Krating Daeng

Krating Daeng (Thai: กระทิงแดง) is a very sweet, non-carbonated energy drink developed by T.C. Pharmaceuticals, a Thai company. The drink is mostly sold in Asia. [Energy Drinks in the U.S. Beverage Marketing Corporation, 2006 [http://www.beveragemarketing.com/energydrinksUS.doc] ]

The recipe is based on Lipovitan, an earlier energy drink that had been introduced to Thailand from Japan. Krating Daeng sales soared across Asia in the 1970s and 1980s, especially among truck drivers, construction workers and farmers. Truck drivers used to drink it to stay awake during the long late night drive. 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. While often translated as "Red Bull", the Thai name "krating" actually refers to the bull-like bovine gaur.

The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur [ [http://www.bized.co.uk/compfact/redbull/redbull5.htm Red Bull's Origins ] ] . Mateschitz was 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. [Selling Energy, Economist, May 9 2002 [http://www.economist.com/people/displayStory.cfm?story_id=1120373] ] . He cooperated with T.C Pharmaceuticals, adapted the formula and composition to western tastes and launched Red Bull in 1987.

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