Science, Manufacture, and Marketing of Red Bull and Other Energy Drinks Zeno Yeates, ‘10

No Bull: Science, Manufacture, and Marketing of Red Bull and Other Energy Drinks Zeno Yeates, ‘10 (Photo by Yohan Moon) Yohan by (Photo Zeno smells bad. bad. smells Zeno he increasing prevalence of energy drinks over the The ingredients were explicitly listed on the can itself, and neither Tpast decade is a phenomenon that cannot simply be trademark nor patent existed to protect its formula; hence, Red dismissed as a passing obsession. What began with the advent of Bull was born [3]. Red Bull in 1984 has evolved into a colossus of different brands Careful observation of any university library will reveal the claiming anything from sharpened mental acuity to enhanced undeniable popularity of iPods and Red Bulls – the arsenal for athletic performance. Austrian-born Red Bull founder and CEO the true titan of academic endeavor confronting a full night of Dietrich Mateschitz relies on the younger generation for his sales intellectual tribulation. Nevertheless, some conjecture whether base, exploiting the teenage drive for risk-taking and adventure Red Bull’s buzz serves only to distract the active mind in the using dramatic product names, draconian logos, and sponsorship same way that prolonged auditory stimulation seems to. The of extreme sporting events [1]. Predictably, a multitude of most immediate answer is given on the container itself, which competitors have followed suit, introducing similar concoctions specifically claims to improve performance in times of elevated with dicey names such as Cocaine, Dare Devil, Pimp Juice, stress or strain, increase endurance, increase reaction speed, and Venom, and Monster. However, none of the claims of enhanced stimulate metabolism [4]. Surprisingly, the only active ingredients performance have been qualified by the U.S. Food and Drug aside from water, sugar, and caffeine, are the amino acid taurine and Administration, thereby conjuring substantial criticism from the the carbohydrate glucuronolactone [3]. A series of past Japanese media and a variety of third-party organizations [2]. Yet at this studies on taurine had suggested cardiovascular benefits, further point in time, neither advocate nor critic speaks with certainty. convincing Mateschitz of its revitalizing properties. However, All things considered, the chronicles of Red Bull are more taurine is not an entirely unfamiliar biochemical intermediate of tenacious entrepreneurship than of science. However, the as some people might imagine. From a human physiological rationale behind its chemical formula reveals the potentially standpoint, taurine (2-aminoethanesulphonic acid, [NH2-CH2- medicinal properties of its components. While overseas as CH2-SO4]) is a major constituent of bile found in the lower a traveling toothpaste salesman, Mateschitz discovered the intestine [5]. Produced in the liver and brain, taurine plays an revitalizing effect of a syrupy tonic sold at local pharmacies in important role in the regulation of osmolarity, muscle contraction, Thailand. The mixture, composed of only water, sugar, caffeine, and neuroprotection [6]. While technically not considered an taurine, and the carbohydrate glucuronolactone, soon became a amino acid (it conspicuously lacks a carboxyl group), taurine is a mainstay remedy for his chronic jet-lag. After reading a financial derivative of the sulfhydryl amino acid cysteine, and it constitutes article listing the top ten taxpayers in Japan, he was surprised the only naturally-occurring sulfonic acid [7]. Human taurine to learn that a certain Mr. Taisho, who manufactured a similar synthesis occurs in the liver, although it is also naturally produced restorative beverage, was listed among the other entrepreneurs. in the testicles of numerous mammals, and urban legends suggest 6 Catalyst: Rice Undergraduate Science & Engineering Review Custom-Formatted Articles that the commercial sources of taurine are derived from bull Taurine is present in high concentrations throughout the urine and semen. Although taurine is found in both of these brain, and it has been hypothesized that ingesting taurine in sources, the pharmaceutical industry actually obtains taurine conjunction with caffeine improves concentration and reaction from isethionic acid, which in turn, is obtained from the reaction speed while also enhancing emotional status. Seidl et al. of ethylene oxide with aqueous sodium bisulfate. In 1993 alone, performed a double-blinded, placebo-controlled study in which approximately 5,000-6,000 tons of taurine were produced [8]. the experimental group ingested a capsule containing caffeine, However, it must be noted that taurine is not the only active taurine, and glucuronolactone whereas the control group ingredient among the host of energy drinks on the market today. received a placebo capsule. The authors reported that members Generally, a given energy drink will include an amalgamation of of the experimental group had shorter motor reaction times and caffeine, B-vitamins, and herbal extract. Other common ingredients better overall psychological well-being when evaluated. Hence, include guarana, ginseng, L-carnitine, glucuronolactone, and ginko they concluded that taurine in conjunction with caffeine and biloba. Many contain high levels of sugar, but many brands also glucuronolactone had positive effects on cerebral function. They offer artificially-sweetened “low-carb” versions. Nevertheless, the also conjectured that taurine might interact with GABAergic, primary ingredient in nearly all energy drinks is caffeine, of which glycinergic, cholinergic, and adrenergic neurotransmitter the average 16-fluid ounce serving contains 150 mg [2]. Little is systems. Nevertheless, they also agreed upon the possibility known about the health effects of taurine and glucuronolactone, that such findings on cognitive performance may have been other than the fact that the given quantities in stimulant drinks attributable solely to caffeine [12]. Unfortunately, none of the are several times higher than that of a normal diet [9]. above experiments examined the possibility that caffeine alone Nevertheless, taurine plays a major regulatory role within could have produced such results. It is widely known that caffeine the human body. Found in high concentrations in skeletal muscles, competitively inhibits adenosine receptors and thereby increases it functions in regulating myofibril contraction. It increases force cAMP concentration [13]. This blockade can free cholinergic generation by enhancing the accumulation and release of calcium neurons from inhibitory control, leading to pervasive excitatory ions within the sarcoplasmic reticulum. Increasing intracellular responses and the suppression of fatigue. These properties of taurine levels also augments the mean rate of increase in the force caffeine alone may explain the favorable cognitive and emotive response. It has been suggested that the balance of endogenous influences as demonstrated by the experiments [14]. myofibril taurine concentrations is critical for maintaining the Further refutation of the study by Seidl et al. stems from appropriate force output during muscle contraction. Muscle fibers the fact that sodium and chloride dependent taurine transporters possibly modulate their contractility by increasing the taurine exist in the BBB. The activity of these transporters is closely levels in response to neuronal inputs. Considering taurine’s regulated by transcription of the genes encoding them [16]. role in muscle contraction, it may appear that increasing blood Such transcription seems to be dependent on the degree of cell taurine concentration through dietary intake could enhance damage, osmolality, and level of taurine in the brain, thereby contractile force. However, considering that intracellular taurine suggesting that active expression of this gene serves as an acute concentration is tightly regulated [10], it remains unknown response to neuronal perturbance or crisis. Hence, it is intuitive whether an increase in taurine plasma that under normal non-ischemic levels following consumption would conditions, taurine levels within the have any noteworthy effect. Caffeine use in sports is brain are maintained at a stable level Since taurine exerts a contentious issue, and [15]. Therefore, an increase in the neuroprotective activity against the International Olympic taurine plasma level resulting from excitotoxicity and oxidative stress, it is Committee considers a dietary supplementation is not likely no surprise that massive amounts are to cause a sudden influx of taurine into released in the event of an ischemic urinary concentration of the brain. Furthermore, considering episode. An in vivo analysis indicated caffeine of 12 mg/L as a the substantial amount of endogenous that during ischemia, a seventeen-fold positive drug test. taurine already present in the brain, increase in taurine levels is typically it is questionable whether any entry observed in the brain. However, one would make a significant difference to must realize that there are two sources of taurine in the brain; the overall concentration [16]. direct synthesis from neurons and transport across the Blood- Taurine itself is naturally present in a variety of meat, Brain Barrier (BBB). The Blood-Brain Barrier constitutes the seafood, and milk [17]. However, taurine from the consumption membrane surrounding blood vessels leading to the brain, which of energy drinks is several times higher than that from the intake regulates the exchange of molecules. The BBB is highly permeable of

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