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Menicon X-sports ::: Red Bull X-Alps ::: The Event menicon.com |
For other uses, see Red Bull (disambiguation).
Red Bull is an energy drink which is produced and sold by the Austrian company Red Bull GmbH.[1] In 2006, more than 3 billion cans were sold in over 130 countries. The beverage's slogan is "Gives you Wings."
[edit] HistoryRed Bull originated from an energy drink from Thailand called Krating Daeng (Red Bull is the literal translation of Krating Daeng 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.[2] 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 hold 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.[3] 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.[4] 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.[5][6] In 2009, The 60ml Red Bull Shot was released in Australia for the first time. It was an answer to rivals Mother and Monster who had increased their can size to 500ml, reducing margins and cannibalizing the segment. [7] [edit] IngredientsRed Bull contains taurine, glucuronolactone, caffeine, B vitamins, sucrose, and glucose.[8] Cocaine was also listed unofficially as an ingredient in Red Bull Cola in an incident in Germany, where after a small amount of cocaine was discovered in Red Bull cola sold in there, the country reacted by issuing a full Red Bull Recall in several states. But since Red Bull Cola is a drink based on the extract of coca leaf, just like Coca-Cola, that may be the reason cocaine was found on it. Moreover the drink does not contain enough cocaine to have a narcotic effect.[9] [edit] Health effectsA 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.[10] 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:[11]
[edit] Cardiovascular effectsThe 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.[12] 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.[13] 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.[14] 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.[15] 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".[16] [edit] CocaineOn June 2, 2009, an April 2009 batch of "Red Bull Cola" drinks imported from Austria were found to contain between 0.1 - 0.3 microgram of cocaine per litre according to Hong Kong officials. Also in Taiwan it has been 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 such drugs. In Germany 11 out of 16 states have already banned the drinks by 25 May 2009.[17][18][19][20][21] Testing of Red Bull Energy Drink and its variations has shown that a person with a low tolerance of cocaine would have to consume two million cans of the drink in a single sitting before becoming critically ill.[22] At this point, no further action has been taken on the matter in Taiwan. [edit] Advertising   Red Bull has an aggressive international marketing campaign. The numerous sponsored activities range from extreme sports like windsurfing, snowboarding, skateboarding, 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 football 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,[23] like Red Rooster and Blue lightning. British institution Advertising Standards Authority has upheld complaints about claims made in the publicity of Red Bull in the United Kingdom since 1997.[24] 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.[25] 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. The first Wipeout games on the PlayStation had numerous in-game 'billboards' advertising Red Bull on them, but after the release of Wipeout Fusion none have been seen. Instead, the developers have created a fictional energy drink to take its place.[citation needed] 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. [edit] Team ownerships
[edit] EndorsementsIn 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.[26] [edit] Events
[edit] See also[edit] References
[edit] External links
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