Red Bull

PRODUCT A highly caffeinated energy drink that doubles as a mixer

HOW IT STARTED Popular with athletes in Austria, its country of origin, before it hit clubs in the U.S.

JUDGMENT CALL Cool, we think. After a few mixers, it's hard to tell

The Austrian beverage Red Bull stands out in an oversaturated market by leading a double life: energy drink by day, mixer by night. Red Bull, which retails for $1.99 a can, sponsors such varied sporting events as street luge and Formula One racing, but its core constituency is fast becoming clubgoers, not athletes. The sugary yellowish brew, first...

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