Red Bull

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. It had a global market share of 13% in the energy drink market in 2023[7] and was the third most valuable soft drink brand in 2021, behind Coca-Cola and Pepsi.[8] Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide,[9] including over 13.9 billion in 2025.[10]

Originally available only in a single undistinguished flavour called Red Bull Energy Drink, the drink added numerous variants over time. Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth"[11][12] through extreme sport events.[13]

Red Bull was derived from a similar drink called Krating Daeng which originated in Thailand and was introduced by Chaleo Yoovidhya.[14] While doing business in Thailand, Austrian entrepreneur Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Mateschitz sought to create a partnership with Chaleo and formulated a product that would suit the tastes of Westerners, such as by carbonating the drink.[15] In 1984, the two founded Red Bull GmbH in Fuschl am See, Salzburg, Austria.[16]

History

In 1976, Thai entrepreneur Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand,[17] 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.[18] In 1984, Mateschitz co-founded Red Bull GmbH with Chaleo and turned it into an international brand. Each partner invested US$500,000 of savings to fund the company. Chaleo and Mateschitz each held a 49 percent share of the new company. They gave the remaining two percent to Chaleo's son, Chalerm, but it was agreed that Mateschitz would run the company.[19] The product was first launched in Austria on 1 April 1987.[20]

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. Pricing was a key differentiator, with Red Bull positioned as a premium drink[21][22] and Krating Daeng as a lower cost item.[23] In many countries, both drinks are available, dominating each end of the price spectrum. The flavouring used for Red Bull is still produced in Bangkok and exported worldwide.

During the 1990s, the product expanded into Hungary, Slovenia, Germany, the Czech Republic, Croatia, the United Kingdom, Australia, and the United States.[24] It entered Germany and the UK in 1994, the United States (via California) in 1996,[25] the Middle East in 2000 and the Philippines in 2012.[24] 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.[26][27]

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.[28] 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.[29]

Ingredients

Depending on the country, Red Bull contains different amounts of caffeine, taurine, B vitamins (B2, B3, B5, B6, and B12), glucuronolactone[31] 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).[32][33] To produce Red Bull Sugarfree, sucrose and glucose have been replaced by artificial sweeteners acesulfame K and aspartame or sucralose.[34]

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.[40] Red Bull began offering variations of its drinks in 2003. A sugar-free version of the drink was introduced with a different flavour from the original, called Red Bull Sugarfree.[41] In 2012, Red Bull released Red Bull Total Zero, a variant with zero calories.[42] In 2018, the company released Red Bull Zero, a different sugar-free formulation designed to taste more like the original flavour.[43]

In 2009, Red Bull unveiled a highly concentrated variant of its drink called Red Bull Energy Shot,[44] supplied in 2 oz (60 ml) cans.[45] The company began expanding its flavour offerings in 2013 with the launch of Red Bull Editions. Initially available in cranberry, blueberry, and lime,[46] the Editions line has expanded to include a variety of flavours. Some of these flavours are only available during specific seasons or in certain regions.[47][48] Currently, a sea blue (juneberry), peach (peach-nectarine), winter (fuji apple-ginger), iced (vanilla berry), pink (raspberry), yellow (tropical berries), coconut (coconut-blueberry), amber (strawberry-apricot) and red (watermelon) flavors are offered.[49]

Legal affairs

External links