Red Bull - Essay Example

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Red Bull founded after an Asian locally-brewed tonic in Thailand now markets its eponymous functional energy drink in more than 100 countries. (Wikipedia)
Red Bull is a non-alcoholic drink contains the amino acid taurine, B-complex vitamins, caffeine and carbohydrates. Red Bull claims that the body needs more taurine, an amino acid than is produced normally during the physical exertion of the human body. The drink has grown quickly worldwide capturing about 80 percent of the world's energy drink market. Although the company is of Austrian origin, the recipe for the drink Red Bull is said to come from Thailand. (Red Bull Company Profile- Yahoo Finance)
The berry-flavored beverage is spiked with additives like taurine and glucuronolactone. And at $2 for an 8.3-ounce can, Red Bull's retail price is at least double what you'd pay for a 12-ounce can of Coke. But it does pack some energy. Red Bull, with 80 milligrams of caffeine, has more than double the dose found in the larger Coke serving, and it has 110 calories per serving versus Coke's 140.The consumption of Red Bull was 1.9 billion cans of in the year 2004, generating just about $2 billion in revenue. In some countries Red Bull commands an 80% market share. ...Show more

Summary

Red Bull Gmbh is headquartered in Fuschl, Austria, a lakeside village outside of Salzburg. The company was formed by a Fuschl resident and entrepreneur named Dietrich Mateschitz. Traveling in Asia in the 1980s, Mateschitz came across a syrupy tonic favored by ricksha drivers, and discovered that its key ingredient was an amino acid called taurine, which occurs naturally in human and animal bile…
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