It's more enjoyable once your brain connects the taste with the effects.
On a tangental note, while listening to the BOS/NYY game last night one of the announcers mentioned that Joba Chamberlain goes through 6-8 Red Bulls in the dugout during every game. Nasty if true (they were BOS announcers so who knows).
I'm a massive red bull addict. I guess it's an acquired taste but I love absolutely everything about it. If they only released a caffeine-free version and hopefully a little less expensive, I'd be buying cases a lot more often