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Red Bull

Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 4.6 billion cans sold in 2011.

Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named Krating Daeng (Thai: กระทิงแดง, Thai pronunciation: dɛːŋ), which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners, and, in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in Austria. In Thai, daeng means red, and krating is the reddish-brown bovine called a "gaur", which is an animal slightly larger than the bison. Red Bull is sold in a tall and slim blue-silver can; in Thailand and in some parts of Asia it is sold in a wider gold can with the name of Krating Daeng or Red Bull Classic. The two are different products, produced separately.

The company slogan is "Red Bull gives you wings" and the product is marketed through advertising, events (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (Red Bull Racing, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull New York, RB Leipzig, Red Bull Brasil), celebrity endorsements, and music, through its record label Red Bull Records.

Red Bull has been the target of criticism concerning the possible health risks associated with the drink. A study by the European Food Safety Authority (EFSA) concluded that in the levels used in popular energy drinks, like Red Bull, taurine and glucuronolactone are safe.

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