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{{Short description|Merek minuman energi yang dijual oleh Red Bull GmbH}}
{{infobox beverage▼
{{About|merek minuman energi|distributornya|Red Bull GmbH|minuman dengan nama yang sama dalam bahasa Thai|Krating Daeng|kegunaan lain|Red Bull (disambiguasi)}}{{Lead too long|date=Juli 2022}}
|image = [[Berkas:Red Bull.svg|170px|]]▼
|name = Red Bull Energy Drink
|caption = Red Bull Energy Drink disajikan di dalam sebuah gelas dengan es batu
|type = [[Minuman energi]]
▲|abv =
|proof =
|manufacturer = [[Rauch (perusahaan)|Rauch]]<ref>{{cite web|date=21 November 2010|title=Red Bull steht zu Rauch als Hauptabfüllpartner|url=https://vbgv1.orf.at/stories/482929|website=vorarlberg|access-date=3 January 2021|archive-date=3 January 2022|archive-url=https://web.archive.org/web/20220103061637/https://vbgv1.orf.at/stories/482929|url-status=live}}</ref>
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|origin = [[Austria]]<ref>{{cite web|title=Who makes Red Bull? Red Bull Company|url=https://energydrink-us.redbull.com/en/company|website=energydrink-us.redbull.com|access-date=27 November 2018|archive-date=24 November 2018|archive-url=https://web.archive.org/web/20181124173651/https://energydrink-us.redbull.com/en/company|url-status=live}}</ref>
|introduced = {{start date and age|1987|04|01|df=yes}}
|color
|ingredients = [[Kafein]], [[taurin]],<ref>{{cite journal |url=https://escholarship.org/content/qt65k8r3bd/qt65k8r3bd.pdf |title=Debunking the Effects of Taurine in Red Bull Energy Drink |journal=Nutrition Bytes |last=Kim |first=Woojae |date=2003 |volume=9 |issue=1 |issn=1548-4327 |access-date=18 March 2020 |archive-date=13 June 2021 |archive-url=https://web.archive.org/web/20210613182839/https://escholarship.org/content/qt65k8r3bd/qt65k8r3bd.pdf |url-status=live }}</ref><ref>{{Cite journal|url=https://escholarship.org/uc/item/65k8r3bd|title=Debunking the Effects of Taurine in Red Bull Energy Drink|first=Woojae|last=Kim|date=18 March 2003|journal=Nutrition Bytes|volume=9|issue=1|access-date=18 March 2020|via=escholarship.org|archive-date=17 June 2020|archive-url=https://web.archive.org/web/20200617141751/https://escholarship.org/uc/item/65k8r3bd|url-status=live}}</ref> [[glukuronolakton]],<ref>{{Cite journal|title=A taurine and caffeine-containing drink stimulates cognitive performance and well-being|first1=R.|last1=Seidl|first2=A.|last2=Peyrl|first3=R.|last3=Nicham|first4=E.|last4=Hauser|date=18 March 2000|journal=Amino Acids|volume=19|issue=3–4|pages=635–642|doi=10.1007/s007260070013|pmid=11140366|s2cid=21581385}}</ref><ref>{{Cite journal|title=Energy drink ingredients. Contribution of caffeine and taurine to performance outcomes|first1=Amy|last1=Peacock|first2=Frances Heritage|last2=Martin|first3=Andrea|last3=Carr|date=1 May 2013|journal=Appetite|volume=64|pages=1–4|doi=10.1016/j.appet.2012.12.021|pmid=23313701|hdl=1959.13/1063281|s2cid=17237027|url=https://eprints.utas.edu.au/22558/3/Peacock_Researchgate.pdf|access-date=24 August 2020|archive-date=14 August 2021|archive-url=https://web.archive.org/web/20210814132926/https://eprints.utas.edu.au/22558/3/Peacock_Researchgate.pdf|url-status=live}}</ref><ref>{{Cite journal|title=Taurine, caffeine, and energy drinks: Reviewing the risks to the adolescent brain|first1=Christine Perdan|last1=Curran|first2=Cecile A.|last2=Marczinski|date=1 December 2017|journal=Birth Defects Research|volume=109|issue=20|pages=1640–1648|doi=10.1002/bdr2.1177|pmid=29251842|pmc=5737830}}</ref> [[sukrosa]] dan [[glukosa]], [[vitamin B|vitamin B-kompleks]], dan air
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|related = [[Krating Daeng#Hubungan dengan Red Bull|Krating Daeng]]<br />[[Red Bull Simply Cola]]<br />[[#Varian|Organics by Red Bull]]
|website = [
}}
'''Red Bull''' adalah sebuah merek [[minuman energi]] milik [[Red Bull GmbH]] asal [[Austria]]. Dengan pangsa pasar sebesar 38%, Red Bull adalah merek minuman energi terpopuler di dunia hingga tahun 2019.<ref>{{Cite web|last=|first=|date=2019-04-16|title=This century's best-performing US stock sells energy drinks, not iPhones (MNST)|url=https://markets.businessinsider.com/news/stocks/this-centurys-best-performing-us-stock-sells-energy-drinks-not-iphones-2019-4|access-date=2022-01-02|website=markets.businessinsider.com|language=en|archive-date=2 January 2022|archive-url=https://web.archive.org/web/20220102150907/https://markets.businessinsider.com/news/stocks/this-centurys-best-performing-us-stock-sells-energy-drinks-not-iphones-2019-4|url-status=live}}</ref> Sejak diluncurkan pada tahun 1987, lebih dari 100 milyar kaleng Red Bull telah berhasil dijual di seluruh dunia,<ref>{{Cite web|title=Is Red Bull Energy Drink safe?|url=https://www.redbull.com/int-en/energydrink/red-bull-is-safe|access-date=2022-01-02|website=www.redbull.com|language=en|archive-date=2 January 2022|archive-url=https://web.archive.org/web/20220102150906/https://www.redbull.com/int-en/energydrink/red-bull-is-safe|url-status=live}}</ref> termasuk 9,8 milyar kaleng pada tahun 2021.<ref>{{Cite news|title=Dietrich Mateschitz|url=https://www.bloomberg.com/billionaires/profiles/dietrich-mateschitz/|access-date=2022-01-05|newspaper=Bloomberg.com|archive-date=20 January 2022|archive-url=https://web.archive.org/web/20220120233644/https://www.bloomberg.com//billionaires/profiles/dietrich-mateschitz/|url-status=live}}</ref>
Awalnya hanya tersedia dalam satu varian yang dijual dengan kaleng berwarna perak-biru yang tinggi dan ramping, yang diberi nama '''Red Bull Energy Drink''', sejumlah [[Red Bull#Varian|varian]] kemudian diperkenalkan. Slogan Red Bull, yakni "''Gives You Wings''",<ref>{{Cite web |title=What is the slogan of Red Bull? |url=https://www.redbull.com/int-en/energydrink/what-is-the-slogan-of-red-bull |access-date=2022-03-24 |website=www.redbull.com |language=en |archive-date=24 March 2022 |archive-url=https://web.archive.org/web/20220324203000/https://www.redbull.com/int-en/energydrink/what-is-the-slogan-of-red-bull |url-status=live }}</ref> adalah salah satu [[slogan iklan]] paling populer dan paling diingat di Amerika Serikat.<ref>{{Cite web |last=Kinkade |first=Kris |title=Test your knowledge: Can you match these slogans and brands? |url=https://www.usatoday.com/story/money/media/2018/03/19/kfc-kay-jewelers-those-easy-can-you-match-these-other-slogans-and-brands/433176002/ |access-date=2022-03-24 |website=[[USA Today]] |language=en |archive-date=24 March 2022 |archive-url=https://web.archive.org/web/20220324204344/https://www.usatoday.com/story/money/media/2018/03/19/kfc-kay-jewelers-those-easy-can-you-match-these-other-slogans-and-brands/433176002/ |url-status=live }}</ref> Bukannya menggunakan pendekatan pemasaran tradisional, Red Bull mendapat perhatian dan membuat "mitos merek"<ref>{{cite journal|last1=Kuehlwein|first1= JP|last2 =Chaefer|first2= Wolf|title=How modern prestige brands create meaning through mission and myth|journal=Journal of Brand Strategy|volume=5|issue=4|date=Spring 2017}}{{ISSN|2045-855X}}</ref><ref>Kuehlwein, JP. [https://masstoclass.wordpress.com/2015/12/15/ueber-brands-and-the-art-of-myth-making/ Ueber-Brands and The Art of Myth-Making] {{Webarchive|url=https://web.archive.org/web/20170802044012/https://masstoclass.wordpress.com/2015/12/15/ueber-brands-and-the-art-of-myth-making/ |date=2 August 2017 }}. www.ueberbrands.com December 2015</ref> melalui seri [[olahraga ekstrim]] ''proprietary'' seperti [[Red Bull Cliff Diving World Series]], [[Red Bull Air Race]], dan [[Crashed Ice|Red Bull Crashed Ice]], serta aksi yang menonjol seperti [[Red Bull Stratos|proyek Stratos]].<ref>Schaefer, Wolf and Kuehlwein, JP. 2015. Rethinking Prestige Branding – Secrets of the Ueber-Brands. Kogan Page. pp.77ff. {{ISBN|9780749470036}}</ref> Selain seri olahraga, pemasaran Red Bull meliputi kepemilikan atas sejumlah [[tim olahraga]]; [[penjenamaan selebritas|dukungan selebritas]]; dan musik, melalui label [[Red Bull Records]].<ref name="Pump the Music">{{Cite news|title=Pump the Music: Red Bull Eyes Starting Branded Music Label — NYPost.com|url=http://www.nypost.com/p/news/business/item_SY9XQMYwCgtsf6cCoINAOO;jsessionid=A41FF58821B638E4FD7E126596BCABFB|archive-url=https://archive.today/20130130130346/http://www.nypost.com/p/news/business/item_SY9XQMYwCgtsf6cCoINAOO;jsessionid=A41FF58821B638E4FD7E126596BCABFB|url-status=dead|archive-date=30 January 2013|work=New York Post|first=Peter|last=Lauria|date=1 April 2008}}101013 NYPost.com</ref>
Red Bull memulai sejarahnya dari minuman serupa bernama [[Krating Daeng]], yang diperkenalkan pada tahun 1976 di [[Thailand]] oleh ahli farmasi, [[Chaleo Yoovidhya]]. Yoovidhya awalnya memasarkan Krating Daeng ke buruh dan siswa dengan menyebut bahwa Krating Daeng dapat meningkatkan produktivitas. Ia juga mengiklankan Krating Daeng di berbagai ajang olahraga di Thailand, seperti [[Muay Thai]], sehingga popularitas Krating Daeng makin meningkat. Saat sedang berbisnis di Thailand, [[Dietrich Mateschitz]] membeli satu kaleng Krating Daeng dan mengklaim bahwa minuman tersebut berhasil menyembuhkan ''[[jet lag]]''-nya. Mateschitz pun berupaya bermitra dengan Yoovidhya dan memformulasikan sebuah produk yang sesuai dengan selera masyarakat Barat, seperti mengkarbonasi produknya.<ref>{{cite book |url=https://books.google.com/books?id=VrO3O0h6I0wC |title=Asian Brand Strategy: How Asia Builds Strong Brands |last1=Roll |first1=Martin |isbn=9780230513068 |page=199 |publisher=Springer |date=17 October 2005 |access-date=24 September 2012 |archive-date=10 June 2016 |archive-url=https://web.archive.org/web/20160610201453/https://books.google.com/books?id=VrO3O0h6I0wC |url-status=live }}</ref> Pada tahun 1984, keduanya mendirikan Red Bull GmbH di [[Fuschl am See]], [[Salzburg (negara bagian)|Salzburg]], Austria.<ref>{{Cite web |title= Red Bull GMBH - Company Profile and News|url=https://www.bloomberg.com/profile/company/495680Z:AV |access-date=2022-03-08 |website=www.bloomberg.com |archive-date=13 June 2020 |archive-url=https://web.archive.org/web/20200613200512/https://www.bloomberg.com/profile/company/495680Z:AV |url-status=live }}</ref> Untuk menamai produk barunya, Mateschitz menyesuaikan dengan arti nama Krating Daeng dalam [[bahasa Thai]], yakni ''daeng'' berarti merah, dan ''[[gaur|krating]]'' (dikenal dalam Bahasa Indonesia sebagai seladang atau bison India) adalah sebuah spesies [[bovinae]] liar berukuran besar yang berasal dari [[subbenua India]]. Pada tahun 1987, perusahaan tersebut mulai menjual Red Bull dengan kemasan kaleng di Eropa. Pada tahun 1996, Red Bull mulai beroperasi di Amerika Serikat.<ref>{{Cite web |title=Red Bull North America |url=https://jobs.redbull.com/pl-pl/locations/red-bull-north-america?lang=en-us |access-date=2022-03-08 |website=jobs.redbull.com |language=en-us |archive-date=8 March 2022 |archive-url=https://web.archive.org/web/20220308223509/https://jobs.redbull.com/pl-pl/locations/red-bull-north-america?lang=en-us |url-status=live }}</ref> Red Bull dan Kraeting Daeng menggunakan logo yang sama, yakni berupa dua ekor banteng berwarna merah yang berdiri berhadapan di depan matahari berwarna kuning, tetapi Red Bull dan Kraeting Daeng memasarkan produknya secara terpisah, masing-masing di negara-negara Barat dan Thailand. Mayoritas saham Red Bull GmbH masih dimiliki dan dikendalikan oleh keturunan Yoovidhya dan Mateschitz.
==
[[File:Red Bull near Potala Palace.jpg|thumb|Di depan [[Istana Potala]], Tibet: sebuah kaleng besar Red Bull versi Tiongkok.]]
Pada tahun 1976, [[Chaleo Yoovidhya]] memperkenalkan sebuah minuman yang diberi nama [[Krating Daeng]] di 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> yang berarti "[[seladang]] merah" dalam bahasa Indonesia. Minuman tersebut kemudian menjadi populer di kalangan pengemudi truk dan buruh di Thailand. Saat bekerja untuk [[Blendax]] (kemudian diakuisisi oleh [[Procter & Gamble]]) pada tahun 1982, [[Dietrich Mateschitz]] pergi ke Thailand dan bertemu Chaleo, pemilik T.C. Pharmaceutical. Saat berada di Thailand, Mateschitz menyadari bahwa Krating Daeng membantu menyembuhkan ''[[jet lag]]''-nya.<ref>{{Cite news |url=http://www.economist.com/people/displayStory.cfm?story_id=1120373 |title=Face value | 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> Pada tahun 1984, bersama Yoovidhya, Mateschitz mendirikan [[Red Bull GmbH]] dan menjadikannya sebuah merek internasional. Yoovidhya dan Mateschitz masing-masing berinvestasi sebesar US$500.000 untuk mendirikan perusahaan tersebut. Yoovidhya dan Mateschitz masing-masing memegang 49% saham perusahaan tersebut, sementara 2% saham sisanya diserahkan ke anak Yoovidhya, Chalerm, tetapi disetujui bahwa Mateschitz lah yang akan menjalankan perusahaan tersebut.<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> Perusahaan tersebut meluncurkan produk pertamanya di Austria pada tanggal 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>
Di Thailand, Krating Daeng populer di kalangan [[pekerja kerah biru]]. Sementara Red Bull memposisikan produknya sebagai minuman yang trendi dan kelas atas, dengan pertama kali memperkenalkannya di resort ski di Austria.<ref name="BP-20151228" /> Harga menjadi pembeda utama, dengan Red Bull diposisikan sebagai sebuah minuman [[harga premium|premium]],<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> sementara Krating Daeng diposisikan sebagai produk yang harganya yang lebih murah. Di sejumlah negara, tersedia Red Bull dan Krating Daeng, sehingga mengisi dua spektrum harga sekaligus.<ref name=BP-20151228 /> Bahan yang digunakan oleh Red Bull masih diproduksi di [[Bangkok]] dan diekspor ke seluruh dunia.<ref name="BP-20151228" />
Pada dekade 1990-an, Red Bull mulai dijual di Hungaria, Slovenia, Jerman, Britania Raya, dan Amerika Serikat.<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> Pada tahun 1994, Red Bull mulai dijual di Jerman dan Britania Raya. Tiga tahun kemudian, Red Bull mulai dijual di Amerika Serikat (via California). Pada tahun 2000, Red Bull mulai dijual di Timur Tengah.<ref name="funding universe history"/> Pada tahun 2008, majalah ''[[Forbes]]'' menyebut Chaleo dan Mateschitz sebagai orang terkaya ke-250 di dunia, dengan kekayaannya diperkirakan mencapai US$4 milyar.<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 berkantor pusat di [[Fuschl am See]], sebuah desa yang berpenduduk sekitar 1.500 orang di dekat [[Salzburg]]. Sebanyak 51% saham Red Bull GmbH dipegang oleh keluarga Yoovidhya, yang atas alasan teknis, memegang merek dagang Red Bull di Eropa dan Amerika Serikat.<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>
== Varian ==
Saat ini, Red Bull menawarkan sejumlah varian minuman, yang semuanya didasarkan pada formula yang sama, tetapi dengan rasa dan warna yang berbeda.<ref>{{Cite web|title=What's the difference between the Red Bull Energy Drink and the Red Bull Editions?|url=https://www.redbull.com/us-en/energydrink/difference-to-red-bull|access-date=2021-12-29|website=www.redbull.com|language=en|archive-date=29 December 2021|archive-url=https://web.archive.org/web/20211229041729/https://www.redbull.com/us-en/energydrink/difference-to-red-bull|url-status=live}}</ref>
Red Bull mulai menawarkan varian pada tahun 2003, dimulai dengan varian bebas gula yang diberi nama ''Red Bull Sugarfree''.<ref name="Bev1">{{cite web |title=Red Bull targets sugar-conscious consumers |url=https://www.beveragedaily.com/Article/2003/01/16/Red-Bull-targets-sugar-conscious-consumers |website=BeverageDaily |access-date=21 September 2021 |date=16 January 2003 |archive-date=9 April 2022 |archive-url=https://web.archive.org/web/20220409013006/https://www.beveragedaily.com/Article/2003/01/16/Red-Bull-targets-sugar-conscious-consumers |url-status=live }}</ref>
== Referensi ==
{{
==Pranala luar==
[[Kategori:Red Bull| ]]▼
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[[Kategori:Minuman energi]]▼
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