Editing Red Bull (section)

==History==

[[File:Red Bull near Potala Palace.jpg|thumb|A large can of the Chinese version of Red Bull stands in front of the [[Potala Palace]] in Tibet.]]

In 1976, [[Chaleo Yoovidhya]] introduced a drink called [[Krating Daeng]] in Thailand,<ref>{{cite web|last1=Neate|first1=Rupert|date=23 November 2020|title=Red Bull pays out €550m to founders, including family of drink's inventor|url=https://www.theguardian.com/business/2020/nov/23/red-bull-pays-out-550m-to-founders-including-family-of-drinks-inventor|access-date=1 November 2021|website=The Guardian|archive-date=1 November 2021|archive-url=https://web.archive.org/web/20211101124255/https://www.theguardian.com/business/2020/nov/23/red-bull-pays-out-550m-to-founders-including-family-of-drinks-inventor|url-status=live}}</ref> which means "red [[gaur]]" in English. It was popular among Thai truck drivers and labourers. While working for German manufacturer [[Blendax]] (later acquired by [[Procter & Gamble]]) in 1982, [[Dietrich Mateschitz]] travelled to Thailand and met Chaleo, owner of T.C. Pharmaceutical. During his visit, Mateschitz discovered that Krating Daeng helped cure his [[jet lag]].<ref>{{Cite news |url=http://www.economist.com/people/displayStory.cfm?story_id=1120373 |title=Face value &#124; Selling energy |publisher=Economist.com |date=9 May 2002 |access-date=22 June 2009 |archive-date=3 June 2008 |archive-url=https://web.archive.org/web/20080603102117/http://www.economist.com/people/displayStory.cfm?story_id=1120373 |url-status=live }}</ref> In 1984, Mateschitz co-founded [[Red Bull GmbH]] with Yoovidhya and turned it into an international brand. Each partner invested US$500,000 of savings to fund the company. Yoovidhya and Mateschitz each held a 49 percent share of the new company. They gave the remaining two percent to Yoovidhya's son, [[Chalerm Yoovidhya|Chalerm]], but it was agreed that Mateschitz would run the company.<ref name="forbes.com">{{cite web|url=https://www.forbes.com/global/2005/0328/028_print.html|title=The Soda With Buzz|date=28 March 2005|author=Kerry A. Dolan|work=Forbes|access-date=20 June 2015|archive-date=2 November 2012|archive-url=https://web.archive.org/web/20121102225404/http://www.forbes.com/global/2005/0328/028_print.html|url-status=dead}}</ref> The product was first launched in Austria on 1 April 1987.<ref name=":5">{{cite web|title=Red Bull the company – Who makes Red Bull?|url=http://energydrink.redbull.com/company|access-date=13 November 2013|work=Energydrink.redbull.com|archive-date=13 October 2017|archive-url=https://web.archive.org/web/20171013132914/http://energydrink.redbull.com/company|url-status=live}}</ref>

In Thailand, [[energy drinks]] are most popular with [[blue-collar worker]]s. Red Bull re-positioned the drink as a trendy, upscale drink, first introducing it at Austrian [[ski resort]]s.<ref name="BP-20151228" /> Pricing was a key differentiator, with Red Bull positioned as a [[Premium pricing|premium]] drink<ref>{{Cite news|title=Red Bull's Brand As Powerful As Its Beverage|language=en|work=NPR.org|url=https://www.npr.org/2012/10/15/162963633/red-bulls-brand-as-powerful-as-its-beverage?t=1641699362666|access-date=2022-01-09|archive-date=9 January 2022|archive-url=https://web.archive.org/web/20220109033750/https://www.npr.org/2012/10/15/162963633/red-bulls-brand-as-powerful-as-its-beverage?t=1641699362666|url-status=live}}</ref><ref>{{Cite news |last=Bryant |first=Chris |date=28 October 2022 |title=The Red Bull Billionaire's Secret Recipe for Success |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/opinion/articles/2022-10-28/red-bull-founder-dietrich-mateschitz-s-recipe-premium-prices-smart-marketing |access-date=2023-01-20}}</ref> and Krating Daeng as a lower cost item.<ref>{{Cite web |last=Goh |first=Agnes |date=2021-04-21 |title=Why Are There 2 Different Red Bull at Different Price Points? |url=https://sg.finance.yahoo.com/news/why-2-different-red-bull-040000076.html |access-date=2024-08-13 |website=Yahoo Finance |language=en}}</ref> In many countries, both drinks are available, dominating both ends of the price spectrum.<ref name=BP-20151228 /> The flavouring used for Red Bull is still produced in [[Bangkok]] and exported worldwide.<ref name="BP-20151228" />

During the 1990s, the product expanded into Hungary, Slovenia, Germany, the Czech Republic, Croatia, the United Kingdom, Australia, and the United States.<ref name="funding universe history">{{cite web | title = Red Bull GmbH Company History | url = http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html | publisher = Funding Universe | access-date = 12 October 2007 | archive-date = 17 October 2007 | archive-url = https://web.archive.org/web/20071017013115/http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html | url-status = live }}</ref> It entered Germany and the UK in 1994, the United States (via California) in 1996,<ref name=":6">{{Cite web |title=Red Bull North America |url=https://jobs.redbull.com/pl-pl/locations/red-bull-north-america?lang=en-us |url-status=live |archive-url=https://web.archive.org/web/20220308223509/https://jobs.redbull.com/pl-pl/locations/red-bull-north-america?lang=en-us |archive-date=8 March 2022 |access-date=2022-03-08 |website=jobs.redbull.com |language=en-us}}</ref> the [[Middle East]] in 2000 and the [[Philippines]] in 2012.<ref name="funding universe history"/> In 2008, ''[[Forbes]]'' magazine listed both Chaleo and Mateschitz as the 250th&nbsp;richest people in the world with an estimated net worth of US$4 billion.<ref>{{cite magazine |url=https://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes_23.html |title=The World's Billionaires |magazine=Forbes.com |date=11 February 2008 |access-date=22 June 2009 |archive-date=4 April 2009 |archive-url=https://web.archive.org/web/20090404084522/http://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes_23.html |url-status=live }}</ref><ref>{{cite magazine|url=https://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes.html |archive-url=https://web.archive.org/web/20080309002020/http://www.forbes.com/lists/2008/10/billionaires08_The-Worlds-Billionaires_CountryOfPrmRes.html |url-status=dead |archive-date=9 March 2008 |title=The World's Billionaires |magazine=Forbes.com |date=11 February 2008 |access-date=22 June 2009}}</ref>

Red Bull GmbH is headquartered in [[Fuschl am See]], an Austrian village of about 1,500 inhabitants near [[Salzburg]]. The company is 51 percent controlled by the Yoovidhya family who, for technical reasons, own the trademark in Europe and the US.<ref name=BP-20151228>{{cite news|last1=Nivatpumin|first1=Chiratas|last2=Treeraponpichit|first2=Busrin|title=Red Bull still charging ahead|url=http://www.bangkokpost.com/business/news/808868/red-bull-still-charging-ahead|access-date=30 December 2015|work=Bangkok Post|date=28 December 2015|archive-date=17 October 2020|archive-url=https://web.archive.org/web/20201017052005/https://www.bangkokpost.com/business/808868/red-bull-still-charging-ahead|url-status=live}}</ref>

Claims about the drink's effects and performance have been challenged on various occasions, with the UK's [[Advertising Standards Authority (United Kingdom)|Advertising Standards Authority]] imposing advertising restrictions in 2001 in response to complaints recorded as early as 1997.<ref>{{cite news |date=24 January 2001 |title=HEALTH &#124; Energy drink claims rejected |url=http://news.bbc.co.uk/2/hi/health/1133348.stm |url-status=live |archive-url=https://web.archive.org/web/20090116004027/http://news.bbc.co.uk/2/hi/health/1133348.stm |archive-date=16 January 2009 |access-date=22 June 2009 |work=BBC News}}</ref>