When I say Red Bull, everybody has an idea of what I am talking about. For those who don’t (and who probably lived in a cave during the last 20 years) this article might help.
Red Bull is the most popular energy drink in the world sold by the Austrian group Red Bull GmbH since 1987. Its leader, Dietrich Mateschitz, adapted its recipe from a pre-existing Thai energy drink named Krating Daeng (กระทิงแดง for the aficionados). The original Red bull, presented in a tall and slim blue/silver can, contains caffeine, taurine, glucuronolactone, B-group vitamins, sucrose, and glucose.
Anyone after 8 cans of Red Bull…
Red Bull has begun its international expansion in 1992 with the Central and East Europe. It entered the United States in 1997 and the Middle East in 2000. Since then, the group has launched a range of products, including Red Bull Cola in 2008, Red Bull Energy Shots in 2009 and Red Bull Blue/Red/Silver Editions in 2012 with the fruity flavours of blueberry, cranberry and lime. As an indicator of the success of the brand, in 2012 Forbes magazine has listed Mateschitz as the #162 richest people in the world with an estimated net worth of $7.1 billion.
Red Bull range of products form left to right: Red Bull, Red Bull Sugar Free, Red Bull Cola, Red Bull Energy Shots (Sugar Free & Original), Red Bull Blue Edition (blueberry), Red Bull Red Edition (cranberry) & Red Bull Siver Edition (lime).
To reflect its slogan « Red Bull gives you wings », the group has implemented a strong international marketing campaign targeting young people through extreme sports sponsorships, event organization and celebrity endorsements. The sports Red Bull generally aims to apply its strategy range from mountain biking, BMX, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating to motocross, rally, and formula 1 racing. In addition to that, the company owns football teams in Austria, Germany, the United States and Brazil. By doing this, Red Bull succeed to promote a cool and young image to raise its brand power.