Red Bull

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For other uses, see Red Bull (disambiguation).

Red Bull is the brand name of an energy drink that originated in Thailand and, in a version adapted to Austrian tastes ^[1] is now popular throughout the world. Sold by Red Bull GmbH as an energy drink to combat mental and physical fatigue, it contains, per 250 mL (8.3 U.S. fl. oz.) serving, about 21.5 g sucrose, 5.25 g of glucose, 50 mg of inositol, 1000 mg of taurine, 600 mg of glucuronolactone, vitamin B — 20 mg of niacin, 5 mg of vitamin B6, 5 mg of pantothenic acid and 5 μg of vitamin B12 — and 80 mg of caffeine. The caffeine in one serving is similar to that found in an average cup of brewed coffee (typically 100 mg/250 ml cup, but 72 mg for a U.S. regular 6 fluid ounces cup of coffee) or twice as much as found in a can of Coke (40 mg/330 ml can). A sugar-free version has been available since the beginning of 2003. Sugar-free Red Bull is sweetened with aspartame and acesulfame potassium, as opposed to sucrose and glucose.

The drink is intended to taste like mixed berries.

Red Bull is commonly used as mixer with alcoholic drinks such as vodka and is the base ingredient in the now famous Jägerbomb and Remytini. Almost 1 billion of the slim 250 ml cans were sold in 2000 in over 100 countries, 260 million of them in the UK. In 2006, more than 3 billion cans were sold in over 130 countries. 3,903 employees generated 2.6 billion euros in turnover.

On March 24, 2008 Red Bull introduced their first foray into the cola market with a product named 'Simply Cola'.

1 Product
- 1.1 Ingredients
- 1.2 Usages
2 Variations
3 Health concerns
- 3.1 Some pieces of advice regarding Red Bull
4 Advertising
5 Litigation
6 Origins
7 See also
8 References
9 External links

[edit] Product

[edit] Ingredients

A can of Red Bull from the United Kingdom states the ingredients as: Water, sucrose, glucose, sodium citrates, carbon dioxide, taurine, glucuronolactone, caffeine, inositol, niacin, pantothenic acid, vitamin B6, vitamin B12, caramel and riboflavin. In comparison, a can of Sugar Free Red Bull from the United Kingdom states the ingredients as: water, acidity regulator sodium citrates, carbon dioxide, taurine, glucuronolactone, sweeteners (acesulfame K, aspartame), caffeine, inositol, niacin, pantothenic acid, vitamin B6, vitamin B12, thickener xanthan gum, colours (caramel, riboflavin).

Taurine is a naturally occurring organic acid in the human body; although, it is also present in foods like poultry, fish, and scallops. In addition to being an antioxidant, it is mainly utilized by the body during physical exertion and in high stress environments^[2]. In its natural form, taurine is derived from animal tissue, having been first isolated from bull (Bos taurus) bile; however, the taurine used in the Red Bull drink is produced synthetically. It is also the first energy drink to list glucuronolactone in its ingredient list. Glucuronolactone is a carbohydrate involved in detoxification. The chemical is naturally occurring in the human body, but is also present in foods like grain and wine^[3].

[edit] Usages

Red Bull is suitable for vegetarians and vegans; it does not contain any animal products or substances derived from animals, and is gluten, wheat and dairy free. Red Bull is kosher, according to KF Federation of Synagogues, Rabbi M.D. Elzas, London. Red Bull is also halal, according to the Muslim Judicial Council. Imaam Y. Harris, Cape Town.^[4]

Red Bull aims to boost mental and physical performance "Red Bull vitalizes the body and mind", according to the motto of the brand. The high concentration of caffeine, glucose, sucrose, taurine, and glucuronolactone increase metabolism, thus improving the user's concentration, energy, and endurance. However, this jump in metabolism is only recommended for temporary usage. It does not rehydrate like typical sports drinks and has digestibility similar to that of coffee. Therefore, it is recommended to have one serving 30 minutes prior to activity and users are encouraged to replenish with adequate fluids after^[5].

[edit] Variations

On March 24, 2008 Red Bull introduced 'Simply Cola', the company's own take on a cola beverage. The product will be the first major brand extension since Sugar-Free Red Bull was introduced in 2003. It will be available in both the original 250ml cans and the newer 355ml version.^[6] The cola has all natural ingredients and is being marketed as a natural product. ^[7]

[edit] Health concerns

The sale of Red Bull is prohibited in some countries, usually due to its taurine content or its alleged high level of caffeine. However, many countries which formerly banned Red Bull (and similar energy drinks) have revised their legislation to allow drinks containing taurine or higher amounts of caffeine, including Switzerland (1994) and Finland (2005). As of 2007, Red Bull remains prohibited as a soft drink in Norway, Uruguay, Denmark and Iceland.

In 2001, the drink was investigated by the Swedish National Food Administration after being linked to the deaths of three consumers ^[8]. It has been subject to a number of other health concerns regarding glucuronolactone, a precursor of taurine. Glucuronolactone is a naturally occurring chemical compound produced by the metabolism of glucose in the human liver. It has received some notoriety due to urban legends that it was a Vietnam War-era drug manufactured by the American government.^{[citation needed]} The rumor goes on to say that it was banned due to several brain tumor-related deaths.^{[citation needed]} The rumor has since been proven false, as neither the cited British Medical Journal article nor the "banning of its consumption" ever occurred. Due to the link with taurine, only energy drinks without taurine are sold in France, but infant formula sold there (and worldwide) is commonly supplemented with taurine.^{[citation needed]}. Furthermore, no warnings appear on the Food and Drug Administration website regarding its potential to cause brain tumors or other maladies^[9]

Since May 20th 2008 an alternative form of Red Bull containing arginine to replace taurine has been available in France.^[10] Only days later, France removed the ban and Red Bull is now available in its original formula, including taurine ^[11].

A common concern regarding the beverage is its supposedly high caffeine level. Proponents of the beverage counter critics by stating that a serving has roughly the same amount of caffeine as that found in a cup of coffee. ^[12]

Studies have proven that there is a positive link between drinking Red Bull and reducing levels of cortisol, but it may also lead to a high blood-pressure problem if drunk to excess.^{[citation needed]}^[13]

[edit] Some pieces of advice regarding Red Bull

Results of a small study suggested to avoid the drink in case of suffering high blood pressure or heart disease ^[14]

Swedish National Food Administration warned that Red Bull should not be consumed combined with alcohol or after strenuous exercise ^[15]

Red Bull spokesperson recommended the consumption of no more than one to two cans ^[16]. There are examples of people suffering heart disturbances after drinking eight cans of Red Bull ^[17]^[18].

[edit] Advertising

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Red Bull has an aggressive, multi-angle, and international marketing campaign. Red Bull GmbH sponsors many activities from extreme sports like windsurfing, snowboarding, cliff-diving, surfing, formula 1 race cars, and break dancing 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, designed to amuse participants and observers. By associating the drink's image with these activities, the company has created a very marketable "cool" image with tremendous brand power. In addition, the sleek, thin, sharp packaging creates a "sexier" image than some other cola counterparts. Hence, this one energy drink has created a market for over 150 related types of merchandise^[19], like Red Rooster 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 ^[20]. 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^[21].

Red Bull is also extending protection of its trademarked phrase of 'gives you wings' to cover similar variants. A charitable Polish organization, Fundacja Grażyny Malecha is currently being sued for trademark infringement for using the phrase "give children wings" in its slogan.^[22]

Red Bull featured in the Sony PlayStation futuristic racing game Wipeout XL, ironically before the product hit the American markets.^{[citation needed]}

[edit] Litigation

Tesco's Kick ^[23] energy drink was involved in a UK packaging design dispute during early 2007. Red Bull claimed Tesco's product's was too close to that of their own product. The attempted legal challenge was resolved after Tesco decided to settle out of court for a undisclosed sum.

[edit] Origins

The original Red Bull drink was developed in Thailand by the company TC Pharmaceutical, where it was sold under the Thai name 'Krating Daeng'^[24](literally "Red Bull" in English). The recipe was based on Lipovitan, an earlier energy drink that had been introduced to Thailand from Japan. Krating Daeng sales soared across Asia in the 1970s and 1980s, especially among truck drivers, construction workers and farmers. Truck drivers used to drink it to stay awake during the long late night drive. The working class image was boosted by sponsorship of Thai boxing matches, where the logo of two red bulls charging each other was often on display.

The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur. Mateschitz was international marketing director for Blendax, a German toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag.^[25] 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 49% stake in the new company. They gave the remaining 2% to Chaleo's son Chalerm, but it was agreed that Mateschitz would run the company.^[26] Red Bull GmbH launched the “Austrian” version of Red Bull in 1987, which is carbonated and not as sweet as the original Thai recipe. “Austrian” Red Bull entered its first foreign market (Hungary) in 1992, and the United States (via California) in 1997.^[27]

It is the Austrian formula that has taken almost half of the US market for energy drinks, and up to 80% of the market in some other countries continue to market the original formula across Asia. In 2006, Forbes Magazine listed Chaleo as being the 292nd richest person in the world with an estimated net worth of over $2.5 billion^[28] while Mateschitz was listed at number 317.^[29]