Adam Yee

Red Bull is a brand of energy drinks sold by Austrian company Red Bull GmbH. With 38%, Red Bull has the highest market share among energy drinks as of 2019.[8] Since its launch in 1987, more than 82 billion cans of Red Bull have been sold worldwide,[9] including 7.9 billion in 2020.[10] Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink, Krating Daeng, which was introduced in 1976 in Thailand by Chaleo Yoovidhya. He modified the ingredients to suit the tastes of Westerners,[11] and in partnership with Chaleo, founded Red Bull GmbH in 1984 in Fuschl am See, Salzburg. In Thai, daeng means red, and a krating (known in English as a gaur or Indian bison) is a large species of wild bovine native to the Indian subcontinent. Yoovidhya's heirs own majority stakes in both brands, and they both use the same red bull on yellow sun logo while continuing to market the separate drinks to the respective Thai and Western markets. Originally available only in a single nondescript flavor sold in a tall and slim blue-silver can, called Red Bull Energy Drink, numerous variants of the drink were added over the course of time. The company's English slogan is "Red Bull gives you wings".[12] Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth"[13][14] through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and standout stunts such as the Stratos space diving project.[15] Its marketing also includes multiple sports team ownerships (Formula One teams Red Bull Racing and Scuderia AlphaTauri, as well as football clubs RB Leipzig, FC Red Bull Salzburg, FC Liefering, Red Bull Bragantino and New York Red Bulls); celebrity endorsements; and music, through its Red Bull Records label.[16]