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Red Bull: Thailand drink to Energy cult
Nov 20 2024
Length: 16 mins
Podcast

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Red Bull: Thailand drink to Energy cult

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Summary
In the 1970s, Austrian entrepreneur Dietrich Mateschitz was working for Blendax, a German toothpaste manufacturer, in Thailand. During his time there, he discovered a local energy drink called Krating Daeng, which translates to "red bull." The drink, created by Chaleo Yoovidhya, was popular among truck drivers and laborers. Mateschitz recognized the potential for a similar energy-boosting drink in the Western market. Mateschitz partnered with Yoovidhya in 1984 to adapt Krating Daeng for international markets. They rebranded the drink as Red Bull, introducing it to Austria in 1987. Initially, the drink struggled to gain traction, but Mateschitz persevered. Red Bull's iconic slim can design and marketing efforts focusing on extreme sports and sponsorships eventually propelled the brand to global success. Today, Red Bull is available in over 170 countries, with sales exceeding 6 billion euros annually.

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