Krating Daeng

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Krating Daeng
Type Energy drink
Country of origin Thailand
Introduced 1976
Related products Red Bull
Website http://www.kratingdaeng.com/ , http://www.redbullthailand.com/

Krating Daeng (Thai: กระทิงแดง, Thai pronunciation: [kràtʰiŋ dɛːŋ]) is a sweetened, non-carbonated energy drink developed by Chaleo Yoovidhya. The drink is mostly sold in Southeast Asia but can be found in Austria, Sweden, Denmark, Australia, Canada, New Zealand, and the United States where it is sometimes[when?] renamed "Thai Red Bull".[1] Mr. Chaleo took the name from the gaur (Thai: กระทิง krathing,) a large wild bovine of Southeast Asia. Krating Daeng became the basis for the creation of the best selling energy drink in the world, Red Bull. When he died in 2012 at age 89, Mr. Chaleo was a multi-billionaire.[2]

Krating Daeng was first introduced in Thailand in 1976. It contains water, cane sugar, caffeine, taurine, inositol and B-vitamins. Krating Daeng sales soared across Asia in the 1980s, especially among truck drivers, construction workers and farmers. The working class image was boosted by sponsorship of Thai boxing matches, where the logo of two red bulls charging each other was often on display. The bulls pictured are wild gaurs, not cattle.

The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur.[3] Mateschitz was the international marketing director for Blendax, a German toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag.[4] He cooperated with Chaleo's T.C Pharmaceuticals to adapt the formula and composition to "Western tastes". Then, he launched Red Bull in 1987.

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References[edit]

  1. ^ Energy Drinks in the U.S. Beverage Marketing Corporation, 2006
  2. ^ "Thai billionaire who created Red Bull dies at 89" (News & blogging). Asian Correspondent (Bristol, England: Hybrid News Limited). AP. March 17, 2012. Retrieved March 17, 2012. "BANGKOK (AP) — State media in Thailand say the self-made Thai billionaire who created the renowned Red Bull energy drink three decades ago has died." 
  3. ^ Red Bull's Origins
  4. ^ Selling Energy, Economist, May 9 2002

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