$7.391 billion (2017)
How they do it: Associations with extreme sports (e.g. Formula One, motocross, windsurfing, BMX and snowboarding) combined with the distinctive RedBull branding enables the company to charge higher prices for its products. Customers, predominantely young males, desire the whole ”experience” associated with the RedBull lifestyle, and not simply the product or its functional value.
How they do it: Krating Daeng is a sweetened, non-carbonated energy drink, developed in Thailand in the 1970s. It was introduced in Thailand as a refreshment for rural Thai labourers. Krating Daeng was discovered by Austrian entrepreneur Dietrich Mateschitz while working in Thailand. He subsequently introduced Red Bull in the Western market with a different formula and branding concept.