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Wikipedia

Red Bull

May 12, 2023

This article is about the brand of energy drinks. For its distributor, see Red Bull GmbH. For the drink with the same name in Thai, see Krating Daeng. For other uses, see Red Bull (disambiguation).

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 43%, it is the most popular energy drink brand as of 2020,[8] and the third most valuable soft drink brand behind Coca-Cola and Pepsi.[9] Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide,[10] including over 11.5 billion in 2022.[11]

Red Bull Energy Drink
Red Bull Energy Drink served in a glass with ice cubes
TypeEnergy drink
ManufacturerRauch[1]
DistributorRed Bull GmbH
Country of origin Austria[2]
Region of originFuschl am See, Salzburg
Introduced1 April 1987; 36 years ago (1987-04-01)
ColorYellow
IngredientsCaffeine, taurine,[3][4] glucuronolactone,[5][6][7] sucrose and glucose, B-group vitamins, and water
VariantsRed Bull Sugarfree
Red Bull Total Zero
Red Bull Zero
Red Bull Energy Shot
Red Bull Editions
Related productsKrating Daeng
Red Bull Simply Cola
Organics by Red Bull
Websiteredbull.com

Originally available only in a single nondescript flavor sold in a tall and slim silver-blue can, called Red Bull Energy Drink, numerous variants of the drink were added over the course of time. Its slogan, "Red Bull Gives You Wings",[12] is considered one of the most popular and memorable advertising slogans in the United States, ranking at 16 out of 25 with a 59.3% slogan recognition rate according to a study by advertising and market research firm Survata.[13] Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth"[14][15] through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and standout stunts such as the Stratos space diving project.[16] In addition to sport series, its marketing includes multiple sports team ownerships; celebrity endorsements; and music, through its Red Bull Records label.[17]

Red Bull was first derived from a similar drink called Krating Daeng that originated in Thailand. It was introduced by the pharmacist Chaleo Yoovidhya. While doing business in Thailand, Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit the tastes of Westerners, such as by carbonating the drink.[18] In 1984, the two founded Red Bull GmbH in Fuschl am See, Salzburg, Austria.[19] When branding their new product, Mateschitz referenced Krating Daeng's name: in Thai, daeng means red, and a krating (known in English as a gaur or Indian bison) is a large species of wild bovine native to the Indian subcontinent. In 1987, the company sold its first can of Red Bull in Austria. In 1996, Red Bull began operation in the United States, and has seen steady growth ever since.[20] Both Red Bull and Kraeting Daeng use the same red bull on yellow sun logo while continuing to market their drinks separately in the Thai and Western markets.

History

 
In front of the Potala Palace, Tibet: a large can of the Chinese version of Red Bull.

In 1976, Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand,[21] which means "red gaur" in English. It was popular among Thai truck drivers and labourers. While working for German manufacturer Blendax (later acquired by Procter & Gamble) in 1982, Dietrich Mateschitz travelled to Thailand and met Chaleo, owner of T.C. Pharmaceutical. During his visit, Mateschitz discovered that Krating Daeng helped cure his jet lag.[22] In 1984, Mateschitz co-founded Red Bull GmbH with Yoovidhya and turned it into an international brand. Each partner invested US$500,000 of savings to fund the company. Yoovidhya and Mateschitz each held a 49 percent share 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.[23] The product was first launched in Austria on 1 April 1987.[24]

In Thailand, energy drinks are most popular with blue-collar workers. Red Bull re-positioned the drink as a trendy, upscale drink, first introducing it at Austrian ski resorts.[25] Pricing was a key differentiator, with Red Bull positioned as a premium drink[26][27] and Krating Daeng as a lower cost item. In many countries, both drinks are available, dominating both ends of the price spectrum.[25] The flavouring used for Red Bull is still produced in Bangkok and exported worldwide.[25] Gary Smith is one of the co-CEOs of Red Bull. As a senior board member and corporate secretary between 2000 and 2007, Mr. Smith was also responsible for all day-to-day operations of the company as the COO, including sales, trade marketing, motorsports marketing, finance, information systems, legal, supply chain, operations, and human resources.[28]

During the 1990s, the product expanded into Hungary, Slovenia, Germany, the United Kingdom, and the United States.[29] It entered Germany and the UK in 1994, the United States (via California) in 1996[20] and the Middle East in 2000.[29] In 2008, Forbes magazine listed both Chaleo and Mateschitz as the 250th richest people in the world with an estimated net worth of US$4 billion.[30][31]

Mateschitz died on 22 October 2022 aged 78, following a long illness.[32]

Red Bull GmbH is headquartered in Fuschl am See, an Austrian village of about 1,500 inhabitants near Salzburg. The company is 51 percent controlled by the Yoovidhya family who, for technical reasons, own the trademark in Europe and the US.[25]

Ingredients

Nutritional value per 250 ml (8.4 fl oz)
Energy460 kJ (110 kcal)
29
Sugars27
Dietary fibre0
0
Saturated0
0
MineralsQuantity
%DV†
Sodium
7%
105 mg
†Percentages are roughly approximated using US recommendations for adults.
Source: [33]

Depending on the country, Red Bull contains different amounts of caffeine, taurine, B vitamins (B2, B3, B5, B6, B12) and simple sugars (sucrose and glucose) in a buffer solution of carbonated water, sodium bicarbonate and magnesium carbonate (substituted in some flavours with a trisodium citrate/citric acid buffer, each solution providing electrolytes).[34][35] To produce Red Bull Sugarfree, sucrose and glucose have been replaced by artificial sweeteners acesulfame K and aspartame or sucralose.[36]

Previous formulations of Red Bull contained 0.24% glucuronolactone (600 mg of glucuronolactone in a 250 ml can),[37] but this ingredient was[when?] removed.[citation needed]

Health effects

Further information: Energy drink § Effects

Claims about the drink's effects and performance have been challenged on various occasions, with the UK's Advertising Standards Authority imposing advertising restrictions in 2001 in response to complaints recorded as early as 1997.[38]

Energy drinks have the effects that caffeine and sugar provide, but experts still argue about the possible effects of the other ingredients.[39] Most of the effects of energy drinks on cognitive performance, such as increased attention and reaction speed, are primarily due to the presence of caffeine.[40] There is evidence that energy drinks can increase mental[41][42][43] and athletic[44][45] performance. A study funded by Red Bull GmbH, which did not include a caffeine-only control group, found that performance during prolonged driving is increased after consumption of Red Bull.[43] Other tests for physical performance showed results such as increased endurance and power. Red Bull energy drink increased upper body muscle endurance during repeated Wingate tests in young healthy adults.[46] Excessive or repeated consumption of energy drinks can lead to cardiac and psychiatric conditions.[47][48]

The European Food Safety Authority (EFSA) concluded that exposure to taurine and glucuronolactone at the levels presently used in energy drinks is not a safety concern.[49] In a separate analysis, they also concluded that there is insufficient evidence to support a number of commercial health claims about taurine.[50] A review published in 2008 found no documented reports of negative or positive health effects associated with the amount of taurine used in energy drinks, including Red Bull.[51]

Caffeine content

The caffeine content of a single 250ml can of Red Bull is approximately 40–80 mg / 250 ml (15–32 mg / 100 ml).[52][53][33] The caffeine level in Red Bull varies depending on country, as some countries have legal restrictions on how much caffeine is allowed in drinks. As is the case with other caffeinated beverages, Red Bull drinkers may experience adverse effects as a result of overuse. Excessive consumption may induce mild to moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation, anxiety, irritability and insomnia.[54][55][40]

The general population of healthy adults is not at risk for potential adverse effects from caffeine if they limit their consumption to 400 mg per day, which is provided by 5 standard 250 ml cans.[56] Consumption of a single energy drink will not lead to excessive caffeine intake.[57][58] Adverse effects associated with caffeine consumption in amounts greater than 400 mg include nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms (arrhythmia), and dyspepsia. Consumption also has been known to cause pupil dilation when taken with certain antidepressants or SSRIs.[58][59] Caffeine dosage is not required to be on the product label for food in the United States, unlike drugs, but some advocates are urging the Food and Drug Administration (FDA) to change this practice. (Red Bull voluntarily lists the caffeine content in each can along with the ingredient list.)[60]

Variants

Over the years, Red Bull has offered many variations of its drink, all based on the same formula but differing in taste and colour.[61]

Red Bull began offering variations on its drinks in 2003 with a sugar-free version of the drink with a different flavor from the original, called Red Bull Sugarfree.[62] In 2012, Red Bull released Red Bull Total Zero, a variant with zero calories.[63] In 2018, the company released Red Bull Zero, a different sugar-free formulation designed to taste more like the original flavor.[64]

In 2009, Red Bull unveiled a highly concentrated variant of its drink called Red Bull Energy Shot,[65] supplied in 2 oz (60 ml) cans.[66]

The company began expanding its flavor offerings in 2013 with the launch of Red Bull Editions. Initially available in cranberry, lime, and blueberry,[67] the Editions line has expanded to include a variety of flavours, including some available only during specific seasons or in certain regions.[68][69]

 
The original three flavored Editions: red (cranberry), blue (blueberry) and silver (dry lime). Silver has since been discontinued, and red reformulated to a watermelon flavor.

Other products

Red Bull released a cola drink, called Simply Cola, in 2008. A new version of the cola was released in 2019, as part of Red Bull's Organics line.

In 2018, the company launched Organics by Red Bull, a line of organic sodas with four flavours; bitter lemon, ginger ale, tonic water, and a new version of Red Bull Simply Cola.[70]

Regulatory approval and legal status

Authorities in France, Denmark, and Norway initially did not permit the sale of Red Bull.[71] However, as of 2021, it is on sale in all 27 member states of the European Union and in 171 countries around the world.[72][73]

The French food safety agency was concerned about taurine; a Red Bull drink that did not contain taurine was introduced. The French refusal of market approval was challenged by the European Commission, and partially upheld by the European Court of Justice in 2004.[71] The French food safety agency relented in 2008, because it was unable to prove a definite health risk, taurine-related or not.[74]

Litigation

In 2013, Red Bull told the Redwell Brewery, a Norfolk micro brewery, to change its name or face legal action, because it sounded too similar to Red Bull. The eight-man brewery in Norwich was told its name could "confuse" customers and "tarnish" its trademark.[75] The two companies reached a settlement permitting Redwell to continue using its name.[76]

In 2014, Red Bull entered into a US$13 million settlement to resolve two consumer class action lawsuits in the United States District Court for the Southern District of New York.[77] Named as plaintiffs were Benjamin Careathers, David Wolf, and Miguel Almarez,[78] who had sued the company claiming breach of express warranty and unjust enrichment, saying that Red Bull falsely asserted performance-enhancing benefits from the drink's ingredients that were unsubstantiated by scientific studies.[79] On 1 May 2015 the Court approved the settlement, giving customers who had submitted claims the opportunity to receive a US$10 cash reimbursement or US$15 in Red Bull products[80] within 150 days of affirmance on any appeal.[81] Contrary to reports from some news outlets, the plaintiffs had not alleged that the drink did not give consumers actual wings.[82]

Advertising, sports team ownership, and sponsorships

 
Max Verstappen in the Red Bull RB13, the 2017 Formula One car of the Red Bull Racing team
 
Red Bull advertising car
 
Red Bull's TAH-1F Cobra helicopter assembled by Chuck Aaron, owned by the Flying Bulls
 
Thierry Neuville driving a Red Bull-sponsored Citroën DS3 WRC at the 2012 Rallye de France

Since 1997, Red Bull has been making commercials bearing its slogan "Red Bull gives you wings."[83] Commercials usually were crudely animated and featured characters with constant squints.

Red Bull's international marketing campaign is largely linked to extreme sports. These range from motorcycle racing, such as MotoGP, Dakar Rally,[84] motorcycle speedway, mountain biking,[85] aerobatics, BMX,[86] motocross,[87] windsurfing,[88] snowboarding,[89] skateboarding,[90] kayaking,[91] rowing,[92] wakeboarding,[93] cliff-diving,[94] parkour,[95] surfing,[96] skating,[97] freestyle motocross,[98] rallycross,[99] Formula 1 motor racing,[100] NASCAR racing,[101] to breakdancing.[102] Red Bull uses music and video games, and has enlisted celebrities, such as Eminem (sponsoring the Red Bull "EmSee Battle Rap championships").[103] It hosts events such as art shows and the "Red Bull Flugtag" (German for "flight day" or "flying day").[104]

Red Bull owns football teams, with clubs in Austria,[105] Germany,[106] the United States,[106] and Brazil[107] featuring the Red Bull trademark in their names. By associating the drink's image with these activities, the company seeks to promote a "cool" public image and raise brand power. The energy drink has created a market for over 150 related types of products.[108]

In the PlayStation 3's social gaming platform, PlayStation Home, Red Bull developed its own in-game island, specifically advertising its energy drink and the Red Bull Air Race event (for which the space is named) released in January 2009.[109] In late November 2009, Red Bull produced two new spaces, the Red Bull Illume space, and the Red Bull Beach space featuring the Red Bull Flugtag, both released on the same day.[110] In January 2012, Red Bull released its first personal space called the "Red Bull House of Skate" featuring an indoor skate park.[111]

In 2010, the company enlisted Adrian Newey to design a prototype racing car, the Red Bull X2010, for the video game Gran Turismo 5.[112]

In 2022, Red Bull announced a full-on production of a hypercar called RB17, also designed by Newey.[113]

Red Bull Arts

Red Bull Arts is an art fellowship program launched by Red Bull in 2013 under the name Red Bull House of Arts.[114][115] The program has multiple locations, including Detroit, Michigan; São Paulo, Brazil; and formerly New York City.[114][116][117] The program typically consists of a three-month period during which six to eight participants create new artwork to be displayed at a final exhibition.[116][118] During the fellowship, artists receive unlimited access to the galleries and a stipend for art supplies.[119] Some of the artwork has been used in Red Bull advertising campaigns.[114][120]

Sports and esports sponsorships

Red Bull has used sports sponsorships as an advertising vehicle for most of its existence. The company first started sponsoring athletes in 1989, initially focusing on Formula One racing and extreme sports such as windsurfing and hang gliding, and later growing to include more mainstream sports such as basketball and soccer.[121][122][123] As of 2016, the company sponsored more than 750 individual athletes and more than a dozen teams in various disciplines, including motorsports, soccer, and esports.[124]

Athlete sponsorships

Austrian Formula One driver Gerhard Berger was the first athlete to be sponsored by Red Bull in 1989.[125] Many of the company's early sponsorships were in lesser-known or extreme sports, including Olympic rower Xeno Müller, who won a gold medal at the 1996 Atlanta Olympics in the single scull race and BASE jumpers Frank "Gambler" Gambalie, Miles Dashier, and Shane McConkey.[126][127] In the 2010s, Red Bull began expanding its athlete base to include athletes from more mainstream sports, including Austrian tennis player Dominic Thiem,[128] Brazilian skateboarder Letícia Bufoni,[129] American skier Lindsey Vonn,[130] and American Major League Baseball player Kris Bryant.[131] The company also started sponsoring video game players and esports athletes, including American Fortnite player Richard "Ninja" Blevins,[132] Spanish League of Legends player Enrique Cedeño "xPeke" Martinez,[133] and Swedish Super Smash Bros. player William "Leffen" Hjelte.[134]

Team ownership and sponsorships

See also: Category:Red Bull sports teams

The first team sponsored by Red Bull was ice hockey's EC Salzburg during the 1987–88 season.[135] Red Bull acquired the club outright in 2000.[135] Since 2014, Salzburg has also hosted the company's joint ice hockey and soccer academy.[136] Red Bull became the title sponsor of DEL team EHC München in 2012, and took full ownership the following year.[137] It also financed the team's new arena, SAP Garden.[138]

In 1995, Red Bull sponsored its first motorsports team, the Swiss Formula One team Sauber and in 1999 started sponsoring the Flying Bulls, a Czech aerobatics team.[139][140]

In the 2000s, the company expanded its sporting team ownership to include several soccer teams, including the Austrian Bundesliga team SV Austria Salzburg (rebranded as Red Bull Salzburg), the Major League Soccer team the New York MetroStars (rebranded as the New York Red Bulls) in 2006, and the fifth-tier German team SSV Markranstadt (rebranded as RasenBallsport Leipzig) in 2009, which the company sought to move to the top of the German Bundesliga.[122] RB Leipzig has been divisive and the subject of protests by some fans but has also experienced rapid success, climbing through the German soccer divisions to get a place in the top-flight German Bundesliga and earning berths in the UEFA Champions League in 2017–2018 and 2019–2020, the latter trip ending with a semi-final loss to Paris St. Germain.[122][141] The company also sponsors the Los Angeles Clippers NBA team and Red Bull 3X, a series of men's and women's 3x3 basketball tournaments.[142][143]

In the 2010s, Red Bull began sponsoring gamers and esports organizations, including OG, G2 Esports and Cloud9, and founded the Red Bulls League of Legends team.[144][145][146]

In 2021, Red Bull sponsored Hoang Anh Gia Lai from V.League 1.[147]

Events

 
Red Bull Flugtag 2010 in Stockholm

Current and former Red Bull events include ACF Nationals (2009), Air Race World Championship (2003–2019), Argentine motorcycle Grand Prix, Art of Motion, BC One, Big Wave Africa, Cape Fear, Cliff Diving World Series, Crashed Ice, Dolomitenmann, Drifting World Championship, Flugtag, Frozen Rush, Indianapolis motorcycle Grand Prix, King of the Air, King of the Rock Tournament, Last Man Standing, MotoGP Rookies Cup, Motorcycle Grand Prix of the Americas, New Year No Limits, Paper Wings, Rampage, Red Bull 400, Red Bull Joyride, Road Rage, Romaniacs Hard Enduro Rallye, Soapbox Race, Spanish motorcycle Grand Prix, Stratos, Street Freestyle World Champions (2019), Trolley Grand Prix, Unleashed (2015), Wings for Life World Run, X-Alps, Xcbusa, and X-Fighters.

See also

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May 12, 2023
bull, this, article, about, brand, energy, drinks, distributor, gmbh, drink, with, same, name, thai, krating, daeng, other, uses, disambiguation, brand, energy, drinks, created, owned, austrian, company, gmbh, with, market, share, most, popular, energy, drink,. This article is about the brand of energy drinks For its distributor see Red Bull GmbH For the drink with the same name in Thai see Krating Daeng For other uses see Red Bull disambiguation Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH With a market share of 43 it is the most popular energy drink brand as of 2020 8 and the third most valuable soft drink brand behind Coca Cola and Pepsi 9 Since its launch in 1987 more than 100 billion cans of Red Bull have been sold worldwide 10 including over 11 5 billion in 2022 11 Red Bull Energy DrinkRed Bull Energy Drink served in a glass with ice cubesTypeEnergy drinkManufacturerRauch 1 DistributorRed Bull GmbHCountry of origin Austria 2 Region of originFuschl am See SalzburgIntroduced1 April 1987 36 years ago 1987 04 01 ColorYellowIngredientsCaffeine taurine 3 4 glucuronolactone 5 6 7 sucrose and glucose B group vitamins and waterVariantsRed Bull SugarfreeRed Bull Total ZeroRed Bull ZeroRed Bull Energy ShotRed Bull EditionsRelated productsKrating DaengRed Bull Simply ColaOrganics by Red BullWebsiteredbull comOriginally available only in a single nondescript flavor sold in a tall and slim silver blue can called Red Bull Energy Drink numerous variants of the drink were added over the course of time Its slogan Red Bull Gives You Wings 12 is considered one of the most popular and memorable advertising slogans in the United States ranking at 16 out of 25 with a 59 3 slogan recognition rate according to a study by advertising and market research firm Survata 13 Rather than following a traditional marketing approach Red Bull has generated awareness and created a brand myth 14 15 through proprietary extreme sport event series such as Red Bull Cliff Diving World Series Red Bull Air Race Red Bull Crashed Ice and standout stunts such as the Stratos space diving project 16 In addition to sport series its marketing includes multiple sports team ownerships celebrity endorsements and music through its Red Bull Records label 17 Red Bull was first derived from a similar drink called Krating Daeng that originated in Thailand It was introduced by the pharmacist Chaleo Yoovidhya While doing business in Thailand Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit the tastes of Westerners such as by carbonating the drink 18 In 1984 the two founded Red Bull GmbH in Fuschl am See Salzburg Austria 19 When branding their new product Mateschitz referenced Krating Daeng s name in Thai daeng means red and a krating known in English as a gaur or Indian bison is a large species of wild bovine native to the Indian subcontinent In 1987 the company sold its first can of Red Bull in Austria In 1996 Red Bull began operation in the United States and has seen steady growth ever since 20 Both Red Bull and Kraeting Daeng use the same red bull on yellow sun logo while continuing to market their drinks separately in the Thai and Western markets Contents 1 History 2 Ingredients 3 Health effects 3 1 Caffeine content 4 Variants 4 1 Other products 5 Regulatory approval and legal status 6 Litigation 7 Advertising sports team ownership and sponsorships 7 1 Red Bull Arts 7 2 Sports and esports sponsorships 7 2 1 Athlete sponsorships 7 2 2 Team ownership and sponsorships 7 3 Events 8 See also 9 References 10 External linksHistory Edit In front of the Potala Palace Tibet a large can of the Chinese version of Red Bull In 1976 Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand 21 which means red gaur in English It was popular among Thai truck drivers and labourers While working for German manufacturer Blendax later acquired by Procter amp Gamble in 1982 Dietrich Mateschitz travelled to Thailand and met Chaleo owner of T C Pharmaceutical During his visit Mateschitz discovered that Krating Daeng helped cure his jet lag 22 In 1984 Mateschitz co founded Red Bull GmbH with Yoovidhya and turned it into an international brand Each partner invested US 500 000 of savings to fund the company Yoovidhya and Mateschitz each held a 49 percent share 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 23 The product was first launched in Austria on 1 April 1987 24 In Thailand energy drinks are most popular with blue collar workers Red Bull re positioned the drink as a trendy upscale drink first introducing it at Austrian ski resorts 25 Pricing was a key differentiator with Red Bull positioned as a premium drink 26 27 and Krating Daeng as a lower cost item In many countries both drinks are available dominating both ends of the price spectrum 25 The flavouring used for Red Bull is still produced in Bangkok and exported worldwide 25 Gary Smith is one of the co CEOs of Red Bull As a senior board member and corporate secretary between 2000 and 2007 Mr Smith was also responsible for all day to day operations of the company as the COO including sales trade marketing motorsports marketing finance information systems legal supply chain operations and human resources 28 During the 1990s the product expanded into Hungary Slovenia Germany the United Kingdom and the United States 29 It entered Germany and the UK in 1994 the United States via California in 1996 20 and the Middle East in 2000 29 In 2008 Forbes magazine listed both Chaleo and Mateschitz as the 250th richest people in the world with an estimated net worth of US 4 billion 30 31 Mateschitz died on 22 October 2022 aged 78 following a long illness 32 Red Bull GmbH is headquartered in Fuschl am See an Austrian village of about 1 500 inhabitants near Salzburg The company is 51 percent controlled by the Yoovidhya family who for technical reasons own the trademark in Europe and the US 25 Ingredients EditNutritional value per 250 ml 8 4 fl oz Energy460 kJ 110 kcal Carbohydrates29Sugars27Dietary fibre0Fat0Saturated0Protein0MineralsQuantity DV Sodium7 105 mgUnits mg micrograms mg milligrams IU International units Percentages are roughly approximated using US recommendations for adults Source 33 Depending on the country Red Bull contains different amounts of caffeine taurine B vitamins B2 B3 B5 B6 B12 and simple sugars sucrose and glucose in a buffer solution of carbonated water sodium bicarbonate and magnesium carbonate substituted in some flavours with a trisodium citrate citric acid buffer each solution providing electrolytes 34 35 To produce Red Bull Sugarfree sucrose and glucose have been replaced by artificial sweeteners acesulfame K and aspartame or sucralose 36 Previous formulations of Red Bull contained 0 24 glucuronolactone 600 mg of glucuronolactone in a 250 ml can 37 but this ingredient was when removed citation needed Health effects EditFurther information Energy drink Effects Claims about the drink s effects and performance have been challenged on various occasions with the UK s Advertising Standards Authority imposing advertising restrictions in 2001 in response to complaints recorded as early as 1997 38 Energy drinks have the effects that caffeine and sugar provide but experts still argue about the possible effects of the other ingredients 39 Most of the effects of energy drinks on cognitive performance such as increased attention and reaction speed are primarily due to the presence of caffeine 40 There is evidence that energy drinks can increase mental 41 42 43 and athletic 44 45 performance A study funded by Red Bull GmbH which did not include a caffeine only control group found that performance during prolonged driving is increased after consumption of Red Bull 43 Other tests for physical performance showed results such as increased endurance and power Red Bull energy drink increased upper body muscle endurance during repeated Wingate tests in young healthy adults 46 Excessive or repeated consumption of energy drinks can lead to cardiac and psychiatric conditions 47 48 The European Food Safety Authority EFSA concluded that exposure to taurine and glucuronolactone at the levels presently used in energy drinks is not a safety concern 49 In a separate analysis they also concluded that there is insufficient evidence to support a number of commercial health claims about taurine 50 A review published in 2008 found no documented reports of negative or positive health effects associated with the amount of taurine used in energy drinks including Red Bull 51 Caffeine content Edit The caffeine content of a single 250ml can of Red Bull is approximately 40 80 mg 250 ml 15 32 mg 100 ml 52 53 33 The caffeine level in Red Bull varies depending on country as some countries have legal restrictions on how much caffeine is allowed in drinks As is the case with other caffeinated beverages Red Bull drinkers may experience adverse effects as a result of overuse Excessive consumption may induce mild to moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation anxiety irritability and insomnia 54 55 40 The general population of healthy adults is not at risk for potential adverse effects from caffeine if they limit their consumption to 400 mg per day which is provided by 5 standard 250 ml cans 56 Consumption of a single energy drink will not lead to excessive caffeine intake 57 58 Adverse effects associated with caffeine consumption in amounts greater than 400 mg include nervousness irritability sleeplessness increased urination abnormal heart rhythms arrhythmia and dyspepsia Consumption also has been known to cause pupil dilation when taken with certain antidepressants or SSRIs 58 59 Caffeine dosage is not required to be on the product label for food in the United States unlike drugs but some advocates are urging the Food and Drug Administration FDA to change this practice Red Bull voluntarily lists the caffeine content in each can along with the ingredient list 60 Variants EditOver the years Red Bull has offered many variations of its drink all based on the same formula but differing in taste and colour 61 Red Bull began offering variations on its drinks in 2003 with a sugar free version of the drink with a different flavor from the original called Red Bull Sugarfree 62 In 2012 Red Bull released Red Bull Total Zero a variant with zero calories 63 In 2018 the company released Red Bull Zero a different sugar free formulation designed to taste more like the original flavor 64 In 2009 Red Bull unveiled a highly concentrated variant of its drink called Red Bull Energy Shot 65 supplied in 2 oz 60 ml cans 66 The company began expanding its flavor offerings in 2013 with the launch of Red Bull Editions Initially available in cranberry lime and blueberry 67 the Editions line has expanded to include a variety of flavours including some available only during specific seasons or in certain regions 68 69 The original three flavored Editions red cranberry blue blueberry and silver dry lime Silver has since been discontinued and red reformulated to a watermelon flavor Other products Edit Red Bull released a cola drink called Simply Cola in 2008 A new version of the cola was released in 2019 as part of Red Bull s Organics line In 2018 the company launched Organics by Red Bull a line of organic sodas with four flavours bitter lemon ginger ale tonic water and a new version of Red Bull Simply Cola 70 Regulatory approval and legal status EditAuthorities in France Denmark and Norway initially did not permit the sale of Red Bull 71 However as of 2021 update it is on sale in all 27 member states of the European Union and in 171 countries around the world 72 73 The French food safety agency was concerned about taurine a Red Bull drink that did not contain taurine was introduced The French refusal of market approval was challenged by the European Commission and partially upheld by the European Court of Justice in 2004 71 The French food safety agency relented in 2008 because it was unable to prove a definite health risk taurine related or not 74 Litigation EditIn 2013 Red Bull told the Redwell Brewery a Norfolk micro brewery to change its name or face legal action because it sounded too similar to Red Bull The eight man brewery in Norwich was told its name could confuse customers and tarnish its trademark 75 The two companies reached a settlement permitting Redwell to continue using its name 76 In 2014 Red Bull entered into a US 13 million settlement to resolve two consumer class action lawsuits in the United States District Court for the Southern District of New York 77 Named as plaintiffs were Benjamin Careathers David Wolf and Miguel Almarez 78 who had sued the company claiming breach of express warranty and unjust enrichment saying that Red Bull falsely asserted performance enhancing benefits from the drink s ingredients that were unsubstantiated by scientific studies 79 On 1 May 2015 the Court approved the settlement giving customers who had submitted claims the opportunity to receive a US 10 cash reimbursement or US 15 in Red Bull products 80 within 150 days of affirmance on any appeal 81 Contrary to reports from some news outlets the plaintiffs had not alleged that the drink did not give consumers actual wings 82 Advertising sports team ownership and sponsorships Edit Max Verstappen in the Red Bull RB13 the 2017 Formula One car of the Red Bull Racing team Red Bull advertising car Red Bull s TAH 1F Cobra helicopter assembled by Chuck Aaron owned by the Flying Bulls Thierry Neuville driving a Red Bull sponsored Citroen DS3 WRC at the 2012 Rallye de France Since 1997 Red Bull has been making commercials bearing its slogan Red Bull gives you wings 83 Commercials usually were crudely animated and featured characters with constant squints Red Bull s international marketing campaign is largely linked to extreme sports These range from motorcycle racing such as MotoGP Dakar Rally 84 motorcycle speedway mountain biking 85 aerobatics BMX 86 motocross 87 windsurfing 88 snowboarding 89 skateboarding 90 kayaking 91 rowing 92 wakeboarding 93 cliff diving 94 parkour 95 surfing 96 skating 97 freestyle motocross 98 rallycross 99 Formula 1 motor racing 100 NASCAR racing 101 to breakdancing 102 Red Bull uses music and video games and has enlisted celebrities such as Eminem sponsoring the Red Bull EmSee Battle Rap championships 103 It hosts events such as art shows and the Red Bull Flugtag German for flight day or flying day 104 Red Bull owns football teams with clubs in Austria 105 Germany 106 the United States 106 and Brazil 107 featuring the Red Bull trademark in their names By associating the drink s image with these activities the company seeks to promote a cool public image and raise brand power The energy drink has created a market for over 150 related types of products 108 In the PlayStation 3 s social gaming platform PlayStation Home Red Bull developed its own in game island specifically advertising its energy drink and the Red Bull Air Race event for which the space is named released in January 2009 109 In late November 2009 Red Bull produced two new spaces the Red Bull Illume space and the Red Bull Beach space featuring the Red Bull Flugtag both released on the same day 110 In January 2012 Red Bull released its first personal space called the Red Bull House of Skate featuring an indoor skate park 111 In 2010 the company enlisted Adrian Newey to design a prototype racing car the Red Bull X2010 for the video game Gran Turismo 5 112 In 2022 Red Bull announced a full on production of a hypercar called RB17 also designed by Newey 113 Red Bull Arts Edit Red Bull Arts is an art fellowship program launched by Red Bull in 2013 under the name Red Bull House of Arts 114 115 The program has multiple locations including Detroit Michigan Sao Paulo Brazil and formerly New York City 114 116 117 The program typically consists of a three month period during which six to eight participants create new artwork to be displayed at a final exhibition 116 118 During the fellowship artists receive unlimited access to the galleries and a stipend for art supplies 119 Some of the artwork has been used in Red Bull advertising campaigns 114 120 Sports and esports sponsorships Edit Red Bull has used sports sponsorships as an advertising vehicle for most of its existence The company first started sponsoring athletes in 1989 initially focusing on Formula One racing and extreme sports such as windsurfing and hang gliding and later growing to include more mainstream sports such as basketball and soccer 121 122 123 As of 2016 the company sponsored more than 750 individual athletes and more than a dozen teams in various disciplines including motorsports soccer and esports 124 Athlete sponsorships Edit Austrian Formula One driver Gerhard Berger was the first athlete to be sponsored by Red Bull in 1989 125 Many of the company s early sponsorships were in lesser known or extreme sports including Olympic rower Xeno Muller who won a gold medal at the 1996 Atlanta Olympics in the single scull race and BASE jumpers Frank Gambler Gambalie Miles Dashier and Shane McConkey 126 127 In the 2010s Red Bull began expanding its athlete base to include athletes from more mainstream sports including Austrian tennis player Dominic Thiem 128 Brazilian skateboarder Leticia Bufoni 129 American skier Lindsey Vonn 130 and American Major League Baseball player Kris Bryant 131 The company also started sponsoring video game players and esports athletes including American Fortnite player Richard Ninja Blevins 132 Spanish League of Legends player Enrique Cedeno xPeke Martinez 133 and Swedish Super Smash Bros player William Leffen Hjelte 134 Team ownership and sponsorships Edit See also Category Red Bull sports teams The first team sponsored by Red Bull was ice hockey s EC Salzburg during the 1987 88 season 135 Red Bull acquired the club outright in 2000 135 Since 2014 Salzburg has also hosted the company s joint ice hockey and soccer academy 136 Red Bull became the title sponsor of DEL team EHC Munchen in 2012 and took full ownership the following year 137 It also financed the team s new arena SAP Garden 138 In 1995 Red Bull sponsored its first motorsports team the Swiss Formula One team Sauber and in 1999 started sponsoring the Flying Bulls a Czech aerobatics team 139 140 In the 2000s the company expanded its sporting team ownership to include several soccer teams including the Austrian Bundesliga team SV Austria Salzburg rebranded as Red Bull Salzburg the Major League Soccer team the New York MetroStars rebranded as the New York Red Bulls in 2006 and the fifth tier German team SSV Markranstadt rebranded as RasenBallsport Leipzig in 2009 which the company sought to move to the top of the German Bundesliga 122 RB Leipzig has been divisive and the subject of protests by some fans but has also experienced rapid success climbing through the German soccer divisions to get a place in the top flight German Bundesliga and earning berths in the UEFA Champions League in 2017 2018 and 2019 2020 the latter trip ending with a semi final loss to Paris St Germain 122 141 The company also sponsors the Los Angeles Clippers NBA team and Red Bull 3X a series of men s and women s 3x3 basketball tournaments 142 143 In the 2010s Red Bull began sponsoring gamers and esports organizations including OG G2 Esports and Cloud9 and founded the Red Bulls League of Legends team 144 145 146 In 2021 Red Bull sponsored Hoang Anh Gia Lai from V League 1 147 Red Bull Salzburg FC Liefering Red Bull Bragantino Red Bull Brasil RB Leipzig RB Leipzig II Red Bull New York Red Bull New York IIEvents Edit Red Bull Flugtag 2010 in Stockholm Current and former Red Bull events include ACF Nationals 2009 Air Race World Championship 2003 2019 Argentine motorcycle Grand Prix Art of Motion BC One Big Wave Africa Cape Fear Cliff Diving World Series Crashed Ice Dolomitenmann Drifting World Championship Flugtag Frozen Rush Indianapolis motorcycle Grand Prix King of the Air King of the Rock Tournament Last Man Standing MotoGP Rookies Cup Motorcycle Grand Prix of the Americas New Year No Limits Paper Wings Rampage Red Bull 400 Red Bull Joyride Road Rage Romaniacs Hard Enduro Rallye Soapbox Race Spanish motorcycle Grand Prix Stratos Street Freestyle World Champions 2019 Trolley Grand Prix Unleashed 2015 Wings for Life World Run X Alps Xcbusa and X Fighters See also EditPortal Drink Red Bull Stratos 2012 stratospheric parachute jumpReferences Edit Red Bull steht zu Rauch als Hauptabfullpartner vorarlberg 21 November 2010 Archived from the original on 3 January 2022 Retrieved 3 January 2021 Who makes Red Bull Red Bull Company energydrink us redbull com Archived from the original on 24 November 2018 Retrieved 27 November 2018 Kim Woojae 2003 Debunking the Effects of Taurine in Red Bull Energy Drink PDF Nutrition Bytes 9 1 ISSN 1548 4327 Archived PDF from the original on 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