Energy drinks: Lipovitan-D

After World War II, Japanese drug maker Taisho Pharmaceuticals began selling taurine extract, which according to an advertisement is “a formula that is so effective in treating unexplained fevers, neuralgia, fatigue, whooping cough, and other conditions.

Taisho was founded in 1912 as Taisho Seiyakusho. Taisho Pharmaceutical was founded with the goal of creating nourishing tonics to prevent these ailments without relying on imports. In 1928 the company changed its name to Taisho Pharmaceutical Co., Ltd.

The history of the drug company reckons that a special ingredient was used by the Japanese Imperial Navy during the wartime to reduce fatigue among sailors and sharpen their vision at night.

In 1955 eagle trademark was adapted by the company. Taisho began to formulate a bigger and better “ampoule” tonic drink with a variety of ingredients necessary for nutritional support in easier-to-take formula. That concept gave birth to Lipovitan-D. The word “Lipo” derives from Lipoclasis and Lipolysis, which means the breakup of fat.

A drink called Lipovitan-D in 1962 was launched by Taisho Pharmaceuticals. In 1963, Lipovitan D was launched overseas.

Lipovitan-D had extra caffeine and vitamins and was marketed as medicinal tonics. The addition of taurine and niacin in the drink was to enhance and improvement of energy and concentration.
Energy drinks: Lipovitan-D

History of Red Bull Beverage

History of Red Bull Beverage
In 1982, Mr. Dietrich Mateschitz, founder of Red Bull, became aware of products called “tonic drinks” which enjoyed wide popularity in Asia.

While sitting in the bar at the Mandarin Hotel in Hong Kong, the idea came to him of marketing these of functional drinks outside of Asia.

In 1984, Mateschitz founded Red Bull GmbH. He fine-tuned the product, developed a unique marketing concept revolving around high energy sports events and started marketing the Red Bull Energy drink on the Austrian market in 1987.

It soon spread to Hungary and the United Kingdom and in 1994 entered the German market, where the drink became so popular that the company could not meet the demand of nearly 1 million cans a day.

Today, Red Bull is sold in over seventy countries around the globe. Red Bull was introduced into the United States in 1997 and approximately 300 drinks are available on shelves today.

With about 80 mg of caffeine in an 8-oz can, Red Bull was the first energy drink to see widespread consumption in Europe and North America.
History of Red Bull Beverage