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Krating Daeng (Thai: กระทิงแดง, RTGS: krathing daeng, pronounced [krà.tʰīŋ dɛ̄ːŋ]; lit. 'red bull' or 'red gaur') [1] is a non-carbonated energy drink created by Chaleo Yoovidhya. The drink is marketed and sold primarily in Southeast and East Asia; its derivative, Red Bull, is available in 165 countries. [2]
In Thai, daeng means red, and a krating is a large species of wild bovine native to South Asia. Krating Daeng inspired the creation of the Western drink Red Bull. Timor-Leste: arrak, a local alcoholic drink made from fermented palm sap or rice, the beer Bierra Leste, and the coffee Timor.
Between 1984 and 1987, Red Bull GmbH modified the formula for Krating Daeng to better match European tastes by carbonating the beverage and making it less sweet. In 1987, the company introduced their adapted energy drink into Austria under the name Red Bull. It found huge success there by marketing to young professionals.
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Red Bull re-positioned the drink as a trendy, upscale drink, first introducing it at Austrian ski resorts. [24] Pricing was a key differentiator, with Red Bull positioned as a premium drink [25] [26] and Krating Daeng as a lower cost item. [27] In many countries, both drinks are available, dominating both ends of the price spectrum. [24]
[4] [5] "One glass [of Krating Daeng] and the jet lag was gone", he recalled. Sensing the commercial opportunities of this drink in Europe, Mateschitz struck a partnership deal with the Thai businessman Chaleo Yoovidhya who had already been successfully selling Krating Daeng to lorry drivers and factory workers. [14]
The Krathing Daeng militants were well paid, provided with free liquor, [7] taken on drinking sprees, and to brothels paid for with public funds. [3] They were heavily funded and backed by the United States government. [8] The US provided at least 250 million baht to help organize the Red Gaurs. [9]
He was the originator of Krating Daeng (กระทิงแดง) and co-creator of the Red Bull brand of energy drinks. At the time of his death in 2012 at the age of 88, he was listed as the third-richest person in Thailand, with an estimated net worth of US$5 billion. [2] [3]