Red Bull

This article is about the brand of energy drinks. For its distributor, see Red Bull GmbH. For the eponymous original drink, see Krating Daeng. For other uses, see Red Bull (disambiguation).

Red Bull Energy Drink
8.4 fl oz (250 ml) can of Red Bull Energy Drink as sold in the United States
TypeEnergy drink
ManufacturerRauch Fruchtsäfte[1]
DistributorRed Bull GmbH
Country of origin Austria[2]
Region of originFuschl am See, Salzburg
Introduced1 April 1987; 37 years ago (1987-04-01)
ColorYellow
IngredientsCaffeine, taurine,[3][4] glucuronolactone,[5][6][7] sucrose and glucose, B-group vitamins, and water
VariantsRed Bull Sugarfree
Red Bull Total Zero
Red Bull Zero
Red Bull Energy Shot
Red Bull Editions
Related productsKrating Daeng
Red Bull Simply Cola
Organics by Red Bull
Websitewww.redbull.com/int-en/energydrink/red-bull-energy-drink
Preview warning: Page using Infobox drink with unknown parameter "slogan"

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 43%, it is the most popular energy drink brand as of 2020,[8] and the third most valuable soft drink brand, behind Coca-Cola and Pepsi.[9] Sinсe its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide,[10] including over 12 billion in 2023.[11]

Originally available only in a single nondescript flavour sold in a tall and slim silver and blue can, called Red Bull Energy Drink, the drink added numerous variants over time. Its slogan, "Red Bull Gives You Wings",[12] is considered one of the most popular and memorable advertising slogans in the world.[13] Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth"[14][15] through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and standout stunts such as the Stratos space diving project.[16] In addition to sport series, its marketing includes multiple sports team ownerships; celebrity endorsements; and music, through its Red Bull Records label.[17]

Red Bull was derived from a similar drink called Krating Daeng which originated in Thailand and was introduced by the pharmacist Chaleo Yoovidhya. While doing business in Thailand, Austrian entrepreneur Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit the tastes of Westerners, such as by carbonating the drink.[18] In 1984, the two founded Red Bull GmbH in Fuschl am See, Salzburg, Austria.[19] When branding their new product, Mateschitz referenced Krating Daeng's name: in Thai, daeng means red, and a krating (known in English as a gaur) is a large species of wild bovine native to the Indian subcontinent. In 1987, the company sold its first can of Red Bull in Austria. In 1996, Red Bull began operation in the United States, and has seen steady growth ever since.[20] Both Red Bull and Kraeting Daeng use the same red bull on yellow sun logo while continuing to market their drinks separately in the Thai and Western markets.

  1. ^ "Red Bull steht zu Rauch als Hauptabfüllpartner". vorarlberg. 21 November 2010. Archived from the original on 3 January 2022. Retrieved 3 January 2021.
  2. ^ "Who makes Red Bull? Red Bull Company". energydrink-us.redbull.com. Archived from the original on 24 November 2018. Retrieved 27 November 2018.
  3. ^ Kim, Woojae (2003). "Debunking the Effects of Taurine in Red Bull Energy Drink" (PDF). Nutrition Bytes. 9 (1). ISSN 1548-4327. Archived (PDF) from the original on 13 June 2021. Retrieved 18 March 2020.
  4. ^ Kim, Woojae (18 March 2003). "Debunking the Effects of Taurine in Red Bull Energy Drink". Nutrition Bytes. 9 (1). Archived from the original on 17 June 2020. Retrieved 18 March 2020 – via escholarship.org.
  5. ^ Seidl, R.; Peyrl, A.; Nicham, R.; Hauser, E. (18 March 2000). "A taurine and caffeine-containing drink stimulates cognitive performance and well-being". Amino Acids. 19 (3–4): 635–642. doi:10.1007/s007260070013. ISSN 0939-4451. PMID 11140366. S2CID 21581385.
  6. ^ Peacock, Amy; Martin, Frances Heritage; Carr, Andrea (1 May 2013). "Energy drink ingredients. Contribution of caffeine and taurine to performance outcomes" (PDF). Appetite. 64: 1–4. doi:10.1016/j.appet.2012.12.021. hdl:1959.13/1063281. PMID 23313701. S2CID 17237027. Archived (PDF) from the original on 14 August 2021. Retrieved 24 August 2020.
  7. ^ Curran, Christine Perdan; Marczinski, Cecile A. (1 December 2017). "Taurine, caffeine, and energy drinks: Reviewing the risks to the adolescent brain". Birth Defects Research. 109 (20): 1640–1648. doi:10.1002/bdr2.1177. PMC 5737830. PMID 29251842.
  8. ^ "Energy Drink Market Share". www.t4.ai. Archived from the original on 22 April 2023. Retrieved 22 April 2023.
  9. ^ beveragedaily.com (20 August 2021). "Always Coca-Cola: Coca-Cola tops soft drinks brand rankings". beveragedaily.com. Retrieved 20 January 2023.
  10. ^ "Is Red Bull Energy Drink safe?". www.redbull.com. Archived from the original on 2 January 2022. Retrieved 2 January 2022.
  11. ^ "Red Bull Flies Past €10 Billion Sales Mark Despite Slower Growth". Bloomberg.com. 18 January 2024. Retrieved 24 February 2024.
  12. ^ "What is the slogan of Red Bull?". www.redbull.com. Archived from the original on 24 March 2022. Retrieved 24 March 2022.
  13. ^ "Red Bull Marketing Strategy: How They Make The Difference?". Digital Agency Network. Retrieved 2 November 2023. The slogan "Red Bull Gives You Wings" is one of the most iconic slogans in the world.
  14. ^ Kuehlwein, JP; Chaefer, Wolf (Spring 2017). "How modern prestige brands create meaning through mission and myth". Journal of Brand Strategy. 5 (4). doi:10.69554/JZWD9402.ISSN 2045-855X
  15. ^ Kuehlwein, JP (December 2015). "Ueber-Brands and The Art of Myth-Making". Archived from the original on 2 August 2017.
  16. ^ Schaefer, Wolf; Kuehlwein, JP (2015). Rethinking Prestige Branding – Secrets of the Ueber-Brands. Kogan Page. p. 77ff. ISBN 9780749470036.
  17. ^ Lauria, Peter (1 April 2008). "Pump the Music: Red Bull Eyes Starting Branded Music Label — NYPost.com". New York Post. Archived from the original on 30 January 2013.101013 NYPost.com
  18. ^ Roll, Martin (17 October 2005). Asian Brand Strategy: How Asia Builds Strong Brands. Springer. p. 199. ISBN 9780230513068. Archived from the original on 10 June 2016. Retrieved 24 September 2012.
  19. ^ "Red Bull GMBH – Company Profile and News". www.bloomberg.com. Archived from the original on 13 June 2020. Retrieved 8 March 2022.
  20. ^ "Red Bull North America". jobs.redbull.com. Archived from the original on 8 March 2022. Retrieved 8 March 2022.