An unlikely start
lt all started about 30 years ago when Austrian toothpaste sales-man Dietrich Mateschitz traveled to Thailand.While there,
he tried a"tonic" called Krating. Daeng-Thai for "water buffalo." lt tasted
terrible but instantly cured his jet lag. One thing led to another,
and whithin a few years Mateschiz and a partner had acquired the rights to sell the formula throughout the rest of the world. they named it Red Bull.
From the beginning, nothing about Red Bull was conventional. The slim blue-and-silver can, emblazoned with two musculerr red bulls about to smash heads in front of a yellow sun,
was unlike anything on the market. At 8.3 ounces, so was its size. With mystical ingredients such as taurine and glucuronolactone,
and a sickeningly sweet taste often described as "liquidSweet Tarts" or "cough medicine in a can, " the drink didn't fit any established beverage category.And with a 2 price tag, Red Bull was by far the most expensive carbonated beverage on any shelf. But with that unlikely combination, Red Bull gave birth to the energy drink category.
Mateschitz launched Red Bull in native Austria under the only slogan to ever accompany the brand, "Red Bull Gives You Wings. "The moment he heard it, Mateschitz know that this slogan would be the core of Red Bull's brand image. He didn't care about the product's taste."it's not just another flavored sugar water differentiated by color or taste or flavor,"he says."lt's an efficiency product. i'm talking abut improving endurance,concentration, reaction time, speed,vigilance, and emotional status.
Taste is of no importance whatsoever Despite negative initial product reviews,Red Bull's young male target market agreed.sales in Europe were positively bullish.