Overview
Red Bull is the name of the energy drink brand.
Origins
The concept of Red Bull originated from Thai entrepreneur Chaleo Yoovidhya, who developed a local energy drink known as Krating Daeng in 1976. This drink was mainly marketed to blue-collar workers in Thailand and achieved local success. The name "Krating Daeng" translates to "Red Bull" in English, and its logo was inspired by a Thai symbol featuring a red bull.
The Partnership
In 1984, Austrian entrepreneur Dietrich Mateschitz discovered Krating Daeng in Thailand and recognized its potential. He partnered with Chaleo to reformulate and repackage the product for international markets, while Chaleo retained a significant stake.
The Birth of Red Bull
The duo made key changes: They renamed it Red Bull, adjusted the formula for Western tastes, and designed a sleek can. In 1987, it officially launched in Austria as an energy drink and a lifestyle brand targeting a younger, active audience.
Marketing Revolution
Red Bull's marketing was innovative, focusing on extreme sports, music events, and adrenaline-fueled activities rather than traditional advertising. It became synonymous with daring stunts and “pushing the limits,” notably sponsoring Felix Baumgartner's first human flight into space in 1997.
Global Expansion
Throughout the 1990s and 2000s, Red Bull expanded rapidly across the globe, starting in Europe, then moving to North America, and later achieving global reach. They continued to focus on building a lifestyle brand that resonated with consumers. Today, Red Bull is available in over 170 countries.
Red Bull Today
Red Bull has evolved beyond an energy drink, venturing into media, music, and sports sponsorships. It owns teams like the New York Red Bulls and RB Leipzig and produces content through Red Bull Media House, while still promoting adventure and high-octane energy.
