Why is Red Bull so expensive?

[Spoolio]

Granted, they have an F1 programme and all the TV ads to pay for, but why 99p a can when Tesco and Sainsburys are 24p/26p? Or, to tip that question on its head, what muck are the others putting in theirs! This is an odd topic, perhaps I've drunk too much of the stuff 'cos I didn't go to bed till 3am -which is way to late for me. Been rebuilding the Durga for Sunday.