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Red Bull: The Real Story Behind the Can

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 Economics   |   Society / Culture   |   Social Science
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Twelfth video of the Behind the Business Series.

Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. Red Bull has the highest market share of any energy drink in the world.

Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating Daeng, which was first introduced and sold in Thailand by Chaleo Yoovidhya.

He took this idea, modified the ingredients to suit the tastes of Westerners, and, in partnership with Chaleo, founded Red Bull GmbH in 1987 in Chakkapong, Thailand. In Thai, daeng means red, and krating is the large bovine called "gaur".

The Red Bull company slogan was "Red Bull gives you wings", prior to a class action lawsuit related to the benefits of the drink in 2014.

The product is marketed through advertising, events (Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (Flying Bulls [actually owned by Dietrich Mateschitz], RB Leipzig, FC Red Bull Salzburg, Red Bull Brasil, New York Red Bulls, Red Bull Racing, Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records.

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