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Somewhere on the way to becoming the leading energy drink, Red Bull also became a worldwide media and marketing force.
It sponsors extreme sports like snowboarding, BASE jumping, and mountain climbing. It hosts events and contests, and promotes itself through celebrities and videogames. And on May 10, it’ll add a glossy magazine in the U.S.
The Red Bulletin—which is also published in seven other countries—portrays the world as Red Bull sees it: one where thrill seekers perform crazy feats, fueled by a caffeine-and taurine-filled cocktail in a skinny silver can.
“We’re going to be doing stories that definitely present boundary-breaking approaches to life,” says Andreas Tzortzis, the U.S.
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