Red Bull Energy Drink

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– Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed a new product and a unique marketing concept and launched Red Bull Energy Drink on April 1, 1987 in Austria. A brand new product category – Energy Drinks – was born.  Red Bull Energy Drink is appreciate worldwide which top athletes, students, and in highly demanding professions as well as during long drives.

• Caffeine: Caffeine was already known by ancient civilizations. They consumed it from natural sources like tea, coffee, cacao beans and cola nuts and appreciated its stimulating effects on the human body.
• Taurine: Taurine is an amino acid, naturally occurring in the human body and present in the daily diet. It involves in a wide range of biological processes.
• B-group vitamins: Vitamins are essential micronutrients that are required for maintaining normal body functions.
• Sugars: Red Bull Energy Drink is made with sugar sourced from sugar beets.
• Alpine Water: Naturally, water is a main ingredient of Red Bull

Red Bull is a brand of energy drinks from the Austrian company Red Bull GmbH. With a 38% market share, it is the most popular energy drink brand as of 2019. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide,9 including 9.8 billion in 2021. Originally available only in a single nondescript flavor sold in a tall, skinny silver-blue can, called Red Bull Energy Drink, numerous variants of the drink adds over time. His catchphrase, “Red Bull gives you wings”,11 is one of the most popular and memorable advertising slogans in the United States.

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In addition to sports series, his marketing includes ownership of multiple sports teams; celebrity endorsements; and music, through his Red Bull Records label. Red Bull traces its origins to a similar drink called Krating Daeng, which was introduced in 1976 in Thailand by pharmacist Chaleo Yoovidhya. Yoovidhya promoted his drink among workers and students by presenting his product as a means to increase their productivity. He also advertised Krating Daeng in various Thai sporting events like Muay Thai which increased his popularity. While doing business in Thailand, Dietrich Mateschitz bought a can of Krating Daeng and claimed that it cured his jet lag.

Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit Western tastes, such as carbonating the product.17 In 1984, the two founded Red Bull GmbH in 1984 in Fuschl am See, Salzburg, Austria. When branding their new product, Mateschitz referenced the name Krating Daeng as in Thai, daeng means red, and a krating (known in English as a gaur or Indian bison) is a large species of wild bovine native to the Indian subcontinent. In 1987, the company sold its first can of Red Bull in Europe. In 1996, Red Bull began operations in the United States and has experienced steady growth ever since.

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In 1976, the famous person named, Chaleo Yoovidhya introduced a drink called Krating Daeng to Thailand,20 which means “red gaur” in English. It was popular with Thai truckers and workers. While working for the German manufacturer Blendax (later acquired by Procter & Gamble) in 1982, Dietrich Mateschitz traveled to Thailand and met Chaleo, owner of T.C. Pharmacist. During his visit, Mateschitz discovered that Krating Daeng helped cure his jet lag.21 In 1984, Mateschitz co-founded Red Bull GmbH with Yoovidhya and built it into an international brand. Each partner invested US$500,000 of savings to finance the company. Yoovidhya and Mateschitz each had a 49 percent stake in the new company.

In Thailand, energy drinks are more popular with manual workers. Red Bull repositioned the drink stylish and fashionable drink, introducing it for the first time in Austrian ski resorts.24 Price was a key differentiator, with Red Bull positioned as a premium drink25 and Krating Daeng as a lower cost item. In many countries, both beverages are available and dominate both ends of the price spectrum.24 The flavoring used for Red Bull is still produce in Bangkok and is export to all around the world.24

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During the 1990s, the product expanded to Hungary, Slovenia, Germany, the United Kingdom, and the United States.26 It entered Germany and the United Kingdom in 1994. The United States (via California) in 1997, and the Middle East in 2000.26 In 2008, Forbes magazine listed both Chaleo and Mateschitz as the 250 richest people in the world with an estimated net worth of US$4 billion. Red Bull GmbH is based in Fuschl am See, an Austrian town of around 1,500 inhabitants near Salzburg.

The company is 51% control with the Yoovidhya family who. For technical reasons, own the trademark in Europe and the United States.24 Depending on the country, Red Bull contains different amounts of caffeine, taurine. B vitamins (B2, B3, B5, B6, B12) and simple sugars (sucrose and glucose). In a buffer solution of carbonated water, baking soda and magnesium carbonate. The ( substituted in some flavors with a trisodium citrate/citric acid buffer, each solution providing electrolytes). To produce Red Bull Sugarfree, sugars sucrose and glucose with the famous artificial sweeteners. Acesulfame K and aspartame or sucralose.42

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Previous formulations of Red Bull contained 0.24% glucuronolactone (600 mg of glucuronolactone in a 250 ml can),43 but this ingredient was removed 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 recorded as early as 1997.

Energy drinks have the effects that caffeine and sugar provide. But experts still argue about the possible effects of the other ingredients. Most of the effects of energy drinks on cognitive performance, such as increased attention and reaction speed. Are primarily due to the presence of caffeine. There is evidence that energy drinks can increase mental474849 and athletic5051 performance. A study funded by Red Bull GmbH. which did not include a caffeine-only control group. It is Founds that performance during the driving increases after consumption of Red Bull.