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Red Bull is a brand of energy drinks sold by Austrian company Red Bull GmbH. With 38% market share, it is the most popular energy drink brand as of 2019. Since its launch in 1987, more than 82 billion cans of Red Bull have been sold worldwide, including 7.9 billion in 2020.
Originally available only in a single nondescript flavor sold in a tall and slim blue-silver can, called Red Bull Energy Drink, numerous variants of the drink were added over the course of time. Its slogan, "Red Bull Gives You Wings", is one of the most popular and memorable advertising slogans in the United States. Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth" through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and standout stunts such as the Stratos space diving project. In addition to sport series, its marketing includes multiple sports team ownerships; celebrity endorsements; and music, through its Red Bull Records label.
Red Bull traces its origins to a similar drink called Krating Daeng, which was introduced in 1976 in Thailand by the pharmacist Chaleo Yoovidhya. Yoovidhya marketed his drink towards labourers and students pitching his product as a means to increase their productivity. He also advertised Krating Daeng in various Thai sporting events such as Muay Thai, which boosted its popularity. While doing business in Thailand, Dietrich Mateschitz purchased a can of Krating Daeng and claimed it cured his jet lag. Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit the tastes of Westerners, such as carbonating the product. In 1984 the two founded Red Bull GmbH in 1984 in Fuschl am See, Salzburg, Austria. When branding their new product Mateschitz referenced Krating Daeng's name as in Thai, daeng means red, and a krating (known in English as a gaur or Indian bison) is a large species of wild bovine native to the Indian subcontinent. In 1987, the company sold its first can of Red Bull in Europe. In 1996 Red Bull began operation in the United States and has seen steady growth ever since. Both Red Bull and Kraeting Daeng use the same red bull on yellow sun logo while continuing to market their drinks separately in the Thai and Western markets. Red Bull GmbH is still majority owned and controlled by Yoovidhya's heirs and Mateschitz.
Over the years, Red Bull has offered many variations of its drink, all based on the same formula but differing in taste and colour.
Red Bull began offering variations on its drinks in 2003 with a sugar-free version of the drink with a distinct flavor from the original, called Red Bull Sugarfree. In 2012, Red Bull released Red Bull Total Zero, a variant without calories. In 2018, the company released Red Bull Zero, a different sugar-free formulation designed to taste more like the original flavor.
In 2009, Red Bull unveiled a highly concentrated variant of its drink called Red Bull Energy Shot. It comes in 2 oz (60 ml) cans.
The company began expanding its flavor offerings in 2013 with the launch of Red Bull Editions. Initially available in cranberry, lime, and blueberry, the Editions line has grown to include a variety of flavours, including some available only during specific seasons or in certain regions.
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