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With global sales surpassing 1.5 billion cans, its annual revenue exceeds $ 300 million.1Red Bull is a disruptive product that is, a product that eventually overturns the existing dominant technology or product in the market2. It established a new category in the market, finally serving the need for a legal yet ?hip' stimulant. Its taste is slightly unappealing (it gets a D plus from BevNet4) and was a first in a broader soft drink category to place no importance on taste. It even created an ultra-premium price point (the retail price of a product, usually when viewed as one of a series of possible competitive prices) about 8 times higher than Coke without any third party efficacy endorsement to justify the steep margin...
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