Founded in 1987 by Austrian entrepreneur Dietrich Mateschitz (Box 1), Red Bull is the most popular energy drink in the world. According to its website, it has annual sales of 4.5 billion cans.
Mateschitz is a former toothpaste salesman who was inspired by a Thai health drink called Krating Daeng (which translates as ‘red bull’). The drink was targeted at workers who had to get through a long and strenuous day, such as truck drivers. Mateschitz first drank Krating Daeng to get over his jet lag when he visited Thailand in 1982. In 1984 Mateschitz made a deal with Krating Daeng’s manufacturers to sell the drink in Europe. The ingredients were modified to suit European tastes and the product was rebranded as an energy drink called Red Bull. In 1992 Red Bull expanded into international markets and now enjoys sales in over 160 countries.
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