Red Bull

Red Bull is a drink known as “énergisante”. Its name means Taureau Rouge . The company which diffuses it is installed in Fuschl amndt See, a small village located at twenty kilometers of Salzburg in Austria, and carries out an annual turnover of 1,6 billion euros. It currently has two stables of Formule 1, one of Nascar but also two clubs of Football: Red Bull Salzburg and Red Bull New York, and a team of Hockey, the Red Bull Salzburg EC..

History

At the time of his many voyages, an Austrian contractor, Dietrich Mateschitz, discover drinks known as “Tonique S” consumed in Asia, in particular in Thailand. It had noted that the Asian business men took a kind of potion energy before the important meetings in order to remain waked up and attentive. At the time of a pause to the bar of the Hotel “Mandarin” with Hong-Kong, it with the idea to create a drink inspired of this Asian syrup while basing itself on the drink Thai “Krating Daeng” which contained Taurine and Café, in order to market it out of Asia.

In 1984, Mateschitz creates the limited liability company Red Bull. Its drink is produced as of 1984 by TC Pharmaceuticals which took 51% of the capital of Red Bull GMBH. It was launched in 1987 initially on the Austrian market in quills of 250 ml blue and money supported by a publicity made up of cartoons minimalists, punctuated by the famous slogan “Red Bull gives you wings” (Red Bull gives you wings), and a massive sponsorship of the extreme sports (Base jump, Grimpe, VTT free wrinkle, Kite surfing, mechanical sports, etc).

The drink is then prohibited of importation in the majority of the European countries, of which the Suisse. This prohibition must with the application of the Precaution principle with respect to the dubious effects of the Taurine and with the too high rate of Caféine. Declared illegal, Red Bull is the subject of a traffic in the European capitals, especially in the medium Techno. The effects Stimulant S of the components of drink give to the followers dance-parts “energy necessary to hold until the end of the night”. At the beginning of the Years 1990, the quill of 2,5 DLL is bought with Zurich for more than 10 francs Switzerland (6.50 €, 10$can) in the illegal bars or under the coat.

In 1992, Red Bull was internationalized in Hungary.

In 1995, nine million quills is sold in Switzerland. Feldschlösschen ensures the distribution then of it. Without enormous pub campaign, Red Bull benefits from the myth which surrounds it to be essential like drink of the clubbers. “Today, for our publicity, we target the public which needs energy and of Concentration: the Surfer S or doctors and the nurses who work during the night” . This year, the firm intends to sell more than 35 million quills in Switzerland.

Legislation

Today, Red Bull is present in more than 130 countries through the sphere. It is prohibited in several countries of which the France, the Denmark and the Norway for the cardiovascular risk that its consumption could induce.

In spite of this prohibition, Red Bull can be ordered on Internet, or bought in other European countries.

A forthcoming European directive undoubtedly will harmonize the legislations.

Canada

In 2005, the Canada registered the products containing of the Taurine like Red Bull in a new category of product to the Canada: Natural health product. This new classification allowed the authorization of sale of Red Bull Canada.

France

Following the conclusions of the Afssa in 2003 Red Bull was interdict of marketing in France for “undesirable neuro-behavioral effects”. The series of experiments undertaken on rats showed such a state of Excitation that they are able from there to corrode the legs.

One does not know the long-term effects of the Taurine or of the Glucuronolactone and a quill of Red Bull contains in addition to 80 Mg of Caféine, 1000 Mg of taurine and 600 glucorono-lactone Mg. These compounds are thus present in great quantity and the French Agence of public health of the food (Afssa) thus chose the Precaution principle.

Switzerland

Under the pressure in particular of the Denner company, which wishes to distribute of exclusiveness Red Bull in Switzerland, the federal Office of health legalizes drink in 1994 and double the maximum threshold of Caféine tolerated in a Boisson, reached up to now by the Coca-Cola.

Composition

All the ingredients of Red Bull Energy Drink are registered on the quill.

Red Bull Energy Drink (250 ml) contains the following ingredients:

gasified Water
Sugar (saccharose, glucose) 27g
Taurine 1000 Mg
Glucoronolactone 600 Mg
Cafeine 80 Mg
Vitamin S
Nicotinic acid 20 Mg
Vitamin B6 5 Mg
Pantothenic acid 5 Mg
Vitamin B12 0.005 Mg

Moreover, it contains Inositol S, Citrate S like acidifier, of the dye S and Parfum S.

The Red Bull drink is a non-alcoholic drink. However, the elevated levels of stimulants which it contains are sometimes considered to be alarming, in particular when they are associated with alcohol.

The Taurine figure among the key Ingredients of the drinks énergisantes. Recent studies proved that there exist real interactions between the taurine and the alcohol.

The Caféine is the most effective ingredient in this type of drinks. A certain number of studies proved that cafeine reverses several of the harmful cognitive effects temporarily resulting from the lack of sleep. It also tends to improve the memory, the concentration and the athletic performances.

The Vitamin S: many vitamins (B2, B5, etc) contained in Red Bull are essential to maintain functions body normal and play a crucial role by increasing resistance (stamina) physical. Nevertheless, like all vitamins, they are used by the organization only in small proportions.

Consumption

Red Bull is consumed pure or diluted with water. One finds it also sometimes mixed with champagne or Vodka but that is proscribed by manufacturing because of the interaction Alcohol-Taurine-Cafeine.

Red Bull is not an isotonic drink recommended for the sportsmen like Gatorade or Isostar. It is even the opposite. Red Bull does not pass thirst. Besides the firm recommends to mix drink with water if it is absorbed during an physical effort.

; In Switzerland In 1998, more than 25 million blue quills were drunk in Switzerland, for a population of 7 million. The consumers of Red Bull are primarily the Adolescent S and the young adults.
The consumption of Red Bull doubled in two years. “It is a historical success! ” according to Michel Loris-Melikoff, person in charge of the mark near the Feldschlösschen distributer. “The medium of the night-clubbing is indeed our most important market. ”

Compete with

In spite of many copies, the Red Bull mark preserves a majority share in the markets of many countries. The Coca-Cola Company is a major competitor, with in particular drinks known as “énergisantes” such as Burn.

Discusses

Like the majority of drinks known as “énergisantes”, Red Bull makes the object of criticism due has its composition.

The Caféine with too strong amount can cause side effects: Tachycardia, nervousness, Insomnia.

The Taurine was tested on the GI during the Guerre of Korea and the war in Vietnam to increase vigilance but it would have caused headaches and some cases of brain hemorrhages. There is no reliable study on the effects of a massive amount of Taurine, only or associated with alcohol.

The Glucuronolactone is not like the Glucose or the Fructose, simply a sugar energy source. It would be, with strong amount, Toxique for the Rein S (nephrotoxic).

And one did not study the interactions between cafeine, taurine, glucuronolactone, alcohol, Médicament S, illicit drugs, in period of dehydration due to the physical effort and perspiration.

In certain countries, like the Spain, one charges the death of young teenagers has drinks known as “énergisantes” like the Red Bull, which would cause cardiac arrests.

Anecdote

the singer Ashlee Simpson is known like one of the followers of this drink. “I' m awake, I' ve got Red Bull” ( I am waked up, I drank a Red Bull ), says it during an episode of sound Reality Show. And with the question: “Of what could not you pass to you during one day”, she answered: “Red Bull”.
With the Marathon of Berlin 2006, at the time of the supply of the 38e kilometer, the bottles of Red Bull was distributed in great quantities.

Sponsoring

Formulate 1

Red Bull was invested in Formule 1 since 1995 while becoming initially Sponsor of the Swiss stable Sauber. It then decreased its participation in 2001 in order to sponsoriser a second team, Arrows, which engaged Enrique Bernoldi, a pilot trained by Red Bull.

End 2004, Red Bull repurchases the stable Jaguar, while guaranteeing to Ford to invest the money necessary to the survival of the team for three years a minimum time. The stable, renamed Red Bull Racing, is installed with Milton Keynes, in Great Britain, where it employs 350 people.

One year later, Red Bull repurchases the stable Minardi, renamed Toro Rosso ( Red Bull in Italian), and thus becomes owner of two stables out of the eleven participant in the championship of F1.

In 2006, the team Red Bull Racing uses a frame RB2 motorized by a V8 Ferrari while Toro Rosso has a new frame, very resembling the Red Bull RB1 of 2005, equipped with the V10 Cosworth of 2005 limited to 16 700 turns/minute. In 2007, Red Bull signed a contract of motorization with Renault. The Renault engine was used by the team Red Bull Racing, Toro Rosso taking again V8 Ferrari.

Nascar

TEAM Red Bull

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