Thread by @ritikamunjal1

Red Bull: From Truck Driver to Market Leader

Krating Daeng has come all the way to what we know today as Red Bull.

Within 30 years of establishment Red Bull currently enjoys highest market share in energy drink with 6.302 billion cans sold in the year 2017.
#RedBull
A Thread

In 1976: @ChaleoYoovidhya founder of TC Pharmaceuticals in Thailand introduced an energy drink called @MyKratingdaeng which means “red gaur” in English.

Soon this energy drink became popular among workers as it allowed overcoming fatigue & gave instant energy for double shift.

In 1980: It was exposed to global market.

Turning Point for Red Bull:

While on holiday in Thailand, Austrian entrepreneur found an energy drink Krating Daeng which actually cured his hangover and jet lag.
#startups

Seeing this as an opportunity he met the founders of Krating Daeng & offered them 49% share in the co. if they wud allow taking modified version of the energy drink globally. #innovations @MyKratingdaeng @dietrich @redbull

They accepted & Austrian co called Redbull GmbH was founded in 1987.

In 1987: First Red Bull canned drinks was on market & The ingredients were modified to suit local taste which later varied from one country to next to the next based on the food-safety laws of that country.

Expansion of Red Bull:

In 1992: It has started to export to Hungary and Slovenia.

In 1994:Red Bull was introduced in Germany and United Kingdom.

In 1997:It became a huge success and was able to enjoy 75 % market share of American energy drink.

The Co. mainly emphasised on Word of mouth marketing and promoted with the slogan “RedBull gives you Wings”.

However, it gained some criticism for its marketing tactics using extreme sports, and for its health risks.

Thankfully, the European Food Safety Authority (EFSA) and similar agencies in other parts of the world have ruled that the levels of caffeine, taurine and glucuronolactone used in Red Bull and competing energy drinks are safe.