The Red Bull story: how a drink that failed its market test now sells almost 14 billion cans a year

Before Red Bull went on sale, a market test found that people did not like its taste, its logo or its name. Its founder said he had never seen such a disaster. He launched it anyway. Follow the drink from a Thai truck stop to almost 14 billion cans a year, and meet the moves behind it: a tonic drink nobody sold in Europe, a deal of 49% each, a price set high on purpose, free cans, students paid to throw parties, a rumour left to run, wild sports events and a media company of its own.