View source for Red Bull

{{pp-semi-indef|small=yes}}
{{Short description|Brand of energy drinks}} 
{{About|the energy drink|its distributor|Red Bull GmbH|the original drink and Asian variants|Krating Daeng|other uses|Red Bull (disambiguation)}}
{{Use British English|date=September 2024}}
{{Use dmy dates|date=February 2023}}<!-- Information about Red Bull's sponsorships, events, etc belongs on [[Red Bull GmbH]], not here.  -->
{{Infobox beverage
| name = Red Bull Energy Drink
| logo = RedBullEnergyDrink.svg
| image = 12oz can of Red Bull energy drink.png
| image_size = 250px
| caption = 12 fl oz (355 ml) can of Red Bull Energy Drink as sold in the United States
| type = [[Energy drink]]
| proof = 
| manufacturer = [[Rauch (company)|Rauch Fruchtsäfte]]<ref>{{cite web|date=21 November 2010|title=Red Bull steht zu Rauch als Hauptabfüllpartner|url=https://vbgv1.orf.at/stories/482929|website=vorarlberg|access-date=3 January 2021|archive-date=3 January 2022|archive-url=https://web.archive.org/web/20220103061637/https://vbgv1.orf.at/stories/482929|url-status=live}}</ref>
| distributor = [[Red Bull GmbH]]
| origin = Austria
| region = [[Fuschl am See]], Salzburg
| introduced = {{start date and age|1987|04|01|df=yes}}
| colour = Yellow
| ingredients = [[Caffeine]], [[taurine]],<ref>{{cite journal |url=https://escholarship.org/content/qt65k8r3bd/qt65k8r3bd.pdf |title=Debunking the Effects of Taurine in Red Bull Energy Drink |journal=Nutrition Bytes |last=Kim |first=Woojae |date=2003 |volume=9 |issue=1 |issn=1548-4327 |access-date=18 March 2020 |archive-date=13 June 2021 |archive-url=https://web.archive.org/web/20210613182839/https://escholarship.org/content/qt65k8r3bd/qt65k8r3bd.pdf |url-status=live }}</ref><ref>{{Cite journal|url=https://escholarship.org/uc/item/65k8r3bd|title=Debunking the Effects of Taurine in Red Bull Energy Drink|first=Woojae|last=Kim|date=18 March 2003|journal=Nutrition Bytes|volume=9|issue=1|access-date=18 March 2020|via=escholarship.org|archive-date=17 June 2020|archive-url=https://web.archive.org/web/20200617141751/https://escholarship.org/uc/item/65k8r3bd|url-status=live}}</ref> [[glucuronolactone]],<ref>{{Cite journal|title=A taurine and caffeine-containing drink stimulates cognitive performance and well-being|first1=R.|last1=Seidl|first2=A.|last2=Peyrl|first3=R.|last3=Nicham|first4=E.|last4=Hauser|date=18 March 2000|journal=Amino Acids|volume=19|issue=3–4|pages=635–642|doi=10.1007/s007260070013|pmid=11140366|s2cid=21581385 |issn = 0939-4451}}</ref><ref>{{Cite journal|title=Energy drink ingredients. Contribution of caffeine and taurine to performance outcomes|first1=Amy|last1=Peacock|first2=Frances Heritage|last2=Martin|first3=Andrea|last3=Carr|date=1 May 2013|journal=Appetite|volume=64|pages=1–4|doi=10.1016/j.appet.2012.12.021|pmid=23313701|hdl=1959.13/1063281|s2cid=17237027|url=https://eprints.utas.edu.au/22558/3/Peacock_Researchgate.pdf|access-date=24 August 2020|archive-date=14 August 2021|archive-url=https://web.archive.org/web/20210814132926/https://eprints.utas.edu.au/22558/3/Peacock_Researchgate.pdf|url-status=live}}</ref><ref>{{Cite journal|title=Taurine, caffeine, and energy drinks: Reviewing the risks to the adolescent brain|first1=Christine Perdan|last1=Curran|first2=Cecile A.|last2=Marczinski|date=1 December 2017|journal=Birth Defects Research|volume=109|issue=20|pages=1640–1648|doi=10.1002/bdr2.1177|pmid=29251842|pmc=5737830}}</ref> [[sucrose]] and [[glucose]], [[B vitamins|B-group vitamins]], and water
| variants = Red Bull Sugarfree<br />Red Bull Total Zero<br />Red Bull Zero<br />Red Bull Energy Shot<br />[[Red Bull Editions]]
| related = [[Krating Daeng#Relation to Red Bull|Krating Daeng]]<br />[[Red Bull Simply Cola]]<br />[[Organics by Red Bull]]
| website = {{URL|https://www.redbull.com/int-en/energydrink/red-bull-energy-drink|redbull.com}}
}}
'''Red Bull''' is a brand of [[energy drink]]s created and owned by the Austrian company [[Red Bull GmbH]]. With a market share of 43%, it is the most popular energy drink brand as of 2020,<ref>{{Cite web |title=Energy Drink Market Share |url=https://www.t4.ai/industry/energy-drink-market-share |url-status=dead |archive-url=https://web.archive.org/web/20230422101504/https://www.t4.ai/industry/energy-drink-market-share |archive-date=22 April 2023 |access-date=2023-04-22 |website=www.t4.ai |language=en}}</ref> and the third most valuable [[soft drink]] brand, behind [[Coca-Cola]] and [[Pepsi]].<ref>{{Cite web |last=beveragedaily.com |title=Always Coca-Cola: Coca-Cola tops soft drinks brand rankings |url=https://www.beveragedaily.com/Article/2021/08/20/Coca-Cola-tops-soft-drinks-brand-rankings |access-date=2023-01-20 |website=beveragedaily.com |date=20 August 2021 |language=en-GB}}</ref> Since its launch in 1987, more than 100&nbsp;billion cans of Red Bull have been sold worldwide,<ref>{{Cite web|title=Is Red Bull Energy Drink safe?|url=https://www.redbull.com/int-en/energydrink/red-bull-is-safe|access-date=2022-01-02|website=www.redbull.com|language=en|archive-date=2 January 2022|archive-url=https://web.archive.org/web/20220102150906/https://www.redbull.com/int-en/energydrink/red-bull-is-safe|url-status=live}}</ref> including over 12.6 billion in 2024.<ref>{{Cite web |last=Eder |first=Marton |date=2025-01-23 |title=Red Bull Touts Record Profit in 2024 With Growth Slowing |url=https://www.bloomberg.com/news/articles/2025-01-23/red-bull-sports-record-revenue-profit-in-2024-as-growth-slows |website=[[Bloomberg L.P.|Bloomberg]]}}</ref> 

Originally available only in a single undistinguished flavour sold in a tall and slim silver and blue can, called '''Red Bull Energy Drink''', the drink added [[#Variants|numerous variants]] over time. Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth"<ref>{{cite journal|last1=Kuehlwein|first1= JP|last2 =Chaefer|first2= Wolf|title=How modern prestige brands create meaning through mission and myth|journal=Journal of Brand Strategy|volume=5|issue=4|date=Spring 2017|doi= 10.69554/JZWD9402}}{{ISSN|2045-855X}}</ref><ref>{{cite web|last=Kuehlwein|first=JP|url=https://masstoclass.wordpress.com/2015/12/15/ueber-brands-and-the-art-of-myth-making/|title=Ueber-Brands and The Art of Myth-Making|archive-url=https://web.archive.org/web/20170802044012/https://masstoclass.wordpress.com/2015/12/15/ueber-brands-and-the-art-of-myth-making/ |archive-date=2 August 2017|date=December 2015}}</ref> through proprietary [[extreme sport]] event series such as [[Red Bull Cliff Diving World Series]], [[Red Bull Air Race]], and [[Crashed Ice|Red Bull Crashed Ice]], as well as standout stunts like the [[Red Bull Stratos]] space diving project.<ref>{{cite book|last1=Schaefer|first1=Wolf|last2=Kuehlwein|first2=JP|year=2015|title=Rethinking Prestige Branding – Secrets of the Ueber-Brands|publisher=Kogan Page|page=77ff|isbn=9780749470036}}</ref> In addition to sport series, its marketing includes multiple sports team ownerships; [[Celebrity branding|celebrity endorsements]]; and music, through its [[Red Bull Records]] label.<ref name="Pump the Music">{{Cite news|title=Pump the Music: Red Bull Eyes Starting Branded Music Label&nbsp;— NYPost.com|url=https://www.nypost.com/p/news/business/item_SY9XQMYwCgtsf6cCoINAOO;jsessionid=A41FF58821B638E4FD7E126596BCABFB|archive-url=https://archive.today/20130130130346/http://www.nypost.com/p/news/business/item_SY9XQMYwCgtsf6cCoINAOO;jsessionid=A41FF58821B638E4FD7E126596BCABFB|url-status=dead|archive-date=30 January 2013|work=New York Post|first=Peter|last=Lauria|date=1 April 2008}}101013 NYPost.com</ref>

Red Bull was derived from a similar drink called [[Krating Daeng]] which originated in Thailand and was introduced by [[Chaleo Yoovidhya]].<ref>{{Cite web |title=The Untold Story of Red Bull: From Thai Energy Booster to Global Icon |url=https://www.phable.io/phable-labs/the-electrifying-story-behind-red-bull-a-global-phenomenon-rooted-in-an-unexpected-past#:~:text=Humble%20Beginnings%20in%20Thailand:%20Krating,rather%20than%20a%20lifestyle%20product. |access-date=2025-05-19 |website=Branding And Content Marketing For Technology |language=en-US}}</ref> While doing business in Thailand, Austrian entrepreneur [[Dietrich Mateschitz]] purchased a can of Krating Daeng and claimed it cured his [[jet lag]]. Mateschitz sought to create a partnership with Chaleo and formulated a product that would suit the tastes of Westerners, such as by carbonating the drink.<ref>{{cite book |last1=Roll |first1=Martin |url=https://books.google.com/books?id=VrO3O0h6I0wC |title=Asian Brand Strategy: How Asia Builds Strong Brands |date=17 October 2005 |publisher=Springer. Bizart 2001 |isbn=9780230513068 |page=199 |access-date=24 September 2012 |archive-url=https://web.archive.org/web/20160610201453/https://books.google.com/books?id=VrO3O0h6I0wC |archive-date=10 June 2016 |url-status=live}}</ref> In 1984, the two founded Red Bull GmbH in [[Fuschl am See]], Salzburg, Austria.<ref>{{Cite web |title= Red Bull GMBH – Company Profile and News|url=https://www.bloomberg.com/profile/company/495680Z:AV |access-date=2022-03-08 |website=www.bloomberg.com |archive-date=13 June 2020 |archive-url=https://web.archive.org/web/20200613200512/https://www.bloomberg.com/profile/company/495680Z:AV |url-status=live }}</ref> When branding their new product, Mateschitz referenced Krating Daeng's name: in Thai, ''daeng'' means red, and a ''krating'' (known in English as a [[gaur]]) is a large species of wild [[bovine]] native to the [[Indian subcontinent]]. Red Bull and Krating Daeng use the same red bull on yellow sun logo while continuing to market their drinks separately in the Thai and Western markets.

==History==

[[File:Red Bull near Potala Palace.jpg|thumb|A large can of the Chinese version of Red Bull stands in front of the [[Potala Palace]] in Tibet.]]

In 1976, Thai entrepreneur [[Chaleo Yoovidhya]] introduced a drink called [[Krating Daeng]] in Thailand,<ref>{{cite web|last1=Neate|first1=Rupert|date=23 November 2020|title=Red Bull pays out €550m to founders, including family of drink's inventor|url=https://www.theguardian.com/business/2020/nov/23/red-bull-pays-out-550m-to-founders-including-family-of-drinks-inventor|access-date=1 November 2021|website=The Guardian|archive-date=1 November 2021|archive-url=https://web.archive.org/web/20211101124255/https://www.theguardian.com/business/2020/nov/23/red-bull-pays-out-550m-to-founders-including-family-of-drinks-inventor|url-status=live}}</ref> which means "red [[gaur]]" in English. It was popular among Thai truck drivers and labourers. While working for German manufacturer [[Blendax]] (later acquired by [[Procter & Gamble]]) in 1982, [[Dietrich Mateschitz]] travelled to Thailand and met Chaleo, owner of T.C. Pharmaceutical. During his visit, Mateschitz discovered that Krating Daeng helped cure his [[jet lag]].<ref>{{Cite news |url=http://www.economist.com/people/displayStory.cfm?story_id=1120373 |title=Face value &#124; Selling energy |publisher=Economist.com |date=9 May 2002 |access-date=22 June 2009 |archive-date=3 June 2008 |archive-url=https://web.archive.org/web/20080603102117/http://www.economist.com/people/displayStory.cfm?story_id=1120373 |url-status=live }}</ref> In 1984, Mateschitz co-founded [[Red Bull GmbH]] with Chaleo and turned it into an international brand. Each partner invested US$500,000 of savings to fund the company. Chaleo and Mateschitz each held a 49 percent share of the new company. They gave the remaining two percent to Chaleo's son, [[Chalerm Yoovidhya|Chalerm]], but it was agreed that Mateschitz would run the company.<ref name="forbes.com">{{cite web|url=https://www.forbes.com/global/2005/0328/028_print.html|title=The Soda With Buzz|date=28 March 2005|author=Kerry A. Dolan|work=Forbes|access-date=20 June 2015|archive-date=2 November 2012|archive-url=https://web.archive.org/web/20121102225404/http://www.forbes.com/global/2005/0328/028_print.html|url-status=dead}}</ref> The product was first launched in Austria on 1 April 1987.<ref name=":5">{{cite web|title=Red Bull the company – Who makes Red Bull?|url=http://energydrink.redbull.com/company|access-date=13 November 2013|work=Energydrink.redbull.com|archive-date=13 October 2017|archive-url=https://web.archive.org/web/20171013132914/http://energydrink.redbull.com/company|url-status=live}}</ref>

In Thailand, [[energy drink]]s are most popular with [[blue-collar worker]]s. Red Bull re-positioned the drink as a trendy, upscale drink, first introducing it at Austrian [[ski resort]]s.<ref name="BP-20151228" /> Pricing was a key differentiator, with Red Bull positioned as a [[Premium pricing|premium]] drink<ref>{{Cite news|title=Red Bull's Brand As Powerful As Its Beverage|language=en|work=NPR.org|url=https://www.npr.org/2012/10/15/162963633/red-bulls-brand-as-powerful-as-its-beverage?t=1641699362666|access-date=2022-01-09|archive-date=9 January 2022|archive-url=https://web.archive.org/web/20220109033750/https://www.npr.org/2012/10/15/162963633/red-bulls-brand-as-powerful-as-its-beverage?t=1641699362666|url-status=live}}</ref><ref>{{Cite news |last=Bryant |first=Chris |date=28 October 2022 |title=The Red Bull Billionaire's Secret Recipe for Success |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/opinion/articles/2022-10-28/red-bull-founder-dietrich-mateschitz-s-recipe-premium-prices-smart-marketing |access-date=2023-01-20}}</ref> and Krating Daeng as a lower cost item.<ref>{{Cite web |last=Goh |first=Agnes |date=2021-04-21 |title=Why Are There 2 Different Red Bull at Different Price Points? |url=https://sg.finance.yahoo.com/news/why-2-different-red-bull-040000076.html |access-date=2024-08-13 |website=Yahoo Finance |language=en}}</ref> In many countries, both drinks are available, dominating each end of the price spectrum.<ref name=BP-20151228 /> The flavouring used for Red Bull is still produced in [[Bangkok]] and exported worldwide.<ref name="BP-20151228" />

During the 1990s, the product expanded into Hungary, Slovenia, Germany, the Czech Republic, Croatia, the United Kingdom, Australia, and the United States.<ref name="funding universe history">{{cite web | title = Red Bull GmbH Company History | url = http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html | publisher = Funding Universe | access-date = 12 October 2007 | archive-date = 17 October 2007 | archive-url = https://web.archive.org/web/20071017013115/http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html | url-status = live }}</ref> It entered Germany and the UK in 1994, the United States (via California) in 1996,<ref name=":6">{{Cite web |title=Red Bull North America |url=https://jobs.redbull.com/pl-pl/locations/red-bull-north-america?lang=en-us |url-status=live |archive-url=https://web.archive.org/web/20220308223509/https://jobs.redbull.com/pl-pl/locations/red-bull-north-america?lang=en-us |archive-date=8 March 2022 |access-date=2022-03-08 |website=jobs.redbull.com |language=en-us}}</ref> the [[Middle East]] in 2000 and the Philippines in 2012.<ref name="funding universe history"/> In 2008, ''[[Forbes]]'' magazine listed both Chaleo and Mateschitz as the 250th&nbsp;richest people in the world with an estimated net worth of US$4 billion.<ref>{{cite magazine |url=https://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes_23.html |title=The World's Billionaires |magazine=Forbes.com |date=11 February 2008 |access-date=22 June 2009 |archive-date=4 April 2009 |archive-url=https://web.archive.org/web/20090404084522/http://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes_23.html |url-status=live }}</ref><ref>{{cite magazine|url=https://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes.html |archive-url=https://web.archive.org/web/20080309002020/http://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes.html |url-status=dead |archive-date=9 March 2008 |title=The World's Billionaires |magazine=Forbes.com |date=11 February 2008 |access-date=22 June 2009}}</ref>

Red Bull GmbH is headquartered in [[Fuschl am See]], an Austrian village of about 1,500 inhabitants near [[Salzburg]]. The company is 51 percent controlled by the Yoovidhya family who, for technical reasons, own the trademark in Europe and the US.<ref name=BP-20151228>{{cite news|last1=Nivatpumin|first1=Chiratas|last2=Treeraponpichit|first2=Busrin|title=Red Bull still charging ahead|url=http://www.bangkokpost.com/business/news/808868/red-bull-still-charging-ahead|access-date=30 December 2015|work=Bangkok Post|date=28 December 2015|archive-date=17 October 2020|archive-url=https://web.archive.org/web/20201017052005/https://www.bangkokpost.com/business/808868/red-bull-still-charging-ahead|url-status=live}}</ref>

Claims about the drink's effects and performance have been challenged on various occasions, with the UK's [[Advertising Standards Authority (United Kingdom)|Advertising Standards Authority]] imposing advertising restrictions in 2001 in response to complaints recorded as early as 1997.<ref>{{cite news |date=24 January 2001 |title=HEALTH &#124; Energy drink claims rejected |url=http://news.bbc.co.uk/2/hi/health/1133348.stm |url-status=live |archive-url=https://web.archive.org/web/20090116004027/http://news.bbc.co.uk/2/hi/health/1133348.stm |archive-date=16 January 2009 |access-date=22 June 2009 |work=BBC News}}</ref>

==Ingredients==
{{Infobox nutritional value
| name = 
| image = <!-- Filename is enough -->
| image_size = <!-- Defaults to 235px -->
| image_alt = 
| caption = 
| serving_size = 250 [[milliliter|ml]] (8.4 [[fl oz]])
| kJ = 460
| carbs = 29
| starch = 
| sugars = 27
| lactose = 
| fibre = 0
| fat = 0
| satfat = 0
| transfat = 
| monofat = 
| polyfat = 
| omega3fat = 
| omega6fat = 
| protein = 0
| tryptophan = 
| threonine = 
| isoleucine = 
| leucine = 
| lysine = 
| methionine = 
| cystine = 
| phenylalanine = 
| tyrosine = 
| valine = 
| arginine = 
| histidine = 
| alanine = 
| aspartic acid = 
| glutamic acid = 
| glycine = 
| proline = 
| serine = 
| hydroxyproline = 
| water = 
| cholesterol = 
| alcohol = 
| caffeine = 
| vitA_ug = 
| vitA_iu = 
| betacarotene_ug = 
| lutein_ug = 
| thiamin_mg = 
| riboflavin_mg = 
| choline_mg = 
| vitC_mg = 
| vitD_ug = 
| vitD_iu = 
| vitE_mg = 
| vitK_ug = 
| calcium_mg = 
| copper_mg = 
| iron_mg = 
| magnesium_mg = 
| manganese_mg = 
| phosphorus_mg = 
| potassium_mg = 
| selenium_ug = 
| sodium_mg = 105
| zinc_mg = 
| opt4n = 
| opt4v = 
| note = 
| source = <ref name="can photo">{{cite web|url=https://www.redbull.com/us-en/energydrink/red-bull-calories|title=Red Bull Nutrition Facts|website=Red Bull|format=Red Bull states values declared on labels may vary slightly depending on production locations.|language=en|date=27 September 2021|access-date=27 September 2021|archive-date=27 September 2021|archive-url=https://web.archive.org/web/20210927215605/https://www.redbull.com/us-en/energydrink/red-bull-calories|url-status=live}}</ref>
| source_usda = 
| noRDA = 
| float = right
}}

Depending on the country, Red Bull contains different amounts of [[caffeine]], [[taurine]], [[B vitamins]] ([[riboflavin|B2]], [[vitamin B3|B3]], [[pantothenic acid|B5]], [[vitamin B6|B6]], and [[vitamin B12|B12]]), [[glucuronolactone]]<ref>{{Cite magazine |last=Justo |first=Patrick Di |title=What's Inside: Red Bull |language=en-US |magazine=Wired |url=https://www.wired.com/2007/06/st-redbull/ |access-date=2023-05-17 |issn=1059-1028}}</ref> and [[Monosaccharide|simple sugars]] ([[sucrose]] and [[glucose]]) in a [[buffer solution]] of [[carbonated water]], [[sodium bicarbonate]] and [[magnesium carbonate]] (substituted in some flavours with a [[trisodium citrate]]/[[citric acid]] buffer, each solution providing [[electrolyte]]s).<ref>{{cite web|title=Red Bull Ingredients|url=http://www.redbull.com/cs/Satellite/en_INT/Red-Bull-Energy-Drink/001242937921959?pcs_c=PCS_Product&pcs_cid=1242937842064&pcs_pvt=ingredient|publisher=Red Bull|access-date=4 May 2012|archive-date=3 May 2012|archive-url=https://web.archive.org/web/20120503052715/http://www.redbull.com/cs/Satellite/en_INT/Red-Bull-Energy-Drink/001242937921959?pcs_c=PCS_Product&pcs_cid=1242937842064&pcs_pvt=ingredient|url-status=dead}}</ref><ref>{{Cite web|url=https://www.caffeineinformer.com/caffeine-content/red-bull|title=Caffeine in Red Bull|website=www.caffeineinformer.com|access-date=29 December 2017|archive-date=30 December 2017|archive-url=https://web.archive.org/web/20171230114806/https://www.caffeineinformer.com/caffeine-content/red-bull|url-status=live}}</ref> To produce Red Bull Sugarfree, sucrose and glucose have been replaced by [[Sugar substitute|artificial sweeteners]] [[Acesulfame potassium|acesulfame K]] and [[aspartame]] or [[sucralose]].<ref>{{cite web |url=http://www.redbull.com/cs/Satellite/en_INT/Red-Bull-Sugarfree/001242937921959?pcs_cid=1242937877523&pcs_pvt=ingredient&pcs_iid=1243128878373 |title=Sweeteners in Red Bull zero sugar? |publisher=Red Bull |access-date=24 September 2012 |archive-date=14 July 2012 |archive-url=https://web.archive.org/web/20120714215713/http://www.redbull.com/cs/Satellite/en_INT/Red-Bull-Sugarfree/001242937921959?pcs_cid=1242937877523&pcs_pvt=ingredient&pcs_iid=1243128878373 |url-status=dead }}</ref>

===Caffeine content===
The [[caffeine]] content of a single 250 ml can of Red Bull is approximately 40–80&nbsp;mg{{\}}250&nbsp;ml (15–32&nbsp;mg{{\}}100&nbsp;ml).<ref>{{cite web |url=http://coffeetea.about.com/od/caffeine/gr/redbull.htm |title=Red Bull caffeine beverage review |publisher=[[About.com]] |date=22 October 2009 |access-date=29 May 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120415002317/http://coffeetea.about.com/od/caffeine/gr/redbull.htm |archive-date=15 April 2012 }}</ref><ref>{{cite web |url=http://nutritiondata.self.com/facts/beverages/7399/2 |title=Nutrition Facts and Analysis for Energy drink, RED BULL, with added caffeine, niacin, pantothenic acid, vitamins B6 and B12 |publisher=Condé Nast |access-date=29 May 2012 |archive-date=11 May 2012 |archive-url=https://web.archive.org/web/20120511052204/http://nutritiondata.self.com/facts/beverages/7399/2 |url-status=live }}</ref><ref name="can photo"/> The caffeine level in Red Bull varies depending on the country, as some countries have legal restrictions on how much caffeine is allowed in drinks. As is the case with other caffeinated beverages, Red Bull drinkers may experience [[Energy drink#Health problems|adverse effects]] as a result of overuse. Excessive consumption may induce mild to moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation, anxiety, irritability, and insomnia.<ref>{{cite journal | vauthors = Alford C, Cox H, Wescott R | title = The effects of red bull energy drink on human performance and mood | journal = Amino Acids | volume = 21 | issue = 2 | pages = 139–50 | year = 2001 | pmid = 11665810 | doi = 10.1007/s007260170021 | s2cid = 25358429 }}</ref><ref>{{cite journal | vauthors = Richards G, Smith AP | title = A Review of Energy Drinks and Mental Health, with a Focus on Stress, Anxiety, and Depression | journal = Journal of Caffeine Research | volume = 6 | issue = 2 | pages = 49–63 | date = June 2016 | pmid = 27274415 | pmc = 4892220 | doi = 10.1089/jcr.2015.0033 }}</ref><ref name="ReferenceA">{{cite journal |vauthors=van den Eynde F, van Baelen PC, Portzky M, Audenaert K |year=2008 |title=[The effects of energy drinks on cognitive performance] |journal=Tijdschrift voor Psychiatrie |volume=50 |issue=5 |pages=273–81 |pmid=18470842}}</ref>

== Variants ==
Over the years, Red Bull has offered many variations of its drink, all based on the same formula, but differing in taste and colour.<ref>{{Cite web|title=What's the difference between the Red&nbsp;Bull Energy Drink and the Red&nbsp;Bull Editions?|url=https://www.redbull.com/us-en/energydrink/difference-to-red-bull|access-date=2021-12-29|website=www.redbull.com|language=en|archive-date=29 December 2021|archive-url=https://web.archive.org/web/20211229041729/https://www.redbull.com/us-en/energydrink/difference-to-red-bull|url-status=live}}</ref> 

Red Bull began offering variations of its drinks in 2003. A sugar-free version of the drink was introduced with a different flavour from the original, called Red Bull Sugarfree.<ref name="Bev1">{{cite web |title=Red Bull targets sugar-conscious consumers |url=https://www.beveragedaily.com/Article/2003/01/16/Red-Bull-targets-sugar-conscious-consumers |website=BeverageDaily |access-date=21 September 2021 |date=16 January 2003 |archive-date=9 April 2022 |archive-url=https://web.archive.org/web/20220409013006/https://www.beveragedaily.com/Article/2003/01/16/Red-Bull-targets-sugar-conscious-consumers |url-status=live }}</ref> In 2012, Red Bull released Red Bull Total Zero, a variant with zero calories.<ref>{{Cite news|last=Bouckley|first=Ben|date=8 May 2021|title=Red Bull hopes new 'Total Zero' variant will give it wings after analysts warn of limited portfolio|url=https://www.beveragedaily.com/Article/2012/05/09/Red-Bull-hopes-new-Total-Zero-variant-will-give-it-wings-after-analysts-warn-of-limited-portfolio|access-date=2021-12-31|website=beveragedaily.com|language=en-GB|archive-date=20 October 2020|archive-url=https://web.archive.org/web/20201020152048/https://www.beveragedaily.com/Article/2012/05/09/Red-Bull-hopes-new-Total-Zero-variant-will-give-it-wings-after-analysts-warn-of-limited-portfolio|url-status=live}}</ref> In 2018, the company released Red Bull Zero, a different sugar-free formulation designed to taste more like the original flavour.<ref name="Grocer1">{{cite web |last1=Woolfson |first1=Daniel |title=Red Bull relaunches Zero with new formulation |url=https://www.thegrocer.co.uk/new-product-development/red-bull-relaunches-zero-with-new-formulation/603861.article |website=[[The Grocer]] |access-date=21 September 2021 |language=en |date=9 April 2020 |archive-date=13 April 2020 |archive-url=https://web.archive.org/web/20200413022941/https://www.thegrocer.co.uk/new-product-development/red-bull-relaunches-zero-with-new-formulation/603861.article |url-status=live }}</ref>

In 2009, Red Bull unveiled a highly concentrated variant of its drink called Red Bull [[Energy shot|Energy Shot]],<ref name=":3">{{Cite web|last=Regenold|first=Stephen|date=9 December 2009|title=Red Bull Energy Shot|url=https://gearjunkie.com/adventure/red-bull-energy-shot|access-date=2021-12-31|website=GearJunkie|language=en-US|archive-date=31 December 2021|archive-url=https://web.archive.org/web/20211231015935/https://gearjunkie.com/adventure/red-bull-energy-shot|url-status=live}}</ref> supplied in 2 oz (60 ml) cans.<ref>{{Cite web|last=Lee|first=Elizabeth|title=Energy Shots Review: Do They Work? Are They Safe?|url=https://www.webmd.com/food-recipes/features/energy-shots-review|access-date=2021-12-31|website=WebMD|language=en|archive-date=31 December 2021|archive-url=https://web.archive.org/web/20211231020139/https://www.webmd.com/food-recipes/features/energy-shots-review|url-status=live}}</ref>

The company began expanding its flavour offerings in 2013 with the launch of Red Bull Editions. Initially available in cranberry, blueberry, and lime,<ref name=":4">{{cite web|last=Lazare|first=Lewis|date=28 February 2013|title=Red Bull introduces new flavors|url=https://www.bizjournals.com/chicago/news/2013/02/28/red-bull-ready-to-introduce-new-flavors.html|access-date=6 May 2018|work=American CIty Business Journals|archive-date=9 August 2020|archive-url=https://web.archive.org/web/20200809182611/https://www.bizjournals.com/chicago/news/2013/02/28/red-bull-ready-to-introduce-new-flavors.html|url-status=live}}</ref> the Editions line has expanded to include a variety of flavours. Some of these flavours are only available during specific seasons or in certain regions.<ref name="CSNews1">{{cite web |last1=Hanson |first1=Angela |title=Innovation Alley |url=https://csnews.com/innovation-alley |website=Convenience Store News |access-date=20 September 2021 |language=en |date=28 October 2013 |archive-date=28 September 2021 |archive-url=https://web.archive.org/web/20210928150156/https://csnews.com/innovation-alley |url-status=live }}</ref><ref name="Wales1">{{cite web |last1=Gibbons |first1=Brett |title=Grab a taste of exotic cactus with latest Red Bull summer edition drink |url=https://www.walesonline.co.uk/whats-on/shopping/grab-taste-exotic-cactus-latest-20629322 |website=[[Wales Online]] |access-date=20 September 2021 |language=en |date=19 May 2021 |archive-date=28 September 2021 |archive-url=https://web.archive.org/web/20210928144654/https://www.walesonline.co.uk/whats-on/shopping/grab-taste-exotic-cactus-latest-20629322 |url-status=live }}</ref> Currently, a blue (blueberry), peach (peach-nectarine), winter (iced vanilla berry), sea blue (juneberry) and red (watermelon) are offered.<ref>{{Cite web |title=Red Bull Energy Drink Editions & Flavors for Every Taste {{!}} Red Bull |url=https://www.redbull.com/us-en/energydrink/red-bull-editions |access-date=2025-01-13 |website=www.redbull.com |language=en}}</ref>

[[File:Red Bull Special Editions.jpg|thumb|The original three flavoured Editions: red (cranberry), blue (blueberry) and silver (dry lime). Silver has since been discontinued, and red reformulated to a watermelon flavour.]]

=== Other products ===
Red Bull released a [[cola]] drink, called [[Red Bull Simply Cola|Simply Cola]], in 2008. A new version of the cola was released in 2019, as part of Red Bull's Organics line.

In 2018, the company launched Organics by Red Bull, a line of [[organic food|organic]] sodas with four flavours; bitter lemon, ginger ale, tonic water, and a new version of Red Bull Simply Cola.<ref>{{cite web |last=Meyer |first=Zlati |date=27 March 2018 |title=Red Bull launches its own line of organic sodas, most of it (gasp!) not caffeinated |url=https://eu.usatoday.com/story/money/2018/03/27/red-bull-launches-its-own-line-organic-sodas-most-gasp-not-caffeinated/462321002/ |website=[[USA Today]] |access-date=28 January 2022 |archive-date=11 November 2020 |archive-url=https://web.archive.org/web/20201111170026/https://eu.usatoday.com/story/money/2018/03/27/red-bull-launches-its-own-line-organic-sodas-most-gasp-not-caffeinated/462321002/ |url-status=live }}</ref>

== Legal issues ==

=== Regulatory approval ===
Authorities in France, Denmark, and Norway initially did not permit the sale of Red Bull.<ref name="2004CourtRuling">{{Cite news|url=https://www.independent.co.uk/life-style/health-and-families/health-news/European-court-backs-ban-on-red-bull-over-health-concerns-68019.html|title=European court backs ban on Red Bull over health concerns|date=7 February 2004|last=Frith|first=Maxine|newspaper=[[The Independent]]|access-date=22 November 2010|location=London|archive-date=2 April 2015|archive-url=https://web.archive.org/web/20150402200408/http://www.independent.co.uk/life-style/health-and-families/health-news/european-court-backs-ban-on-red-bull-over-health-concerns-68019.html|url-status=live}}</ref> However, {{as of|2021|lc=y}}, it is on sale in all 27 [[member states of the European Union]] and 171 countries worldwide.<ref>{{Cite web|date=28 July 2018|title=What are the animals seen on cans of the Red Bull energy drink?|url=https://www.scmp.com/lifestyle/food-drink/article/2156996/red-bull-story-how-worlds-top-energy-drink-began-thailand-it|access-date=2021-10-04|website=South China Morning Post|language=en|archive-date=11 March 2019|archive-url=https://web.archive.org/web/20190311115411/https://www.scmp.com/lifestyle/food-drink/article/2156996/red-bull-story-how-worlds-top-energy-drink-began-thailand-it|url-status=live}}</ref><ref>{{Cite web|title=Red Bull Company Profile|url=https://fortune.com/company/red-bull/|access-date=2021-10-04|website=Fortune|language=en|archive-date=4 October 2021|archive-url=https://web.archive.org/web/20211004174600/https://fortune.com/company/red-bull/|url-status=live}}</ref>

The French food safety agency was concerned about [[taurine]]; a Red Bull drink that did not contain taurine was introduced. The French refusal of market approval was challenged by the European Commission, and partially upheld by the [[European Court of Justice]] in 2004.<ref name="2004CourtRuling" /> The French food safety agency relented in 2008 because it was unable to prove a definite health risk.<ref name="FranceBanEnd">{{Cite news|title=France ends 12-year ban on energy drink Red Bull|location=Paris|work=[[Reuters]]|date=15 July 2008|url=https://www.reuters.com/article/idUSL1576964720080715|access-date=22 November 2010|archive-date=10 May 2010|archive-url=https://web.archive.org/web/20100510044932/http://www.reuters.com/article/idUSL1576964720080715|url-status=live}}</ref>

=== Litigation ===
In 2013, Red Bull told the Redwell Brewery, a [[Norfolk]]-based [[micro brewery]], to change its name or face legal action, because it sounded too similar to Red Bull. The eight-man brewery in [[Norwich]] was told its name could "confuse" customers and "tarnish" its trademark.<ref>{{cite news |url=https://www.bbc.co.uk/news/uk-england-norfolk-23697138 |title=Red Bull pursues Redwell brewery in Norwich over name |work=[[BBC News]] |date=14 August 2013 |access-date=13 November 2013 |archive-date=4 January 2014 |archive-url=https://web.archive.org/web/20140104123740/http://www.bbc.co.uk/news/uk-england-norfolk-23697138 |url-status=live }}</ref> The two companies reached a settlement permitting Redwell to continue using its name.<ref>{{cite news |url=https://www.bbc.co.uk/news/uk-england-norfolk-23705255 |title=Red Bull ends dispute with Redwell brewery in Norwich |work=[[BBC News]] |date=14 August 2013 |access-date=13 November 2013 |archive-date=4 January 2014 |archive-url=https://web.archive.org/web/20140104012859/http://www.bbc.co.uk/news/uk-england-norfolk-23705255 |url-status=live }}</ref>

In 2014, Red Bull entered into a US$13&nbsp;million settlement to resolve two consumer class action lawsuits in the United States District Court for the Southern District of New York.<ref>{{Cite web|url=https://www.law360.com/articles/563228/red-bull-puts-up-13m-to-settle-false-advertising-suit|title=Red Bull Puts Up $13M To Settle False Advertising Suit – Law360|website=www.law360.com|access-date=8 March 2017|archive-date=9 March 2017|archive-url=https://web.archive.org/web/20170309060854/https://www.law360.com/articles/563228/red-bull-puts-up-13m-to-settle-false-advertising-suit|url-status=live}}</ref> Named as plaintiffs were Benjamin Careathers, David Wolf, and Miguel Almarez,<ref>{{Cite news|url=https://topclassactions.com/lawsuit-settlements/lawsuit-news/36145-red-bull-agrees-13m-false-advertising-class-action-settlement/|title=Red Bull Agrees to $13M False Advertising Class Action Settlement|date=4 August 2014|work=Top Class Actions|access-date=8 March 2017|archive-date=11 April 2017|archive-url=https://web.archive.org/web/20170411152405/http://topclassactions.com/lawsuit-settlements/lawsuit-news/36145-red-bull-agrees-13m-false-advertising-class-action-settlement/|url-status=live}}</ref> who had sued the company claiming breach of express warranty and unjust enrichment, saying that Red Bull falsely asserted performance-enhancing benefits from the drink's ingredients which were unsubstantiated by scientific studies.<ref name=bevnet>{{cite web|title=Red Bull to Pay $13 Million|url=http://www.bevnet.com/news/2014/red-bull-to-pay-13-million-for-false-advertising-settlement|website=bevnet.com|publisher=Law360.|access-date=21 October 2014|date=5 August 2014|archive-date=21 October 2014|archive-url=https://web.archive.org/web/20141021191624/http://www.bevnet.com/news/2014/red-bull-to-pay-13-million-for-false-advertising-settlement|url-status=live}}</ref> On 1 May 2015, the Court approved the settlement, giving customers who had submitted claims the opportunity to receive a US$10 cash reimbursement or US$15 in Red Bull products<ref>{{cite news |url=http://www.cbsnews.com/news/drink-red-bull-you-may-have-10-coming-to-you/ |title=Drink Red Bull? You may have $10 coming to you |publisher=cbsnews.com |date=9 October 2014 |access-date=16 February 2015 |archive-date=24 February 2015 |archive-url=https://web.archive.org/web/20150224200208/http://www.cbsnews.com/news/drink-red-bull-you-may-have-10-coming-to-you/ |url-status=live }}</ref> within 150 days of affirmance on any appeal.<ref>{{cite web |url=https://www.bbc.co.uk/news/newsbeat-29550003 |title=So Red Bull doesn't actually 'give you wings' |publisher=Bbc.co.uk |date=9 October 2014 |access-date=3 November 2014 |archive-date=12 October 2014 |archive-url=https://web.archive.org/web/20141012022714/http://www.bbc.co.uk/newsbeat/29550003 |url-status=live }}</ref> Contrary to reports from some news outlets, the plaintiffs had not alleged that the drink did not give consumers actual wings.<ref>{{cite web |publisher=[[Snopes]] |url=https://www.snopes.com/fact-check/red-bulls-wings/ |title=Fact check: Red Bull does (not) give you wings |last=O’Reilly |first=Laura |date=8 October 2014 |access-date=10 June 2018 |archive-date=30 December 2021 |archive-url=https://web.archive.org/web/20211230073746/https://www.snopes.com/fact-check/red-bulls-wings/ |url-status=live }}</ref>

== References ==
{{Reflist|30em}}

== External links ==
{{Commons}}
* {{Official website|https://www.redbull.com/int-en/}}

{{Red Bull}}
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