Red Bull



Red Bull is the brand name of an energy drink that originated in Thailand and, in a version adapted to Austrian tastes, 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 27 g of sugar (glucose, sucrose), 1000 mg of taurine, 600 mg of glucuronolactone, B-complex vitamins and 80 mg of caffeine. The caffeine in one serving is less than that found in an average cup of coffee (typically 100 mg/250-ml cup) or twice as much as found in a can of Coke (40 mg/330-ml can) -around 80 mg per can. A sugar-free version has been available since the beginning of 2003. Sugar-free Red Bull is sweetened with aspartame, as opposed to sucrose and glucose, as found in original Red Bull.

The drink is intended to taste like mixed berries, and is commonly used as mixer in alcoholic drinks such as vodka and is the base ingredient in the now famous Jagerbomb 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.

Ingredients
Carbonated Water, sucrose, glucose, sodium citrate, taurine, glucuronolactone, caffeine, inositol, (niacinamide, calciumpantothenate, pyridoxine HCL, Vitamin B12, natural and artificial flavors, and colors)

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.

A case of red bull can be considered in the quantity of four (4). Though in typical situations a case is usually refered to more than 24.

Health concerns
The sale of Red Bull is prohibited in some countries, usually due to its taurine content or its 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), Finland(2005). As of 2007, Red Bull remains prohibited in Denmark, Norway, France, Uruguay and Iceland.

Red Bull is subject to numerous unproven claims of adverse health effects, most of which are urban legends. In 2001, the drink was investigated by the Swedish National Food Administration after being linked to the deaths of three consumers, and was completely cleared. 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. The rumor goes on to say that it was banned due to several brain tumor-related deaths. The rumor has since been proven false, as neither the cited British Medical Journal article nor the "banning of its consumption" ever occurred. Furthermore, no warnings appear on the Food and Drug Administration website regarding its potential to cause brain tumors or other maladies.

Origins
The origins of Red Bull are in Hong Kong. The original Red Bull drink was developed by the company TC Pharmaceutical. 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. Between 1984 and 1987, Mateschitz worked with TC Pharmaceutical (a Blendax licensee) to adapt Krating Daeng for European audiences. At the same time Mateschitz and Chaleo 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. Red Bull GmbH launched the “Austrian” version of Red Bull in 1987, which is carbonated and not as sweet as the original Thai recipe. 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.

In addition to owning half of Red Bull GmbH, Chaleo and his son 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 while Mateschitz was listed at number 317.

The headquarters of Red Bull GmbH are located in Fuschl am See, Austria.

Other Red Bull products
The Red Bull company also distributes and markets a number of other drinks in the United States, United Kingdom and Europe including the Carpe Diem range of botanical water, and the Sabai Wine Spritzer (the latter in association with the Thai Siam Winery in Thailand)

The original Thai Krating Daeng is often available in many Asian grocery stores in New Zealand, Australia and Canada. It is usually cheaper than the domestic (mainstream Red Bull) variety. Government mandated nutrition fact labels are usually added by the importer.