bull pulled in Germany after cocaine test - Europe- msnbc.com".
http://www.msnbc.msn.com/id/30929880/. 090607 msnbc.msn.com
3. ^
a
b
"NEWSMEAT ▷ Traces of Cocaine Found in Red Bull in Hong Kong".
http://www.newsmeat.com/news/meat.php?articleId=51718664&channelId=2951&bu
yerId=newsmeatcom&buid=3281. 090602 newsmeat.com
4. ^
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
5. ^
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
6. ^
a
b
"Red Bull Cola’s Secret Ingredient: Cocaine!".
http://patrickhenrypress.info/?p=669258. 090602 patrickhenrypress.info
7. ^
a
b
"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.
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B7CW2-4T0F86T-
20&_user=10&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_acct=C00005022
1&_version=1&_urlVersion=0&_userid=10&md5=0e3fcd8da803bf77011fa8ee9d375
cde. Retrieved 2009-06-22.
8. ^ "Face value | Selling energy". Economist.com. 2002-05-09.
http://www.economist.com/people/displayStory.cfm?story_id=1120373. Retrieved
2009-06-22.
9. ^ Kerry A Dolan. "Magazine Article". Forbes.com.
http://www.forbes.com/global/2005/0328/028_print.html. Retrieved 2009-06-22.
10. ^ "Red Bull GmbH Company History". Funding Universe.
http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-
History.html. Retrieved 2007-10-12.
11. ^ "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.
12. ^ "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.
13. ^ Ingredients, Red Bull official website
14. ^ [1]
15. ^ Safety issues associated with commercially available energy drinks.
PMID 18595815.
16. ^ "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%20Dri
nk%20Statement.pdf. Retrieved 2009-06-22.
17. ^ "Red Bull drink lifts stroke risk: Australian study | Health". Reuters. 2008-08-14.
http://www.reuters.com/article/healthNews/idUSSYD5846120080815. Retrieved
2009-06-22.
18. ^ Reversible postural tachycardia syndrome due to inadvertent overuse of Red Bull.
PMID 18682891.
19. ^ "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.
20. ^ 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.
21. ^ "archives". Taipei Times. 2009-06-01.
http://www.taipeitimes.com/News/taiwan/archives/2009/06/01/2003445076. Retrieved
2009-06-22.
22. ^ http://www.redbull.co.uk/cs/Satellite/en_UK/Red-Bull-
UK/Products/011242758893091#/product-Benefits
23. ^ 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.
24. ^ "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.
25. ^ "HEALTH | Energy drink claims rejected". BBC News. 2001-01-24.
http://news.bbc.co.uk/2/hi/health/1133348.stm. Retrieved 2009-06-22.
26. ^ "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.
27. ^ "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.
http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-
History.html. Retrieved 2007-10-12.
11. ^ "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.
12. ^ "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.
13. ^ Ingredients, Red Bull official website
14. ^ [1]
15. ^ Safety issues associated with commercially available energy drinks.
PMID 18595815.
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athletes". National Federation of State High School Associations / Sports Medicine
Advisory Committee. October 2008.
http://www.nfhs.org/Core/ContentManager/uploads/PDFs/SportMed/2Energy%20Dri
nk%20Statement.pdf. Retrieved 2009-06-22.
17. ^ "Red Bull drink lifts stroke risk: Australian study | Health". Reuters. 2008-08-14.
http://www.reuters.com/article/healthNews/idUSSYD5846120080815. Retrieved
2009-06-22.
18. ^ Reversible postural tachycardia syndrome due to inadvertent overuse of Red Bull.
PMID 18682891.
19. ^ "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.
20. ^ 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.
21. ^ "archives". Taipei Times. 2009-06-01.
http://www.taipeitimes.com/News/taiwan/archives/2009/06/01/2003445076. Retrieved
2009-06-22.
22. ^ http://www.redbull.co.uk/cs/Satellite/en_UK/Red-Bull-
UK/Products/011242758893091#/product-Benefits
23. ^ 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.
24. ^ "History Of Red Bull Energy Drinks Soft Drink Marketing Beverages And
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06-22.
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26. ^ "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.
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http://sports.espn.go.com/espnmag/story?id=3873150. Retrieved 2009-06-22.
[edit] External links
In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", 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.
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.
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.
In 2009, Red Bull extended its product portfolio with Red Bull Energy Shots: Starting in the
USA, now gradually rolling out globally.
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.
Red Bull has been giving wiiings from the beginning – and has started to spread its own
wings around the world quickly.
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.
Today Red Bull has annual sales of approx. 4 billion cans in 160 countries.
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.
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.
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 "Red Bulletin" 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.
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.
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.
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.
In 2009, Red Bull extended its product portfolio with Red Bull Energy Shots: Starting in the
USA, now gradually rolling out globally.
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.
Red Bull has been giving wiiings from the beginning – and has started to spread its own
wings around the world quickly.
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.
Today Red Bull has annual sales of approx. 4 billion cans in 160 countries.
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.
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.
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 "Red Bulletin" 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.
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.
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.
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