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Red Bull is an energy drink produced by the Austrian firm Red Bull GmbH, which was founded in 1987. With 7.5 billion cans sold each year, Red Bull has the most market share of any energy drink in the planet (as of 2019).
Dietrich Mateschitz, an Austrian entrepreneur, was inspired by an existing energy drink called Krating Daeng, which was created and distributed in Thailand by Chaleo Yoovidhya in 1981. He adopted this concept, tweaked the ingredients to appeal to Western palates, and co-founded Red Bull GmbH in Fuschl am See, Austria, with Chaleo in 1984. A krating (also known as a gaur or Indian bison) is a huge kind of wild bovine endemic to the Indian subcontinent, and daeng means red in Thai. Both companies are majority-owned by Yoovidhya’s heirs, and they both employ the same red bull on yellow sun emblem while marketing distinct drinks to the Thai and Western markets.
Red Bull comes in a tall, slender blue–silver can. Beginning in 2013, a range of “color editions” with fake fruit tastes was added to the brand, which was previously only available in a single generic flavor and conventional or sugar–free formulae. The English version of the Red Bull brand tagline is “Red Bull gives you wings,” with the Thai equivalent being “Target is for hit.” Rather than taking a traditional approach to mass marketing, Red Bull has used proprietary extreme sport event series like the Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice, and stand-out stunts like the Stratos space diving project to raise awareness and create a “brand myth.”
Multiple sports team ownerships (Formula One teams Red Bull Racing and Scuderia AlphaTauri, football clubs RB Leipzig, FC Red Bull Salzburg, FC Liefering, Red Bull Bragantino, and New York Red Bulls), celebrity endorsements, and music, through its record label Red Bull Records, are all part of Red Bull’s marketing strategy.
Excessive or repetitive usage of energy drinks has been linked to health hazards, such as concealing the symptoms of drunkenness when ingested with alcohol, and can lead to cardiac and psychological disorders. The European Food Safety Authority (EFSA) stated, however, that moderate intake of Red Bull and other popular energy drinks is safe, and that the quantity of caffeine in a regular Red Bull can is unlikely to interact negatively with other energy drink elements or alcohol. Caffeine and sugar have effects in energy drinks, but there is little proof that the large range of additional components has any impact.
Chaleo Yoovidhya introduced Krating Daeng, which translates as “red gaur” in English, to Thailand in 1976. Thai truck drivers and laborers flocked to it. Dietrich Mateschitz met Chaleo, the proprietor of T.C. Pharmaceutical, while working for German company Blendax (later bought by Procter & Gamble) in 1982. Mateschitz noticed that Krating Daeng helped him get over his jet lag during his stay. Mateschitz and Yoovidhya co-founded Red Bull GmbH in 1984 and grew it into a worldwide brand. To start the firm, each partner put up US$500,000 of their own money. Yoovidhya and Mateschitz each owned 49 percent of the new business. They handed Yoovidhya’s son, Chalerm, the remaining two percent, but it was decided that Mateschitz would oversee the firm. In 1987, the product was introduced in Austria.
Energy drinks are particularly popular among Thai blue-collar workers. Red Bull rebranded the beverage as a stylish, upmarket beverage, initially launching it in Austrian ski resorts. Red Bull was positioned as a luxury drink, whereas Krating Daeng was positioned as a lower-cost option. Both drinks are accessible in numerous countries, and they dominate both ends of the pricing spectrum.