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of market share, Red Bull is the highest-selling energy drink in the world, with 5.387 billion cans sold
in
Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating
Daeng, which was first introduced and sold in Thailand by Chaleo Yoovidhya. He took this idea,
modified the ingredients to suit the tastes of Westerners,] and, in partnership with Chaleo, founded
Red Bull GmbH in 1987 in Chakkapong, Thailand. In Thai, daeng means red, and krating is the large
bovine called "gaur" in English. Red Bull is sold in a tall and slim blue-silver can, while Krating
Daeng is in a shorter gold can.[6] The two are different products, produced separately.
The Red Bull company slogan was "Red Bull gives you wings"prior to a class action lawsuit related
to the benefits of the drink in 2014.[8] The product is marketed through advertising, events (Red Bull
Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (RB
Leipzig, FC Red Bull Salzburg, Red Bull Brasil, New York Red Bulls, Red Bull Racing, Scuderia
Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records.
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