![]() Red bull has sugar free drink, Cola drink and energy shot, but these have not been very impressive in term of sale in course of time. Though red Bull was one of the first to break into the energy drink industry, there has been a little innovation from the company in course of time. Now they have involved themselves within the existing night clubs The key people of Redbull are Dietrick Mateschitz- who is the founder, Nigel Trood- The director in England, John Probst who works with Red Bull racing, Ellen Applen – director of communication Elton Sawyer- director of competition, Patrice Radden who is the director of corporate communication and Walter Bachingerthe- head of controlling and accounting Red bull has been innovative in few ways. They host many sports events for them to market the product and hence they are now one of the biggest sponsor of sports. Red Bull has been involved with many communities as well. Rebull just does not give up whether buying a sports team or creating a magazine or sponsoring an event (Gorse, Chadwick & Burton, 2010). The main aim of Red Bull is to never give up, because in their past it is shown how they keep on doing more and different ways to reach out to its target audience and promote their brand. Since Red Bull has been growing tremendously, it is currently experiencing a high brand and Reb Bull Takes about 70 percent of the energy drink market (Gorse, Chadwick & Burton, 2010). The Energy drinks is also known as “function” category of drinks that includes, but not limited to, sports and work out supplement drinks (Heckman, Sherry & De Mejia, 2010). Red Bull is world wide energy drink beverage that contains caffeine along with other presumed energy enhancing ingredients like taurine, herbal extracts and B vitamins, besides calories (Heckman, Sherry & De Mejia, 2010). Red Bull took out the syrup and made it more carbonated (Hoover’s Inc., 2011) It is very important to understand the energy drink industry before understanding where Red bull stands in this particular industry. Reb Bull saw this as a downfall of its sales. Every company has its ups and downs and one of the down point for Red Bull was it did not contain enough syrup and was not carbonated. Both of them held 49% share of the company. In partnership with Yoovidya, it became a global brand, with both of them investing around $500,000 of savings and taking a stake in the new company. Red Bull was launched in Austria in 1987. He then modified the drink and in partnership with Chaleo Yoovidhya, founded Red Bull Gmbh in Chakkapong. ![]() He worked up and the drink was called Krateng Dang, which originally was sold in Asia. When he went to Asia for business trip, he tried some syrups that people would put in their drinks to give them energy. Red bull Energy drink was developed by Dietrick Mateschitz. ![]()
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