Mephistopheles clever marketing
The drink is actually Thai origin and Dietrich bought the rights to market the brand and logo as Red Bull worldwide as an energy drink.
The marketing ploy is to represent a brand that is youthful , rebellious, energetic and daring. Therefore the brand appeals to extreme sports or sports that appeal to people who like a challenge and something different.
Now this would exclude middle class sports .
Where Red Bull were smart is by targeting the sports which appeal to youthful , and rebellious young people grew massively which caught both Pepsi and Coca cola napping from which meant they grew massively especially in the US
whilst they also market themselves as some energy boost drink as an alternative to brands like Lucozade and other sport energy drink and the fact it can help improve the concentration levels of people for a short period of time
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They did not tell you the side effects of excessive consumption of their product as their target market - the youth ( teenagers / young adults) treated the drink like a substitute for Coca Cola
or people misused it as a substitute for coffee and causing some serious health problems as it is been banned in some countries