Red Bull
Encyclopedia
Red Bull is an energy drink
sold by the Austria
n Red Bull GmbH
, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz
was inspired by an already existing drink called Krating Daeng
which he discovered in Thailand. He took this idea, and to suit the tastes of Westerners, modified the ingredients, and founded Austria
n Red Bull GmbH
in partnership with Chaleo Yoovidhya
. Chaleo Yoovidhya
invented the Thai
energy drink Krating Daeng
; in Thai
daeng is red, and krating is the reddish brown bovine, gaur
, an animal slightly larger than the bison
. Red Bull is sold in a tall and slim blue-silver can. Krating Daeng
is sold in Thailand
and in some parts of Asia
in a wider gold can with the name of Krating Daeng
or Red Bull Classic. Both are different products produced separately.
Their slogan is "Red Bull gives you wings" and the product is marketed through advertising
, tournament sponsorship (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 with its record label
, Red Bull Records
, music. In 2009 it was discovered that Red Bull Cola exported from Austria contained trace amounts of cocaine
. Red Bull has also been the target of criticism concerning the possible health risks associated with the drink.
called Krating Daeng
. 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
. Between 1984 and 1987, Mateschitz worked with TCBG Pharmaceutical (a Blendax licensee) to adapt Krating Daeng for the Europe
an market.
At the same time Mateschitz and Chaleo Yoovidhya
founded Red Bull GmbH; each investing $500,000 of savings, giving it to Ieuan Griffiths and taking a stake in the new company. Chaleo and Dietrich each held a 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. The product was launched in 1987 in Austria, in a carbonated format.
In 1989, the product was expanded to its first international markets, Hungary and Slovenia. It entered the United States market (via California) in 1997 and the Middle East in 2000. In 2008, Forbes
magazine listed both Chaleo and Mateschitz as being the 260th richest persons in the world with an estimated net worth of $5.0 billion.
, caffeine
, B vitamins
, sucrose
, and glucose
. Red Bull sugar-free also contains aspartame
, acesulfame K, and sucralose
in place of sucrose and glucose.
Red Bull GmbH also manufactures Red Bull Cola
, containing the coca leaf, which has sparked a controversy in Germany regarding minute traces of cocaine
.
Commonly reported adverse effects due to consumption of the levels of caffeine used in the quantities commonly present in Red Bull can result in a state of central nervous system over-stimulation called caffeine intoxication (DSM-IV 305.90),[45] or colloquially the "caffeine jitters". The symptoms of caffeine intoxication are not unlike overdoses of other stimulants. It may include restlessness, fidgetiness, nervousness, excitement, euphoria, insomnia, flushing of the face, increased urination, gastrointestinal disturbance, muscle twitching, a rambling flow of thought and speech, irritability, irregular or rapid heart beat, and psychomotor agitation.[42] In cases of much larger overdoses, mania, depression, lapses in judgment, disorientation, disinhibition, delusions, hallucinations, and psychosis may occur, and rhabdomyolysis (breakdown of skeletal muscle tissue) can be provoked.[46][47]
Extreme overdose can result in death.[48] (see Health effects of caffeine
). For drinking too much Red Bull and side-effects including 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:
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.
Red Bull representatives, however, stated that this observed increase in cardiovascular risk was not felt to be different from 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.
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 as well as alcohol at "social levels". It was believed, but had not been proven, that she suffered from a rare heart condition called long QT Syndrome
. 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".
As is the case with other caffeinated beverages, Red Bull drinkers may experience adverse effects as a result of overuse.
and Norway
for several years, but they have been lifted afterwards, and the energy drink was re-legalized in those countries.
The French ban began in 1996 due to concerns about taurine, a substance prohibited in several other countries. This meant the drink could not be sold as-is in France. Instead, a different recipe that did not contain the ingredient was introduced. The ban was challenged by the European Commission and partially upheld by the European Court of Justice in 2004, before the French food safety agency relented in 2008 after being unable to prove definitively the existence of any health risk, taurine-related or not.
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 sponsors association football teams, with clubs in Austria
, 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. 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, like Red Rooster and Blue Lightning
.
Red Bull's slogan, "it 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. 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. 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.
In the PlayStation 3
's new social app, PlayStation Home
, Red Bull has developed its own in-game island, specifically advertising its energy drink and the Red Bull Air Race event. 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 the video game Worms 3D
, Red Bull could be drunk by the worms, giving them the effect of faster movement.
Red Bull is displayed on virtual track-side billboards during gameplay and in the opening cinematic in the video game Wipeout 2097
.
was the first NFL athlete to endorse the product. The announcement was made at the Super Bowl.
Red Bull sports events
Energy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
sold by the Austria
Austria
Austria , officially the Republic of Austria , is a landlocked country of roughly 8.4 million people in Central Europe. It is bordered by the Czech Republic and Germany to the north, Slovakia and Hungary to the east, Slovenia and Italy to the south, and Switzerland and Liechtenstein to the...
n Red Bull GmbH
Red Bull GmbH
Red Bull GmbH is an Austrian company which sells the Red Bull energy drink. In 2010, more than 4.204 billion cans were sold in over 161 countries. 7,758 employees generated 3.78 billion euros in revenue...
, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz
Dietrich Mateschitz
Dietrich Mateschitz is an Austrian businessman who co-founded the Red Bull energy drink company and holds 49 per cent of the company's shares.-Biography:...
was inspired by an already existing drink called Krating Daeng
Krating Daeng
Krating Daeng is a sweetened, non-carbonated energy drink. The drink is mostly sold in Asia but can be found in Austria, Sweden, Australia, Canada and New Zealand where it is sometimes renamed "Thai Red Bull"...
which he discovered in Thailand. He took this idea, and to suit the tastes of Westerners, modified the ingredients, and founded Austria
Austria
Austria , officially the Republic of Austria , is a landlocked country of roughly 8.4 million people in Central Europe. It is bordered by the Czech Republic and Germany to the north, Slovakia and Hungary to the east, Slovenia and Italy to the south, and Switzerland and Liechtenstein to the...
n Red Bull GmbH
Red Bull GmbH
Red Bull GmbH is an Austrian company which sells the Red Bull energy drink. In 2010, more than 4.204 billion cans were sold in over 161 countries. 7,758 employees generated 3.78 billion euros in revenue...
in partnership with Chaleo Yoovidhya
Chaleo Yoovidhya
Chaleo Yoovidhya or Chaliao Yuwitthaya is a Thai Chinese businessperson and is listed as the richest person in Thailand, with an estimated net worth of $4 billion. He owns 49% of Red Bull, his son named Chalerm Yoovidhya owns 2%. The remaining 49% is owned by Dietrich Mateschitz who launched the...
. Chaleo Yoovidhya
Chaleo Yoovidhya
Chaleo Yoovidhya or Chaliao Yuwitthaya is a Thai Chinese businessperson and is listed as the richest person in Thailand, with an estimated net worth of $4 billion. He owns 49% of Red Bull, his son named Chalerm Yoovidhya owns 2%. The remaining 49% is owned by Dietrich Mateschitz who launched the...
invented the Thai
Thailand
Thailand , officially the Kingdom of Thailand , formerly known as Siam , is a country located at the centre of the Indochina peninsula and Southeast Asia. It is bordered to the north by Burma and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the...
energy drink Krating Daeng
Krating Daeng
Krating Daeng is a sweetened, non-carbonated energy drink. The drink is mostly sold in Asia but can be found in Austria, Sweden, Australia, Canada and New Zealand where it is sometimes renamed "Thai Red Bull"...
; in Thai
Thai language
Thai , also known as Central Thai and Siamese, is the national and official language of Thailand and the native language of the Thai people, Thailand's dominant ethnic group. Thai is a member of the Tai group of the Tai–Kadai language family. Historical linguists have been unable to definitively...
daeng is red, and krating is the reddish brown bovine, gaur
Gaur
The gaur , also called Indian bison, is a large bovine native to South Asia and Southeast Asia. The species is listed as vulnerable on the IUCN Red List since 1986 as the population decline in parts of the species' range is likely to be well over 70% over the last three generations...
, an animal slightly larger than the bison
Bison
Members of the genus Bison are large, even-toed ungulates within the subfamily Bovinae. Two extant and four extinct species are recognized...
. Red Bull is sold in a tall and slim blue-silver can. Krating Daeng
Krating Daeng
Krating Daeng is a sweetened, non-carbonated energy drink. The drink is mostly sold in Asia but can be found in Austria, Sweden, Australia, Canada and New Zealand where it is sometimes renamed "Thai Red Bull"...
is sold in Thailand
Thailand
Thailand , officially the Kingdom of Thailand , formerly known as Siam , is a country located at the centre of the Indochina peninsula and Southeast Asia. It is bordered to the north by Burma and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the...
and in some parts of Asia
Asia
Asia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...
in a wider gold can with the name of Krating Daeng
Krating Daeng
Krating Daeng is a sweetened, non-carbonated energy drink. The drink is mostly sold in Asia but can be found in Austria, Sweden, Australia, Canada and New Zealand where it is sometimes renamed "Thai Red Bull"...
or Red Bull Classic. Both are different products produced separately.
Their slogan is "Red Bull gives you wings" and the product is marketed through advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, tournament sponsorship (Red Bull Air Race, Red Bull Crashed Ice
Crashed Ice
Crashed Ice is a winter extreme sporting event, which involves downhill skating in an urban environment, on a track which includes steep turns and high vertical drops. It is sponsored by Red Bull....
), sports team ownerships (Red Bull Racing
Red Bull Racing
Red Bull Racing is a Formula One racing team based in Milton Keynes, England which currently holds an Austrian licence. It is, along with Scuderia Toro Rosso, one of two teams owned by beverage company Red Bull GmbH. The team have won two Constructors' Championship titles, in and , becoming the...
, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull New York, RB Leipzig
RB Leipzig
RB Leipzig is a German association football club based in Leipzig, Saxony. The club is supported by energy drink-maker Red Bull who purchased the license of fifth division side SSV Markranstädt with the intention of advancing the re-modeled club to the top-flight Bundesliga within ten years...
, Red Bull Brasil
Red Bull Brasil
Red Bull Brasil is a Brazilian football club located in Campinas, São Paulo founded on November 19, 2007. The club is owned by Red Bull, who currently fields a team in Campeonato Paulista Série A2.-History:...
), celebrity endorsements, and with its record label
Record label
In the music industry, a record label is a brand and a trademark associated with the marketing of music recordings and music videos. Most commonly, a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion,...
, Red Bull Records
Red Bull Records
Red Bull Records is a U.S. independent record label located in Culver City, California. It was launched in 2007 with Red Bull building a recording studio in Santa Monica, California and recording small indie bands for free....
, music. In 2009 it was discovered that Red Bull Cola exported from Austria contained trace amounts of cocaine
Cocaine
Cocaine is a crystalline tropane alkaloid that is obtained from the leaves of the coca plant. The name comes from "coca" in addition to the alkaloid suffix -ine, forming cocaine. It is a stimulant of the central nervous system, an appetite suppressant, and a topical anesthetic...
. Red Bull has also been the target of criticism concerning the possible health risks associated with the drink.
History
Red Bull took many marketing and ingredient ideas from an energy drink in ThailandThailand
Thailand , officially the Kingdom of Thailand , formerly known as Siam , is a country located at the centre of the Indochina peninsula and Southeast Asia. It is bordered to the north by Burma and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the...
called Krating Daeng
Krating Daeng
Krating Daeng is a sweetened, non-carbonated energy drink. The drink is mostly sold in Asia but can be found in Austria, Sweden, Australia, Canada and New Zealand where it is sometimes renamed "Thai Red Bull"...
. Dietrich Mateschitz
Dietrich Mateschitz
Dietrich Mateschitz is an Austrian businessman who co-founded the Red Bull energy drink company and holds 49 per cent of the company's shares.-Biography:...
, an Austrian entrepreneur, developed the Red Bull Energy Drink brand. Mateschitz was the international
International
----International mostly means something that involves more than one country. The term international as a word means involvement of, interaction between or encompassing more than one nation, or generally beyond national boundaries...
marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
director for Blendax, a toothpaste
Toothpaste
Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids in removing the dental plaque and food from the teeth, assists in suppressing...
company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag
Jet lag
Jet lag, medically referred to as desynchronosis, is a physiological condition which results from alterations to the body's circadian rhythms; it is classified as one of the circadian rhythm sleep disorders...
. Between 1984 and 1987, Mateschitz worked with TCBG Pharmaceutical (a Blendax licensee) to adapt Krating Daeng for the Europe
Europe
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
an market.
At the same time Mateschitz and Chaleo Yoovidhya
Chaleo Yoovidhya
Chaleo Yoovidhya or Chaliao Yuwitthaya is a Thai Chinese businessperson and is listed as the richest person in Thailand, with an estimated net worth of $4 billion. He owns 49% of Red Bull, his son named Chalerm Yoovidhya owns 2%. The remaining 49% is owned by Dietrich Mateschitz who launched the...
founded Red Bull GmbH; each investing $500,000 of savings, giving it to Ieuan Griffiths and taking a stake in the new company. Chaleo and Dietrich each held a 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. The product was launched in 1987 in Austria, in a carbonated format.
In 1989, the product was expanded to its first international markets, Hungary and Slovenia. It entered the United States market (via California) in 1997 and the Middle East in 2000. In 2008, Forbes
Forbes
Forbes is an American publishing and media company. Its flagship publication, the Forbes magazine, is published biweekly. Its primary competitors in the national business magazine category are Fortune, which is also published biweekly, and Business Week...
magazine listed both Chaleo and Mateschitz as being the 260th richest persons in the world with an estimated net worth of $5.0 billion.
Ingredients
Red Bull contains taurine, glucuronolactoneGlucuronolactone
Glucuronolactone is a naturally occurring chemical that is an important structural component of nearly all connective tissues. Glucuronolactone is also found in many plant gums.- Physical and chemical properties :...
, caffeine
Caffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
, B vitamins
B vitamins
B vitamins are a group of water-soluble vitamins that play important roles in cell metabolism. The B vitamins were once thought to be a single vitamin, referred to as vitamin B . Later research showed that they are chemically distinct vitamins that often coexist in the same foods...
, sucrose
Sucrose
Sucrose is the organic compound commonly known as table sugar and sometimes called saccharose. A white, odorless, crystalline powder with a sweet taste, it is best known for its role in human nutrition. The molecule is a disaccharide composed of glucose and fructose with the molecular formula...
, and glucose
Glucose
Glucose is a simple sugar and an important carbohydrate in biology. Cells use it as the primary source of energy and a metabolic intermediate...
. Red Bull sugar-free also contains aspartame
Aspartame
Aspartame is an artificial, non-saccharide sweetener used as a sugar substitute in some foods and beverages. In the European Union, it is codified as E951. Aspartame is a methyl ester of the aspartic acid/phenylalanine dipeptide. It was first sold under the brand name NutraSweet; since 2009 it...
, acesulfame K, and sucralose
Sucralose
Sucralose is an artificial sweetener. The majority of ingested sucralose is not broken down by the body and therefore it is non-caloric. In the European Union, it is also known under the E number E955. Sucralose is approximately 600 times as sweet as sucrose , twice as sweet as saccharin, and 3.3...
in place of sucrose and glucose.
Red Bull GmbH also manufactures Red Bull Cola
Red Bull Cola
Red Bull Cola is a beverage from Red Bull GmbH, makers of the energy drink Red Bull. The cola, which contains natural flavoring and caffeine, was introduced in 2008 in several countries.- Ingredients :...
, containing the coca leaf, which has sparked a controversy in Germany regarding minute traces of cocaine
Cocaine
Cocaine is a crystalline tropane alkaloid that is obtained from the leaves of the coca plant. The name comes from "coca" in addition to the alkaloid suffix -ine, forming cocaine. It is a stimulant of the central nervous system, an appetite suppressant, and a topical anesthetic...
.
Health effects
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, concluding that "The amounts of guarana, taurine, and ginseng found in popular energy drinks are far below the amounts expected to deliver either therapeutic benefits or adverse events. However, caffeine and sugar are present in amounts known to cause a variety of adverse health effects." Another publication found that "the number of available publications that really go into the details in this topic is also rather poor".Commonly reported adverse effects due to consumption of the levels of caffeine used in the quantities commonly present in Red Bull can result in a state of central nervous system over-stimulation called caffeine intoxication (DSM-IV 305.90),[45] or colloquially the "caffeine jitters". The symptoms of caffeine intoxication are not unlike overdoses of other stimulants. It may include restlessness, fidgetiness, nervousness, excitement, euphoria, insomnia, flushing of the face, increased urination, gastrointestinal disturbance, muscle twitching, a rambling flow of thought and speech, irritability, irregular or rapid heart beat, and psychomotor agitation.[42] In cases of much larger overdoses, mania, depression, lapses in judgment, disorientation, disinhibition, delusions, hallucinations, and psychosis may occur, and rhabdomyolysis (breakdown of skeletal muscle tissue) can be provoked.[46][47]
Extreme overdose can result in death.[48] (see Health effects of caffeine
Health effects of caffeine
The health effects of caffeine have been extensively studied. Short term side effects such as headache, nausea, and anxiety have been shown as symptoms of mild caffeine consumption. The long term consequences of moderate caffeine consumption can be reduced risk of developing Parkinson's disease,...
). For drinking too much Red Bull and side-effects including tachycardia (see Caffeine intoxication).
A 2008 position statement issued by the National Federation of State High School Associations
National Federation of State High School Associations
The National Federation of State High School Associations is the body that writes the rules of competition for most high school sports and activities in the United States. Most high schools, whether public or private, belong to their state's high school association; in turn, each state association...
made the following recommendations about energy drink consumption, in general, by young athletes:
- WaterWaterWater is a chemical substance with the chemical formula H2O. A water molecule contains one oxygen and two hydrogen atoms connected by covalent bonds. Water is a liquid at ambient conditions, but it often co-exists on Earth with its solid state, ice, and gaseous state . Water also exists in a...
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 for Dehydration and Heat Illness.” - Energy drinks should not be used for hydration. Nor should they be used for performance enhancement
- 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.
- Energy drinks should not be consumed by athletes who are dehydrated.
- Energy drinks should not be consumed, without prior medical approval, by athletes taking over the counter or prescription medications.
Cardiovascular effects
The results of a study 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.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.
Red Bull representatives, however, stated that this observed increase in cardiovascular risk was not felt to be different from 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
Postural orthostatic tachycardia syndrome
Postural orthostatic tachycardia syndrome is a condition of dysautonomia, more specifically orthostatic intolerance, in which a change from the supine position to an upright position causes an abnormally large increase in heart rate, called tachycardia...
in a young athlete.
A February 3, 2009 article in The Daily Telegraph
The Daily Telegraph
The Daily Telegraph is a daily morning broadsheet newspaper distributed throughout the United Kingdom and internationally. The newspaper was founded by Arthur B...
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 as well as alcohol at "social levels". It was believed, but had not been proven, that she suffered from a rare heart condition called long QT Syndrome
Long QT syndrome
The long QT syndrome is a rare inborn heart condition in which delayed repolarization of the heart following a heartbeat increases the risk of episodes of torsade de pointes . These episodes may lead to palpitations, fainting and sudden death due to ventricular fibrillation...
. She was on medication for epilepsy
Epilepsy
Epilepsy is a common chronic neurological disorder characterized by seizures. These seizures are transient signs and/or symptoms of abnormal, excessive or hypersynchronous neuronal activity in the brain.About 50 million people worldwide have epilepsy, and nearly two out of every three new cases...
. 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".
Caffeine content
The caffeine content of a single can of Red Bull is 80 mg/250 ml. This is about the same as one cup of normal coffee, or slightly less depending on the brewing method. 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.
Legal status
Red Bull has been subject to bans in France, DenmarkDenmark
Denmark is a Scandinavian country in Northern Europe. The countries of Denmark and Greenland, as well as the Faroe Islands, constitute the Kingdom of Denmark . It is the southernmost of the Nordic countries, southwest of Sweden and south of Norway, and bordered to the south by Germany. Denmark...
and Norway
Norway
Norway , officially the Kingdom of Norway, is a Nordic unitary constitutional monarchy whose territory comprises the western portion of the Scandinavian Peninsula, Jan Mayen, and the Arctic archipelago of Svalbard and Bouvet Island. Norway has a total area of and a population of about 4.9 million...
for several years, but they have been lifted afterwards, and the energy drink was re-legalized in those countries.
The French ban began in 1996 due to concerns about taurine, a substance prohibited in several other countries. This meant the drink could not be sold as-is in France. Instead, a different recipe that did not contain the ingredient was introduced. The ban was challenged by the European Commission and partially upheld by the European Court of Justice in 2004, before the French food safety agency relented in 2008 after being unable to prove definitively the existence of any health risk, taurine-related or not.
Advertising
Red Bull has an aggressive international marketing campaign. The numerous sponsored 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 EminemEminem
Marshall Bruce Mathers III , better known by his stage name Eminem or his alter ego Slim Shady, is an American rapper, record producer, songwriter and actor. Eminem's popularity brought his group project, D12, to mainstream recognition...
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 sponsors association football teams, with clubs in Austria
Austria
Austria , officially the Republic of Austria , is a landlocked country of roughly 8.4 million people in Central Europe. It is bordered by the Czech Republic and Germany to the north, Slovakia and Hungary to the east, Slovenia and Italy to the south, and Switzerland and Liechtenstein to the...
, Germany, the United States and Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
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. 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, like Red Rooster and Blue Lightning
Blue Lightning
Blue Lightning is a pseudo-simulation computer game in which the player controls a military airplane. The game was one of the first games for the Atari Lynx, released in 1989 and was programmed by Epyx, headed by lead programmer, Brian Bowhay, .The game is considered by many to be one of the best...
.
Red Bull's slogan, "it 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
Advertising Standards Authority (United Kingdom)
The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances...
imposing advertising restrictions in 2001 in response to complaints first recorded as early as 1997. 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. 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
Malay language
Malay is a major language of the Austronesian family. It is the official language of Malaysia , Indonesia , Brunei and Singapore...
word Boleh (lit: Can be done) and the word Bull.
In the PlayStation 3
PlayStation 3
The is the third home video game console produced by Sony Computer Entertainment and the successor to the PlayStation 2 as part of the PlayStation series. The PlayStation 3 competes with Microsoft's Xbox 360 and Nintendo's Wii as part of the seventh generation of video game consoles...
's new social app, PlayStation Home
PlayStation Home
PlayStation Home is a virtual 3D social gaming network developed by Sony Computer Entertainment's London Studio for the PlayStation 3 on the PlayStation Network . It is available directly from the PlayStation 3 XrossMediaBar under PlayStation Network. Membership is free, and only requires a PSN...
, Red Bull has developed its own in-game island, specifically advertising its energy drink and the Red Bull Air Race event. In late November 2009, Red Bull brought out two new spaces, the Red Bull Illume
Red Bull Illume
Red Bull Illume is a biennial international action and adventure sport photography contest.-Image Quest 2007:The first edition of the Image Quest In 2007 resulted in 2000 established and amateur photographers from over 90 different countries submitting more than 7,500 images...
space, and the Red Bull Beach space featuring the Red Bull Flugtag, both released on the same day.
In the video game Worms 3D
Worms 3D
The game has received generally good reviews. A negative point by most reviewers was the 3D camera system, that often places behind the objects in landscape with the worm being hidden in front of those.-External links:* * ]]...
, Red Bull could be drunk by the worms, giving them the effect of faster movement.
Red Bull is displayed on virtual track-side billboards during gameplay and in the opening cinematic in the video game Wipeout 2097
Wipeout 2097
Track listing Saturn/Windows versions * CoLD SToRAGE: "Canada"* CoLD SToRAGE: "Body in Motion"* CoLD SToRAGE: "Kinkong"* CoLD SToRAGE: "Plasticity"* CoLD SToRAGE: "Messij Xtnd"* CoLD SToRAGE: "Tenation"* CoLD SToRAGE: "Surgeon"...
.
Team ownerships
- RB LeipzigRB LeipzigRB Leipzig is a German association football club based in Leipzig, Saxony. The club is supported by energy drink-maker Red Bull who purchased the license of fifth division side SSV Markranstädt with the intention of advancing the re-modeled club to the top-flight Bundesliga within ten years...
- a football team currently playing in the German Regionalliga NordRegionalliga NordThe Regionalliga Nord is currently the fourth tier of the German football league system. Until the introduction of the 3rd Liga in 2008 it was the third tier. It currently is the highest regional league for the northern and eastern part of Germany. It covers ten of the sixteen states of Germany... - Red Bull New YorkRed Bull New YorkThe New York Red Bulls are an American professional soccer team based in Harrison, New Jersey, representing the New York City metropolitan area. The team competes in the Eastern Conference of Major League Soccer , the top professional soccer league in the United States and Canada...
– a soccer franchise competing in the United States' Major League SoccerMajor League SoccerMajor League Soccer is a professional soccer league based in the United States and sanctioned by the United States Soccer Federation . The league is composed of 19 teams — 16 in the U.S. and 3 in Canada... - Red Bull RacingRed Bull RacingRed Bull Racing is a Formula One racing team based in Milton Keynes, England which currently holds an Austrian licence. It is, along with Scuderia Toro Rosso, one of two teams owned by beverage company Red Bull GmbH. The team have won two Constructors' Championship titles, in and , becoming the...
- a Formula OneFormula OneFormula One, also known as Formula 1 or F1 and referred to officially as the FIA Formula One World Championship, is the highest class of single seater auto racing sanctioned by the Fédération Internationale de l'Automobile . The "formula" designation in the name refers to a set of rules with which...
team based in Milton KeynesMilton KeynesMilton Keynes , sometimes abbreviated MK, is a large town in Buckinghamshire, in the south east of England, about north-west of London. It is the administrative centre of the Borough of Milton Keynes...
, England, World Constructor's Championship winner of 2010 and 2011, and produced the car for the 2010 and 2011 F1 World Champion Sebastian Vettel. - Scuderia Toro RossoScuderia Toro RossoScuderia Toro Rosso , also known simply as Toro Rosso or by its abbreviation STR, is an Italian Formula One racing team...
(Italian translation of Team Red Bull) - Another Formula One team based in FaenzaFaenzaFaenza is an Italian city and comune, in the province of Ravenna, Emilia-Romagna, situated 50 km southeast of Bologna.Faenza is noted for its manufacture of majolica ware glazed earthenware pottery, known from the name of the town as "faience"....
, ItalyItalyItaly , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
. - Team Red BullTeam Red BullRed Bull Racing Team, also known as Team Red Bull, is a NASCAR team owned by Dietrich Mateschitz. The team is based in Mooresville, North Carolina in the United States and is managed by Jay Frye...
, a racing team competing in the US based stock car racing competition NASCARNASCARThe National Association for Stock Car Auto Racing is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of the late Bill France Sr...
. - FC Red Bull Salzburg, an Austrian football club based in Salzburg and competing in the Austrian BundesligaAustrian BundesligaThe Austrian Football Bundesliga is the highest-ranking national league club competition in Austrian football. It is the competition which decides the Austrian national football champions, as well the country's entrants for the various European cups run by UEFA.The Austrian Bundesliga, which began...
- EC Red Bull Salzburg, a member of the Austrian Hockey LeagueAustrian Hockey LeagueThe Austrian Hockey League , called the Erste Bank Eishockey Liga for sponsorship reasons, is the highest-level ice hockey league in Austria.-History:...
based in Salzburg, Austria - Red Bull BrasilRed Bull BrasilRed Bull Brasil is a Brazilian football club located in Campinas, São Paulo founded on November 19, 2007. The club is owned by Red Bull, who currently fields a team in Campeonato Paulista Série A2.-History:...
- a football team currently playing in the Brazilian Campeonato Paulista Série A2Campeonato Paulista Série A2Campeonato Paulista Série A2 is the second level of the São Paulo state professional football championship, one of the Brazilian state championships. This tournament is played by 20 teams, in which the four best teams are promoted to Série A1 and the four worst teams are relegated to Série...
based in CampinasCampinasCampinas is a city and municipality located in the coastal interior of the state of São Paulo, Brazil. is the administrative center of the meso-region of the same name, with 3,783,597 inhabitants as of the 2010 Census, consisting of 49 cities....
, BrazilBrazilBrazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
Endorsements
In 2009, Red Bull added mainstream sport athletes to its roster of sports endorsements. Reggie BushReggie Bush
Reginald Alfred "Reggie" Bush II is an American football running back for the Miami Dolphins of the National Football League. He was drafted by the New Orleans Saints in the first round of the 2006 NFL Draft...
was the first NFL athlete to endorse the product. The announcement was made at the Super Bowl.
Events
- Red Bull RampageRed Bull RampageThe Red Bull Rampage is an invite-only men's freeride mountain bike competition held near Zion National Park in Virgin, Utah, USA, just to the north of Gooseberry Mesa. Previously it was held off the Kolob Terrace Road, on the western boundary of Zion National Park. The competition was held from...
- Red Bull Road RageRed Bull Road RageThe Red Bull Road Rage is an extreme downhill on-road bike competition. The competition was first held in 2005 as a pro-invite only event, but since 2008 Red Bull has opened it up to amateur and professional racers alike...
- Red Bull Crashed Ice
- Red Bull X-FightersRed Bull X-FightersRed Bull X-Fighters are freestyle motocross motorbike stunt competitions contested in bullrings and similar venues. Alongside the X Games, they are the most prestigious and most challenging freestyle motocross competitions....
- Red Bull Air Race World Championship
- Red Bull Flugtag
- Red Bull Paperwings
Red Bull sports events
- Red Bull Art of Motion
- Red Bull BC OneRed Bull BC OneRed Bull BC One is an annual international b-boy competition organized by the energy drink company Red Bull. It is an individual b-boy competition...
External links
- Red Bull's Total Marketing - slideshow by Der SpiegelDer SpiegelDer Spiegel is a German weekly news magazine published in Hamburg. It is one of Europe's largest publications of its kind, with a weekly circulation of more than one million.-Overview:...