<P> Red Bull's marketing arsenal also includes multiple sports team ownerships (Flying Bulls (actually owned by Dietrich Mateschitz), 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 . </P> <P> Energy drinks have been associated with health risks, such as masking the effects of intoxication when consumed with alcohol, and excessive or repeated consumption can lead to cardiac and psychiatric conditions . However, the European Food Safety Authority (EFSA) concluded that an adequate consumption of Red Bull and other popular energy drinks is safe and that the amount of caffeine in standard Red Bull cans is unlikely to interact adversely with other typical constituents of energy drinks or with alcohol . Energy drinks have the effects that caffeine and sugar provide, but there is no distinct evidence that the wide variety of other ingredients has any effect . </P> <P> In 1976, Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand, which means "red gaur" in English . It was popular among Thai truck drivers and labourers . While working for German manufacturer Blendax (later acquired by Procter & Gamble) in 1982, Dietrich Mateschitz travelled to Thailand and met Chaleo, owner of T.C. Pharmaceutical . During his visit, Mateschitz discovered that Krating Daeng helped cure his jet lag . In 1984, Mateschitz co-founded Red Bull GmbH with Yoovidhya and turned it into an international brand . Each partner invested US $500,000 of savings to found the company . Yoovidhya and Mateschitz each held a 49 percent share of the new company . They gave the remaining two percent to Yoovidhya's son, Chalerm, but it was agreed that Mateschitz would run the company . The product was launched in Austria in 1987 . </P> <P> In Thailand, energy drinks are most popular with blue - collar workers . Red Bull re-positioned the drink as a trendy, upscale drink, first introducing it at Austrian ski resorts . Pricing was a key differentiator, with Red Bull positioned as a premium drink and Krating Daeng as a lower cost item . In many countries both drinks are available, dominating both ends of the price spectrum . </P>

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