Red Bull: It Gives You Wings!!! (and jitters)

College has gained a reputation as four years of long nights, studying or (perhaps more often) partying.  With "demands" like that, how is a student supposed to stay awake, or deal with classes before noon?  A generation ago, one may have said a strong pot of coffee is just what the doctor ordered.  These days, however, it's more likely that a student will reach for a can of a heavily-caffeinated energy drink, such as Red Bull, to cope.  A well known slogan for Red Bull states that "Red Bull Gives You Wings!" implying that the product gives the consumer an obscene amount of energy with which to operate.  In addition, the company sponsor events such as the Red Bull Flugtag, an impromptu "air show" in which (often young) dare devils compete to construct small, man-powered flying machines, which are then run off a pier into a body of water; more times than not, these "flying machines" are built for comic effect over practicality.  This embrace of a brazenly ridiculous image seemingly embodies Red Bull's philosophy: with us, you can have the energy to do the stupid things you wouldn't otherwise have.

My first experience with Red Bull came when I was in sixth grade.  While in a little gas station convenience store in Germany, I noticed the unique blue and silver can up on a shelf.  For some time I had heard about this drink, which was supposed to be even more potent than Jolt Cola, the soda so caffeinated you needed a parent present to buy it (or so rumor had it!).  It being our last day in the country, and with a pocketful of German coins that would shortly be worthless, I quickly grabbed several cans, hiding them in my pockets and backpack.  The next morning was a school day, and the long flight had left me severely jet lagged; I groggily remembered the can of seemingly pure caffeine sitting at the bottom of my school bag, and quickly pulled it out, popping the top and taking a long swig of the sour concoction.  For the rest of the day, I was more awake than I ever had been in my short life, jittering my way through recess, and practically bouncing home.  From then on, I was hooked; whenever the opportunity presented itself, I would drink a can or three.  Though it tasted slightly worse than licking a battery, the caffeine buzz was worth it; but like any junky, I built up a tolerance, and it took more and more  caffeine to start feeling the effects.  Nowadays, a single can is not enough to keep me awake for any longer than a couple of hours; the days of heart-racing, pulse-pounding consumption are far behind me.

Though my own experience with Red Bull has been relatively harmless, many people decry this product, especially in its use as a mixer in bars.  Red Bull has gained a reputation as a drink to be mixed with strong alcohol, such as vodka or Jagermeister (in the ominously named Jagerbomb); this mix can be dangerous, as the energy provided by the Red Bull help to mask some of the signs of intoxication, which in turn can lead to increased alcoholic consumption.  Though this can be dangerous, it pales in comparison to the possible effects that it may have on the cardiac system.  The mixed signals between the alcohol (a depressant) and the energy drink (a stimulant) can cause arrhythmic heart beats, shortness of breath, or, in very drastic cases, even heart attack and death.  Red Bull mixed with alcohol is a dangerous combination, and in its own way, a symbol of the times; it is a drink that lets one drink more without realizing how much he or she is really taking in, while also providing the energy to keep the party going indefinitely.  Though a ban of the product would be foolish and, frankly, unfair, it is important for us to remember that, as in all things, moderation is key.

The producers of Red Bull seem to make many assumptions about the general public.  Firstly, their advertising targets almost exclusively the young demographic, from teens to early adulthood.  They almost seem to assume that this audience is more likely to engage in reckless daredevil activities; besides the aforementioned Flugtag, they also sponsor a number of "extreme sport" organizations, including BMX groups, as well as an actual air race organization.  It seems as though that the Red Bull owners have also responded to the ever-increasing amount of interconnectivity in the world; with so many opportunities to connect person to person, who has time to sleep any more?  By consuming Red Bull, one can stave off that pesky sleep cycle and reclaim an extra eight hours a day!  This younger demographic does not necessarily realize the health risks that such behavior modifications may have; however, they never explicitly condone such action.  Though it has few redeeming graces, it is a fact that, at least for the time being, Red Bull and other such energy drinks have formed their own niche within youth culture, and it is ultimately up to these youth to make positive decisions about their use.