Energy drinks arrived in Australia in the late ’90s. ‘V’ was first launched in New Zealand in 1997 and arrived in Australia later the same year. Red Bull was invented in Austria and first marketed there in 1987. It was launched in Australia in 1999. By 2014 Red Bull now claimed annual sales of approx. 4 billion cans in more than 160 countries. High in caffeine, taurine and sugars, these drinks claim to improve performance, vigilance, reaction speed and concentration.