Red Bull originated from an energy drink from Thailand called Krating Daeng (Red Bull is the literal translation of Krating Daeng in Thai). Dietrich Mateschitz, an Austrian entrepreneur developed the Red Bull Energy Drink brand. Mateschitz was the international marketing director for Blendax, atoothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag.[2] Between 1984 and 1987, Mateschitz worked with TC Pharmaceutical (a Blendax licensee) to adapt Krating Daeng for the European market. At the same time Mateschitz andChaleo Yoovidhya founded Red Bull GmbH; each investing $500,000 of savings and taking a stake in the new company. Chaleo and Dietrich each hold 49% share of the new company. They gave the remaining 2% to Chaleo's son Chalerm, but it was agreed that Mateschitz would run the company.[3] The product was launched in 1987, in a carbonated format which is not as sweet as Krating Daeng.[citation needed]
Red Bull entered its first foreign market (Hungary) in 1992, and the United States (via California) in 1997
No comments:
Post a Comment