This drink for truckers and farmers is now a $10 Billion+ brand
Fun Fact: The Founder of Red Bull didn’t invent Red Bull.
In the rural villages and busy highways of 1980s Thailand, there was a drink that kept locals going - Krating Daeng. Literally translating to "red bull" in Thai, it contained caffeine, taurine and B vitamins.
Truck drivers would crack one open to battle long hours on the road. Farmers swearing by its energy-boosting powers in the fields under the hot sun. For these working men, Krating Daeng was more than just a beverage - it was a trusted companion and necessity.
Meanwhile in Austria, a marketing executive named Dietrich Mateschitz was on a business trip scouting opportunities in Southeast Asia. During a visit to Thailand, he discovered the little red drink for himself.
Mateschitz was enthralled. He saw Krating Daeng's potency wasn't just hype - its unique blend clearly delivered real results. But more than that, he envisioned its potential internationally was untapped.
Back in Austria, Mateschitz got to work. He reached out to Chaleo Yoovidhya, the Thai entrepreneur behind Krating Daeng, about a partnership. Together they tweaked the formula for Western palates and began positioning it as an elite lifestyle product, instead of simple work fuel.
Launching in Europe and beyond with a marketing blitz focused on action sports, bars and nightclubs, Red Bull took flight. Its innovative tall cans and association with thrill-seeking activities resonated globally.
The strategy paid off. Today, Red Bull generates over $10.2 billion annually (2022) in more than 177 countries. It has over 14 BILLION cans sold worldwide every year and growing at 8-10% annually.
With a 27% market share, Red Bull remains the undisputed global energy drink leader. Its portfolio also includes brands like Sugarfree and Editions. Beyond beverages, Red Bull owns two Formula One teams and sponsors athletes across multiple sports.
Red Bull is a testament to seeing opportunity where others miss it and innovation through re-imagination, not just invention. Its success is all from recognizing the merits of something already proven, then internationalizing and marketing it for massive success.