The western world was first introduced to energy drinks when an Austrian marketing director made a business trip to Bangkok. Dietrich Mateschitz, who worked for a toothpaste manufacturer, discovered the performance-boosting and concentration enhancement effects of a Thai beverage named Krating Daeng, served to him by the locals after suffering from jet lag. Back in those days, while caffeinated sodas were common in Eastern Asia, Western society was unfamiliar to them.
Mateschitz seized the opportunity and quit his job in 1984 to form a partnership with Krating Daeng’s manufacturer, creating the first energy drink in the European market.
Red Bull wasn’t a hit from the start. It took three years for it to start selling, and it has gradually grown into an industrial powerhouse. With annual sales reaching $7.5 billion and over 12,600 employees, Red Bull established a global presence covering 171 countries and making Mateschitz among the richest men in the world.