Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987.

In terms of market share, Red Bull is the most popular energy drink in the world, with 4.6 billion cans sold in 2011.[1][2][3] Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named Krating Daeng (Thai: , Thai pronunciation: [krti d]), which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners,[4] and, in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in Austria. In Thai, daeng means red, and krating is the reddishbrown bovine called a "gaur", which is an animal slightly larger than the bison. Red Bull is sold in a tall and slim blue-silver can; in Thailand and in some parts of Asia it is sold in a wider gold can with the name of Krating Daeng or Red Bull Classic.[5] The two are different products, produced separately. The company slogan is "Red Bull gives you wings"[6] and the product is marketed through advertising, events (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (Red Bull Racing, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull New York, RB Leipzig,Red Bull Brasil), celebrity endorsements, and music, through its record label Red Bull Records.[7] Red Bull has been the target of criticism concerning the possible health risks associated with the drink.[8] A study by the European Food Safety Authority (EFSA) concluded that in the levels used in popular energy drinks, like Red Bull, taurine and glucuronolactone are safe.[9]

Red Bull

Type

Energy drinks

Country of origin

Thailand,

Introduced

1987

Color

Amber

Variants

Original, Sugarfree, Cola, Total Zero, Red Edition, Blue Edition, Silver Edition, F1 Edition

Related products

Red Bull Cola, Red Bull Energy Shot, Red Bull Sugar-Free, Red Bull Total Zero, Red Bull Racing,Red Bull Racing Team

Website

www.redbull.com

Red Bull contains caffeine, taurine, glucuronolactone, B-group vitamins, sucrose, and glucose.[16] Red Bull Sugarfree is like Red Bull Energy Drink, but without sugar. The sugars sucrose and glucose have been replaced by the sweeteners acesulfame K and aspartame/sucralose.[17] Red Bull is sold in China in two versions: a regular-strength version in a short, wide, gold-and-red can; and an "extra-strength" version in a taller, thinner, blue-and-silver can more like the cans sold in western countries. Neither version is carbonated.

Health effects
Typical ingredients like caffeine, taurine and glucuronolactone have been assessed by health authorities for their safety. Health Canada conducted a review of the scientific literature on caffeine concluding that 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.[18] Taurine and glucuronolactone are normal body constituents and also naturally present in the human diet (e.g. scallops, fish, poultry and grain respectively). The European Food Safety Authority (EFSA) in its January 2009 opinion on the safety of energy drink ingredients concluded that the exposure to taurine and glucuronolactone at the levels presently used in energy drinks is not of safety concern.[19] 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.

Caffeine and sugar levels in Red Bull are comparable to coffee and fruit juices, respectively.[20] Another publication found that "the number of available publications that really go into the details in this topic is also rather poor". [21] [edit]Caffeine Main article: Caffeine The caffeine of a single can of Red Bull is 80 mg/250 ml (32 mg/100 ml).[22][23] This is about the same as a normal coffee, or slightly less depending on the brewing method.[24] The actual caffeine level in Red Bull can vary 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 caffeine intoxication. Energy drinks are not sports drinks and have not been formulated to deliver rehydration. Water should be consumed in addition to energy drinks during exercise. A 2008 position statement issued by the National Federation of State High School Associations made the following recommendations about general energy drink consumption for young athletes:[citation needed] 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 forDehydration 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

A review of the scientific literature on caffeine concluded that moderate caffeine intake rtRed Bull, 250ml, contains 80 mg of caffeine which is less than a cup of coffee.[26] There has been at least one case report of Red Bull overdose causing postural orthostatic tachycardia syndrome in a young athlete.[27] A February 3, 2009 article in The Daily Telegraph called, "Red Bull 'may have triggered heart condition that killed student' " reported the death of a 21-year-old woman who died after drinking four cans of Red Bull as well as alcohol at "social levels".[28] It was believed, but had not been proven, that she suffered from a rare heart condition called long QT Syndrome.[28] She was on medication for epilepsy and had an abnormally large heart. A medical examination found

that there were no illegal drugs in her system. The article quoted a doctor as saying, "The coroner recorded that the 21-year-old woman died of natural causes.

Impact on driving
Joris Verster and colleagues from Utrecht University concluded that Red Bull Energy Drink reduces driver sleepiness and enhances driving performance during prolonged highway driving.[30]

Advertising
Red Bull has a diverse international marketing campaign. The numerous activities range from extreme sports like mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, and breakdancing to art shows, music, and video games. In keeping with their target market of young males, Red Bull has also enlisted help from celebrities, such as Eminem that would appeal to this group (sponsoring the Red Bull "EmSee Battle Rap championships"). It also hosts events like the "Red Bull Flugtag" (German for "flight day" or "flying day") and other such contests. Red Bull also owns association football teams, with clubs inAustria, Germany, the United States and Brazil 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. Hence, this one energy drink has helped create a market for over 150 related types of merchandise,[33] like Red Rooster and Blue Lightning. Red Bull's slogan "gives you wings" is widely used in these marketing activities. 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 first recorded as early as 1997.[34] In 2011, Red Bull earned around EUR 4.2 billion in worldwide sales and was available in 164 countries globally. [35] In the PlayStation 3's social gaming platform, PlayStation Home, Red Bull has 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. 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 January 2012, Red Bull released its first personal space called the Red Bull House of Skate featuring an indoor skate park. In the video game Worms 3D, Red Bull allows the worms to move more quickly. Red Bull is displayed on virtual track-side billboards during gameplay and in the opening cinematic in the video game Wipeout 2097

Reasons for popularity

Red Bull gained notoriety by promoting sporting events that catered to youth culture in the extreme sports category. Red Bull sponsored stunts and competitions in obscure sports like street luge, waterfall kayaking and freeskiing. The theory was to to build experiences and a community of folks who would then spread the word. For instance, in Minneapolis they held a mountain biking race for 20 riders in the winter. In the early days of Red Bull, its marketing team used to go city by city and leverage guerilla marketing (street teams) to build the brand among Gen Yers. Fast Company called it "building an image for next to nothing." Nowadays, Red Bull has become more corporate and sponsors more standard sports and athletes including Formula One. But every year, Red Bull gathers its sponsored athletes and has them pitch different stunt ideas. This year, Travis Pastrana broke the Guiness World Record for the longest car jump. The cynical among us believe while the marketing was great, Red Bull really got its wings because it began to be mixed in with alcohol at clubs and could keep ravers awake all night. Red Bull has always officially shied away mixed drinks, but its marketing team used to stock bars and parties and the company used to hire DJs and students to host parties.

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