- published: 19 Apr 2016
- views: 15797
Red Bull is an energy drink sold by Austrian Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 4.5 billion cans sold each year.
Mateschitz was inspired by a preexisting energy drink called Krating Daeng, which was first invented and sold in Thailand. He took this idea, and to suit the tastes of Westerners, modified the ingredients, and founded Austrian Red Bull GmbH in partnership with Chaleo Yoovidhya. In Thai daeng means 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; in Thailand and in some parts of Asia it is sold 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, Events (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. Red Bull has been the target of criticism concerning the possible health risks associated with the drink. A restudy by the European Food Safety Authority (EFSA) concluded that in the levels used in popular energy drinks, taurine and glucuronolactone (D-glucurono-gamma-lactone) are safe. The amounts of guarana, taurine, and ginseng found in popular energy drinks have been found to be far below the amounts expected to deliver either therapeutic benefits or adverse events.