Red Bull and Energy Drinks 2010

2017 ◽  
pp. 1-3
Author(s):  
Paul W. Farris
Keyword(s):  
Marketing Strategy ◽  
Energy Drinks ◽  
Energy Drink ◽  
Extreme Sports ◽  
Red Bull

Red Bull spends an estimated 40% of sales on marketing, largely on sponsored events related to extreme sports. This brief case serves to frame an evaluation of Red Bull's marketing strategy in the increasingly populated energy drink market.

scholarly journals Factors Influencing Energy Drink Consumption in Participants and Viewers of Extreme Sports

2020 ◽  
Vol 2020 ◽  
pp. 1-6
Author(s):  
Conrad A. Goodhew ◽  
Tracy L. Perry ◽  
Nancy J. Rehrer
Keyword(s):  
Online Survey ◽  
Energy Drinks ◽  
Energy Drink ◽  
Extreme Sports ◽  
Younger Adults ◽  
Logistic Regression Models ◽  
Energy Drink Consumption ◽  
Sport Clubs ◽  
The Mean ◽  
Online Availability

Objective. To quantify energy drink consumption and influences affecting consumption in those who participate in or watch extreme sports. Methods. An online survey, informed by focus groups, was administered via Quadrics®. Advertisement was via social media, emailing extreme sport clubs, flyers at extreme sport locations, and word of mouth. Participation was limited to those >18 y who watched and/or participated in extreme sports. The study was conducted in New Zealand, with international online availability. Variables measured comprised age, sex, energy drink consumption, reasons for their use, extreme sport viewing, advertising, and sponsorship. Logistic regression models were utilised. Results. Amongst participants who completed the questionnaire (n = 247), the mean (SD) age was 26.2 (8.2) y, 40.5% were female, 57.9% consumed energy drinks, and 25.5% consumed >one per week. For every year older, odds of consuming energy drinks were 3.1% lower p = 0.04 . A 31% increase in energy drink consumption for every single increase of viewing extreme sport per week was observed p = 0.009 ; however, reported viewing of advertising was not associated with increased consumption. Conclusions. A large proportion of extreme sport enthusiasts regularly consume energy drinks, especially younger adults. Extreme sport viewing, where energy drink sponsorship is common, appears to increase their consumption, even if not considered advertising by the viewers themselves.

scholarly journals Variabilidade da Frequência Cardíaca em Universitários Saudáveis Após Ingesta de Bebida Energética / Heart Rate Variability in Healthy College Students After Energy Drink Intake

2016 ◽  
Vol 6 (4) ◽  
pp. 28-41
Author(s):  
Daniel Cesar Shirane ◽  
Fernanda Pereira Maiolini ◽  
Dalmo Antônio Ribeiro Moreira
Keyword(s):  
College Students ◽  
Heart Rate ◽  
Heart Rate Variability ◽  
Energy Drinks ◽  
Energy Drink ◽  
Vagal Activity ◽  
Before And After ◽  
Group A ◽  
Group B ◽  
Red Bull

Objetivo: O objetivo é analisar a variabilidade da frequência cardíaca em universitários saudáveis, após ingestão de bebida energética. Materiais e Métodos: Estudo prospectivo, uni-cego que incluiu indivíduos de coração normal. Todos submeteram-se à monitorização eletrocardiográfica por 5 minutos, antes da ingestão de 250 ml do energético Red Bull® (grupo A – GA) ou de placebo (grupo B – GB), numa relação 3:1, num período de 10 minutos. Após 45 minutos, um outro ECG foi realizado. Os indivíduos dos GA e GB permaneceram em repouso, sentados. Foi obtida a VFC antes e após a administração das substâncias, nos domínios do tempo (DT) e da frequência (DF). Foram excluídos consumidores de energéticos, aqueles que tivessem ingerido álcool ou cafeína nas 24 h antes da investigação. Resultados: Foram incluídos 30 indivíduos no grupo A (16H, 14M, média de idade 22±3a, variando entre 17 e 36 a) e 10 no grupo B (6H, 4M, média de idade 20±5a).  Não se observou variação da frequência cardíaca antes e após nos GA e GB (70±10 vs 71±8 no GA [p=0,941] e, 69±8 vs. 70±9 no GB[p=0,881]). Houve incremento significativo da atividade vagal no GA, em comparação ao GB, tanto no DT (SDNN e RMSSD), como no DF (HF). O Red Bull® interferiu pouco no sistema simpático e na relação LF/HF nos GA e GB. Conclusões: O Red Bull® na dose empregada, aumentou a VFC por incremento do tônus parassimpáticos; não causou alteração no equilíbrio autonômico (relação LF/HF); esses achados confirmam os efeitos da cafeína sobre a VFC demonstrado em outros estudos.Palavras-chave: Variabilidade da Frequência Cardíaca; Bebida Energética; ArritmiasABSTRACTObjective: The objective is to analyze the heart rate variability in college students after energy drink intake. Materials and Methods. Prospective study, uni-blind which included normal individuals. All the students underwent electrocardiographic monitoring for 5 minutes before ingestion of 250 ml of Red Bull® (group A - GA) or placebo (Group B - GB) in a 3: 1 ratio, in a 10-minute period. After 45 minutes, another ECG was performed. Individuals at GA and GB remained at rest, sitting. HRV was obtained before and after administration of the substances in the time domain (TD) and frequency domain (FD). Those students categorized as frequent consumers of energy drinks and those who have been drinking alcohol or caffeine in the 24 hours prior to investigation were excluded from the study.Results: Thirty  subjects were included in group A (16M, 14F, mean age 22 ± 3a, ranging between 17 and 36 a) and 10 in group B (6 H, 4M, mean age 20 ± 5a). There was no change in heart rate before and after ingestions in  GA and GB (70 ± 10 vs 71 ± 8 in GA [p = 0.941] and 69 ± 8 vs. 70 ± 9 in GB [p = 0.881]). There was a significant increase in vagal activity in GA compared to GB, both in TD (SDNN and RMSSD) as well as in the FD (HF). The Red bull® little interfered with the sympathetic system and the LF / HF ratio in GA and GB. Conclusions: The Red Bull increased HRV by increase in parasympathetic tone; caused no change in autonomic balance (LF / HF ratio); these findings confirm the effects of caffeine on HRV shown in other studies.Keywords: Heart Rate Variability; Energy Drinks; Arrhythmias

scholarly journals Ankle complex musculature adaptations after Energy Drinks consumption in healthy young adult

2021 ◽  
Vol 10 (2) ◽  
pp. 32-44
Author(s):  
Martín G. Rosario ◽  
Clare Hanrahan SPT ◽  
Lauren Basye SPT ◽  
Ashley Correa SPT
Keyword(s):  
Muscle Activation ◽  
Statistical Significance ◽  
Energy Drinks ◽  
Energy Drink ◽  
Energy Drink Consumption ◽  
Anterior Tibial ◽  
Before And After ◽  
Ankle Complex ◽  
Rapid Activation ◽  
Red Bull

Over the past few years, energy drink consumption has increased among students aged 18–34 years. Energy drinks alter the balance, reduce blood flow and interfere with neuromuscular activation in the lower extremities. We attempted to determine which specific additive of three different drinks (red bull, rockstar, and bang) could contribute to changes in muscle activation of the ankle complex. Twenty healthy young adults aged 22–28 years were included in this study and allocated among 3 groups, red bull, rockstar, and bang. Neuromuscular data were obtained from EMG sensors positioned on the anterior tibialis and gastrocnemius before completing the four balance tasks. Each participant completed all the tasks before and after the 16-ounce Edrink. ANOVA was performed to compare the data before and after the beverage. Statistical significance was set at P <0.05. A trend was observed in red bull and bang groups revealing a faster anterior tibial activity and prolong activation for gastrocnemius. The rockstar group also showed a more rapid activation trend and shorter response during all tasks for the gastrocnemius. It appears that the additives found in Redbull and Bang produce an increased posterior sway, indicated by the faster activity observed on the anterior tibial muscle. On the other hand, the elements encountered in rockstars provoke anterior movements, creating the need for a quicker response from the gastrocnemius muscle. Further research is required to explore certain energy drink ingredients' effects on dynamic activities such as walking.

Priming with Energy Drinks May Promote Men's Tolerance of Social Pain

2015 ◽  
Vol 43 (6) ◽  
pp. 1035-1041
Author(s):  
Torulf Karlsson ◽  
Darren Abetkoff ◽  
Wen-Bin Chiou
Keyword(s):  
Undergraduate Students ◽  
Priming Effect ◽  
Energy Drinks ◽  
Energy Drink ◽  
Pain Tolerance ◽  
Social Pain ◽  
Conformity To Masculine Norms ◽  
Masculine Norms ◽  
Study Results ◽  
Red Bull

In advertising of caffeinated energy drinks, there appears to be a consistent emphasis reinforcing masculine identification. Greater tolerance of social pain in a situation of exclusion is a characteristic particularly identified with masculinity. In this study, we tested the priming effect of an energy drink on men's social pain tolerance in the situation of experiencing social exclusion in Cyberball, a virtual ball-tossing game. We recruited 93 men who were undergraduate students at a university in Taiwan to participate in an experimental study. Results showed that the men exposed to a popular caffeinated energy drink (Red Bull) tolerated being excluded from a greater number of throws in Cyberball than did those with a neutral prime or no prime. Induced conformity to masculine norms mediated the link between the energy drink prime and increased tolerance of social pain. These findings suggest that mere exposure to energy drinks may lead men to behave according to masculine norms in a seemingly unrelated domain.

scholarly journals Impact of Social Media Advertising On Indian Energy Drink Market

2020 ◽  
Vol 3 (9) ◽  
pp. 162-173
Author(s):  
Chandan Thakur ◽  
Ritika Roy ◽  
Sourav Guha Ray
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Energy Drinks ◽  
Energy Drink ◽  
High Energy ◽  
Business Environment ◽  
Consumer Decision Making ◽  
Social Media Advertising ◽  
The Impact ◽  
Red Bull

We have addressed the present study, which discusses the impact on customer brand preferences of social media advertising. Social networking as an immersive business environment where marketers and brand managers can better engage with, communicate and impact consumer decision making (high-energy drinks) on products. This is so important. The new challenge of marketers is to realize that customer-led marketing is a significant marketing feature. When everybody searches for a health alternative in this new situation. All try to keep foot. This is an incentive for the energy drink industry to eventually expand. In the 2020-2025 forecast period, the Indian energy drink market is projected to expand in the CAGR by 9.22%. Energy drinks such as Red Bull, Gatorade, Sting and Mountain Dew are popular. All businesses attract customers through diverse tactics such as cutting prices, promoting celebrities and funding various sports. These businesses have continued to impact people in the rising Energy Drink market. Social media's influence is huge. Social networking ads is the upcoming medium for both businesses to try to build a footprint. Red Bull and Mountain Dew, who have done outstanding marketing work and are still involved in the social media.

scholarly journals Risk-Taking Behavior and the Consumption of Alcohol Mixed with Energy Drink among Australian, Dutch and UK Students

2021 ◽  
Vol 18 (10) ◽  
pp. 5315
Author(s):  
Sean J. Johnson ◽  
Sarah Benson ◽  
Andrew Scholey ◽  
Chris Alford ◽  
Joris C. Verster
Keyword(s):  
Alcohol Consumption ◽  
The Netherlands ◽  
Risk Taking ◽  
Positive Relationship ◽  
Energy Drinks ◽  
Energy Drink ◽  
Energy Drink Consumption ◽  
Risk Taking Behavior ◽  
The Relationship ◽  
Level Of Risk

The relationship between risk-taking behavior, alcohol consumption and negative alcohol-related consequences is well known. The current analyses were conducted to investigate whether alcohol mixed with energy drink (AMED) is related to risk-taking behavior and if there is a relationship between the amount of energy drink mixed with alcohol consumed, risk-taking behavior and negative alcohol-related consequences. Data from N = 1276 AMED consuming students from the Netherlands, UK and Australia who completed the same survey were evaluated. The analysis revealed that, compared to AMED occasions, on alcohol only (AO) occasions significantly more alcohol was consumed and significantly more negative alcohol-related consequences were reported. On both AO and AMED occasions, there was a strong and positive relationship between amount of alcohol consumed, level of risk-taking behavior and number of reported negative alcohol-related consequences. In contrast, the level of risk-taking behavior was not clearly related to energy drink consumption. Across risk-taking levels, differences in the amount of energy drink consumed on AMED occasions did not exceed one 250 mL serving of energy drink. When correcting for the amount of alcohol consumed, there were no statistically significant differences in the number of energy drinks consumed on AMED occasions between the risk-taking groups. In conclusion, alcohol consumption is clearly related to risk-taking behavior and experiencing negative alcohol-related consequences. In contrast, energy drink intake was not related to level of risk-taking behavior and only weakly related to the number of experienced negative alcohol-related consequences.

scholarly journals In Vivo and In Vitro Assays Evaluating the Biological Activity of Taurine, Glucose and Energetic Beverages

Molecules ◽  
2021 ◽  
Vol 26 (8) ◽  
pp. 2198
Author(s):  
Marcos Mateo-Fernández ◽  
Fernando Valenzuela-Gómez ◽  
Rafael Font ◽  
Mercedes Del Río-Celestino ◽  
Tania Merinas-Amo ◽  
...  
Keyword(s):  
Dna Damage ◽  
Drosophila Melanogaster ◽  
Biological Activity ◽  
Biological Effects ◽  
Methylation Status ◽  
Repetitive Sequences ◽  
Energy Drinks ◽  
Red Bull

Taurine is one of the main ingredients used in energy drinks which are highly consumed in adolescents for their sugary taste and stimulating effect. With energy drinks becoming a worldwide phenomenon, the biological effects of these beverages must be evaluated in order to fully comprehend the potential impact of these products on the health due to the fact nutrition is closely related to science since the population consumes food to prevent certain diseases. Therefore, the aim of this study was to evaluate the biological effects of taurine, glucose, classic Red Bull® and sugar-free Red Bull® in order to check the food safety and the nutraceutical potential of these compounds, characterising different endpoints: (i) Toxicology, antitoxicology, genotoxicology and life expectancy assays were performed in the Drosophila melanogaster model organism; (ii) The in vitro chemopreventive activity of testing compounds was determined by assessing their cytotoxicity, the proapoptotic DNA-damage capability to induce internucleosomal fragmentation, the strand breaks activity and the modulator role on the methylation status of genomic repetitive sequences of HL-60 promyelocytic cells. Whereas none tested compounds showed toxic or genotoxic effect, all tested compounds exerted antitoxic and antigenotoxic activity in Drosophila. Glucose, classic Red Bull® and sugar-free Red Bull® were cytotoxic in HL-60 cell line. Classic Red Bull® induced DNA internucleosomal fragmentation although none of them exhibited DNA damage on human leukaemia cells. In conclusion, the tested compounds are safe on Drosophila melanogaster and classic Red Bull® could overall possess nutraceutical potential in the in vivo and in vitro model used in this study. Besides, taurine could holistically be one of the bioactive compounds responsible for the biological activity of classic Red Bull®.

Abstract 12689: Cardiovascular Responses to Energy Drinks in a Healthy Population: The C-energy Study

Circulation ◽  
2015 ◽  
Vol 132 (suppl_3) ◽  
Author(s):  
Teri M Kozik ◽  
Mouchumi Bhattacharyya ◽  
Teresa T Nguyen ◽  
Therese F Connolly ◽  
Walther Chien ◽  
...  
Keyword(s):  
Blood Pressure ◽  
Systolic Blood Pressure ◽  
Vital Signs ◽  
Cardiovascular Responses ◽  
Energy Drinks ◽  
Energy Drink ◽  
Emergency Department Visits ◽  
Qtc Interval ◽  
Cardiac Responses ◽  
Energy Drink Consumption

Introduction: Energy drinks are presumed to enhance energy, physical endurance, mood, and boost metabolism. Serious health risks have been reported with energy drink consumption such as myocardial infarction, cardiac arrest, stroke, seizures, and arrhythmias. More than 20,000 emergency department visits related to energy drink consumption were reported in 2011. Little is known about the possible pathophysiological mechanisms and adverse events associated with energy drinks. Unlike the tobacco and alcohol industry, there are limited restrictions regulating the purchasing and marketing of these drinks. Purpose: To determine if consumption of energy drinks alter; vital signs (blood pressure, temperature), electrolytes (magnesium, potassium, calcium), activated bleeding time (ACT), or cardiac responses measured with a 12-lead electrocardiographic (ECG) Holter. Method: Subjects consumed two-16 ounce cans of an energy drink within one hour and remained in the lab where data was collected at base line (BL) and then during four hours post consumption (PC). Vital signs were taken every 30 minutes; blood samples were collected at BL, one, two and four hours PC and ECG data was collected throughout the entire study period. Paired students t-test and a corresponding non-parametric test (Wilcoxon signed rank) were used for analysis of the data. Results: Fourteen healthy young subjects were recruited (mean age 28.6 years). Systolic blood pressure (BL=132, ±7.83; PC= 151, ±11.21; p=.001); QTc interval (BL=423, ±22.74; PC=503, ±24.56; p<.001); magnesium level (BL 2.04, ± 0.09; PC=2.13, ±0.15; p=.05); and calcium level (BL=9.31, ±.28; PC=9.52, ±.22; p=.018) significantly increased from BL. While potassium and ACT fluctuated (increase and decrease) no significant changes were observed. Eight of the fourteen subjects (57%) developed a QTc >500 milliseconds PC. Conclusions: In our sample, consumption of energy drinks increased systolic blood pressure, serum magnesium and calcium, and resulted in repolarization abnormalities. Because these physiological responses can lead to arrhythmias and other abnormal cardiac responses, further study in a larger sample is needed to determine the effects and possible consequences of energy drink consumption.

scholarly journals Health risks and legal aspects of non-alcoholic drinks safe consumption

2020 ◽  
Vol 52 (1) ◽  
pp. 26-31
Author(s):  
T.V. Adamchuk ◽  
S.M. Kuzminskiy ◽  
Т.О. Shchutska
Keyword(s):  
Body Weight ◽  
Alcoholic Beverage ◽  
Daily Intake ◽  
Energy Drinks ◽  
Energy Drink ◽  
Legal Aspects ◽  
International Agency ◽  
Caffeine Intake ◽  
Safety Concerns ◽  
High Level

Objective of the Work. Conduct an analysis of the safety studies of the major energy drink components carried out by various international scientific institutions. Compare European and Ukrainian legislation on the regulation of safe energy drink consumption. Methods and Materials. Analysis of scientific literature, as well as European and Ukrainian regulations on the safety and regulation of energy drinks. Results and Discussion. Non-alcoholic beverage is one that, due to its special component, activates the physiological functions of the human body. Its main components are caffeine, taurine, glucuronolactone, ginseng extracts, guarana and vitamin B complex. Caffeine safety assessment has been carried out by many scientific organizations. In 1991, the International Agency for Research on Cancer (IARC) concluded that caffeine was not classified as a human carcinogen. The European Food Safety Authority (EFSA) has conducted a comprehensive and in-depth study on the safety of caffeine. The main findings of this study are: single doses of caffeine up to 200 mg (about 3 mg / kg body weight for an adult weighing 70 kg) do not cause safety concerns, regular caffeine intake up to 400 mg per day does not cause safety concerns for nonpregnant adults, regular caffeine intake of up to 200 mg daily by pregnant women does not cause fetal safety concerns, breastfeeding women do not raise infant safety concerns; for adolescents, caffeine intake in amounts that do not cause fears for adult caffeine intake (3 mg / kg body weight per day) may serve as a basis for determining safe single doses of caffeine and its daily intake, other components of energy drinks in concentrations typical of such drinks (about 300-320, 4000 and 2400 mg / l of caffeine, taurine and D-glucuronyl-γ-lactone, respectively), and also alcohol at doses up to 0.65 g / kg body weight do not affect the safety of receiving single doses of caffeine (up to 200 mg). Conclusions. The essential requirements governing the safe consumption of energy drinks relate to their labeling. In order to achieve a high level of consumer health protection, to guarantee their rights to obtain reliable information, to enable them to make a conscious choice of safe products for them, energy drink manufacturers should inform consumers about their products and the need to comply with the recommended consumption of these drinks. Key Words: energy drinks, caffeine, safety, risks, marking.

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