research on red bull

The Ultimate Red Bull Marketing Strategy Study

Table of contents.

Red Bull has grown from a simple energy drink manufacturer to one of the most recognized brands in the world. It has become synonymous with sports, extreme performance, and victory. Red Bull is the extreme athlete of marketing, literally and figuratively.

A few key statistics and facts about Red Bull:

• Number of Red Bull cans sold worldwide in 2023: 12.138 billion
• Revenue of €10.55 billion in 2023
• Red Bull's marketing budget for 2023 is estimated to be €3 billion (it is rumored to be around 25-30% of the yearly revenue)
• Red Bull sponsors athletes in 73 countries around the world .
• Number of employees in 2023: 17,848
• The logo is a breed of cattle called gaur.

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Red Bull History

Styrian success-makers.

The reasons for Mateschitz's conservatism lie in his family background. He grew up in modest circumstances in the upper Murgtal in Styria. His outstanding success is not an isolated case in this province. Arnold Schwar is a compatriot, as is the tennis player Thomas Muster, who for a time topped the world rankings ahead of Boris Becker, André Agassi, and Pete Sampras.

He is also a compatriot of Frank Stronach, who emigrated to Canada as a worker and returned to his homeland as a co-owner of the global auto parts manufacturer Magna. Styrians are said to have always been a bit their boss. Stubborn but not rebellious, strong, and persevering. Dietrich Mateschitz, who has been friends with half of Austria since his success and is nicknamed "Didi," has needed perseverance for his story to become a real success.

From jetlag to energy drinks

In 1976, Chaleo Yoovidhya introduced his Krating Daeng drink in Thailand. The name means "red gaur" in English. The maker was inspired by the energy drink Lipovitan, in which the main ingredient is taurine, and was popular with Thai truck drivers and blue-collar manual laborers.

When he visited Thailand in 1982, the Austrian-born Dietrich Mateschitz discovered that by consuming Krating Daeng, he was able to overcome the effects of jet lag, caused by the rapid change of time zones, much more quickly during the trip. Since the energy drink phenomenon was still unknown on the Old Continent, he was astonished at how many people consume the product, and almost immediately approached the owners of the company with the idea of bringing it there.

Mateschitz had been the international marketing manager for Blendax (now part of the Procter & Gamble Group) toothpaste at the time. The Yoovidhya family, which had already become rich through the pharmaceutical industry, welcomed the idea and began to develop a European business policy and strategy with the Austrian marketing expert.

Mateschitz founded Red Bull GmbH with Yoovidhya in 1984 intending to develop it into a global brand. Both parties invested $500,000, however, Yoovidhya and Mateschitz owned only 49-49% of the shares in the new company. The remaining 2 percent of the shares went to Yoovidhya's son Chalerm, but the agreement left Mateschitz as the de facto head of the company.

Product launch in Austria

The product was first launched in Austria in 1987. Mateschitz, still a bachelor at 39, has quit his lucrative multinational job and has been trying to introduce the Asian recipe to Austria for two or three years. The new product, the unusual flavors, the colors, the advertising are not the resounding success he had hoped for. After the initial setbacks, Dietrich Mateschitz does what he has never done before - he takes out a loan. The reason for his reluctance is simple: he was raised at home to believe that "a decent person does not have debts," and like many entrepreneurs, he still does not like financial institutions.

The startup’s growth has almost immediately slowed down because several well-known Austrian beverage companies considered the revolutionary idea too risky and refused to partner with Red Bull. The food authority was also not a fan of Red Bull, considered it dangerous, and banned its marketing in many places - but Mateschitz was not discouraged. Dietrich Mateschitz cites the three most difficult years of his life as the early days of Red Bull.

Being an experienced manager, he refused to lower the price of the not exactly cheap beverage. He is vigilant about consumer behavior. The highly stimulating product was finally a hit in Austrian discotheques. It was tempting to dance the night away. Word of the new wonder “drug” spread quickly across the border. However, on the German side, Red Bull was still not allowed to be marketed. It was banned for a time in Hungary, France, and Denmark because of what they consider to be its high caffeine and taurine content. It is the desire for the forbidden fruit that has brought the real breakthrough. Consumers "smuggle" a bootleg number of Red Bulls across the then non-EU Salzburg border crossing into Bavaria, where it is sold in nightclubs in violation of the law. From then on, the triumphal procession is unstoppable. And during this time, the custom of mixing it with vodka also arises.

Germany and the United Kingdom were introduced to Red Bull in 1994 after the company’s expansion in Eastern and Central Europe. It was able to win a 75 percent market share on the American energy drinks market despite the slow start and late expansion to the US in 1997.

In the process, Red Bull has also garnered some criticism for its use of extreme sports marketing and its impact on health. Due to this, the European Food Safety Authority (EFSA) and other food regulatory agencies have limited the levels of caffeine, taurine, and glucuronolactone in Red Bull and other energy drinks.

Key takeaways:

A serendipitous meeting between the Austrian and Thai founders of Red Bull was quickly followed by the realization of an excellent business opportunity and action. The recipe was ready - even if it still needed to be refined for European tastes - and the parties focused on market development strategies, sales, and marketing activities.

Still, launching the product in Austria was not a success, and many founders would have given up at this point. But Mateschitz kept his eyes open and recognized what the sales drivers would be in the early days.

• Word-of-mouth marketing,
• The feeling of uniqueness (energy drinks were not yet known to the European public),
• A stronger effect than coffee, which, mixed with alcohol, stimulated parties in Eastern Europe as a non-addictive and non-consciousness-altering substance,
• The progressive association of the brand with sports, in addition to nightlife.

Together, these elements have served to build Red Bull's success on an increasingly efficient and planned business foundation.

The Products

The product portfolio of the company.

Three of Red Bull's products are core products that are sold in all relevant markets, regardless of culture or target group:

• Red Bull energy drink: the familiar gray-blue metal can that comes in a 250 ml edition. In some countries, it is also available in a 350 ml and a 500 ml version.
• Sugar-free Red Bull: Instead of sugar from sugar beets, the company uses aspartame, sucralose, and acesulfame K to sweeten the product. The product's other ingredients and packaging are the same as the original energy drink.
• Red Bull Zero Sugar. The Zero and sugar-free variants differ little in terms of content. According to the company, the only difference is the taste.

However, since 2013 the brand launched the first Red Bull Editions to expand its flavor offerings—and they have been launching new editions consistently. There have also been numerous drinks that have been launched in limited quantities or connected with specific sporting events. These include The Tropical Edition, The Coconut Edition, The Red Edition, and The Summer Edition, which became a permanent edition in Red Bull's portfolio with its latest launch being the juneberry flavor . And, in April 2024, the brand launched its first ever fully sugar-free Pink edition —adding a permanent sugar-free flavor to their portfolio. Combined, Red Bull’s Editions made up 8% of the brand’s total sales in 2023.

However, Red Bull not only limits the time of availability but also sells specific, localized products for the largest markets. For example, ORGANICS by Red Bull , which is only available in German, is not an energy drink but a soft drink that comes in six flavors. These include cola, tonic, and ginger drinks.

Red Bull cans are 100% recyclable , and the company has optimized its production process through "wall-to-wall production," which significantly reduces the transport distances of cans between manufacturing and filling locations in key facilities in Austria, Switzerland, and the United States.

Product localization

Almost all of the markets in APAC are served by Red Bull, and the company uses local development strategies to cater to consumer tastes in each market. Red Bull markets in the APAC region curate their product portfolios, and it takes a lot of time for each market to develop the most appropriate product selections. Local and center teams are continuously reviewing the portfolio of products to ensure that the energy, taste, and size requirements are met. Though the original blue and silver Red Bull Energy Drink is still a popular beverage, Red Bull is also interested in creating new products to match the changing tastes of the market.

Red Bull Editions are a seasonal range of localized products. To give an example, Red Bull has a Coconut edition in Singapore that includes coconut and blueberry flavors; in Australia, there are Orange editions (orange flavors), Tropical editions (tropical fruit flavors), and Red editions (watermelon flavors).

Each Red Bull market has a local team that interprets the meaning of the products to ensure they are relevant to the target customers. There is room for growth in the energy drink market through premiumization, even though the market is well established.

Manufacturing

A new Red Bull production facility was being built in Glendale, Arizona. A joint venture between Red Bull, Rauch Fruit Juices, and Ball Corporation, RRB Beverage Operating, invested USD 250 million to build a new 700,000 sq ft-sized facility. Initially planned to begin production in 2021, the facility is now operational and employs around 140 people as expected. While COVID-19 presented some challenges, the project moved forward successfully, underscoring Red Bull's commitment to expanding its U.S. operations.

Instead of keeping the production process in-house, RB outsourced it to Rauch. Among other beverages, it produces Red Bull's drinks in Nüziders, Austria, and Wildenau, Switzerland. It is only 40 kilometers between the two production facilities despite being in different countries.

It was previously made at a Swiss plant and imported to the U.S., but the company's growing popularity in North America and a threat to taxing cans and products imported from Europe, in general, led to the investment.

One of the joint venture partners, the Ball Corporation, which specializes in the production of aluminum and steel packaging for the food and beverage industry, opened an aluminum can manufacturing plant in Goodyear, Arizona in 2019, not far from the new project site in Glendale.

Sales channels

As a manufacturer of soft drinks, Red Bull does not market its products itself but distributes them to restaurants and stores via Red Bull-owned distribution companies. One such company is Red Bull Distribution Company , which is responsible for distribution in North America. The Group currently employs around 6,000 sales staff who distribute its products in 170 countries around the world.

The sales employees directly involved in the sales process are usually field sales representatives. They cover a predetermined territory by driving around and replenishing products from Red Bull in restaurants and convenience stores. They are also responsible for ensuring that the energy drinks are in the right, highly visible places on the shelves and that the company logos get the attention they deserve.

Of course, the larger chains and online beverage stores are already negotiating directly with distributors. The company's sales activities are rounded off by various corporate purchases.

Beverage retailers in particular tend to offer their customers a diversified product portfolio to generate more sales so that they can not only order a specific beverage but also upsell it. This involves offering additional options (both products and services) to a customer who has already been won over, which can then be sold at a much higher profit because there is no need to advertise and approach the customer again. In contrast, Red Bull has opted for a narrow product range - for a long time, there was only one type of energy drink and one flavor. Today, that range has broadened, but there are still many subsectors (e.g., alcohols, premium products) where there is room for further expansion.

Red Bull works with several international and local distributors, typically owned by RB. Sales are always B2B, with restaurants, small and large grocery stores, and corporate customers on the other side.

The Red Bull Brand

The Red bull brand stands out as a category dominating queen holding 43% of the global energy drink market in Dec 2022 . Second comes Monster with a 35% market share.

Company culture

The vision statement of Red Bull is “(The company) is dedicated to upholding Red Bull standards while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices, dedicated to coaching and developing our organization as an employer of choice.” (Source: redbull.com)

According to reviews on Indeed and Comparably , Red Bull is successful not only in building an outward-facing brand but also in creating a high-quality corporate culture. Typical feedback praises the internal social life, work environment, and highlights internal development opportunities. However, as in any other organization, those who work under a poorly performing manager are understandably dissatisfied with management skills, work-life balance, and supervisor availability.

Can of innovation: a branding move

The can became the symbol for Red Bull, even though it has been commonly used among beverage manufacturers. There is, however, a significant difference: instead of the usual 330 ml can, which is a bit chunkier, Red Bull has introduced the 250 ml sized container, which is thinner and taller than usual. There are two reasons for this: the unique appearance makes the product stand out from the competition, and it explains why Red Bull is much more expensive than the usual packaged drinks.

Red Bull’s target market: for those who need energy

Red Bull’s target market is young people between the age of 15 and 45 with high income. The company segments its target market even further offering as the main benefit a sense of belonging and enhanced physical and mental performance.

Matschitz explained the failure of Red Bull's first consumer test by claiming that such products only succeed in their intended environment. In sterile laboratories, no one needs extra energy, so Red Bull could not be treated at its true value. The moment the drink was introduced into gyms, parties, and bars, or even boardrooms, the rejection stopped, because the product found its right target audience.

Red Bull’s logo and design over the years

The energy drink was originally created for Muay Thai fighters and blue-collar workers in Thailand. A logo where two red bulls were readying to fight and the bright yellow sun rising behind them is typical for the APAC region. The only direct change was the “Red Bull” inscription written in bold, English font.

The Red Bull logo did not change significantly over the years. What makes the story special is that Mateschitz's marketing background allowed the team to spend extra time finding the right design. However, both the logo and the name and colors scored poorly on focus-group questionnaires. Nevertheless, the owners stuck to their original vision and did not change the design "rescued" from Thailand. Time has proven them right.

Red Bull brands and subsidiaries

Red Bull operates under several brands and subsidiaries that extend its influence beyond just energy drinks.

Red Bull Racing

AKA Red Bull AKA RBR AKA Oracle Red Bull Racing is a Formula 1 racing team. The team won the 2021 championship with its driver Max Verstappen.

Scuderia AlphaTauri

AKA AlphaTauri is the second Formula One racing team of Red Bull. Originally the company’s junior team, today its considered to be the sister team of Oracle Red Bull Racing.

New York Red Bulls & New York Red Bulls II

The company’s two American professional soccer teams. The first participates in the Major league and the second in the second tier league.

FC Red Bull Salzburg

AKA FC Salzburg, the company’s Austrian professional football club. Red Bull bought the club in 2015 and changed its colors, a move that its fans found controversial.

FC Liefering

Red Bull's second league Austrian football club.

The German professional football club nicknamed Die Roten Bullen. The company bought the team in 2009 and in less than 9 years took it from the fifth tier league to the top-flight Bundesliga.

Red Bull Brasil & Red Bull Bragantino

The two Brazilian football clubs whose teams compete in the second and top tier of São Paulo state football league respectively.

EHC München & EC Red Bull Salzburg

Red bull’s ice hockey teams. The first competes at the highest level of professional German ice hockey. And the second competes in Austria’s top-tier ice hockey league.

Red Bull Records

It’s Red Bull’s global record label focusing on more niche genres like rock, alternative rock, punk rock and hip hop with bands like Awolnation, Twin Atlantic, and Beartooth.

The example of Mateschitz is rather the exception that proves the rule because his decisions - especially in the early years - were always at odds with business logic and common sense. The launch of the energy drink Red Bull in Europe was prepared through a series of processes: Testing the product, obtaining food safety and market approvals, market research as part of the launch. In the end, there were almost no areas left to support the owners' ideas, as neither the food authority nor market research considered energy drinks to be a good product.

Mateschitz, however, stubbornly stuck to his original ideas and, adapting some of the intellectual property brought from Thailand to European tastes, practically single-handedly created a youthful, trendy and energetic brand Red Bull.

Red Bull Marketing Strategy - Sponsoring Sports, Athletes And Events

Red Bull global marketing strategy focuses, but it’s not limited to, sponsorships of extreme sports, athletes and events of every scale, from local to global.

The company generates massive awareness with its presence in unique first-ever events like Felix Baumgartner parachute jump and in major regular events like the Volcom Pipe Pro and the Freeride world tour.

Red Bull’s marketing strategy, however, includes more traditional marketing practices and channels like TV commercials and social media with millions of followers across its Facebook, Instagram, Twitter, LinkedIn, and Youtube tens of accounts. It runs ads across every channel, trying to appear in front of its target audience everywhere it goes.

Red Bull marketing budget

A question on a lot of people's minds is how much does red bull spend on marketing?  Unfortunately, Red Bull does not share its marketing budget, but it is rumored to be around 25% of the yearly revenue. So whilst we can only guesstimate what it spends, one thing we know is that it's a lot of money and a very important focus for Red Bull.

When the product becomes the means of Red Bull advertising

Sponsored stars are today's flesh-and-blood heroes: athletes, drivers, Formula 1 racers, and extreme athletes who stand for real achievement.

In addition to financial support, the stars receive equipment, clothing, and accessories with the Red Bull logo. And of course their advertised product, energy drinks in the required quantity. Red Bull's branded merchandise is particularly valuable because, unlike many beverage competitors, the company does not mass-produce merchandise - it is available only in the inner circle. 

The international marketing activities of Red Bull are aimed primarily at young people who are attracted to and like extreme sports. The range of extreme sports targeted is very broad and includes:

• Mountain biking
• Snowboarding
• Skateboarding
• Wakeboarding
• Cliff jumping
• Ice skating
• Freestyle motocross
• Break dancing.

Red Bull also uses music and  video games  for marketing purposes and has brought in celebrities like Eminem (through its support of the Red Bull "EmSee Battle Rap championships").

Red Bull is also known for its events, including music and art conventions. In Hungary, the company launched Red Bull Pilvaker in 2012, one of the country's most unique music and cultural projects, which commemorated the 1848 Revolution and the War of Independence with the help of outstanding contemporary art artists. The popularity of Red Bull Pilvaker is reflected in the fact that in recent years all tickets for performances at Erkel Theater, which seats almost 2,000 people, were sold out within a few days.

Red Bull also maintains soccer teams in Austria, Germany, the United States, and Brazil - these teams also carry the brand name, Red Bull. By associating the energy drink with these activities, the company aims to reinforce the "cool" image of the product and thus the strength of the brand. The energy drink has also created a market for over 150 additional souvenir items.

On the PlayStation 3 community platform PlayStation Home, Red Bull created a dedicated in-game island in 2009 to specifically promote the energy drink Red Bull and the racing series Red Bull Air Race. In January 2012, Red Bull also opened its first personal community area, the " Red Bull House of Skate," which featured an indoor skating rink for visitors.

Red Bull's sports sponsorship activities focus on supporting talented young athletes and helping them achieve their goals. The Red Bull Junior program in motorsports is the most prominent branch of this, but the company follows this philosophy in its support for athletes, regardless of the sport. Sebastian Vettel, Daniel Ricciardo, and Danyiil Kvjat are among the most prominent students of the Red Bull Junior program.

Formula One Red Bull Racing

Red Bull Racing is the Austrian Formula 1 team owned by the energy drink company Red Bull. The company's other team is Scuderia Toro Rosso (later Scuderia AlphaTauri).

The team's direct predecessor is the Stewart Grand Prix, founded in 1997 by Jackie Stewart. In late 1999, it was sold to the Ford Motor Company, which raced it under the name Jaguar Racing. In 2004, Ford decided to sell the unsuccessful but costly team. It was bought by Dietrich Mateschitz, owner of the energy drink company Red Bull. The team was then able to take to the grid at the 2005 Australian Grand Prix as the successor to Jaguar, now in the blue and silver colors of Red Bull energy drinks.

Red Bull was no stranger to motorsport's premier class, having previously sponsored Sauber, Arrows, and its predecessor Jaguar. Having started its own team, Red Bull naturally terminated its contract with Sauber (the Arrows had already ceased to exist in 2002). The drinks company has also appeared in the Formula 3000 series and its successor, GP2, and has a European talent scouting program called Red Bull Junior Team. Later Formula 1 drivers have also emerged from the program, with Enrique Bernoldi, Christian Klien, Patrick Friesacher, Vitantonio Liuzzi, and Scott Speed all having raced in the premier class.

RBR enjoyed immediate success in its first season in 2005, thanks to two of its drivers, Coulthard and Klien. The 2005 Red Bull RB1 was based on the already papered Jaguar R6. The team used the weakest Cosworth engines and Michelin tyres throughout the season. The team exceeded expectations to finish seventh among constructors with 34 points.

For the 2006 season, Red Bull Racing changed engine suppliers and used Ferrari V8 power units for the season. Adrian Newey, who was signed from McLaren in November 2005, was appointed as chief designer. Newey did not play a major role in the design of the RB2, which was almost complete by then, and instead started work on the 2007 model. By 2007, the Adrian Newey-designed RB3 was finally completed, with the Renault engine replacing Ferrari's. Mid-season saw the arrival of Geoff Willis, who had worked as technical director at Williams and BAR and then at Honda. Following the departure of Michelin, Red Bull Racing naturally started on Bridgestone tyres. On the racing front, David Coulthard remained with the team, while Mark Webber took the other seat. Webber left the predecessor Jaguar after 2004 and joined the energy drinkers after two disappointing seasons at Williams. The team finished 5th in the constructors' championship with McLaren eliminated and 24 points, David Coulthard 10th with 14 points, and Mark Webber 12th with 10 points.

For 2009, the retiring David Coulthard was replaced by Sebastian Vettel from Toro Rosso, while Mark Webber remained with the team. The team ended the year with a double victory at the Abu Dhabi Grand Prix. Vettel finished second in the individual championship with 84 points, 11 behind world champion Button. The team finished second in the constructors' championship, 18.5 points behind Brawn GP. From 2010-13, RBR enjoyed a truly golden era, its World Championship victories making it unchallenged.

The 2014-20 Formula 1 era brought less success for Red Bull (regularly replaced by Mercedes in first place), but remained a worthy rival to Ferrari. In the 2021 season, with a Honda engine, they continue to pile on the surprises, and their fans are predicting the resurrection of RBR in an ever-strengthening F1 team.

In the 2023 Formula 1 season, Max Verstappen and Red Bull Racing shattered multiple records , dominating both the drivers' and constructors' championships. Verstappen secured 19 wins out of 22 races, including an unprecedented 10 consecutive victories. Red Bull achieved 21 wins in total, missing out only at the Singapore Grand Prix, resulting in an astounding 95.4% win rate for the team. Verstappen also set a new record for the most points in a season with 575 and led over 1,000 laps throughout the year, further solidifying his and the team's extraordinary performance.

Red Bull Ring ‍

The Red Bull Ring (originally called Österreichring, between 1997 and 2003 A1-Ring) is an Austrian race track in Styria. The circuit itself is located in the territory of the municipality of Spielberg, but its access roads are in the immediate vicinity of the municipality of Zeltweg, which is why it is often referred to as the "Zeltweg circuit". The track was renovated in 2011 with financial support from the energy drink manufacturer Red Bull to make it suitable for Formula 1 again and will be back on the calendar for the 2014 season.

Red Bull Racing has won at its home track four times since its inception.

Red Bull sponsoring other sports

• In 2006, Red Bull announced they would sponsor the NASCAR Team Red Bull. Lowe's Motor Speedway was their first stop in the Nextel Cup Series. The team was shut down in December 2011 and its assets were acquired by BK Racing.
• A major sponsor of Repsol Honda, Red Bull is the title sponsor of Red Bull KTM Factory Racing and Red Bull Honda World Superbike Team.
• Football has also been a huge part of the company's activities. The Austrian club SV Austria Salzburg was purchased by Red Bull on 6 April 2005, and it was renamed Red Bull Salzburg, a move that has been heavily criticized by supporters' groups in Austria and across Europe. FC Liefering has also been purchased as Salzburg's feeder club.
• Since 2000, the company has owned the Salzburg team in the Austrian Hockey League, now named Red Bull Salzburg. Throughout 2012 and 2013, Red Bull became the team's title sponsor and then bought the club outright.
• A new League of Legends team was formed by Red Bull in 2017, Red Bulls, which competed in the European League of Legends Challenger Series from 2017 until it folded in 2018. Several Red Bull sponsored fighting game players to compete in Tekken and Street Fighter games, as well as The International winner OG, who competes in Dota 2.
• Red Bull also sponsors a wide range of extreme sports events, including the Cliff Diving World Series, BC One breakdancing competition, Art of Motion parkour event, Crashed Ice ice cross racing, and the Romaniacs Hard Enduro Rallye, showcasing their dedication to high-energy, thrilling sports that resonate with adventure-seeking fans.

Felix Baumgartner parachute jump from space

Baumgartner and his team saw a mission in the world record attempt, for which the athlete had been preparing since 2005. The jump offered the opportunity to collect data to improve life-saving for astronauts and pilots or potential space tourists and to study the behavior of the human body in the stratosphere. It is critical to make the return from space safe for space crews, as they may have to eject from the aircraft and it is life-threatening to enter the stratosphere in an unprepared space suit in such an emergency.

The first record attempt was scheduled for Oct. 9, 2012, at 11:42 a.m. local time, but a strong wind prevented the 834,497-cubic-meter balloon from inflating safely, as it was twisted by the wind. Wind gusts of up to 40 km/h were measured at the top of the balloon, although the wind speed was not supposed to exceed 5 km/h.

The next attempt was therefore postponed until Sunday, October 14 - a postponement that tested everyone's patience but was the only way to ensure safety. At the press conference after the jump, FAI record holder Brian Utleya announced that Baumgartner had reached a speed of 1342.8 kilometers per hour (Mach 1.24), breaking the speed of sound. The pilot came down from a height of 39,045 meters in 4 minutes and 20 seconds, covering 36,529 meters in freefall.

Red Bull, like Ferrari , has found in sports the marketing platform that best reaches its audience. However, the company has not limited its sponsorship activities to motorsports but supports all sports from ice hockey to extreme sports. The company invests most of its marketing budget in financing the Red Bull Racing Formula 1 team and maintaining the racetrack at the Red Bull Ring.

Red Bull also supports music as a nightlife player and various events aimed at partygoers.

Final thoughts and key takeaways of Red Bull’s story

Who owns red bull today.

Red Bull GmbH is a private company with its headquarters in Salzburg, Austria. Two billionaires own Red bull:

• Thai businessman  Chalerm Yoovidhya,  who owns the majority of the company sitting at 51%. His net worth as of 2021 is estimated at $24.5 billion.
• Austrian businessman  Dietrich Mateschitz,  who owns 49% of the rest of the company. His net worth as of 2022 is estimated at $26 billion.

Key takeaways from Red Bull's story:

• The founders’ agility: Red Bull would certainly not look the way it does today if the founders - a Thai pharmaceutical entrepreneur and an Austrian marketing manager - had not had a clear vision for the brand right from the start.
• Product portfolio: The soft drinks market is characterized by the dominance of aggregators (e.g. Coca Cola, which contrary to popular belief does not only produce Coke). To counter this trend, Red Bull has from the beginning thought in terms of a small product portfolio and focused on the energy drink market rather than a diversified range. It was not an easy task, as it was a pioneer in the field at the time of its launch - no other energy drink existed in Europe. The company invested a lot of energy in educating the market, which at first did not welcome this unique product, but now it has become an integral part of it.
• Marketing : Instead of investing millions of dollars in television, radio, and Internet advertising, Red Bull took a different approach from the beginning. Although it was initially forced to do so because many countries did not officially license the energy drink, word of mouth is still the strongest element in the company's marketing. The founders succeeded by identifying the two areas where there was a real need for energy drinks and focusing all marketing activities on them.
• Sponsorship : Red Bull quickly found its audience among athletes as well as party-goers, so it's no wonder that the company turned to sports sponsorships. One of Red Bull's main marketing weapons has been its own Formula 1 team, as well as sponsorship of a number of ball and extreme sports.

The companies more than 30-year history is a powerful story of challenges, of working against the wind, of the founders' strong vision, of defying business logic, and of perseverance. Even though the Austrian entrepreneur Dietrich Mateschitz has made countless decisions that would not have worked for others and that go against everything that business can teach us, the success of his company is beyond question.

If there is anything we can learn from him, it is surely his belief in his team and his own instinct to put an unknown product on the world map. Red Bull now inspires millions of people a year, its sales are skyrocketing (based on the sales statistics, every person on earth could drink one Red Bull), and its marketing efforts are leading the way for many other companies in the industry.

Red Bull Global Marketing Strategy 2024: A Case Study

Red Bull, the renowned energy drink brand, has become a global phenomenon with its innovative marketing strategies. By effectively positioning themselves as more than just an energy drink, Red Bull has successfully aligned their brand with extreme sports and an active, adventurous lifestyle. Let’s dive deeper into Red Bull’s global marketing strategy and explore the key elements that have contributed to their remarkable success.

One of the core pillars of Red Bull’s marketing strategy is their sponsorship and organization of extreme sports events. From Formula 1 racing and air races to cliff diving and snowboarding, Red Bull has successfully associated their brand with adrenaline-pumping experiences that resonate with their target audience.

To capture the attention of their audience, Red Bull creates high-quality videos, documentaries, and films that are showcased across various media channels including Red Bull TV, YouTube, and social media platforms. By engaging their audience with captivating content, Red Bull has established a strong brand presence in the digital landscape.

Furthermore, Red Bull has leveraged social media platforms like Facebook, Instagram, Twitter, and Snapchat to connect with their audience and drive digital marketing efforts. By maintaining an active social media presence and engaging with their followers, Red Bull has been able to foster customer advocacy and loyalty.

The recognizable slim, blue, and silver cans have become an iconic symbol of the brand, further reinforcing Red Bull’s energetic and adventurous image. Red Bull’s commitment to sustainability is also evident in their manufacturing process, as they produce 100% recyclable cans and utilize 80% renewable resources by having a single manufacturing location.

Red Bull’s marketing efforts extend beyond sponsored events and social media engagement. They actively engage in grassroots marketing by organizing localized events, supporting local athletes, and forming partnerships with communities. This approach allows Red Bull to connect with consumers on a personal level and build lasting relationships.

Key Takeaways:

• Red Bull has positioned itself as more than an energy drink, aligning with extreme sports and an active lifestyle.
• Their marketing strategy includes sponsorship and organization of extreme sports events.
• Red Bull creates high-quality content showcased across various media channels.
• They leverage social media platforms for digital marketing and customer engagement.
• The brand’s iconic cans reinforce its energetic and adventurous image.
• Red Bull engages in grassroots marketing through localized events and partnerships.
• They prioritize sustainability with 100% recyclable cans and renewable resources.

Understanding Red Bull’s Target Audience: Young Adults and Millennials

Red Bull, the iconic energy drink brand, has successfully captured the hearts and minds of young adults and millennials worldwide. This dynamic target audience is characterized by their thirst for adventure, individuality, and pushing boundaries. Red Bull’s marketing strategy aligns perfectly with these characteristics, positioning the brand as the ultimate energy booster for those seeking to fuel their active lifestyles.

With its bold and energetic branding, Red Bull has become synonymous with excitement and adrenaline. The brand’s high-impact marketing campaigns resonate deeply with young adults and millennials, who are constantly seeking new and thrilling experiences. Red Bull’s ability to tap into their aspirations and drive has made it a go-to choice for this target audience.

Adventure lies at the core of Red Bull’s marketing strategy, and it is evident in their association with extreme sports. By sponsoring extreme sports events and athletes, Red Bull creates a sense of awe and inspiration amongst young adults and millennials. The brand’s presence in the world of extreme sports allows them to connect with their target audience on a deeper level, reinforcing the brand’s image as a champion of pushing boundaries.

Millennials, in particular, pose unique challenges for marketers. They are known for seeking information from trusted sources rather than traditional advertising channels. Red Bull recognizes this and employs guerilla marketing tactics to capture attention and generate buzz around the brand. Through creative and unconventional marketing strategies , Red Bull manages to break through the noise and establish meaningful connections with their target audience.

One of the key factors contributing to Red Bull’s success is its ability to create emotional connections through brand experiences. By organizing and sponsoring events that cater to the thrill-seeking nature of young adults and millennials, Red Bull creates memorable moments that leave a lasting impact. These experiences not only enhance brand awareness but also significantly influence consumer purchasing decisions.

Red Bull’s commitment to engaging with its target audience is further demonstrated through its brand ambassador program, the Wings Team. The Wings Team focuses on creating unique and memorable activations to directly engage with consumers. Whether it’s distributing free samples at events or hosting interactive experiences, the Wings Team ensures that Red Bull remains top of mind among their target audience.

Global expansion has played a significant role in Red Bull’s growth and success. By strategically expanding their geographical presence, Red Bull has been able to reach young adults and millennials in more than 170 countries worldwide. This extensive global reach has allowed the brand to establish a strong market share and category leadership in the energy drinks industry.

In conclusion, Red Bull’s marketing strategy resonates strongly with their target audience of young adults and millennials who crave adventure, individuality, and pushing boundaries. By understanding and catering to the unique characteristics of this demographic, Red Bull has managed to create a brand image that captures their aspirations and drive. Through guerilla marketing tactics, emotional connections, and a global presence, Red Bull continues to dominate the energy drinks industry and remain a powerhouse among its target audience.

The Branding Power of Adventure: Red Bull’s Association with Extreme Sports

Red Bull has successfully built a powerful brand image that epitomizes adventure and exhilaration through its strong association with extreme sports. By strategically aligning itself with adrenaline-pumping experiences, Red Bull has become synonymous with daring feats and pushing the boundaries of what is possible.

The brand’s global marketing campaigns, featuring extreme sports athletes and awe-inspiring stunts, tap into the deep-seated desire of the target audience for thrilling adventures. Red Bull captures the imagination of young adults and millennials, uniting them under the shared values of living life to the fullest and embracing challenges head-on.

Through its partnership with extreme sports athletes, Red Bull showcases the thrill, excitement, and sheer adrenaline rush that can be achieved by embracing adventurous pursuits. By highlighting the extraordinary accomplishments of athletes like Felix Baumgartner and his record-breaking jump from the stratosphere in the iconic Red Bull Stratos campaign, the brand has solidified its status as a champion of extreme sports.

Red Bull’s association with extreme sports not only creates a strong emotional connection with its target audience but also positions the brand at the forefront of their pursuit for exhilarating experiences. By sponsoring and supporting various extreme sports events worldwide, Red Bull further reinforces its commitment to adventure, showcasing its products as the essential energy boosters for those who live life on the edge.

This association also resonates with the rising trend among millennials to prioritize experiences over material possessions. According to a global study, 77% of millennials prioritize experiences, such as adrenaline-pumping adventures, that create lasting memories. Red Bull’s brand image and marketing campaigns align perfectly with this mindset, providing the target audience with awe-inspiring experiences that they can share and cherish.

The Impact of Adventure Branding

Red Bull’s branding power, built on the bedrock of adventure and extreme sports, has propelled the brand to unparalleled success. The association with adrenaline-pumping experiences creates a strong and memorable brand identity that resonates deeply with the target audience.

The impressive statistics further demonstrate the tangible impact of Red Bull’s adventure branding strategy. The Red Bull Stratos campaign, for example, achieved global recognition with over 8 million views on YouTube, leading to a remarkable 20% sales increase in the US within a month of the event.

Moreover, Red Bull’s strategic event sponsorships and partnerships with extreme sports athletes have enabled the brand to expand into new markets and foster an emotional connection with customers. Brands with a strong social media presence, like Red Bull, also enjoy a 133% higher customer advocacy rate and see increased purchase intent as engaging branded content can increase purchase intent by 63%.

In conclusion, Red Bull’s branding power lies in its association with adventure and extreme sports. By capturing the spirit of adrenaline-pumping experiences and aligning them with its energy drink products, Red Bull has cultivated a devoted and enthusiastic following among young adults and millennials. Through its daring marketing campaigns and strategic sponsorships, Red Bull continues to inspire and engage its target audience, solidifying its position as a leader in the global energy drink market.

Balancing Global Consistency and Local Nuances: Red Bull’s International Marketing Strategy

Red Bull’s global success can be attributed to its strategic approach in balancing global consistency with local adaptation to resonate with diverse cultural contexts. While maintaining a consistent brand image worldwide, Red Bull recognizes the importance of embracing local nuances to establish a strong presence in each market.

As a global powerhouse in the energy drink industry, Red Bull sells 12.1 billion cans annually in over 177 countries [1] . The brand understands that effective marketing goes beyond a one-size-fits-all approach and requires careful consideration of cultural differences and preferences.

To achieve global consistency, Red Bull has established a strong brand identity characterized by its iconic red and blue cans and the memorable slogan “Gives You Wings.” This consistent visual identity creates instant recognition and reinforces the brand’s values and promise of energy and vitality.

However, Red Bull also recognizes the importance of contextualizing its marketing efforts to resonate with local consumers. By adapting their messaging and campaigns to align with cultural nuances and values, Red Bull ensures that it remains relevant and relatable in diverse markets. [Red Bull international marketing strategy]

Understanding Cultural Contexts

Each country has its unique set of customs, traditions, and cultural values. By deeply understanding these cultural contexts, Red Bull can tailor its marketing strategies to connect with local audiences on a personal level, fostering a sense of familiarity and trust. [cultural contexts]

For example, in Thailand, Red Bull’s packaging differs from the standard global design. In acknowledgement of the local brand Krating Daeng that inspired Red Bull, the Thai version features different packaging to pay homage to its roots. This approach showcases Red Bull’s commitment to honoring cultural traditions and adapting to local preferences while maintaining global consistency.

Localized Marketing Campaigns

Red Bull excels in creating localized marketing campaigns that capture the spirit of each market while staying true to the brand’s overall messaging. By leveraging local cultural elements and understanding the local target audience’s aspirations and preferences, Red Bull establishes a deeper connection with consumers.

For instance, Red Bull sponsors and organizes a variety of local events and competitions, ranging from extreme sports to unique cultural festivals. These events not only provide thrilling experiences but also allow Red Bull to immerse itself in the local communities and build genuine relationships with consumers. Studies show that 74% of event attendees are more likely to purchase from a brand after attending an event, demonstrating the impact and effectiveness of such localized strategies [4] .

The Power of Social Media

Red Bull harnesses the power of social media to engage with its global audience while respecting local differences. By maintaining a strong social media presence in each market, Red Bull creates opportunities for localized content creation and community engagement [global consistency, local adaptation] .

Through its social media platforms, Red Bull highlights local athletes, events, and cultural moments, celebrating the unique stories and talents of each market. This strategy not only generates localized content but also promotes a sense of pride and ownership among local consumers.

The brand’s commitment to social media has paid off. Brands with a strong social media presence witness a 133% higher customer advocacy rate [5] . By embracing the power of social media, Red Bull extends its global reach, amplifies its brand message, and builds deeper connections with its audience.

To navigate the complexities of global marketing, Red Bull engages in extensive market research to understand customer preferences and cultural nuances. Studies indicate that 79% of companies undertake at least five market research projects annually to gain insights into global markets and consumer behavior [6] .

Red Bull’s ability to balance global consistency with local nuances has cemented its status as a global leader in the energy drink industry. By respecting cultural differences and adapting its marketing strategies to each market, Red Bull stands out and establishes a deep connection with consumers [Red Bull international marketing strategy, cultural contexts] .

Next, we will explore the key pillars of Red Bull’s international marketing strategy, including content creation, experiential marketing, social media engagement, and data-driven decisions

Key Pillars of Red Bull’s International Marketing Strategy

Red Bull’s international marketing strategy is built on five key pillars that have contributed to its global success:

• Content Creation: Red Bull has mastered the art of creating captivating and shareable content. Through Red Bull TV, the brand provides adventure sports videos and high-quality documentaries that resonate with thrill-seekers and position Red Bull as a lifestyle brand for adrenaline junkies.
• Experiential Marketing: Red Bull goes beyond traditional advertising by creating unique experiences for its audience. The brand sponsors high-adrenaline events like Formula 1 races and Air Races, giving consumers the opportunity to witness extreme sports firsthand. This experiential marketing approach allows Red Bull to immerse its target audience in the brand’s culture and values.
• Social Media Engagement: Red Bull effectively leverages social media to engage its audience and encourage participation. The brand creates viral campaigns that resonate with its target audience and spark conversations. By actively interacting with users and sharing user-generated content, Red Bull builds a sense of community and fosters brand loyalty.
• Data-Driven Decisions: Red Bull embraces data and analytics to drive its marketing decisions. By analyzing consumer behavior and preferences, the brand can optimize its strategies, ensuring that its content and campaigns resonate with the right audience at the right time. This data-driven approach allows Red Bull to stay ahead of the competition and make informed marketing decisions.
• Influencer Marketing : Red Bull collaborates with top athletes and content creators to connect with its target audience on a deeper level. By partnering with influencers who embody the brand’s values and lifestyle, Red Bull can effectively reach and influence its target market. These collaborations not only drive brand awareness but also inspire consumers to push their limits and chase their dreams.

These pillars form the foundation of Red Bull’s international marketing strategy, allowing the brand to create compelling content, provide immersive experiences, engage with consumers on social media, make data-driven decisions, and leverage influencer partnerships. By focusing on these key areas, Red Bull has successfully built a global brand that resonates with its target audience and continuously pushes the boundaries of marketing.

Case Study 1: Red Bull Stratos – Pushing Boundaries in the Name of Energy

The Red Bull Stratos campaign exemplifies Red Bull’s commitment to pushing boundaries and showcases their brand identity. This extraordinary endeavor featured Felix Baumgartner’s historic jump from the stratosphere, capturing the world’s attention and cementing Red Bull’s position as a pioneer in extreme sports marketing.

During the live stream on YouTube, the Red Bull Stratos campaign reached unprecedented heights, with over 8 million concurrent viewers, surpassing previous records set during the 2012 Summer Olympics. This astounding viewership highlights the enormous global interest in the event and Red Bull’s ability to captivate audiences worldwide.

Red Bull’s YouTube channel experienced a significant increase in subscribers during the campaign period. On average, the channel gained 2,142 new subscribers daily, but on the day of the jump, it witnessed an impressive spike of 87,801 new subscribers. This surge demonstrates the immense traction generated by the Red Bull Stratos campaign and the brand’s appeal to a wide range of viewers.

The dedicated Facebook page for Red Bull Stratos recorded remarkable engagement on October 14, with over 900,000 interactions and 83,000 shares. One particular post received nearly 460,000 likes, 18,000 comments, and 44,000 shares, further emphasizing the global reach and impact of the campaign. These statistics underscore the significant engagement fostered by Red Bull Stratos on Facebook, elevating the brand’s presence in the social media landscape.

Twitter engagement for Red Bull Stratos soared during the campaign, amassing over 20,000 mentions within a two-day period. This widespread discussion and active participation on the platform signify the immense excitement and interest generated by the campaign and reflect the powerful influence of Red Bull’s marketing initiatives in the digital sphere.

The Red Bull Stratos campaign garnered extensive media coverage, with 40 TV network stations and 130 digital outlets reporting on this groundbreaking event. Online conversations surrounding Red Bull Stratos predominantly revolved around topics related to Felix Baumgartner, Red Bull, and the Stratos Mission. This comprehensive media coverage illustrates the immense impact and influence of Red Bull’s extreme sports marketing strategies, solidifying the brand’s position as an industry leader.

Cultural Adaptation: A Powerful Marketing Strategy

One of the remarkable aspects of the Red Bull Stratos campaign lies in its ability to adapt to different cultural contexts. Red Bull recognized the importance of tailoring its messaging to resonate with diverse audiences across the globe. By emphasizing cultural values and incorporating region-specific elements, Red Bull effectively broke down geographical barriers and connected on a personal level with its target audience.

Image: Red Bull Stratos

This case study of Red Bull Stratos highlights the power of cultural adaptation in international marketing. By understanding and embracing the values and interests of different audiences, brands can successfully penetrate international markets and achieve exceptional results.

Case Study 2: Red Bull Soapbox Race – Community Spirit with a Twist

The Red Bull Soapbox Race is a unique event that showcases Red Bull’s grassroots marketing tactics and their ability to foster community spirit. This quirky downhill racing competition brings together local teams to design and build their own non-motorized soapbox vehicles. The races take place in various cities around the world, with each event featuring unique themes and challenges relevant to the host city’s culture.

Red Bull’s localized approach to the Soapbox Race allows them to create a deeper connection with consumers by tapping into their sense of local pride and identity. By tailoring the event to the host city, Red Bull ensures that participants and spectators alike feel a sense of ownership and inclusion.

These localized events serve as a platform for Red Bull to engage with their target audience in a fun and exciting way. Attendees get to experience the thrill of watching the races and cheer on their favorite teams, creating a sense of camaraderie and community spirit. This type of experiential marketing resonates deeply with millennials, who prioritize experiences over material possessions. It allows Red Bull to create lasting memories and forge emotional connections with their audience.

Not only does the Red Bull Soapbox Race generate brand engagement during the event itself, but it also has a lasting impact on consumer behavior. According to a study, 74% of event attendees are more likely to purchase from a brand after attending an event. By providing an immersive and memorable experience, Red Bull is able to increase brand loyalty and drive sales.

In addition to the event itself, Red Bull leverages its strong social media presence to maximize brand exposure and create buzz around the Soapbox Race. They share videos and content from the races, showcasing the creativity and excitement of the participants. This strategic use of social media helps to extend the reach of the event and engage with a wider audience, ultimately boosting brand awareness and customer advocacy.

The Power of Red Bull’s Grassroots Marketing

Red Bull’s grassroots marketing approach, exemplified by the Soapbox Race, harnesses the power of localized events to build authentic connections with consumers. By combining fun and excitement with a sense of community, Red Bull creates a unique brand experience that resonates with its target audience.

This case study highlights the effectiveness of localized events in driving brand engagement and fostering a sense of belonging. Through the Red Bull Soapbox Race, Red Bull demonstrates their ability to tap into local culture and create memorable experiences that leave a lasting impact on consumers.

Overall, the Red Bull Soapbox Race showcases Red Bull’s commitment to grassroots marketing and their ability to connect with consumers on a local level. By creating unique and engaging experiences, Red Bull continues to solidify its brand presence and build strong relationships with its target audience.

Red Bull’s Remarkable Success: From Modest Beginnings to Global Recognition

Red Bull has achieved extraordinary success in the energy drink industry, solidifying its position as a dominant player with impressive sales growth, a significant market share, and substantial revenue. Since its founding in 1984, Red Bull has evolved from a modest startup to a global phenomenon, captivating consumers worldwide with its unique marketing strategies and unwavering commitment to excellence.

One of the key indicators of Red Bull’s success is its market share. In 2015, the brand held over 43% of the energy drink market, showcasing its unparalleled dominance in the industry. Building on this success, Red Bull sold a staggering 7.9 billion cans worldwide in 2020, underscoring its global triumph and market penetration.

To achieve such remarkable success, Red Bull employs a targeted marketing approach, focusing on the 18-35-year-old male demographic. By understanding the preferences and aspirations of this specific group, Red Bull has positioned itself as the go-to energy drink for active individuals seeking an energy boost.

The success of Red Bull can also be attributed to its commitment to product differentiation. With the original recipe variety as its primary driver of sales, Red Bull has effectively set itself apart from competitors, carving out a unique space in the market. This approach, combined with a premium pricing strategy, further reinforces the brand’s image of exclusivity and quality.

Red Bull’s global success is further propelled by its extensive presence in 171 countries worldwide. By ensuring availability across diverse markets, Red Bull has been able to tap into a massive consumer base, contributing to its widespread recognition and market reach.

In its pursuit of maintaining brand awareness and appealing to younger audiences, Red Bull allocates a significant portion of its resources to promotional activities, sponsorships, and publicity stunts. These strategic investments help Red Bull stay relevant and engage with its target audience effectively, reinforcing its position as a trendsetter in the industry.

Red Bull’s marketing strategy revolves around content creation at a professional level, actively collaborating with major media outlets to captivate its audience. By aligning itself with respected media platforms, Red Bull maintains its reputation as a credible and influential brand, further cementing its global recognition and success.

Red Bull’s accomplishments are further reflected in its impressive sales figures. In 2022 alone, the brand sold a staggering 11.582 billion cans of its renowned energy drink, generating substantial revenue of €9.68 billion. With a marketing budget estimated at €2.9 billion, Red Bull demonstrates its commitment to investing in strategic initiatives that drive its growth and market dominance.

Furthermore, Red Bull’s influence extends beyond just the energy drink market. The brand sponsors athletes in 73 countries globally, further solidifying its brand presence and deepening its connection with its target audience.

As a responsible global brand, Red Bull is dedicated to sustainable practices. The company owns a 100% recyclable can manufacturing location, conserving 80% of renewable resources compared to using multiple locations. Red Bull also invests in expanding its production capabilities, with a $250 million investment in a new facility in Glendale, Arizona, to meet increasing demand.

In the American energy drinks market, Red Bull has achieved tremendous success, capturing an impressive 75% market share. Despite a slow start and late expansion into the US in 1997, the brand has managed to establish a strong foothold and thrive in a highly competitive market.

With a diverse product portfolio that includes core products like Red Bull energy drink, Sugar-free Red Bull, and Red Bull Zero Sugar, as well as localized and special edition products tailored to different markets, Red Bull showcases its ability to adapt to consumer preferences while maintaining its brand identity.

The APAC region is another area where Red Bull’s marketing strategy showcases its adaptability. By employing local development strategies and curating product portfolios that match consumer tastes and preferences, Red Bull continues to gain traction and secure its position as a preferred energy drink brand.

Red Bull’s rise to global recognition did not come without challenges. The brand faced initial setbacks in Austria during its product launch in 1987. However, through clever word-of-mouth marketing strategies and targeted association with the nightlife industry, Red Bull managed to overcome obstacles and propel itself to unprecedented success.

Red Bull’s remarkable success is a testament to the brand’s commitment to innovation, differentiation, and understanding its target audience. Through its unique marketing strategies, global expansion efforts, and relentless pursuit of perfection, Red Bull has solidified its position as a global powerhouse in the energy drink industry.

Red Bull’s global marketing strategy has propelled the brand to unprecedented success, making it a benchmark for others in the industry. With its deep understanding of the target audience and a compelling brand identity, Red Bull has executed innovative campaigns that have captivated consumers worldwide.

By studying Red Bull’s marketing strategies, brands can uncover actionable strategies to achieve their own international marketing goals. They can learn the power of prioritizing experiences over material possessions, as 77% of millennials do, and leverage this insight to create engaging and memorable brand experiences.

The integration of branded content, when done right, can increase purchase intent by 63%, a lesson that brands can learn from Red Bull’s content marketing strategy. Additionally, Red Bull’s emphasis on sponsoring and organizing extreme sports events, coupled with its strong social media presence, has resulted in increased customer advocacy rates. Brands can follow suit by leveraging social media platforms and collaborating with influencers and athletes to expand their reach and credibility in the digital sphere.

In conclusion, Red Bull’s global success can be attributed to its strategic marketing mix , product innovation, premium pricing strategy, and extensive promotion efforts. Its unwavering focus on its target audience of 18-35-year-old males has allowed Red Bull to resonate deeply with its consumers. By adopting Red Bull’s actionable strategies and embracing innovation, brands can strive to achieve the same level of global recognition and success.

What is Red Bull’s marketing strategy?

Who is red bull’s target audience, how does red bull associate itself with extreme sports, how does red bull balance global consistency and local nuances in its marketing strategy, what are the key pillars of red bull’s international marketing strategy, can you provide a case study of red bull’s marketing strategy, how successful has red bull’s marketing strategy been, can other brands learn from red bull’s marketing strategy, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

Case Studies of Proven Marketing Success

Shein marketing strategy 2024: a case study.

Energizing the Brand: Red Bull’s Marketing Journey From 1987 to 2023

##article.authors##.

This research paper provides an in-depth examination of Red Bull's pioneering marketing strategies that have cemented its status in the energy drink industry. Renowned for its ties to adrenaline-fueled sports and a distinctive brand image, Red Bull's rise in the beverage industry has been supported by its creative marketing mix that extends beyond the traditional Four P’s framework (Product, Price, Place and Promotion). The company's marketing approach focuses on captivating content and experiential customer engagement, complemented by its adoption of unconventional guerrilla marketing techniques. This study examines key consumer behavior elements to understand the brand's successful audience engagement. Meanwhile, the paper also discusses challenges and criticisms that Red Bull has confronted and addresses those issues by proposing consumer education initiatives to reshape public perception, emphasizing the need to adapt to emerging trends in sustainability and enhanced ethically conscious strategies for target audiences. The sources attributed in this paper include interviews with Red Bull executives, consumer surveys, and a review of academic and industry literature, providing a holistic view of the brand’s dynamic marketing evolution.

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Brown, K. (2013), Selling Energy: An Analysis of Red Bull’s Marketing Strategy. Bachelor of Commerce Best Business Research Paper, Volume 7, University of Victoria pp 4-12. https://www.uvic.ca/gustavson/assets/docs/Research/student-research-engagement/COM-470-Best-Business-Research-Papers-Vol7.pdf#page=4

Energy Drink Trends: What To Expect in 2023. (2023).Glanbia Nutritionals Website. https://www.glanbianutritionals.com/en/nutri-knowledge-center/insights/energy-drink-trends-what-expect

Feber D., Granskog A., Lingqvist O., Nordigarden D. (2022). Sustainability in Packaging: Inside Minds of US Consumers. McKinsey & Company. https://www.mckinsey.com/industries/packaging-and-paper/our-insights/sustainability-in-packaging-inside-the-minds-of-us-consumers#/

Fox, Meimei (2022). 6 Brands Dominating The Explosive Functional Beverages Market. Forbes. https://www.forbes.com/sites/meimeifox/2022/03/26/6-brands-dominating-the-explosive-functional-beverages-market/?sh=64924f5451cf

Gierlach, A. C. (2022). Energy drinks in Germany – a study about consumers, perceptions, drivers and barriers of consumption. Universidade Católica Portuguesa. Microsoft Word - AlannahGierlachDissertation.docx (ucp.pt)

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Kantoglu D. (2019). Red Bull Gives You Wings: Red Bull Winning Marketing Strategies. LinkedIn. https://www.linkedin.com/pulse/red-bull-gives-you-wings-bulls-winning-marketing-dogukan-kantoglu/

Market Share of the Leading Energy Drink Brands in the United States in 2023. (2023). Statista Website. https://www.statista.com/statistics/306864/market-share-of-leading-energy-drink-brands-in-the-us-based-on-case-volume-sales/#statisticContainer

Moore K. (2022). Red Bull’s Approach to Marketing, Then and Now. BANKNOTES. https://hashtagpaid.com/banknotes/red-bulls-approach-to-marketing-then-and-now

Nystrom & Karin. (2022). The Importance of Customer-Based Brand Equity and Brand Loyalty in Building Strong Brands: How Red Bull Utilized Brand Extension into the Sports Industry in Their Brand Building. Aalto University Learning Center. https://aaltodoc.aalto.fi/handle/123456789/114221

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Copyright (c) 2023 Andrew Pan

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License .

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Red Bull Segmentation, Targeting and Positioning

Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Positioning refers to the selection of the marketing mix the most suitable for the target customer segment.

Red Bull uses mono-segment type of positioning and accordingly, the company appeals to the wants and needs of a single customer segment. Red Bull target customer segment represent busy individuals who are overly active in their personal and professional lives and who have are fascinated by extreme sports.

The following table illustrates Red Bull segmentation, targeting and positioning:

Red Bull segmentation, targeting and positioning

Red Bull GmbH Report constitutes a comprehensive analysis of marketing strategy and business strategy of Red Bull. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Red Bull . Moreover, the report contains analysis of Red Bull ’s leadership and organizational structure and discusses the issues of corporate social responsibility.

[1] According to Cross Cultural Consumer Characterization by Young & Rubican

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49 Case Study: Red Bull Wins the Extreme Niche

Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-coloured 8.3-ounce can. The drink has been an enormous hit with the company’s target youth segment around the globe. In the year 2018, Red Bull boasted sales of $1.06 billion USD in the United States alone [1] , and has held the majority of the energy-drink market share for years, with a 35.3% market share in 2019 (Monster Energy, their closest competitor, held 25.4%). [2] From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising.

Red Bull’s Targeted Approach to Marketing

“Red Bull. It gives you wings.” Over the years, Red Bull has organized extreme sports events (like cliff diving in Hawaii and skateboarding in San Francisco), parties, and even music festivals to reinforce the brand’s extreme, on-the-edge image. In 2012, they sponsored Felix Baumgartner’s record-setting freefall from 128,000 feet:

(Note that the following video has limited narration. Access audio description using the widget below the video.)

You can view the transcript for Felix “Baumgartner’s supersonic freefall from 128k’ – Mission Highlights” . (opens in new window)

Their grass-roots approach to reaching the youth market worked: “In terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi,” said Nancy F. Koehn, author of Brand New: How Entrepreneurs Earned Consumers’ Trust from Wedgwood to Dell . Red Bull’s success has also gained attention (and concern) among beverage-industry giants, and some have tried to follow its lead: For a time Coke ran a stealth marketing campaign, packaging its cola in a slim can reminiscent of Red Bull and offering it to customers in trendy bars and clubs in New York City.

• “Red Bull Energy Drink Sales U.S., 2015–2018.” Statista. (September 25, 2019). https://www.statista.com/statistics/558082/us-sales-of-red-bull-energy-drinks/ . ↵
• "Energy drink market share in the US in 2019." Statista. (2019, September 25). https://www.statista.com/statistics/306864/market-share-of-leading-energy-drink-brands-in-the-us-based-on-case-volume-sales/. ↵

Introduction to Marketing - MKTG 3433 Copyright © 2022 by WCOB Marketing Faculty is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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In-depth Marketing Strategy of Red Bull – The World’s Leading Energy Drink

By Aditya Shastri

Quick Read   Discover how Red Bull’s innovative marketing strategy has positioned it as a leader in the energy drink market. This Red Bull marketing strategy case study explores their unique promotional tactics, digital marketing efforts, and recent campaigns.

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About Red Bull

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In 1987, Dietrich Mateschitz and Chaleo Yoovidhya launched Red Bull, the world’s first energy drink, with a mission to provide a mental and physical boost to their target audience. Their eye-catching logo featuring two bulls and their slogan ‘Red Bull Gives You Wings’ quickly grabbed the attention of the public.

Red Bull’s marketing strategy wasn’t just about selling a drink; it was about building a lifestyle around adventure, excitement, and extreme sports – a perfect match for young adults. Even when facing criticism, this rebellious image resonated with their target audience and helped fuel their success.

Red Bull’s marketing didn’t always rely on traditional methods. To take a different approach they partnered with trendy clubs, popular DJs, and extreme sports athletes to spread the word. This local approach, combined with its bold branding, helped Red Bull soar to success, selling over 7.9 billion cans worldwide by 2020.

In this Red Bull marketing case study, we’ll explore the different marketing strategies of the brand that set it apart from its competitors.

What’s New With Red Bull

• Let’s examine the marketing strategy of Red Bull through this case study. The following statistics will be relevant to our analysis.
• As of 2023, Red Bull sold over 7.9 billion cans worldwide【source: Statista】.Red Bull’s revenue for 2022 was approximately €7.8 billion【source: Red Bull Annual Report 2022】.
• The brand’s global energy drink market share is around 38%【source: Market Research Future】.

Latest News about Red Bull

Business News: Recently, Red Bull has announced ambitious plans to expand its production facilities across Europe to meet the rising global demand for its energy drinks. This strategic move aims to strengthen Red Bull’s supply chain capabilities and support its market expansion efforts worldwide.

Product Launch: In early 2023, Red Bull introduced a new flavour variant named ‘Red Bull Coconut Edition,’ which quickly gained popularity among consumers. This tropical-inspired addition to their product lineup reflects the innovative marketing strategy of Red Bull that caters to diverse consumer tastes and preferences.

Marketing News: Red Bull has forged new partnerships with several prominent esports organisations, marking a significant expansion into the digital gaming industry. By collaborating with esports entities, Red Bull’s marketing strategy aims to enhance its brand presence among gaming enthusiasts globally, leveraging the growing popularity of esports as a marketing platform.

Celebrity News: Formula 1 driver Max Verstappen continues to play a pivotal role as a prominent brand ambassador for Red Bull. His success on the racing circuit not only boosts Red Bull’s visibility but also reinforces the brand’s association with high-performance and adrenaline-fueled sports, aligning perfectly with its energetic brand image.

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Buyer Persona

Here, the marketing strategy of Red Bull involves understanding their customers deeply. By creating detailed buyer personas, Red Bull has managed to tailor its messaging and offerings in a way that resonates with its target audience. Below is an example of it.

Buyer’s Persona

Profession:

Web-Developer

• Seeking an energy boost for physical and mental activities.
• Interested in extreme sports and adventurous lifestyles.
• Valuing brand association with high performance and excitement.

Interest & Hobbies

• Participating in or watching extreme sports.
• Engaging in high-adrenaline activities like skydiving and mountain biking.
• Following esports and gaming trends.

Pain Points

• Concerns about the health impact of energy drinks.
• Preference for natural or organic energy sources.
• High cost of premium energy drinks.

Social Media Presence

• Active on Instagram, YouTube, and TikTok.
• Engages with extreme sports content and esports events.
• Frequently shares and interacts with branded content.

This buyer persona reflects the interests, motivations, and engagement patterns typical of Red Bull’s target audience, emphasizing their passion for sports, adventure, and active lifestyles.

Marketing Strategy Of Red Bull

In this Red Bull case study, you will understand how that company implements a variety of marketing strategies to uphold its market dominance. These include sponsoring extreme sports events, crafting viral video content, and establishing a robust presence in esports. Their recent partnership with esports organizations has enabled them to engage a new, younger audience, reinforcing their brand image as a promoter of high-energy activities.

Campaign Analysis: Red Bull’s involvement in esports showcases its adaptability and understanding of current trends, successfully expanding its reach and engaging a tech-savvy, youthful demographic.

Let us now begin with our analysis of the marketing strategy of Red Bull.

Segmentation, Targeting, and Positioning (STP) Analysis

Segmentation

Red Bull divides its customers based on where they live, who they are, and what they like. They focus on cities and places with lots of sports and fun events. Red Bull’s target audience is usually young adults aged between 18-34, both men and women, who are active and want more energy. Another example of Red Bull’s strategy is to target people who love adventure, extreme sports, and activities that require a lot of energy.

Red Bull uses a focused marketing approach. It started with its main product, the Red Bull Energy Drink in its distinctive silver-blue can. Over time, they’ve added different flavours and types to appeal to a wider range of tastes. This marketing strategy of Red Bull helps serve both people who want top-quality drinks and those looking for an affordable energy boost.

Positioning

Red Bull presents itself as a high-quality, stylish, and premium energy drink worldwide. It balances being affordable while keeping a premium reputation, so it’s popular among people from all walks of life. By sponsoring extreme sports, supporting athletes, and partnering with entertainment and gaming, Red Bull solidifies its position as a top choice for those who lead active and adventurous lives.

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Digital Marketing Strategies

SEO Strategy:

Red Bull optimises its online presence with targeted keywords, engaging content, and high-quality visuals to improve search engine rankings and attract more visitors. According to SEO rankings, the number of keywords- below 500 is bad, above 1000 is good, and 10000+ is amazing. As we can see, https://www.redbull.com/in-en/ has 3,673,610 organic keywords, and it is considered out of the league. Hence, the digital marketing of Red Bull is gaining an unexpected number of insights.

Further, the organic traffic per month for Red Bull is 7,776,199 which is again very astonishing. As a result, Red Bull is putting most of its efforts into its SEO strategies for better promotion of the brand. SEO helps in achieving your long-term goals for your brand and Red Bull has made sure to use it to its advantage. By using such tactics Red Bull has achieved a good ranking and a favourable placement that has helped in raising the profile of this brand.

SMM Strategy:

The brand actively engages with followers on social media platforms by sharing exciting videos, event highlights, and interactive content, fostering a community of loyal fans.

On social media, Red Bull is in fierce competition with other companies. Red Bull has an overwhelming number of followers, engagement on posts and a great social media presence on Meta (formerly known as Facebook), X(formerly known as Twitter), Instagram, LinkedIn, etc. Below is the cumulative count of Red Bull’s social media audience growth across different platforms over the years

Meta:- Red Bull has 47 Million page likes on Facebook.

Instagram:- Red Bull has 202k followers on Instagram.

LinkedIn:- Red Bull has 887k followers on LinkedIn.

X:- Red Bull has 2M followers on Twitter.

Red Bull’s most-followed social media account is Meta with 47 million followers. But they are equally active on all four social media platforms mentioned above. They also have a YouTube channel where they have put up all their ads.

All of their posts are either about sports, athletes, paid promotion with sports personalities, or sponsorship with various sports teams with the brand or announcing events. Red Bull’s marketing strategy effectively boosts audience engagement across all social media platforms.

E-commerce Strategy:

Red Bull’s e-commerce strategy focuses on leveraging its brand presence and consumer loyalty to drive direct sales through its online store. They emphasize seamless user experience, exclusive product offerings, and strategic partnerships to enhance their digital retail presence.

One can buy Red Bull products from various third-party e-commerce platforms and online grocery stores like Amazon Fresh, Blinkit, Zepto etc. and more. Also in traditional means, you can find Red Bull in shelf space at your local convenience store.

So, did you find it interesting to read about Red Bull’s e-commerce strategy, how exciting would it be to know more such case studies? Go on then, check out the marketing mix of Coca-Cola and the SWOT analysis of Lays . I know, two very different brands but yet so similar.

Influencer Marketing Strategy:

Collaborating with influencers and athletes, Red Bull uses this advantage of their reach to promote the brand’s adventurous and high-energy image through Red Bull promotion.

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns.

Here, Red Bull works with various popular influencers in the field of athletics and sports by sharing inspiring content that captivates authentic and loyal consumers.

The brand hosts an outstanding roster of world-renowned athletes from all walks of sport and every corner of the globe. Red Bull has forged connections with several of the most marketable athletes in soccer, basketball, and baseball.

Influencers include Breanna Stewart, Paul Rabil, Beauden Barrett, Dominic Thiem etc. and the list goes on to have worked hand-in-hand with Red Bull.

In India, Red Bull collaborates with cricket players, dancers, and Instagram influencers to publicise the brand.

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Marketing and Advertising Campaigns

One of Red Bull’s most famous campaigns is the “Red Bull Stratos” project, where Felix Baumgartner jumped from the stratosphere. This campaign highlighted Red Bull’s commitment to pushing boundaries and achieved significant global media coverage, reinforcing the brand’s association with extreme adventure.

Top Competitors

• Monster Energy: Known for its vibrant branding and extensive sponsorship of extreme sports like motocross, snowboarding, and gaming tournaments worldwide, appealing to thrill-seeking consumers.
• Rockstar Energy: Targets a youthful audience with a robust presence in motorsports, sponsoring racing events and athletes across various disciplines, fostering a dynamic brand image.
• NOS Energy Drink: Popular among car racing enthusiasts and motorsports fans for its high-octane formula, delivering an intense energy boost and aligning with adrenaline-fueled lifestyles.
• 5-hour Energy: Marketed as a convenient energy shot for quick boosts, catering to busy individuals seeking immediate energy without the crash, making it a go-to choice for on-the-go lifestyles.
• Burn Energy: Owned by The Coca-Cola Company, Burn dominates in Europe, known for sustained energy and refreshing flavours, reinforcing its appeal to active consumers across the continent.

Failed Campaigns

Red Bull Cola

Issue: The launch of Red Bull Cola, a natural cola drink, failed to resonate with consumers who preferred the original energy drink. Backlash: Consumers found the taste unappealing and questioned the brand’s deviation from its core product. Response: Red Bull scaled back the production of Red Bull Cola and refocused on its primary energy drink line, ensuring consistency with consumer expectations.

Red Bull has revolutionized the energy drink market with its daring marketing strategies and relentless pursuit of innovation. From its iconic “Red Bull Gives You Wings” slogan to groundbreaking campaigns like the Red Bull Stratos, the brand has consistently pushed boundaries and captured global attention.

By associating with extreme sports, esports, and high-profile athletes like Max Verstappen, Red Bull has cultivated a dynamic brand image that resonates with adventurous consumers worldwide. Despite challenges like the unsuccessful Red Bull Cola launch, the brand swiftly adapts, focusing on its core strengths to maintain market leadership.

With a robust social media presence and strategic partnerships, Red Bull continues to inspire and energize its audience, solidifying its status as a pioneer in the energy drink industry.

Additional Information

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Red Bull - FAQs

To invigorate the body and mind, promoting a high-energy lifestyle.

Over 7.9 billion cans worldwide as of 2023.

The "Red Bull Coconut Edition" flavour.

Monster Energy, Rockstar Energy, NOS Energy Drink, 5-hour Energy, and Burn Energy.

A campaign where Felix Baumgartner jumped from the stratosphere, showcasing Red Bull's commitment to extreme adventure.

Through partnerships with esports organizations and sponsorship of gaming events.

Concerns about health impacts, preference for natural energy sources, and the high cost of premium energy drinks.

Formula 1 driver Max Verstappen.

An app providing live streaming of extreme sports events, original series, and documentaries.

The product failed to resonate with consumers, leading to a reduction in production and a refocus on the core energy drink line.

Author's Note: My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India . Practical assignments, case studies & simulations helped the students from this course present this analysis. Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience. If you found this case study helpful, please feel free to leave a comment below.

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Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs...... [Read full bio]

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Taurine—A Key Ingredient In Energy Drinks—Could Slow Down Aging And Extend Life, Research Suggests

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Taurine—a naturally occurring nutrient found in many foods and key ingredient in top-selling energy drinks like Red Bull and Monster—could be the key to living a longer, healthier life, according to research published Thursday in Science , hinting at a potential “elixir of life” as scientists push to understand and manipulate the aging process.

Researcher Vijay Yadav holding a taurine molecule model.

Taurine, which is produced in the body and obtained from food, appears to be a driving force behind aging in animals, researchers said.

Blood tests on mice, monkeys and people revealed levels of taurine, which have been linked to a number of important bodily processes that tend to decline with age like immune and nervous system functions, building bone and obesity, plummet with age, with the average 60-year-old having roughly a third of the levels of a five-year-old.

To test whether aging is really driven by a deficiency in taurine, the researchers took around 250 14-month-old mice—roughly equivalent to 45 years old in humans—and fed half of them taurine supplements.

Mice who received taurine supplements lived around three to four months longer than those who did not, the scientists found, an increased lifespan of around 12% for females and 10% for men and the equivalent to roughly seven or eight extra years in humans.

In addition to living longer lives, study leader Vijay Yadav, a professor of genetics and development at Columbia University said the supplemented mice were also “living healthier lives,” scoring better on almost every parameter measured including improved muscle endurance and strength, increased bone mass, increased energy expenditure, reduced insulin resistance and fewer signs of depression-like or anxious behaviors.

Similar health effects of taurine supplementation were also seen in middle-aged rhesus monkeys, the researchers said, where six months of daily supplements prevented weight gain, increased bone density in the spine and legs and improved immune system health.

What We Don’t Know

While important strides have been made in recent years, there is still a great deal scientists do not know about aging, its drivers or how to slow, stall or reverse it. The role taurine may play in human aging is not yet clear and understanding it fully will still leave many questions unresolved. To test the connection, the researchers evaluated 12,000 European adults ages 60 and over on around 50 health metrics, finding those with higher taurine levels to be healthier, with fewer cases of type 2 diabetes, reduced high blood pressure and lower levels of obesity and inflammation. As the study was observational, Yadav said it can’t prove taurine was responsible for the findings or whether supplements would help improve lifespan and health. Rigorous and randomized clinical trials will be needed to prove the link for sure, Yadav said.

The researchers also conducted a study linking taurine levels with exercise, another intervention well-known to improve health. The researchers tested taurine levels in men—a mix of athletes and less-active individuals—after a strenuous workout, finding a significant increase for all. Yadav said the finding “suggests that some of the health benefits of exercise may come from an increase in taurine.”

Surprising Fact

Taurine is a naturally occurring amino acid. Its name is derived from the Latin word for bull or ox, “taurus,” as the chemical was first isolated from ox bile in the early 1800s. Taurine is a common ingredient in many energy drinks—including best-selling brands like Red Bull, Monster and Rockstar—though experts warn these may pose a danger to public health for their large caffeine and sugar content. The nutrient’s bullish history also occasionally spark spurious claims that the drinks contain bull sperm or are made from bull’s testicles. Such claims are not true and the chemical is produced synthetically. The claims are frequent enough that Red Bull, which independently has a bovine name, addresses it on its list of frequently asked questions on its website.

Crucial Quote

“For the last 25 years, scientists have been trying to find factors that not only let us live longer, but also increase healthspan, the time we remain healthy in our old age,” Yadav said. “This study suggests that taurine could be an elixir of life within us that helps us live longer and healthier lives.”

Further Reading

‘Adults and kids pushed each other to grab as many bottles as they could’: how the world got hopped up on energy drinks (Guardian)

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The effects of red bull energy drink on human performance and mood

Affiliation.

• 1 Psychology Department, University of the West of England, Bristol, United Kingdom.
• PMID: 11665810
• DOI: 10.1007/s007260170021

The effects of Red Bull Energy Drink, which includes taurine, glucuronolactone, and caffeine amongst the ingredients, were examined over 3 studies in a total of 36 volunteers. Assessments included psychomotor performance (reaction time, concentration, memory), subjective alertness and physical endurance. When compared with control drinks, Red Bull Energy Drink significantly (P < 0.05) improved aerobic endurance (maintaining 65-75% max. heart rate) and anaerobic performance (maintaining max. speed) on cycle ergometers. Significant improvements in mental performance included choice reaction time, concentration (number cancellation) and memory (immediate recall), which reflected increased subjective alertness. These consistent and wide ranging improvements in performance are interpreted as reflecting the effects of the combination of ingredients.

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• [The effects of energy drinks on cognitive performance]. van den Eynde F, van Baelen PC, Portzky M, Audenaert K. van den Eynde F, et al. Tijdschr Psychiatr. 2008;50(5):273-81. Tijdschr Psychiatr. 2008. PMID: 18470842 Review. Dutch.
• An evaluation of a caffeinated taurine drink on mood, memory and information processing in healthy volunteers without caffeine abstinence. Warburton DM, Bersellini E, Sweeney E. Warburton DM, et al. Psychopharmacology (Berl). 2001 Nov;158(3):322-8. doi: 10.1007/s002130100884. Psychopharmacology (Berl). 2001. PMID: 11713623
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• A taurine and caffeine-containing drink stimulates cognitive performance and well-being. Seidl R, Peyrl A, Nicham R, Hauser E. Seidl R, et al. Amino Acids. 2000;19(3-4):635-42. doi: 10.1007/s007260070013. Amino Acids. 2000. PMID: 11140366 Clinical Trial.
• Influence of energy drink ingredients on mood and cognitive performance. Childs E. Childs E. Nutr Rev. 2014 Oct;72 Suppl 1:48-59. doi: 10.1111/nure.12148. Nutr Rev. 2014. PMID: 25293543 Review.
• The anti-fatigue and sleep-aiding effects vary significantly among different recipes containing Ganoderma lucidum extracts. Li K, Liu W, Wu C, Wang L, Huang Y, Li Y, Zheng H, Shang Y, Zhang L, Chen Z. Li K, et al. Heliyon. 2024 May 8;10(10):e30907. doi: 10.1016/j.heliyon.2024.e30907. eCollection 2024 May 30. Heliyon. 2024. PMID: 38770283 Free PMC article.
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• Acute effects of commercial energy drink consumption on exercise performance and cardiovascular safety: a randomized, double-blind, placebo-controlled, crossover trial. Banks NF, Rogers EM, Helwig NJ, Schwager LE, Alpers JP, Schulte SL, Trachta ER, Lockwood CM, Jenkins NDM. Banks NF, et al. J Int Soc Sports Nutr. 2024 Dec;21(1):2297988. doi: 10.1080/15502783.2023.2297988. Epub 2024 Jan 10. J Int Soc Sports Nutr. 2024. PMID: 38197606 Free PMC article. Clinical Trial.
• Red Bull PET/CT. Serfling SE, Buck A, Rowe SP, Higuchi T, Werner R. Serfling SE, et al. Nuklearmedizin. 2024 Apr;63(2):76-77. doi: 10.1055/a-2195-0138. Epub 2023 Dec 22. Nuklearmedizin. 2024. PMID: 38134943 Free PMC article.
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Red Bull (A)

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• | Language: English
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About The Author

Eric J. Van den Steen

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• Red Bull (A)  By: Eric Van den Steen and Carin-Isabel Knoop

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Non-alcoholic Beverages

Red Bull - statistics & facts

Red bull: leading player, red bull in the united states, key insights.

Detailed statistics

Global revenue of Red Bull 2011-2023

Volume of energy & sports drinks Worldwide 2015-2027

Average energy & sports drinks price Worldwide 2018-2028

Editor’s Picks Current statistics on this topic

Brand value of the most valuable soft drink brands worldwide 2023

U.S. market share of the top energy drink brands 2023, based on dollar sales

Global beverage market: leading companies 2022, based on sales

Further recommended statistics

• Premium Statistic Global market value of non-alcoholic beverages 2016 to 2027
• Premium Statistic Sales volume of non-alcoholic drinks market worldwide 2022, by country
• Basic Statistic Global beverage market: leading companies 2022, based on sales
• Premium Statistic Brand value of the most valuable soft drink brands worldwide 2023

Global market value of non-alcoholic beverages 2016 to 2027

Worldwide non-alcoholic beverage market revenue from 2016 to 2027 (in trillion U.S. dollars)

Sales volume of non-alcoholic drinks market worldwide 2022, by country

Non-alcoholic beverage market sales volume worldwide in 2022, by country (in million liters)

Leading beverage companies worldwide in 2022, based on sales (in million U.S. dollars)

Brand value of the most valuable non-alcoholic beverage brands worldwide as of 2023 (in million U.S. dollars)

Most valuable soft drink brands worldwide in 2023, based on brand value (in million U.S. dollars)

Energy drinks market

• Premium Statistic Revenue of the energy & sports drinks industry Worldwide 2014-2027
• Premium Statistic Volume of energy & sports drinks Worldwide 2015-2027
• Premium Statistic Average energy & sports drinks price Worldwide 2018-2028
• Premium Statistic Energy and sports drink revenue worldwide 2022, by country
• Premium Statistic Sales volume growth of energy drinks in the U.S. 2005-2022
• Premium Statistic Per-capita consumption of energy & sports drinks in the U.S. 2018-2028

Revenue of the energy & sports drinks industry Worldwide 2014-2027

Revenue of the energy & sports drinks industry Worldwide 2014-2027 (in billion U.S. dollars)

Volume of energy & sports drinks Worldwide 2015-2027

Volume of energy & sports drinks Worldwide 2015-2027 (in million liters)

Average energy & sports drinks price Worldwide 2018-2028

Average energy & sports drinks price Worldwide 2018-2028 (in U.S. dollars)

Energy and sports drink revenue worldwide 2022, by country

Revenue of energy and sports drinks worldwide in 2022, by country (in million U.S. dollars)

Sales volume growth of energy drinks in the U.S. 2005-2022

Sales volume growth of energy drinks in the United States from 2005 to 2022

Per-capita consumption of energy & sports drinks in the U.S. 2018-2028

Per-capita consumption of energy & sports drinks in the U.S. 2018-2028 (in liters)

Company figures

• Premium Statistic Global revenue of Red Bull 2011-2023
• Basic Statistic Red Bull's number of cans sold worldwide 2011-2023
• Basic Statistic Total workforce of Red Bull worldwide 2011-2023
• Premium Statistic Red Bull company's market share in the U.S. 2008-2022
• Premium Statistic U.S. sales of Red Bull energy drinks 2015-2023
• Premium Statistic U.S. case sales of Red Bull energy drinks 2015-2022

Revenue of Red Bull worldwide from 2011 to 2023 (in billion euros)

Red Bull's number of cans sold worldwide 2011-2023

Number of Red Bull cans sold worldwide from 2011 to 2023 (in billions)

Total workforce of Red Bull worldwide 2011-2023

Total number of Red Bull employees worldwide from 2011 to 2023*

Red Bull company's market share in the U.S. 2008-2022

Red Bull company's market share in the United States from 2008 to 2022*

U.S. sales of Red Bull energy drinks 2015-2023

Sales of Red Bull energy drinks in the United States from 2015 to 2023 (in million U.S. dollars)

U.S. case sales of Red Bull energy drinks 2015-2022

Case sales of Red Bull energy drinks in the United States from 2015 to 2022 (in millions)

Red Bull consumers

• Premium Statistic Red Bull brand profile in the United States 2023
• Premium Statistic Red Bull brand profile in the UK 2023
• Premium Statistic Red Bull brand profile in Germany 2023
• Premium Statistic Leading brands of energy drinks in Great Britain 2019-2022, by number of consumers

Red Bull brand profile in the United States 2023

Red Bull brand awareness, usage, popularity, loyalty, and buzz among energy drink consumers in the United States in 2023

Red Bull brand profile in the UK 2023

Red Bull brand awareness, usage, popularity, loyalty, and buzz among energy drink consumers in the UK in 2023

Red Bull brand profile in Germany 2023

Red Bull brand awareness, usage, popularity, loyalty, and buzz among energy drink consumers in Germany in 2023

Leading brands of energy drinks in Great Britain 2019-2022, by number of consumers

Brands of energy drinks (excluding colas or mixers for alcoholic drinks) ranked by number of consumers in Great Britain from 2019 to 2022 (in 1,000s)

Competitors

• Premium Statistic Leading energy drink brands in the U.S. 2023 based on sales
• Premium Statistic Global net sales of Monster Beverage 2008-2022
• Premium Statistic Global sales share of Monster Beverage by distribution channel 2010-2022
• Premium Statistic Celsius Holdings annual revenue 2017-2022
• Premium Statistic Regional revenue of Celsius Holdings in 2022
• Premium Statistic U.S. sales of Rockstar energy drinks 2015-2023
• Premium Statistic U.S. case sales of Rockstar energy drinks 2015-2022

Leading energy drink brands in the U.S. 2023 based on sales

Leading energy drink brands in the United States in 2023, based on sales (in billion U.S. dollars)*

Global net sales of Monster Beverage 2008-2022

Monster Beverage's net sales worldwide from 2008 to 2022 (in billion U.S. dollars)*

Global sales share of Monster Beverage by distribution channel 2010-2022

Monster Beverage's sales share worldwide from 2010 to 2022, by distribution channel

Celsius Holdings annual revenue 2017-2022

Revenue of Celsius Holdings from 2017 to 2022 (in 1,000 U.S. dollars)

Regional revenue of Celsius Holdings in 2022

Revenue of Celsius Holdings in 2022, by region (in 1,000 U.S. dollars)

U.S. sales of Rockstar energy drinks 2015-2023

Sales of Rockstar energy drinks in the United States from 2015 to 2023 (in million U.S. dollars)

U.S. case sales of Rockstar energy drinks 2015-2022

Case sales of Rockstar energy drinks in the United States from 2015 to 2022 (in millions)

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Red Bull Company

Giving Wings to People and Ideas.

This drives us. Since 1987.

Inspired by functional drinks from East Asia, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed not only a new product but also a unique marketing concept and launched Red Bull Energy Drink in Austria on April 1, 1987. A completely new product category was born – energy drinks.

Company Facts

For nearly three years, from 1984 to 1987, Dietrich Mateschitz worked on the formula for Red Bull, the positioning of the brand, the packaging and the marketing concept.

April 1, 1987

On April 1, 1987, Red Bull Energy Drink was launched in Austria. A new product category was born: energy drinks.

As of the end of 2023, Red Bull employed 17,848 people in 177 countries (end 2022: 15,779 in 175 countries).

12.138 billion

A total of 12.138 billion cans of Red Bull were sold worldwide in 2023, representing an increase of 4.8% against a very successful 2022. Group turnover was up 9% from EUR 9.684 billion to EUR 10.554 billion.

In terms of sales, revenues and operating profit, the figures were up once again and represent the best in the company's history so far.

The main reasons for such positive figures include outstanding sales in almost all Red Bull markets worldwide, combined with extremely efficient cost management and the strengthening of brand investment.

In terms of further expansion, Red Bull is focusing on the core markets of Western Europe and the USA and on growth markets in developing countries, while also continuing to promote the original 250ml packaging unit.

Our plans for growth and investment in 2024 are once again very ambitious, envisage a continued upward trend, and – as always at Red Bull – will be financed from the operative cash flow.

Dive into the World of Red Bull

Red bull gives you wiiings since 1987.

Fancy a quick journey through more than three decades?

A can has more than one life.

At Red Bull, we recognise that we have a responsibility to the natural environment. You can read more about our sustainable approach here:

More from the World of Red Bull

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Red bull energy drink impact on salivary glands in wistar rats: can blueberry extract reverse the damage.

1. Introduction

2. materials and methods, 2.1. chemicals, 2.2. animals, 2.3. experimental design, 2.4. assessment of oxidative stress biomarkers, 2.5. assessment of inflammatory markers, 2.6. histological examination, 2.7. immunohistochemistry of alpha-smooth actin (α-sma), 2.8. data analysis, 3.1. assessment of oxidative stress biomarkers, 3.2. assessment of inflammatory markers, 3.3. histological findings, 3.4. immunohistochemistry of alpha-smooth actin (α-sma), 4. discussion, 5. conclusions, author contributions, institutional review board statement, informed consent statement, data availability statement, conflicts of interest.

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Share and Cite

Alghamdi, S.A.; Hindi, E.A.; Abuljadayel, L.; Alwafi, H.; Bagher, A.M.; Khunkar, S.; Bakhsh, N.; Ali, S.; Mirza, L.; Alrafiah, A.R.; et al. Red Bull Energy Drink Impact on Salivary Glands in Wistar Rats: Can Blueberry Extract Reverse the Damage? Nutrients 2024 , 16 , 2958. https://doi.org/10.3390/nu16172958

Alghamdi SA, Hindi EA, Abuljadayel L, Alwafi H, Bagher AM, Khunkar S, Bakhsh N, Ali S, Mirza L, Alrafiah AR, et al. Red Bull Energy Drink Impact on Salivary Glands in Wistar Rats: Can Blueberry Extract Reverse the Damage? Nutrients . 2024; 16(17):2958. https://doi.org/10.3390/nu16172958

Alghamdi, Samar A., Emad A. Hindi, Layla Abuljadayel, Hanadi Alwafi, Amina M. Bagher, Sahar Khunkar, Nadia Bakhsh, Soad Ali, Linda Mirza, Aziza R. Alrafiah, and et al. 2024. "Red Bull Energy Drink Impact on Salivary Glands in Wistar Rats: Can Blueberry Extract Reverse the Damage?" Nutrients 16, no. 17: 2958. https://doi.org/10.3390/nu16172958

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Positive effects of Red Bull® Energy Drink on driving performance during prolonged driving

Monique a. j. mets.

Division of Pharmacology, Utrecht Institute for Pharmaceutical Sciences, Utrecht University, P.O. Box 80082, 3508 TB Utrecht, The Netherlands

Sander Ketzer

Camilla blom, maartje h. van gerven, gitta m. van willigenburg, berend olivier, joris c. verster.

The purpose of this study was to examine if Red Bull® Energy Drink can counteract sleepiness and driving impairment during prolonged driving.

Twenty-four healthy volunteers participated in this double-blind placebo-controlled crossover study. After 2 h of highway driving in the STISIM driving simulator, subjects had a 15-min break and consumed Red Bull® Energy Drink (250 ml) or placebo (Red Bull® Energy Drink without the functional ingredients: caffeine, taurine, glucuronolactone, B vitamins (niacin, pantothenic acid, B6, B12), and inositol) before driving for two additional hours. A third condition comprised 4 h of uninterrupted driving. Primary parameter was the standard deviation of lateral position (SDLP), i.e., the weaving of the car. Secondary parameters included SD speed, subjective driving quality, sleepiness, and mental effort to perform the test.

No significant differences were observed during the first 2 h of driving. Red Bull® Energy Drink significantly improved driving relative to placebo: SDLP was significantly reduced during the 3rd ( p  < 0.046) and 4th hour of driving ( p  < 0.011). Red Bull® Energy Drink significantly reduced the standard deviation of speed ( p  < 0.004), improved subjective driving quality ( p  < 0.0001), and reduced mental effort to perform the test ( p  < 0.024) during the 3rd hour of driving. Subjective sleepiness was significantly decreased during both the 3rd and 4th hour of driving after Red Bull® Energy Drink ( p  < 0.001 and p  < 0.009, respectively). Relative to uninterrupted driving, Red Bull® Energy Drink significantly improved each parameter.

Red Bull® Energy Drink significantly improves driving performance and reduces driver sleepiness during prolonged highway driving.

Introduction

Sleepiness and fatigue can compromise the ability to drive a car. In several studies, 14.5% to 20% of drivers reported falling asleep while driving (Beirness et al. 2005 ; National Sleep Foundation 2002 ; Van Laar et al. 2008 ). Causal factors of driver sleepiness include sleep restriction, sleep disorders, and circadian factors, but also driving-related factors such as a monotonous environment or low traffic density may contribute to driver sleepiness. A highway is an example of a monotonous driving environment that can increase the likelihood of accidents (Stutts et al. 1999 ). Studies estimate that sleepiness accounts for 15–23% of all motor vehicle accidents on highways (Horne and Reyner 1995 ; Maycock 1996 ).

Highway driving involves two important factors that can lead to driver sleepiness. First, highway driving is associated with monotony: The driving environment is relatively uneventful, predictable, and repetitive. While safe handling of a vehicle requires sustained attention, monotony leads to the opposite: Arousal levels decline and are replaced by inattention and sleepiness resulting in driving impairment (Thiffault and Bergeron 2003 ). Second, time-of-task effects, i.e., increased time spent behind the wheel, progressively impair driving performance, and may lead to an increase in accident risk (Connor et al. 2001 ). How these and other factors play a role in highway driving is described in several concepts such as “passive task-related-fatigue”, “highway hypnosis”, or “driving without attention mode”. Situations of mental underload may lead to the driving task become automated. Drivers rely less on feedback from the environment which leads to a reduction of effort to perform the driving task. This leads to a decrease in arousal and alertness and possibly a failure to notice errors and react to sudden changes in traffic (Gimeno et al. 2006 ; May and Baldwin 2009 ; Kerr 1991 ; Wertheim 1991 ).

To prevent sleep-related vehicle accidents, public campaigns recommend scheduled breaks in between driving sessions. The message of these campaigns is to limit driving time to 2 h followed by a break of at least 15 min before continuing driving. It can be questioned if a 15-min break is sufficient to restore baseline performance. Driving simulator data showed that a 30-min break after an hour of driving was insufficient to normalize driving performance (Horne and Reyner 1996 ), while an on-the-road study demonstrated that rested individuals could drive for 10 h without a noteworthy increase in lane crossings when 15-min breaks (prolonged to 30 min at lunchtime) were applied after every 1.75 h of driving (Philip et al. 2005a ). Therefore, the general recommendation is always to stop driving if one feels impaired or sleepy. Unfortunately, drivers differ greatly in their ability to sustain attention in monotonous situations (Nilsson et al. 1997 ). Moreover, recognizing sleepiness and judging its possible impact on one’s own driving performance is hard (Schmidt et al. 2009 ). Therefore, applying suitable countermeasures of driver sleepiness may be an important tool to prevent driving impairment.

Countermeasures, such as taking a nap and caffeine, have been proven effective, especially when driving in the early morning, at night, or when sleep-deprived (Biggs et al. 2007 ; Philip et al. 2006 ; Reyner and Horne 1997 , 2000 ). In addition, energy drinks are popular to overcome driver fatigue. Worldwide, the most popular energy drink is Red Bull® Energy Drink. Red Bull® Energy Drink contains several ingredients including caffeine, taurine, glucuronolactone, B vitamins, and inositol. The combination of these ingredients is believed to account for the positive effects on cognitive performance, attention, and driving performance. In laboratory tests of mental performance, Red Bull® Energy Drink improved (choice) reaction time, energetic arousal, subjective alertness, concentration, and memory (Alford et al. 2001 ; Warburton et al. 2001 ), as well as attention capacity in a stressful situation (Seidl et al. 2000 ). Driving was improved in all previous studies examining Red Bull® Energy Drink, or drinks with similar ingredients (Gershon et al. 2009 ; Horne and Reyner 2001 ; Reyner and Horne 2002 ). In subjects who were sleep restricted to 5 h, Red Bull® Energy Drink (500 ml) reduced the number of lateral lane crossings and decreased reaction time in a secondary task (Horne and Reyner 2001 ). Subjects drove for 30 min, had a 30-min break, and then drove for two additional hours. The effects lasted from 0 to 90 min after the break. Similar results were obtained in a subsequent study in which 250 ml was administered (Reyner and Horne 2002 ): Lateral lane crossings and Karolinska Sleepiness Scale (KSS) sleepiness scores were decreased until 90 min after the break. A similar energy drink (500 ml) led to a more stable lane position (RMS of the standard deviation of lateral position (SDLP)) during 2 h of driving in non-sleep-deprived individuals. Steering wheel variations, fatigue, and reaction time in a simultaneous reaction time task were also improved (Gershon et al. 2009 ).

The characteristics of these studies include that subjects were sleep-deprived before taking part in the driving test (Horne and Reyner 2001 ; Reyner and Horne 2002 ), consumed 500 ml of Red Bull® Energy Drink (Horne and Reyner 2001 ), and drove only for half an hour (Horne and Reyner 2001 ; Reyner and Horne 2002 ) before Red Bull® Energy Drink was consumed.

To test the impact of Red Bull® Energy Drink on prolonged highway driving of non-sleep-deprived individuals, a paradigm was developed in which subjects drove in an advanced driving simulator for 2 h, had a 15-min break in which 250 ml of energy drink or placebo was consumed, followed by two more hours of highway driving. In a third condition, they drove for 4 h without a break and without any treatment (in the text referred to as uninterrupted driving or “no brake” condition). Based on previous research discussed above, it is hypothesized that after drinking Red Bull® Energy Drink, driving will be significantly improved when compared to placebo or driving without a break.

Materials and methods

This study was a double-blind, randomized, placebo-controlled, crossover study. No formal ethical approval was required by the Medical Ethical Committee of the University Medical Center Utrecht. The study was conducted according to the ICH Guidelines for “Good Clinical Practice” and the Declaration of Helsinki and its latest amendments. Written informed consent was obtained from the participants before taking part in the study.

Twenty-four adult healthy volunteers (12 males and 12 females) were recruited by means of public advertisements at and around Utrecht University campus. Subjects were included if they were aged between 21 and 35 years, were regular drivers (>5,000 km/year), had been in the possession of a drivers license for at least 3 years, had a normal body mass index (21 < BMI < 30; 55–85 kg), were non-smokers, had regular sleeping hours, and were otherwise healthy. Sleep disturbances were assessed with the SLEEP-50 questionnaire (Spoormaker et al. 2005 ). The Epworth Sleepiness Scale (ESS) was administered to assess general levels of daytime sleepiness (Johns 1991 ). Subjects with ESS scores above 10 were excluded from participation. Other inclusion criteria were moderate caffeine consumption (two to four glasses of caffeine-containing beverages per day) and infrequent energy drink consumers (<1 drink per month). On each visit, urine samples were collected to test for drugs of abuse (amphetamines (including 3,4-methylenedioxymethamphetamine), barbiturates, cannabinoids, benzodiazepines, cocaine, and opiates) and a pregnancy test in female subjects (β-human chorionic gonadotropin test). In addition, alcohol use was tested using the Dräger Alcotest 7410 Breath Analyzer. Alcohol consumption was not permitted from 24 h before the start of the test day and on test days. From awakening until the end of the tests, caffeinated beverages and smoking were not allowed.

Study design

The study comprised one training day and three test days. On the training day, participants were screened and familiarized with the test procedures. If subjects met all inclusion and exclusion criteria, a practice session in the STISIM driving simulator was performed. Thereafter, subjects completed the Simulator Sickness Questionnaire (Kennedy et al. 1993 ) to determine possible simulator sickness. Included subjects were randomly assigned to a treatment order comprising three conditions: (1) Red Bull® Energy Drink + break, (2) placebo + break, and (3) no break + no treatment condition (see Fig.  1 ).

Overview of the test days

On test days, drug or alcohol use, pregnancy, illness, and medication use were checked after arrival. In addition, quality of sleep was assessed using the 14-item Groningen Sleep Quality Scale (Mulder-Hajonides van der Meulen et al. 1980 ), in which 0 indicates high quality sleep and 14 indicates very poor sleep. When subjects met all criteria, they performed a two times 60-min driving session in the STISIM driving simulator. On two test days, a 15-min break was scheduled in which subjects received either of the double-blind treatments. After the break, another driving session of two times 60 min was performed. In the “no break” condition, participants drove for a total of 4 h without a break. In each condition, every 60-min driving session was followed by subjective assessments on driving quality, driving style, mental effort to perform the test, and sleepiness. Test sessions were performed either in the morning (0800–1300 hours) or in the afternoon (1300–1700 hours) in a balanced manner. Each subject started each test day at the same time.

Treatments were 250 ml of Red Bull® Energy Drink or placebo, administered during the break. Per 250-ml Red Bull® Energy Drink contains 21 g sucrose, 5 g glucose, 1 g taurine, 80 mg caffeine, 60 mg glucuronolactone, 50 mg inositol, and B vitamins (niacin, pantothenic acid, vitamin B 6 , vitamin B 12 ). The placebo drink was Red Bull® Energy Drink without taurine, caffeine, glucuronolactone, inositol, and vitamin B complex. The blinded Red Bull® Energy Drink and placebo beverage samples were provided by Red Bull GmbH. Treatment appearance (bottle and color of the beverage) was double-blinded, and a nose clip was worn to enhance treatment blinding. Drinks were consumed within 5 min, starting from 5 min after onset of the break. Subject randomization was conducted at Utrecht University. The treatment code was revealed by Red Bull GmbH after the study was completed and data were analyzed.

STISIM highway driving test

Driving tests were performed using STISIM Drive™ (version M300, Systems Technology, Inc., Hawthorne, CA, USA). The simulator consists of a car unit with adjustable car seats and a dashboard and includes a steering wheel, turn sign indicators, gear lever, clutch, brake, and gas pedals for vehicle control. The system generates a realistic roadway scenery which is projected on a screen (2.10 × 1.58 m), placed 1.90 m in front of the center of the steering wheel. Speed and gear number are displayed on the dashboard and the screen. Auditory feedback is provided by speakers and included sound of the engine, braking, speeding in curves, and driving off-road. Whenever a collision occurs, a broken windshield and the sound of braking glass are presented. Subsequently, the car is placed back in the middle of the right traffic lane and the test continues.

A 100-km highway driving test scenario was developed by EyeOctopus B.V., tailored to Dutch traffic situations (e.g., Dutch traffic signs, vehicles, buildings, and sceneries). The test scenario aims to resemble the on-the-road driving test in real traffic. The scenario consists of a two-lane highway in each direction with a lane width of 3.5 m. The environment is monotonous and comprised trees, occasional bridges, and hills as well as other traffic (see Fig.  2 ).

Highway scenery of the STISIM driving simulator

Subjects were instructed to drive with a steady lateral position in the right (slower) traffic lane while maintaining a steady speed of 95 km/h. Overtaking maneuvers were allowed whenever a subject approached a slower moving car. These events were removed from the data before analysis. Weaving of the car, expressed by the SDLP (centimeters), was the primary outcome measure of this test (see Fig.  3 ).

Meaning of the standard deviation of lateral position ( SDLP )

SDLP has been used as primary parameter in standardized on-the-road tests. SDLP showed to be sensitive to dose-dependent impairment after administration of a variety of psychoactive drugs including hypnotics, antidepressants, and antihistamines (Verster and Mets 2009 ). On-the-road, SDLP increments corresponding to the most common legal limits for driving were +2.4 cm (0.05%), +4.1 cm (0.08%), and +5.3 cm (0.10%; Louwerens et al. 1987 ). Recent research showed that the highway driving test scenario and its primary parameter SDLP in the STISIM driving simulator also differentiate between impairment produced after consumption of different dosages of alcohol (Mets et al., submitted for publication).

The second outcome measure was the standard deviation of speed (kilometers per hour). Mean lateral position (centimeters) and mean speed (kilometers per hour) were control variables.

Subjective assessments

After each hour of driving, participants made subjective assessments on driving and sleepiness causing a 2-min interruption of the driving task. Subjects indicated their perceived driving quality on a visual analog scale, ranging from 0 (“I drove exceptionally poorly”) to 20 (“I drove exceptionally well”). In addition, mental effort exerted during the driving test was rated on an interval scale (15 cm) ranging from “almost no effort” to “very great effort”. Furthermore, subjects completed a driving style questionnaire (McCormick et al. 1987 ), which consisted of different bipolar differential scales (10 cm) including foolish-wise, unpredictable–predictable, dangerous-safe, tense-relaxed, inconsiderate–considerate, and irresponsible–responsible. Finally, the KSS was used to rate sleepiness on a scale of 1 to 9, ranging from 1 (very alert) to 9 (very sleepy, an effort to stay awake, fighting sleep; Åkerstedt and Gillberg 1990 ). Completion of the subjective assessments took approximately 2 min. Driving was resumed right thereafter.

Statistical analysis

Data were analyzed using ANOVA general linear model for repeated measures (two-tailed, p  ≤ 0.05). For the STISIM driving simulator test, the primary parameter was the SDLP.

Twenty-four healthy subjects participated in the study. Three male subjects were excluded due to protocol violations and resulting statistical outliers. A total of 21 subjects were included in the analysis (nine men and 12 women; age (mean (SD) 22.8 (1.4) years)). They were of normal weight range for height (BMI mean = 23.6, SD = 2.4), had their driver’s license at least 3 years (mean = 57.8 months, SD = 17.2 months), and were regular drivers (minimum 5,000 km/year, mean = 11,976 km/year, SD = 10,569 km/year). Overall, subjects reported a normal sleep quality and duration the night before testing, and no significant differences were found between the test days or conditions. Results from the study are summarized in Table  1 .

Table 1

Effects of Red Bull® Energy Drink in comparison to a placebo drink and uninterrupted driving (no break) on driving performance and subjective sleepiness

Mean (SD) are shown for each parameter

SDLP standard deviation of the lateral position, SDS standard deviation of speed, MLP mean lateral position, MS mean speed, KSS Karolinska Sleepiness Scale, SD standard deviation

* p  < 0.05 compared to placebo and “no break”; ** p  < 0.05 compared to “no break”

Driving test

For the primary parameter (SDLP), the results are shown in Fig.  4 . In the first 2 h, driving test parameters did not differ significantly between the treatment conditions. When compared to placebo, Red Bull® Energy Drink significantly reduced SDLP during the 3rd ( p  < 0.046) and 4th ( p  < 0.011) hour of driving. Similarly, compared to the uninterrupted driving condition, Red Bull significantly reduced SDLP in hour 3 ( p  < 0.003) and hour 4 ( p  < 0.013).

Standard deviation of lateral position ( SDLP ). * p  < 0.05, significant difference compared to placebo

Although in the placebo condition driving improvement (i.e., reduced SDLP) is seen after the break, there were no significant differences between the placebo and the “no break” condition. Gender and time-of-day effects were not significant.

A post hoc analysis of the effects per 50 km, or approximately 30 min, showed that SDLP values in the Red Bull® condition were significant lower compared to placebo. This effect was seen from half an hour after the break, until the end of the test (250–300 km: p  < 0.028; 300–350 km: p  < 0.010; 350–400 km: p  < 0.024). Prolonged driving compared to placebo gave no significant results.

Figure  5 shows that Red Bull® Energy Drink significantly reduced speed variability compared to placebo and uninterrupted driving in the 3rd hour ( p  < 0.004 and p  < 0.0001, respectively). In the 4th hour, standard deviation of speed differed significantly between Red Bull® Energy Drink and uninterrupted driving ( p  < 0.003).

Standard deviation of speed ( SDS ). * p  < 0.05, significant difference compared to placebo

No effects were found on the mean lateral position and mean speed, confirming that subjects performed the driving test according to the instructions.

Subjective driving assessments

Relative to placebo and uninterrupted driving, Red Bull® Energy Drink significantly improved subjective driving quality during the 3rd hour of driving ( p  < 0.0001). Similarly, mental effort during driving was decreased after the intake of Red Bull® Energy Drink after 3 h of driving compared to placebo ( p  < 0.024) and uninterrupted driving ( p  < 0.005). In accordance with these results, after 3 h, each aspect of driving style was found to be improved in the Red Bull® Energy Drink condition when compared to the other conditions ( p  < 0.05). That is, subjects rated their driving as more wise, safe, responsible, relaxed, predictable, and considerate in the first hour after the intake of Red Bull® Energy Drink. In the 4th hour of driving, no significant differences were reported except for the fact that subjects judged their driving as significantly more safe after intake of Red Bull® Energy Drink when compared to uninterrupted driving ( p  < 0.026).

To confirm if drivers were aware of changes in driving performance, we computed the correlation between difference scores for SDLP and subjective driving quality (3rd hour scores − 2nd hour scores). In the Red Bull condition, the correlation was significant ( r  = −0.548, p  < 0.010) as well as in placebo condition ( r  = −0.517, p  < 0.016), but not in the prolonged driving condition. This indicates that whereas subjects acknowledged objective driving improvement after having a break (with or without Red Bull), they were not aware of driving impairment in the prolonged driving condition.

Subjective sleepiness

After the third and fourth hour, sleepiness scores were significantly lower in the Red Bull® Energy Drink condition when compared to placebo ( p  < 0.001 and p  < 0.009, respectively) and uninterrupted driving ( p  < 0.0001 and p  < 0.026, respectively). Surprisingly, a break without Red Bull® Energy Drink did not significantly reduce sleepiness levels when compared to uninterrupted driving (see Fig.  6 ).

Karolinska Sleepiness Scale. * p  < 0.05, significant difference compared to placebo

This study shows that Red Bull® Energy Drink significantly improves driving performance and reduced subjective sleepiness during subsequent driving. The effects of Red Bull® Energy Drink were supported by assessments of subjective driving quality and driving style and were in accordance with the effects observed in previous studies (Horne and Reyner 2001 ; Reyner and Horne 2002 ; Gershon et al. 2009 ). In addition to previous studies, the present study demonstrates that Red Bull® Energy Drink improves driving ability in healthy non-sleep-deprived individuals when consuming a standard 250-ml can of Red Bull® Energy Drink.

Interestingly, while rested individuals would be expected to benefit from breaks, the 15-min break in our design did not lead to significantly lower SDLP values in hours 3 and 4 when compared to the uninterrupted driving condition, nor did it lead to a decrease in sleepiness levels. We have no clear explanation for this finding, and it is in contrast to previous studies (e.g., Philip et al. 2005a ; Sagaspe et al. 2008 ). Further studies should be conducted into the effectiveness of scheduling breaks during prolonged highway driving.

The average difference in SDLP between the placebo and Red Bull condition was 2.3 cm in the third hour and 3.1 cm in the fourth hour. This difference is comparable to the effect observed for blood alcohol concentrations higher than 0.05% (Mets et al., submitted for publication), i.e., above the legal limit for driving in most European countries.

It has been suggested that the combination of ingredients produce the beneficial effects of Red Bull® Energy Drink (Reyner and Horne 2002 ). A post hoc analysis, based on the results per 30 min, showed that Red Bull® Energy Drink significantly reduced SDLP starting from 30 min after the break until 2 h after intake. This is in accordance with the pharmacokinetics of caffeine showing peak plasma concentrations after 30 to 60 min (Roehrs and Roth 2008 ; Lorist and Tops 2003 ) and a half-life of 2 to 10 h (Sawyer et al. 1982 ; Smith 2002 ). Although higher dosages of caffeine (100–300 mg) have been shown to improve driving performance (Brice and Smith 2001 ; Regina et al. 1974 ; Reyner and Horne 2000 ; Biggs et al. 2007 ; De Valck and Cluydts 2001 ; Sagaspe et al. 2007 ; Philip et al. 2006 ; Reyner and Horne 1997 ), it is surprising that the effect of lower caffeine on driving (e.g., one cup of coffee) has not been examined. Some studies did, however, report positive effects of low dosages of caffeine (−75 mg) on driving-related skills such as reaction time, performance, and mood (Childs and De Wit 2006 ; Durlach 1998 ; Haskell et al. 2005 ; Quinlan et al. 2000 ; Smit and Rogers 2000 ; Smith et al. 1999 ).

Taurine’s effects on driving have not been studied, but research did show that taurine can alleviate visual fatigue (Zhang et al. 2004 ). Taurine’s peak plasma concentration is reached after about 90 min, and concentrations then decline within 180–270 min (Trautwein and Hayes 1995 ). The role of taurine in CNS effects is unclear, as animal experiments could not demonstrate effects on brain taurine levels (Sved et al. 2007 ). Although B vitamins play a role in cognitive functioning (Calvaresi and Bryan 2001 ; Franchi et al. 1998 ; Huskisson et al. 2007 ), their effects on driving are unknown. As Red Bull ® Energy Drink contains relatively low levels of vitamins and was administered only once in this study, it is unlikely that these ingredients play a major role in driving improvement. No scientific evidence is available on the contribution of glucuronolactone (Kim 2003 ). Finally, glucose is unlikely to produce the beneficial effects of Red Bull ® Energy Drink as both the drink and the placebo contained sugar. In conclusion, further studies on the ingredients of Red Bull® Energy Drink are important to elucidate their specific effects on cognitive performance and driving.

One of the limitations of this study was that each hour of driving was followed by subjective assessments, causing a 2-min interruption of the driving task. Although subjects remained seated in the car and were occupied with completing the VAS scales, this may have had an effect. On the other hand, a 2-min break is also seen in real-life driving, for example in conditions such as being stopped by traffic lights or traffic jams. Another limitation is that we did not control previous-night sleep quality using objective measures such as EEG or actigraphy but used a questionnaire. In addition, the development of sleepiness and experiencing monotony may differ between simulated and actual driving. It was suggested that sleepiness develops sooner and is more pronounced in a driving simulator (Anund et al. 2009 ; Philip et al. 2005b ). The absence of actual risk in the driving simulator also differs from on-the-road driving. Preferably, the effect of Red Bull® Energy Drink on driving performance should therefore be replicated in on-the-road studies in normal traffic. Finally, with a mean age of 23, the population of drivers was relatively young. Although energy drinks are popular among this age group, it may be interesting to examine the effects of Red bull Energy Drink in older, more experienced drivers.

In conclusion, Red Bull® Energy Drink significantly improved driving ability relative to placebo and uninterrupted driving. For the primary parameter (SDLP), this effect was significant for 2 h after drinking Red Bull® Energy Drink. Subjective assessments consistently confirmed these findings.

Disclosure/Conflicts of interests

The study was registered at www.clinicaltrials.gov , trial identifier: NCT01007877. The study was financially supported by Red Bull GmbH. Over the past 3 years, JV has received compensation from Takeda Pharmaceuticals and BO has received compensation from Psychogenic Inc.

Open Access

This article is distributed under the terms of the Creative Commons Attribution Noncommercial License which permits any noncommercial use, distribution, and reproduction in any medium, provided the original author(s) and source are credited.

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Red Bull Chief Reveals Key Issue With Performance Struggles - 'Can't Trust The Tools'

Saajan jogia | 9 hours ago.

Red Bull team principal Christian Horner has spoken about a disconnect between the data offered by the team's tools, such as the wind tunnel, and the RB20 F1 car's actual performance on the track. Thus, the outfit faces a grave challenge where it can't trust its tools and must rely on "track data and previous experience."

Red Bull started the 2024 season on a positive note, with Max Verstappen winning seven out of the first ten races. However, after the Spanish Grand Prix, the team's performance woes became more evident, eventually leading the three-time world champion to endure handling problems as a result of understeer.

Horner admitted that the car had some issues early in the season, even when it led races by huge margins. However, a mid-season upgrade knocked it off balance completely, with the team principal suggesting that there remains no connection between the front and rear sections of the RB20.

In the most recent Grand Prix at Monza, Verstappen secured a P6 finish, while his teammate Sergio Perez, who complained of problems on the car way before the Dutchman, finished eighth. Speaking about the challenges and how they've caused Red Bull to rely on past data, Horner told the media :

"If you dig into it, I think there was some of these issues early in the year, even when we were winning races by 20 seconds.

"Recent upgrades, whilst they've put load on the car, its disconnected front and rear.

"We can see that. Our wind tunnel doesn't say that, but the track says that.

"It's getting on top of that, because obviously, when you have that, it means you can't trust your tools, so then you have to go back to track data and previous experience."

Horner explained the importance of understanding the problem clearly for it to be addressed properly. But with eight races left in the season, he emphasized that the time available between races was crucial to finding solutions. He added:

"The most important thing is understanding the issue.

"And then I think there are certain fixes that potentially can be introduced, perhaps not to resolve the whole issue, but to address some of it.

"We have [time] before Baku and Singapore, and then we have another mini-break, but that we can work in, between Singapore and Austin, so this time now is crucial."

As Red Bull clings to its lead in both championships, it must maximize every chance to stay ahead of a rapidly advancing McLaren. The Papaya team is only 8 points behind in the Constructors' Championship, while Lando Norris is closing in on Max Verstappen, with a 62-point gap in the Drivers' Standings.

SAAJAN JOGIA

Why the US Grand Prix is already so important to Red Bull’s rescue mission

Max Verstappen of Red Bull Racing at the Circuit of the Americas during the United States Grand Prix.

The news has been grim for Red Bull Racing’s Formula 1 title challenge — and it doesn’t look like things will be changing any time soon.

Speaking to media after the Italian Grand Prix, Dr. Helmut Marko pinpointed the United States Grand Prix as being the best hope Red Bull has to turn the tides, while Max Verstappen referred to the RB20 as a “monster.”

Helmut Marko pinpoints USGP as turnaround for Red Bull

Additional reporting by Thomas Maher and Sam Cooper

Red Bull Racing’s RB20 hasn’t lived up to the expectations of the once-dominant team, and after the Italian Grand Prix, Max Verstappen didn’t shy away from offering a critical take on what’s gone wrong with the team.

When asked if the break between the Singapore Grand Prix and the United States Grand Prix will provide the team with a shot at repairing Red Bull’s championship hopes by improving the car, Verstappen was skeptical.

“It doesn’t matter how many weeks,” Verstappen told assembled media, including PlanetF1.com.

“We have to just keep pushing and work flat out. There’s no excuse.”

Further, he was asked if he felt the team’s loss of Adrian Newey as a designer at all factored into the RB20’s seemingly constant struggles.

“I’ve always said I would have liked for Adrian to stay,” Verstappen said. “Always.

“But it’s not about that now because last year we had a great car which was the most dominant car ever, and we basically turned it into a monster.

“So we have to turn it around.”

More conclusions from the Italian Grand Prix:

👉  Max Verstappen makes Red Bull feelings clear as on-board Italian GP footage broadcast

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At least one person on the Red Bull Racing team has some confidence in the evolution of the team and its car. Speaking to De Telegraaf , Dr. Helmut Marko acknowledged that, after the Italian Grand Prix, Verstappen finally seemed able to pinpoint some specific issues with the RB20 — which is the first step toward solving those issues.

“Max recognized on Saturday where the weakness of the car is,” Dr. Marko told De Telegraaf .

“Together with the engineers, a decision was made on how to improve the car and make it competitive again.

“We just have to figure out which part made the car worse. If we knew that, we wouldn’t be in this situation.”

But in Formula 1, changes don’t happen overnight. Marko believes the Red Bull team will introduce updates or changes for the upcoming Azerbaijan Grand Prix — but that it wouldn’t be realistic to expect the car to be competitive until the United States Grand Prix.

That means the events in both Baku and Singapore are expected to be grim — and that Red Bull will only have six of the remaining eight races left to secure both the Drivers’ and Constructors’ championships.

Max Verstappen still leads the Formula 1 championship with 303 points compared to Lando Norris’ 241, but a 62-point gap is easily surmountable over the course of eight races.

Even worse, Red Bull Racing’s lead in the Constructors’ championship has been whittled down to a mere eight points, largely as a result of Serigo Perez’s immensely challenging 2024 season. While it may take Norris a few races to overtake Verstappen in the WDC standings, McLaren could easily usurp Red Bull in the WCC at Baku.

But that all still depends on Red Bull’s ability to transform its RB20 “monster” into a more easily controlled beast — and if 2024 has taught us anything, it’s that that prospect is more challenging than ever before.

Read next:  Italian GP data: How McLaren’s ‘papaya rules’ gifted win to Leclerc and Ferrari