To look back at the trendy drink of Red Bull and Vodka (yes I know it’s simple), one must first look back at how this drink began. What is known as the “first energy drink” created, has paved the way for numerous products along the same line claiming to utilize “natural” and “health beneficial” ingredients. This trend in energy drinks has spawned a completely new era of beverages consumed by younger generations that used to be into “sodas” or “pops”, otherwise known as “soft drinks”. Along with creative marketing and carefully executed product links and placement throughout various sports of rising popularity, Red Bull has become synonymous with the aggressive adventure sporting industry that is also synonymous with today’s youth.
Other brands sharing the same popularity in energy drinks are companies like Monster and RockStar. All with very well executed marketing campaigns; these other products can be, and are often times consumed mixing with alcohol, usually Vodka. In reality, these energy drinks that contain ingredients like Taurine and B-Group vitamins, they also contain heavy amounts of Sucros and Glucose, but massive amounts of caffeine. It is said, and the company slogan, “Red Bull gives you wings”. (Red Bull.com, 2013) The trend of these energy-fueled drinks is what has become popular with the youth – it keeps them going all night! There was even a surge of energy drinks produced that contained a certain amount of alcohol right in the can.
When looking at beverage service and the trends in popular drinks that can be, and are served, in a restaurant or bar; or even possibly owning a night club with a bar and/or food service, it is important to understand your client. The younger client ordering this drink could tend to be more active in your establishment, possibly being hyper-social. Not necessarily a bad thing, but there are known dangers associated with the large amounts of consumption of energy drinks (i.e. Red Bull) let alone the dangers associated with the consumption of large amounts of alcohol. It has been said that giving caffeine to a drunk is like now having an awake drunk. Some patrons may think that’s fine. But studying the industry from a business standpoint, I feel this could not only endanger the person consuming the products, but potentially those around them.
Red Bull says this on their website, “Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980’s. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 165 countries and more than 35 billion cans of Red Bull have been consumed so far”. (Red Bull.com, 2013)
How can anybody really resist such antics as the Flugtag; Red Bull’s own adventure sport targeting crazy flying inventions that have wings . . . or sort of! Wikipedia explains it like this, ” is an event organized by Red Bull in which competitors attempt to fly home-made, size- and weight-limited, human-powered flying machines (max 10m/30 ft, 150 kg/330 lbs). The flying machines are usually launched off a pier about 30 feet (9.1 m) high into the sea (or suitably sized reservoir of water). Most competitors enter for the entertainment value, and the flying machines rarely fly at all.
Now that we have a history of Red Bull, we can now get somewhat close to the beginning of the trendy drink of today, the Red Bull and Vodka, also known as Vodka Red Bull. Although there again is no specific start date for the creation of this alcoholic beverage, it has to be somewhat around the time that Red Bull was first introduced in the USA . . . one only knows it would probably be from some college student needing to study for a final exam, yet want to get his or her drink on and still be able to get some work done while others are partying all around. Plus, once that student finally finishes the homework assignments for that evening, he or she is not playing catch-up with the rest of the dorm. The “Vodka Red Bull” is still a popular trend in the restaurant/ bar industry, because Red Bull remains popular amongst our youth. The younger generations demand to have a good time and stay with the party, so the trend is to have a Red Bull and keep flying, just add Vodka to stay with the party. Plus, staying youthful and remain with the youthful crowd of adventure sport enthusiasts, it’s very trendy to say you’re having a Vodka Red Bull. The demand will continue as long as the successful marketing campaigns of these companies continue to drive consumption of these energy drinks as a daily routine!
Cambrel, Keith. “Mixing Alcohol & Energy Drinks May Spell Disaster.” WWW2 Webserver. Potsdam, n.d. Web. 7 Sept. 2013. <http://www2.potsdam.edu/hansondj/HealthIssues/1043185105.html>.
“Red Bull the company – Who makes Red Bull? Red Bull Origin :: Energy Drink :: Red Bull.” Energy Drink – Red Bull Products & Company :: Energy Drink :: Red Bull. Redbull.com, n.d. Web. 7 Sept. 2013. <http://energydrink-us.redbull.com/company>.