Presentation

We are two consumers working for the French Union of Consumers (UFC) named “Que choisir ?”. We are doing this test to see which Energy Drink brand the consumers prefer. Moreover we want know if the worldwide leader, Red Bull, stills the leader of the Energy Drinks because of the taste or the fame.

To answer to the studied problem, we have a done a blind taste test.

We are going to compare three brands: Red Bull, Dark Dog and Burn

Red Bull

CEO : Dietrich Mateschitz

Turnover : more than 5 000 000 000 €

Number of employees: 1800 of which 200 at the head quarters

CEO’s and Brand’s history: Mateschitz marketed Blendax toothpaste, among other products. In 1984, during a Blendax business trip to Thailand, Mateschitz discovered the drink that would later become Red Bull. While in a Bangkok hotel lobby, he took a sip of an energy drink lorry drivers loved to drink for its stimulating virtues, “Krating Daeng,” or Red Bull. Mateschitz is impressed with the effect the drink has on his jet-lagged body.

Mateschitz teamed up with "Krating Daeng" inventors, Chaleo and Chalern Yoovidhya, and launched Red Bull in Austria in 1987. Today Red Bull is the world leader among an increasing list of highly popular energy drinks. In 2007 Red Bull sold 3.5 billion of energy drinks worldwide, generating $4.9 billion in sales. In 2004 Mateschitz purchased the Formula One team Jaguar Racing from the Ford Motor Company and eventually named it Red Bull Racing. Towards the end of 2005, Mateschitz joined forces with former Austrian Formula One driver Gerhard Berger and bought the Italian-registered Minardi team from Paul Stodart.

Red Bull
Design: grey and blue with two red bulls in the middle of the can
Composition: taurine, caffeine, glucose, B12
Taste: Tagada strawberry
Color: as whisky

Dark Dog

CEO: Dark Dog's current chairman, Gunther Ballweber from XStream Beverage Group

Turnover: 12 178 000 000

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