Which energy drink was created in Thailand and later popularized globally? Red Bull is the answer.
Red Bull grew from Krating Daeng, an energy drink introduced in Thailand by entrepreneur Chaleo Yoovidhya in 1976. The original drink became popular with Thai truck drivers and laborers. Austrian businessman Dietrich Mateschitz encountered it while visiting Thailand and believed its caffeine-based formula could appeal to Western consumers.
Mateschitz and Chaleo founded Red Bull GmbH in Austria in 1984. They modified the product for international markets, including carbonation and a different marketing position, then launched Red Bull in Austria on April 1, 1987. It expanded internationally during the 1990s and entered the United States in 1996.
People often assume Red Bull is simply a Thai brand, but the modern global company is Austrian-Thai in origin. Its sponsorship of extreme sports, motorsport and aviation helped turn the drink into a lifestyle brand rather than just a stimulant beverage.