concentration, and arousal"; after first proving that energy drinks have a functional market demand, expanding the customer base with a variety of tastes familiar to consumers is the next step. things to do. However, despite setting out a strategy with full confidence, Mateschitz’s initial stage of business was not smooth: the beverage factory felt that the sales of Red Bull’s products were not high and refused to accept mass production orders.
They had to find cooperation with small factories; on the phone database other hand, neighboring factories Authorities in countries such as Germany, France, Hungary and Denmark have also banned the import and sale of energy drinks due to health concerns about their high concentrations of caffeine and taurine. Even so, Mateschitz clings to his ideals, looking for "holes" where energy drinks can cut through while replenishing his dying funds with bank loans. After three years of hard work, Mateschitz saw a silver lining in Austria's college parties and nightclubs. Red Bull has sent marketing staff to these venues to give out free Red Bull drinks,
telling partygoers that this magical drink will allow them to recharge and enjoy the night away. Finally, this energy drink that can "keep you high all night" quickly spread among young people who like to party, and its popularity even led the Germans to commission smugglers from the Austrian border to smuggle Red Bull to import them and sell them illegally in nightclubs. Since then, Red Bull's popularity and sales in Europe have soared. Soon after, Germany and the United Kingdom also opened up the import of Red Bull in 1994, as there was no clear data showing that Red Bull's ingredients were harmful to human health. After Red Bull entered the US market in 1997, it also led to a wave of energy drinks. Even if many competitors emerged and followed closely, they could still maintain the highest market share.