Red Bull GmbH operates in the beverage segment and is especially known for its famous energy drink Red Bull. The company was founded in 1987 and is currently headquartered in Fuschl am See in Austria, close to Salzburg. The company operates in more than 166 countries around the world.
The energy drink Red Bull is a functional drink containing caffeine, taurine, B-Group vitamins, sucrose and glucose, and water. In addition to the traditional Red Bull, the company has ‘Red Bull Sugarfree’, Red Bull Total Zero and ‘Red Bull Red, Silver and Blue Edition’ in its portfolio. The drinks are sold in cans holding 8.4 fluid ounces (250ml).
Besides producing and selling beverages the beverage company is highly known for their engagement in sponsoring extreme sports and motor sports. In 2013, the Red Bull Racing Team won the fourth consecutive Formula One Constructor’s Championship.
In mid 2014, Red Bull was subject in the press regarding its advertising slogan ‘Red Bull gives you wings’, which the firm has been using since about two decades. Some disappointed U.S. consumers claimed that the functional beverage didn’t give them wings and didn’t help them to increase their performance or reaction speed. They filed a U.S. class action lawsuit that accused the company of misleading and false advertising claims. Red Bull has agreed to reimburse class members who have bought Red Bull during the last 12 years.