Red Bull Energy Drink

In 1982, Dietrich Mateschitz visited Thailand on business and sampled an energy drink called Krating Daeng meaning "Red Bull." Founded in Thailand in 1962 by Chaleo Yoovidhya, it was popular among blue collar workers and known for its energy inducing capabilities. In 1984 the Red Bull GmbH was founded in Austria where by 1987 it had sold a million cans of the energy drink. The company expanded in 1992 to foreign markets and in 1997 Red Bull was sold for the first time in the U.S.

Now, Red Bull is considered the world's leading energy drink and is sold in more than 100 countries. It also helped build the functional beverage (energy drinks) world market which it owns 70% of. Since Red Bull, the energy drink market has boomed and there are numerous competitors. However, Red Bull has maintained its lead in the market with its distinctive flavor and marketing strategies.

As technology continues to increase the speed of our lives, people too are expected to move and work at greater and greater speeds. The demand for energy and concentration continues to increase as jobs and work schedules continue to evolve. So, energy drinks have become an increasing essential beverage in a modern society.

Posted By: Jessica Lantz

Sources:

Undefined. (2004). International Directory of Company Histories, Vol.60.: St. James Press.

Undefined. (undefined). Funding Universe. Red Bull GmbH. Retrieved October 9, 2009, from http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html.

Image Retrieved October 8, 2009 http://www.redbull.co.uk/img/products_triple.jpg