The Red Bull brand belongs to the Austrians. Red Bull GmbH produces energy drinks, the most famous of which bears the name of the company. The manufacturer is known not only for its food products, but also as a sponsor of numerous sports competitions and teams in motorsport, cycling, motor sports and other active competitions.
The brand's history dates back to 1970 when Chaleo Yyuvidya, founder and owner of the Thai pharmaceutical company T.C. The novelty quickly became popular among workers and truck drivers.
When Austrian Dietrich Mateschitz was on a business trip to East Asia in 1982, he became interested in local energy drinks. This company still produces the original version of the drink in Thailand.
In 1984, Red Bull GmbH was founded in the Austrian town of Fuschl am See Mateschitz. Together with Chaleo Yyuvidya, he invested 500 thousand dollars each, receiving a 49% share. The remaining 2% went to the son of an Asian pharmacist. The original recipe has been refined. There is less sugar and more gas in the drink, while the main ingredients - taurine and caffeine - remain.
It also includes such substances scary to the sound as glucoronolactone, nicotinamide, inositol, riboflamine and other components of modern chemical production. At one time, a cocktail on such a basis had such an effect on Dietrich Mateschitz that he felt an increased efficiency, which was not prevented by acclimatization.
After developing a marketing policy in 1987, a new power engineer appeared on the market. However, the start cannot be called successful. The point is that the market for energy drinks simply did not exist. Naturally, Dietrich had no experience either. For the first few years, the company generally brought only millions in losses. However, over time, marketing and a smart strategy have paid off. In addition, the manufacturer successfully selected the target audience for the product - Red Bull began to advertise and distribute in universities and nightclubs.
It is fortunate that the drink turned out to be well combined with strong alcohol. In 1992, Red Bull came to another country, it was Hungary. And in 1997, the drink appeared in the United States. True, in 2001, the energy drink was banned in Denmark and Sweden due to the high content of taurine and caffeine in it. The authorities were simply worried that the consequences of consuming such a mixture remained unknown.
The debate about whether Red Bull is harmful to health continues. Even several deaths have been reported after drinking the drink, the hearts of people could not stand it. True, the likelihood of death increases if Red Bull is taken together with drugs.
And in 2007, an Italian priest made a scandal. He was outraged by a commercial in which, for some reason, four wise men present a Red Bull package to the newborn Jesus. At the same time, in the background, angels inspired by the same drink are singing songs.
Gradually, Red Bull began to be positioned as an ideal drink for sports. For example, since 2003, aerial acrobatics competitions have been held under the auspices of the brand. Advertising, albeit expensive, but effective and spectacular. In 2005, the beverage manufacturer even acquired an entire Formula 1 team, calling it by its own name.
The results were good, which again is a good advertisement. Red Bull's assets include both the football and hockey club, which bear the name of the main sponsor. I must say that the brand can afford such attention to sports, because the revenues are already in the billions. Dietrich Mateschitz himself became the first and only Austrian billionaire.
In 2008, for the first time, the company decided to adjust the original recipe - taurine was replaced by arginine. This allowed the resumption of sales in France.
Today it is available in more than a hundred countries, accounting for an important share of the sales of such drinks. For 2003, Red Bull occupied 70% of the energy market. The merit of the company is that it was able to adapt the Asian drink to the European market, while not changing the main recipe.
Probably, even the producers themselves did not expect that their drink would be able to take such high positions. Europe was quickly conquered, then the turn of the American market came. Then the drink triumphantly returned to the historical homeland of Thailand, capturing the whole of Asia.
Special mention should be made of the energy drink commercials. These are cartoons drawn with deliberate simplicity. But their funny plot is easy to remember along with the slogan that Red Bull inspires. As a result, despite the fact that the power engineer has many competitors, all of them cannot undermine the leading position of the Austrian brand. Today the company has a turnover of almost 4 billion euros and employs about 8 thousand people.