If we don’t create the market, it doesn’t exist. 

I read this quote at the weekend, and it resonated as it felt like exactly where we are as a brand. 

Ironically, the quote originated from the founder of Red Bull, a beverage developed initially to combat jet lag and fatigue.

It has become a global brand based on a problem it didn’t solve, but made inherently worse.

Dietrich Mateschitz didn’t just co-found Red Bull; he engineered a market. Red Bull was initially conceived to combat jet lag and fatigue after long-haul travel. Mateschitz discovered the drink while travelling and immediately saw its potential for Western consumers, especially travelling executives and performance-driven individuals.

But here's the tension.

Red Bull’s functional origin (jet lag) was lost in translation as it became a lifestyle product.

The mechanism, high caffeine, sugar, and B vitamins, delivered a short-term boost, not long-term physiological alignment.

In truth, it didn’t solve jet lag; it merely masked its effects.

Where It Fell Short (Scientifically)

Caffeine is a blunt tool. It offers alertness but interferes with circadian recovery when used indiscriminately.

There was no real circadian support, no phase shifting, no nervous system regulation, no sleep architecture protection.

It became a performance amplifier, not a recovery tool, creating a reliance model, not a resolution model.

Its success didn’t come from solving jet lag. It came from rebranding arousal,  from boardrooms to nightclubs to race tracks.

The Cultural Detour

As the brand scaled,  identity shifted from a functional tonic to a social stimulant. Nowhere was this more obvious than in its fusion with alcohol.

This combo became a nightlife staple, yet it created a dangerous physiological disconnect:

• Caffeine masks the sedative effects of alcohol, giving users the perception they’re less intoxicated than they are.
• The result? Increased alcohol consumption, reduced inhibition, and greater risk-taking.
• Sleep is compromised. Recovery is blunted. And the original goal, combating fatigue, is completely undermined.
  

In short, it went from managing jet lag to disrupting circadian function further.

Solving What Red Bull Symbolised

HMN24 doesn’t ride the wave of caffeine culture; it addresses the underlying biology:

Jet lag mitigation through timed supplementation (RISE, PRE-SLEEP).

Circadian alignment through ingredients that support sleep, wakefulness, and rhythm synchronisation.

Arousal state management through modulation, not over-stimulation.

Where Red Bull offered a stimulant-led reaction, HMN24 offers a science-led protocol.

Red Bull created a culture.

HMN24 is creating a category.

How a Less-Than-Perfect Product Built a Giant

Red Bull proved something powerful: that emotion, identity, and function can converge to create a movement, an incredible movement and one that has supported sport in a way that is unimaginable. But in doing so, it left a gap, the gap between hype and health, between performance and longevity.

One, we now own.