The Red Bull brand belongs to the Austrians. The company Red Bull GmbH produces energy drinks, the most famous of them 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 motorsports, cycling, motorsport and other active competitions.
The history of the brand originates in 1970, when Caleo Yewidia, the founder and owner of the Thai pharmaceutical company “T.C. Pharmaceuticals “, has created a new energy drink. He was given a loud name “Red Bull” (in Thai – Krathing Daeng). The novelty quickly became popular among workers and drivers of truckers.
When in 1982 the Austrian Dietrich Mateschitz was on a business trip to East Asia, he became interested in local energy drinks. Particularly impressed by his “Red Bull”, the license rights to which were purchased. Also I had to buy the right to use the prescription from the Japanese manufacturer “Taisho Pharmaceuticals”. This company still produces in Thailand an original version of the drink.
In 1984, the company Red Bull GmbH was founded in the Austrian town of Fuschl am See. He, along with Caleo Yewidia, invested $ 500,000 each, receiving a 49% stake. The remaining 2% was transferred to the son of an Asian pharmacist. The original recipe was improved. The drink had less sugar and more gas, and the main ingredients – taurine and caffeine remained.
It also includes such terrible substances as glucoronolactone, nicotinamide, inositol, riboflamin and other components of modern chemical production. At one time a cocktail on such a basis so affected Dietrich Mateschitz that he felt the increased efficiency, which did not prevent acclimatization.
After the development of the marketing policy in 1987, a new power engineer appeared on the market. However, a successful start can not be called. The matter is that the market of energy drinks simply did not exist. Naturally, Dietrich did not have any experience either. The first few years the company generally brought only a million losses. However, over time, marketing and competent strategy yielded results. In addition, the manufacturer successfully selected the target audience for the product – Red Bull began to advertise and distribute in universities and nightclubs.
Fortunately, the drink was well combined with strong alcohol. In 1992, Red Bull came to another country, it was Hungary. And in 1997 the drink appeared already in the USA. However, in 2001 the power engineer was banned in Denmark and Sweden because of the high content of taurine and caffeine in it. The authorities simply worried that the consequences of using such a mixture remain unknown.
Disputes about whether Red Bull is harmful to health, do not stop. Even a few deaths were registered after drinking, people could not stand the heart. True, the probability of death increases if Red Bull is taken with drugs.
And in 2007 a scandal was arranged by an Italian priest. He was angered by a commercial, in which, for some reason, the four sorcerers bring the packaging of the Red Bull to the newborn Jesus. At the same time, in the background, the songs inspired by the same drink are sung by angels.
Gradually Red Bull began to be positioned as the ideal drink for sports. For example, since 2003, aerial acrobatics competitions have been held under the aegis of the brand. Advertising, though expensive, but effective and spectacular. In 2005, the beverage manufacturer acquired even a whole team of Formula-1, calling it by its name.
The results were not bad, which again, is a good advertisement. Assets of Red Bull are both football and hockey club, bearing the name of the main sponsor. I must say that the brand can afford such attention to the sport, because the incomes are already estimated in billions. Dietrich Mateschitz himself became the first and only Austrian billionaire.
In 2008, the company first decided to adjust the original recipe – taurine was replaced with arginine. This allowed the resumption of sales in France.
Today it is available in more than a hundred countries, occupying an important share from the sales of such beverages. For 2003, Red Bull occupied 70% of the power engineering market. The merit of the company is that it was able to adapt the Asian drink to the European market, without changing the main recipe.
Perhaps even the manufacturers themselves did not expect that their drink could take such a high position. Europe was quickly conquered, then came the turn of the American market. Then the drink triumphantly returned to the historical homeland of Thailand, capturing all of Asia.
Especially worth mentioning are commercials of energy drink. This cartoons, drawn with intentional simplicity. But their hilarious plot is easily remembered along with the slogan that Red Bull inspires. As a result, despite the fact that the energy sector has many competitors, they can not all shake the leading position of the Austrian brand. Today the company has a turnover of almost 4 billion euros, it employs about 8 thousand people.