Back in 2000 I went to the Edinburgh film festival. There was buzz about a film called “Battle Royale”. None of us had any clue what to expect. But one of things I remember to this day about the experience was they served the audience Red Bull and Vodka — and the Red Bull was in these commemorative cans. Brilliant marketing, all the way back then.

Everyone was ordering Red Bull and Vodka all week. There were lots of tales about people having heart attacks from that combo (not that week, but from around that time). I wonder how true those stories were — or if they were mostly urban legends spread by the company themselves to seem more powerful, and appeal to young thrill seekers.