Perhaps the world's most famous energy tonic drink, produced by the company Red Bull GmbH.
The recipes by which it was created have been known in Asia for quite a long time. Merit Red Bull GmbH is that she adapted the Asian drink to European realities, without changing the basis of his recipe too much, but not stinting on chemistry. But perhaps even the founders of the company did not expect what positions this drink could take on the world market. First, Europe was conquered, then both Americas, and after that, the reborn drink returned to its historical homeland in Taiwan and all other Asia.
By the way, the title Red Bull also taken from the Thai language - there the drink was called Krating Daengwhich means "red bull".
The main ingredients of the drink were and remain taurine and caffeine. There are also such terrible names as glucuronolactone - a glucose derivative found in many foods, nicotinamide, inositol, riboflamin and other wonders of modern organic chemistry. And we would not know this pharmaceutical splendor, if not for the Austrian entrepreneur Dietrich Mateschitz. Having tasted Krating Daeng he noted how much his efficiency had increased, even despite the noticeable change in time zones. It took some time to adapt the drink, the acquisition of various licenses and other bureaucracy. As a result, in 1984, the company appeared Red Bull GmbH.
The start was unsuccessful. The market for energy drinks had to be created literally from scratch; Dietrich had no experience in this field. The first few years the company brought only millions in losses. But competent and aggressive marketing has done its job. Red Bull GmbH wisely choose the audience for your product - Red Bull begins to be distributed and advertised in nightclubs and universities. And then it turned out that the drink goes well with strong alcohol.
Slowly the advance Red Bull as the perfect sports drink. I think everyone knows air competitions, in the so-called aerobatics, when pilots (and this can only be one of the best) overcome air routes with obstacles for a while. These races have been held since 2003 in various countries. Very expensive, but extremely spectacular and effective advertising.
In 2005, the Formula 1 team is acquired Jaguar, which is now known as Red Bull. She performs pretty well. Enough to serve as good advertising again.
To assets Red Bull also include football and hockey clubs of the same name. The company is increasingly taking root in big-time sports. She can afford it - earnings Red Bull GmbH are already in the billions, and Dietrich Mateschitz became the first (and so far the only) Austrian billionaire in history.
A separate word should be said about the commercials of the drink. These deliberately simply drawn cartoons are known everywhere. Their simple and humorous plot is easy to remember, conveying to the minds of consumers a slogan that tells that “Red Bull inspires”. Surely, many have seen small cars of a characteristic color, with large cylinders of cans, roaming the streets of cities. Red Bull - we have this honor Mini Cooper.
|Mini Cooper Red Bull|
But not everything is perfect. Debates about how harmful Red Bull for health are conducted everywhere. Even deaths have been recorded when people's hearts could not stand it (such a death is especially likely if relaxing drugs are washed down with an energy drink, which still occurs to some). Some European countries have banned its sale just in case. In 2007, a certain Italian priest made a scandal, who was outraged by a Christmas commercial in which four (!)* Magi bring a gift to baby Jesus packaging Red Bull, to the contented chants of the angels, who were inspired by this very drink. Troubles abound...
But still, although Red Bull quite a few competitorsJaguar, Red Devil, Non-Stop, B-52, Tiger, Revo...), all of them taken together cannot compete with him.
*) Although the exact number of the Magi is not indicated anywhere in the Bible, and indeed their arrival immediately after the birth of Christ is questioned, it is generally accepted that there were three of them and depicted next to the baby in the barn.
Oddly enough, but many active consumers Red Bull cannot answer the question what color is this drink. After all, they consume it exclusively from opaque tin cans; rarely anyone bothers to pour into glassware. Most of them, faced with this question, think for a split second and answer that red (which is taken from the name). In fact, the color Red Bull little different from light beer.