awareness provided by such early adopters and the social elite, combined with it growing popularity a a mixer drink for vodka, Red Bull succeeded in entering
new markets on the back of a known and authentic presence among consumers, fur ther defining the brand and affording the company the opportunity to dictate supply and drive demand. Students and truck drivers, too, oon discovered and spread the product's awareness, offering authoritative evidence of its ability to pro vide energy and keep consumers awake. Such control over the product's release and availability, although partially necessitated by legal complications and the gradual entry of the drink into different countries, added to Red Bull's mystique and created an exaggerated demand in student and bar-hopping circle , defining the brand as a Generation X (com.monly referring to the generation born after the baby boom.) standard and earning it the title 'the poor
man's cocaine'.6