Red Bull?s logo ? two thick-necked Herculean crimson bulls in opposing charge against a yellow sun ? is the epitome of the kinetic virility and pugnacity the beverage claims to provide.
The trouble in paradise for Red Bull is that the brand exists in a world of smoke and mirrors, rumors and urban legends. For beginners, the prescribed use of the beverage (energy booster) is only ceremoniously winked at, while the infinitely more popular use (alcoholic mixer) is quietly promoted behind closed doors. Indeed, it was the discovery by dance hall devotees in Europe that Red Bull, with its high caffeine content, is the perfect agent to mix with vodka for the antidote to early morning party exhaustion. It was also under such patronage that Red Bull made it to, and began dominating, the US market. While Red Bull claims to not promote the use of its product as a mixer, it does sponsor contests and prizes for bartenders and waitresses.