Red Bull is an energy drink sold by Red Bull GmbH, an Austrian company created in 1987. Red Bull has the highest market share of any energy drink in the world, with 6.302 billion cans sold in a year (starting 2017).
Austrian businessman Dietrich Mateschitz was inspired by an energy drink called Krating Daeng, which was first introduced and sold in Thailand by Chaleo Yoovidhya. He took this idea, modified materials to suit Western tastes, and, in partnership with Chaleo, founded Red BullÃ, GmbH in 1987 in Chakkapong, Thailand. In Thai, daeng means red, and krating (known in English as Indian gaur or bull) is a large, native species of wild bovine in South Asia. Yoovidhya's heirs have a majority stake in both brands, and they both use the same yellow bull-to-yellow sun logo while continuing to market separate drinks to each of the Thai and Western markets.
Red Bull is sold in tall, silver-blue cans. Initially available only in unobtrusive and ordinary or sugar-free formulas, the "color edition" line with artificial fruit flavor is added to the starting line in 2013. The Red Bull company slogan is "Red Bull gives you wings". Rather than following the traditional approach to mass marketing, Red Bull has generated awareness and created a 'brand myth' through exclusive extreme sports events like Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and prominent stunts such as the Stratos space rescue project.
Red Bull's marketing direction also includes some sports team ownership (RB Leipzig football club, FC Red Bull Salzburg, FC Liefering, Red Bull Brazil, New York Red Bulls and Formula One Red Bull Racing team, Scuderia Toro Rosso), celebrity endorsements, and music, through the record label Red Bull Records.
Energy drinks have been linked to health risks, such as covering the effects of poisoning when consumed with alcohol, and excessive or repeated consumption can lead to heart and psychiatric conditions. However, the European Food Safety Authority (EFSA) concluded that the adequate consumption of Red Bull and other popular energy drinks is safe and that the amount of caffeine in standard Red Bull cans is unlikely to interact negatively with any other element of other energy drinks or with alcohol. Energy drinks have the effect of caffeine and sugar, but there is no clear evidence that other substances have any effect.
Video Red Bull
History
In 1976, Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand, which means "red gaur" in English. It was popular among Thai truck drivers and laborers. While working for the German manufacturer Blendax (later acquired by Procter & Gamble) in 1982, Dietrich Mateschitz went to Thailand and met Chaleo, owner of T.C. Pharmacy. During his visit, Mateschitz discovered that Krating Daeng helped to cure his jet lag. In 1984, Mateschitz founded Red Bull GmbH with Yoovidhya and turn it into an international brand. Each partner invested $ 500,000 savings to found the company. Yoovidhya and Mateschitz each hold 49 percent of the new company. They gave the remaining two percent to Yoovidhya's son, Chalerm, but it was agreed that Mateschitz would run the company. This product was launched in Austria in 1987.
In Thailand, the most popular energy drink with blue-collar workers. Red Bull repositioned this drink as a trendy and luxurious drink, first introduced in the Austrian ski resort. Price is the main differentiator, with Red Bull positioned as a premium drink and Daeng Krating as a low-cost item. In many countries both drinks are available, dominating both ends of the price spectrum.
In 1992, the products expanded to the international market: Hungary and Slovenia. It entered the United States through California in 1997 and the Middle East in 2000. In 2008, Forbes magazine listed both Chaleo and Mateschitz as the 250th richest man in the world with an estimated net worth of US $ 4 billion.
Red Bull GmbH is headquartered in Fuschl am See, an Austrian village of about 1,500 residents near Salzburg. The company is 51 percent controlled by the Yoovidhya family who, for technical reasons, have trademarks in Europe and the United States.
In 1995, Krating Daeng authorized his drink. labeled as Red Bull, for sale in China. Since 2014, Australian Red Bull (carbonated) has also been exported to China. This has created confusion as both drinks use the same brand name, both in English and Chinese.
Similarly, in Southeast Asia, Red Bull and Krating Daeng are often confused as both use the name Red Bull in their packaging, even though they are two separate products intended for different markets. The main difference is that Red Bull comes in high blue and silver colors while the Red Bull of Thailand, or Krating Daeng, is in a smaller golden tin. Both drinks are also different in taste --- Red Bull has less sugar and is carbonated. The flavorings used for Red Bull are still being produced in Bangkok and exported worldwide.
Maps Red Bull
Materials
Depending on the country Red Bull contains caffeine, taurine, vitamin B (B3, B5, B6, B12) and simple sugars (sucrose and glucose) in a carbonated water buffer solution, baking soda and magnesium carbonate. To produce Red Bull Sugarfree, sucrose and glucose sugars have been replaced by K and aspartame/sucralose acesulfame sweeteners.
Health effects
Claims on the effects and performance of these beverages have been challenged on numerous occasions, with the UK Advertising Standards Authority imposing advertising restrictions in 2001 in response to complaints recorded in early 1997.
The latest dietary guidelines from the US show that caffeine intake is not only safe, but also healthy. Studies from the US Department of Agriculture and the Department of Health and Human Services show that daily consumption of the amount of caffeine contained in three to five cups of coffee is not only safe, but also appears to reduce the risk of type 2 diabetes and cardiovascular disease in adults. Caffeine can even protect against Parkinson's disease, evidence suggests.
Energy drinks have the effect of caffeine and sugar, but experts are still arguing about the possible effects of other ingredients. Most effects of energy drinks on cognitive performance, such as increased attention and reaction speed, are mainly due to the presence of caffeine. There is still evidence that energy drinks can improve mental and athletic performance. Performance during prolonged driving, for example, increased significantly after Red Bull consumption. Other tests for physical performance show results such as increased endurance and strength. Red Bull energy drinks significantly increase endurance of upper body muscle during Wingate repeated tests in healthy young adults. Consumption of excessive or repetitive energy drinks can cause heart and psychiatric conditions.
European Food Safety Authority (EFSA) concluded that exposure to taurine and glucuronolactone to levels currently used in energy drinks is not a security issue. In a separate analysis, they also concluded that there was insufficient evidence to support a number of commercial health claims about taurine. A review published in 2008 found no documented reports of positive or negative health effects associated with the amount of taurine used in energy drinks, including Red Bull. The study also states that although the levels of caffeine and sugar in energy drinks are comparable to those present in coffee and fruit juice, these levels have been shown to cause adverse health effects.
In his scientific opinion about caffeine safety in 2015, EFSA concludes, that "Consumption of other ingredients of energy drinks at concentrations normally present in the beverage will not affect the safety of a single caffeine dose of up to 200 mg." Also the consumption of alcohol, which leads to a blood alcohol content of about 0.08%, would, according to EFSA, not affect the safety of a single dose of caffeine up to 200 mg. Until this level of intake, caffeine is unlikely to mask the subjective perception of alcohol poisoning. The habit of caffeine use up to 400 mg per day is not.
According to SAMHSA, the number of people admitted to hospital due to energy drinks doubled between 2007 and 2014 in the US.
Caffeine content
The content of caffeine from one can of Red Bull is 80 mg/250 ml (32 mg/100 ml). This is about the same as a cup of coffee, or slightly less depending on the brewing method. The actual level of caffeine at Red Bull may vary depending on the country, as some countries have legal restrictions on how much caffeine is allowed in drinks. As with other caffeinated drinks, Red Bull drinkers may experience side effects as a result of excessive use. Excessive consumption can lead to mild to moderate euphoria primarily due to the stimulant nature of caffeine and may also cause agitation, anxiety, irritability and insomnia.
The general population of healthy adults is not at risk for potential side effects of caffeine if they limit their consumption to 400 mg per day, which is equivalent to 5 standard cans, with one being 250 ml in volume. Consumption of a single energy drink will not lead to excessive caffeine intake. Side effects associated with caffeine consumption in an amount greater than 400 mg include anxiety, irritability, insomnia, increased urination, abnormal heart rhythm (arrhythmias), and dyspepsia. Consumption has also been known to cause pupil dilatation when taken with certain antidepressants or SSRIs. Caffeine doses are not needed on food product labels in the United States, unlike drugs, but some supporters are urging the FDA to change this practice. (Red Bull voluntarily lists caffeine content on each tin along with a list of ingredients.)
Market approval and legal status
Authorities in France, Denmark and Norway initially kept Red Bull from being sold domestically. However, by 2014, it is sold in all 28 EU member states and in more than 167 countries worldwide.
French food security agency worries about taurine. Red Bull drinks that contain no taurine are introduced. The French refusal of market approval was challenged by the European Commission, and partly upheld by the European Court in 2004. French food security agency succumbed in 2008, as it could not prove a definite health risk, taurine-related or not.
In 2012, Kuwait's Ministry of Commerce banned Red Bull for people under 16 after allegedly causing heart attacks for national squash players aged 16 and 21.
Litigation
In 2013, Red Bull told Redwell Brewery, Norfolk's micro brewery, to change its name or face legal action, because it sounds too similar to Red Bull. An eight-person brewery in Norwich was told his name could "confuse" customers and "tarnish" his trademark. Both companies reached an agreement that allows Redwell to continue using his name.
In 2014, Red Bull faces a $ 13 million settlement that handles two consumer action class suits in the United States District Court for the Southern District of New York. The listed plaintiffs are Benjamin Careathers, David Wolf, and Miguel Almarez who sued the company for marketing and labeling Red Bull, claiming that the company violated "explicit warranties and unfair enrichment" as their product was first launched. The court hearing took place May 1, 2015 in an attempt to determine approval for settlement. The customer who filed the claim then has the opportunity to receive a $ US $ US $ cash replacement or product option in the Red Bull product within 150 days of the approved appeal.
Ads
The Red Bull slogan is "Giving you wings" until they are beaten with a $ 13 million class action suit by the end of 2014. It is a Red Bull slogan for more than 20 years until a consumer, Benjamin Careathers, decides to sue the company for "false advertising" arguing that after 10 years of drinking Red Bull, he has no wings or improved athletic or intellectual performance.
Red Bull's international marketing campaign targets mostly young men with extreme sports. From mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, rowing, wakeboarding, cliff-diving, parkour, surfing, skating, freestyle motocross, rallycross, Formula 1 racing, NASCAR racing, to breakdance. Red Bull uses music and videogames, and has invited celebrities, such as Eminem (sponsors Red Bull "EmSee Battle Rap championships"). It hosts events like art events and "Red Bull Flugtag" (German for "flight day" or "flying day").
Red Bull has a football team, with clubs in Austria, (Germany), United States and Brazil showing Red Bull trademarks by their names. By linking the image of the drink with this activity, the company strives to promote a "cool" public image and enhance brand power. Energy drinks have created a market for over 150 types of related products.
In the PlayStation 3 social game platform PlayStation Home Red Bull developed its own in-game island, specifically advertising its energy drinks and the Red Bull Air Race (space-named) event released in January 2009. At the end of November 2009, Red Bull produced two spaces new, Red Bull Illume chamber, and Red Bull Beach room featuring Red Bull Flugtag, both released on the same day. In January 2012, Red Bull released its first private space called "Red Bull House of Skate" featuring an indoor skate park.
At Apple App store Red Bull also has several apps that include: RedBull.com, Red Bull TV, Red Bulletin, Radio RBMA, Red Bull iFunk, Wings For Life - Selfie Run. As well as some games in the app store are: Bike Unchained, Red Bull Kart Fighter 3, Red Bull Air Race The Game, Red Bull Racers.
In 2010, the company asked Adrian Newey to design a prototype racing car, the Red Bull X2010, for a videogame Gran Turismo 5 .
Red Bull House of Art
The Red Bull House of Art is an art scholarship program launched by Red Bull. The program is held in several cities, especially the Red Bull House of Art program in Detroit, Michigan and SÃ <â € "Paulo, Brazil, and the program usually consists of a three-month period over a period of six to eight participants will create a new artwork with a view to displaying it in the final exhibition. During the fellowship, artists receive unlimited access to galleries and pocket money for art supplies.
The program has received criticism as a "complicated advertising scheme", as some artwork has been used in Red Bull's advertising campaign.
Sponsorships and sports acquisitions
- RB Leipzig: the football club currently playing in the German Bundesliga.
- New York Red Bulls (officially Red Bull New York): a football franchise that competes in Major League Soccer of the United States Red Bull Racing - Formula One team based in Milton Keynes, England, winners of the 2010, 2011, 2012 and 2013 Construction World Championships, and produces cars for 2010, 2011, 2012 and 2013 F1 World Champion Sebastian Vettel.
- Red Bull Shipping Team: an Extreme Sailing Series racing team.
- Scuderia Toro Rosso (Italian Red Bull Team translation): Another Formula One team based in Faenza, Italy.
- Red Bull team: Toyota racing team competing in US NASCAR racing car competition The Red Bull Racing Team competes at NASCAR starting in 2007. The team halted operations after the 2011 Sprint Cup Series season.
- FC Red Bull Salzburg: Austrian football club who lives in Salzburg and competes in the Austrian Bundesliga
- EC Red Bull Salzburg: Austria Hockey League member based in Salzburg, Austria
- EHC Red Bull MÃÆ'¼nchen: member of the Deutsche Eishockey League based in Munich, Germany
- Red Bull Brazil: a football club currently playing at Campeonato Paulista Brazil who lives in Campinas, Brazil
- Red Bull Holden Racing Team - Run by Triple Eight Race EngineeringÃ, - since 2013, Red Bull has sponsored the V8 Supercar team.
- Red Bull Racing Brazil, Brazil's Stock Car team, since 2007.
- Red Bull KTM Factory Racing, the team that competed in MotoGP.
- Red Bull Ghana: is a professional football club of Ghana located in Sogakope playing in Division One Poly Tank Division.
- ? koda Motorsport rally team
- Red Bulls, League of Legends team currently playing in the Europa League Legends Challenger Series
- Esports OG Dota 2. Team
Sponsors
- Abt Sportsline
- Team Arrows F1 from 2001 to 2002
- Audi Sport for DTM A4
- Batalla de los Gallos
- Speed ​​record CacÃÆ'¡ Bueno Vectra
- Carlin Motorsport Dallara-Renault
- Citroën World Rally Team (2008-2012)
- EXX RX
- Enrique CedeÃÆ' Â ± o Martinez (xPeke), a professional League of Legends player
- Ford Fiesta WRC
- Hansen Motorsport rally racing team
- Hyundai Genesis Coupe Pikes Peak Edition
- Hyundai Veloster rallycross car
- Iveco Dakar rally truck
- JMB Racing Maserati MC12 GT
- Bike KTM, MXGP, and Dakar rally
- Red Bull Ajo Motorsport
- Red Bull Youth America Cup
- The Repsol Honda Team
- OG Dota 2 eSports team
- The Oracle USA team
- Team MSS Ford relicross Olsbergs
- Peugeot 208 T16
- Peugeot 2008 DKR (2015)
- Team Sauber F1 (1995-2004)
- SEAT Sport WTCC team
- ? koda Fabia S2000
- Red Bull Honda World Superbike Team
- Volkswagen Passat DARPA Large Challenge Edition
- Andrew Dickson, pro BMX rider
- Volkswagen Polo R WRC
- Volkswagen Race Touareg Dakar edition
- Volkswagen V10 TDI Touaregs Pikes Peak edition
Support
In 2009, Red Bull added mainstream athletes to its support list, which also included people involved in non-sport activities.
- Reggie Bush, US NFL athlete announces in Super Bowl 2009.
- Ryan Dungey American Supercross, Motocross racer for Red Bull KTM Factory Racing.
- Marvin Musquin French Supercross, Motocross racer for Red Bull KTM Factory Racing.
- Dani Pedrosa, Marc MÃÆ'¡rquez, John Reynolds, Andrea Dovizioso, Casey Stoner, and Nicky Hayden
- The Red Bull Junior team, a program that sponsors young riders who race in single seater racing. Since 2001 many young drivers have developed careers in the professional sports arena, with 13 participants competing in Formula One, including F1 quadruple world champion Sebastian Vettel, Daniel Ricciardo, and Max Verstappen
- Skijumpers Gregor Schlierenzauer, Thomas Morgenstern, Adam Ma? ysz and Andreas Goldberger, snowboarders Mark McMorris, Torah Bright and Nathan Johnstone, and Kaya Turski skiers Lindsey Vonn Axel Lund Svindal and Alexis Pinturault.
- Dion Phaneuf NHL defenseman, currently with Los Angeles Kings.
- Young professional golfer Rickie Fowler.
- Andrew Jordan's racing driver.
- Dri's "Mad" drift driver Mike Whiddett.
- Professional chess player Hikaru Nakamura.
- Super Smash Bros. Melee player William "Leffen" Hjelte
- Street Fighter Daigo Umehara players, Masato "Bonchan" Takahashi, Darryl "Snake Eyez" Lewis and Olivier "Luffy" Hay.
Events
- Red Bull sporting event
- Red Bull 400
- Red Bull Battle Grounds: eSports Competition in popular video games Dota 2 and StarCraft 2
- Red Bull Stratos
- Red Bull Straight Rhythm
- Red Bull Double Pipeline
- Red Bull Global Rallycross Championship
- Red Bull Cliff Diving World Series
- Red Bull Drifting World Championships
- Red Bull Rampage
- Red Bull Road Rage
- Red Bull King from Rock Tournament
- Red Bull Romaniacs Hard Enduro Rallye
- Red Bull Crashed Ice
- Red Bull X-Fighters
- Red Bull X-Alps
- Red Bull Air Racing World Championship
- Red Bull Flugtag
- Red Bull Frozen Rush
- Red Bull Foxhunt
- Red Bull Cape Fear
- Paperwing Red Bull
- Red Bull Training Field
- Red Bull Motion Art
- Red Bull BC One
- Red Bull Cold Rush
- Red Bull Dolomitenmann - 4-man relay competition including running track, paragliding, kayaking, mountain biking
- Red Bull Elements - 4 person relay competitions including rowing, jogging, paragliding, mountain biking
- Red Bull MotoGP Rookies Cup
- Indianapolis Grand Prix motorcycle
- Motorcycle Grand Prix of the Americas
- Argentine motorcycle Grand Prix (2014-2015)
- Spanish motorcycle Grand Prix
- Red Bull Storm Chase - Windsurfing competition around the world in storm conditions with wind speeds at least forcing ten
- Red Bull Supernatural - "The backcountry boarding competition is designed to challenge, then the world's best crown snowboarder."
- Red Bull Box Racing
- Red Bull Unleashed - Surfing in Surf Snowdonia, north Wales
- Red Bull World Bridge series
- Red Bull Drift Shifter - Drifting event held on a pinball-inspired road field in Auckland, New Zealand
- Red Bull Music Academy
- Red Bull Can You Make It
- Red Bull Timelaps
Locations
- Red Bull Ring, motorsport circuit in Spielberg, Styria, Austria.
- Red Bull Arena (Leipzig), the home stadium of German football club RB Leipzig. Red Bull Arena (New Jersey), home stadium of the New York Red Bulls American football club.
- Red Bull Arena (Salzburg), home stadium of Austrian football club FC Red Bull Salzburg.
- Hangar-7 (Salzburg), a multifunctional building with a collection of historic aircraft.
- Red Bull bridge, branded track record that often appears on racing events like the Enduro World Championships and Rally Deutschland.
See also
- Felix Baumgartner - 2012 stratosphere parachute jump
References
External links
- Official website
Source of the article : Wikipedia
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