Red Bull

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Red Bull

Type	Energy drink
Manufacturer	Red Bull GmbH
Country of origin	Austria
Introduced	1987
Color	Amber
Flavour	Sweet
Variants	Original, Sugarfree
Related products	Red Bull Cola
Website	http://www.redbull.com/

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 "It gives you Wiiings."

Contents 1 History 2 Health effects 2.1 Anaerobic muscular endurance and work 2.2 Cardiovascular effects 3 Advertising 3.1 Team ownerships 3.2 Aviation sport sponsorships 4 Prohibition 5 Endorsements 6 Litigation 7 Cocaine 8 See also 9 References 10 External links

[edit] History

Red 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]

[edit] Health effects

A 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.^[7]

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:^[8]

1. Water 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.”
2. Energy drinks should not be used for hydration.
3. 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.
4. Energy drinks should not be consumed by athletes who are dehydrated.
5. Energy drinks should not be consumed without prior medical approval, by athletes taking over the counter or prescription medications.

[edit] Anaerobic muscular endurance and work

A study conducted in 2007 on 15 healthy young adults, found that Red Bull consumption led to an acute increase in upper body anaerobic muscular endurance; however, no effect was found on either peak lower body anaerobic muscular work, or average lower body anaerobic muscular work.^[9]

[edit] Cardiovascular effects

The 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.^[10]

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.^[11]

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.^[12]

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.^[13] 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".^[14]

[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, 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; 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,^[15] like Red Rooster (drink) 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.^[16] 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.^[17]

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.

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.

Dietrich Mateschitz owns Team Red Bull Racing. The field cars for Scott Speed (#82 Toyota Camry), and Brian Vickers (#83) in the Sprint Cup Series in 2009. In 2008 the 82 was # 84 with driver A. J. Allmendinger. He was released following the end of the 2008 season.

[edit] Team ownerships

• Red Bull Brasil - A Football team currently playing in the Brazilian Segunda Divisão Paulista.
• RB Leipzig - A Football team currently playing in the German Oberliga
• Red Bull New York, a soccer franchise competing in the United States' Major League Soccer
• Red Bull Racing, one of two Red Bull Formula One teams, this one based in Milton Keynes, England
• Scuderia Toro Rosso (Italian translation of Team Red Bull), the other Red Bull Formula One team based in Faenza, Italy.
• Team Red Bull, a racing team competing in the US based stock car racing competition NASCAR.
• FC Red Bull Salzburg, an Austrian football club based in Salzburg and competing in the Austrian Bundesliga
• EC Red Bull Salzburg, a member of the Austrian Hockey League who play their games in Salzburg, Austria

[edit] Aviation sport sponsorships

Red Bull is the primary sponsor of the Red Bull Air Race World Series and the Red Bull X-Alps. They also sponsor a MiG-17 which is flown by Bill Reesman in airshows throughout the United States.

[edit] Prohibition

In some countries (most notably Denmark and Uruguay) the selling of Red Bull is prohibited due to health concerns. In France there was a similar prohibition until May 2008, and Norwegian authorities recently announced the end of their prohibition due to European Economic Area (EEA) trade guideline enforcement.

[edit] Endorsements

In 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.^[18] Devon Hester was the second NFL athlete signed. Rajon Rondo endorsed the product before the first game of the 2009 NBA Playoffs. He arrived to game 1 in the Red Bull NASCAR.^[19]

England cricketer Kevin Pietersen has signed an endorsement deal with Red Bull, after labelling his notoriously jittery first run of each innings, a 'Red Bull Run'.

[edit] Litigation

Tesco's Kick energy drink was involved in a UK packaging design dispute during early 2007. Red Bull claimed Tesco's product was too close to that of their own product. The attempted legal challenge was resolved after Tesco decided to settle out of court for an undisclosed sum. Since 2003, Red Bull North America has begun to combat "passing off." Passing off is a practice that many bars and nightclubs have used to save money, it involves them serving a less expensive energy drink to customers who order Red Bull. Red Bull has won many of these lawsuits including a settlement in Florida for US$ 75 000 and in Illinois for US$ 679 827.48 which includes US$ 102 837.48 in attorney's fees.

[edit] Cocaine

On 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 has already banned the drinks by 25 May 2009.^{[20][21][22][23][24]} Testing of Red Bull has yielded contradictory results in regards to the cocaine claim by the Taiwanese government.^[25] At this point, no further action has been taken on the matter in Taiwan.

[edit] See also

• Red Bull Cola
• Jägerbomb
• List of energy drinks
• Red Bull paper airplane

[edit] References

[edit] External links

Wikimedia Commons has media related to: Red Bull

• Red Bull website
• Coverage of the first ever Red Bull Surf Team super trip

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