Redbull
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| Type | Energy drink |
|---|---|
| Distributor | Red Bull GmbH |
| Country of origin | Thailand |
| Introduced | 1987 |
| Color | Amber |
| Ingredients | Caffeine, taurine, sucrose and glucose, B-group vitamins, and alpine spring water |
| Variants |
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| Related products | Krating Daeng, Red Bull Cola, Red Bull Energy Shot, Red Bull Sugar-Free, Red Bull Total Zero |
| Website | www |
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. Red Bull has the highest market share of any energy drink in the world, with 5.387 billion cans sold in 2013.
Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating Daeng, which was first introduced and sold in Thailand by Chaleo Yoovidhya. He took this idea, modified the ingredients to suit the tastes of Westerners, and, in partnership with Chaleo, founded Red Bull GmbH in 1987 in Chakkapong, Thailand. In Thai, daeng means red, and krating is the word used for a large bovine animal called a gaur in formal English. In colloquial English, a gaur is more commonly called a bull.
Red Bull is sold in a tall and slim blue-silver can, while Krating Daeng is in a shorter gold can. The two are different products, produced separately. The Red Bull company slogan was "Red Bull gives you wings", prior to a class action lawsuit related to the benefits of the drink in 2014. Rather than following a traditional approach to mass marketing, Red Bull has generated awareness and created a seductive 'brand myth' through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and stand-out stunts such as the Stratos space diving project. Red Bull's marketing arsenal also includes multiple sports team ownerships (Flying Bulls [actually owned by Dietrich Mateschitz], RB Leipzig, FC Red Bull Salzburg, Red Bull Brasil, New York Red Bulls, Red Bull Racing, Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records.
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