Hello friends, in this video we will talk about the interesting story of Red Bull.
How Red Bull started and grew into a successful brand. Red Bull is the leader of energy drinks.
The market size of energy drinks was 53 Billion dollars in 2018
and will grow annually by 7.2% to reach 86 Billion dollar by 2026.
The origin of Red Bull is in Thailand. In 1923, Chaleo Yoovidhya was born in a poor family.
His family used to herd ducks for their livelihood.
n 1950s when Chaleo was in his 20s, he went to Bangkok to sell Pharmaceuticals.
In 1956, Chaleo started his own manufacturing business with the name “T. C. Pharmaceutical Industries” which used to manufacture antibiotics.
In 1962, when a Japanese energy drink was introduced in Thailand by the name “Lipovitan-D” which used to target itself towards rich people in Thailand.
Chaleo noticed that people are liking this drink.
So he decided to make an energy drink of his own by changing the recipe of Lipovitan-D.
He made his drink a little sweet according to the taste of locals.
And he decided to target the local workers instead of the rich.
The most important compound of energy drink is Taurine.
Human body naturally produces Taurine but to boost it people drink energy drinks.
People in Thailand used to think that Taurine is extracted from the semen of bull.
But this is not true, the taurine used in energy drinks is made synthetically.
Chaleo wanted to convey the energy through his brand so he decided to show “Gaur” in his logo.
And he names his drink “Krating Daeng” which translates to “Red Gaur” in Thai.
 
Because Chaleo was a salesman his marketing skills were extraordinary.
Krating Daeng began to sponsor local boxing competitions of Thailand, Muay Thai.
Soon krating Daeng became popular and became the No. 1 energy drink in Thailand.
In 1982, Dietrich Mateschitz, an Austrian Salesman who used to sell toothpaste came to Thailand.
He drank Krating Daeng in Thailand and suddenly his jet lag was over.
He liked Krating Daeng and approached Chaleo to sell the energy drink in Austria.
Chaleo and Dietrich became Business partners.
Dietrich kept the recipe of Krating Daeng and just made it carbonated to make it a good alcohol mixer.
And changed the name from Krating Daeng to Red Bull to make it internationally recognizable.
In 1987, Red Bull debuted in Austria with its famous slogan “Red Bull gives you wiiings.”
Dietrich target young people instead of targeting workers.
 
To target the youth Dietrich used a lot of interesting techniques.
 
 
Red Bull was growing very rapidly.
By 1997, Red Bull was selling 1 million cans everyday.
Red Bull started sponsoring extreme sports like Crashed ice, flug tug, motorcycle events, bought Formula one teams, soccer teams.
Red Bull spends majority of its revenue on marketing by which they are getting good returns.
Red Bull has the highest market share of energy drinks.
In 2012, Chaleo Yoovidhya died of natural causes. He was the third richest person in Thailand.
 
Dietrich Mateschitz is 49% owner of Red Bull energy drink and has  a net worth of 19.5 Billion dollars which makes him the 53rd most richest person in the world.
So this is the origin story of Red Bull.
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