In 1984, a German marketer pulled off one of the coldest betrayals in business history.
He erased the true founder of Red Bull…
...and turned a humble Thai tonic into an $80+ BILLION empire.
This is the untold story of your favorite energy drink 🧵
He erased the true founder of Red Bull…
...and turned a humble Thai tonic into an $80+ BILLION empire.
This is the untold story of your favorite energy drink 🧵
Dietrich Mateschitz was a marketing director in Germany.
On a trip to Bangkok, he discovered Krating Daeng — a syrupy, flat drink in brown bottles.
Minutes after drinking it, he felt sharper, more alert.
It hit him: This cheap Thai tonic solved a universal problem. Fatigue.
On a trip to Bangkok, he discovered Krating Daeng — a syrupy, flat drink in brown bottles.
Minutes after drinking it, he felt sharper, more alert.
It hit him: This cheap Thai tonic solved a universal problem. Fatigue.
Krating Daeng was created by Chaleo Yoovidhya, the son of a poor Thai farmer.
He built it for truck drivers, labourers, and farmers who needed energy to work long hours.
For Thailand, it was just a pick-me-up.
For Mateschitz, it looked like a billion-dollar idea.
He built it for truck drivers, labourers, and farmers who needed energy to work long hours.
For Thailand, it was just a pick-me-up.
For Mateschitz, it looked like a billion-dollar idea.
He made his pitch to Chaleo:
- License the formula
- Tweak it for Western tastes
- Rebrand and sell it worldwide
Chaleo agreed. Both invested $500K.
Mateschitz got 49%. Chaleo kept 51%.
In 1984, Red Bull GmbH was born.
- License the formula
- Tweak it for Western tastes
- Rebrand and sell it worldwide
Chaleo agreed. Both invested $500K.
Mateschitz got 49%. Chaleo kept 51%.
In 1984, Red Bull GmbH was born.
At first, Chaleo was proud.
His drink was finally going global.
A chance to share what he created with the world.
He trusted Mateschitz to carry the story forward.
But soon… the story started disappearing.
His drink was finally going global.
A chance to share what he created with the world.
He trusted Mateschitz to carry the story forward.
But soon… the story started disappearing.
Mateschitz rebuilt the drink from scratch:
- Added carbonation
- Sweetened the flavour
- Created the iconic bull logo
Named it “Red Bull”
He priced it above Coke.
Retailers were confused. Was it medicine? Soda?
But then—1 million cans sold in year one.
- Added carbonation
- Sweetened the flavour
- Created the iconic bull logo
Named it “Red Bull”
He priced it above Coke.
Retailers were confused. Was it medicine? Soda?
But then—1 million cans sold in year one.
Red Bull wasn’t just a drink. Mateschitz created an entire category: energy drinks.
And he marketed it like nothing else before:
- Free cans at universities & clubs
- Branded cars with giant cans on top
- Extreme sports sponsorships
Red Bull = Fun. Energy. Youth. Rebellion.
And he marketed it like nothing else before:
- Free cans at universities & clubs
- Branded cars with giant cans on top
- Extreme sports sponsorships
Red Bull = Fun. Energy. Youth. Rebellion.
But there was a silence in the story.
No mention of Thailand. No nod to Krating Daeng. No sign of Chaleo Yoovidhya.
His drink had become a global symbol— while he was written out of the legend.
No mention of Thailand. No nod to Krating Daeng. No sign of Chaleo Yoovidhya.
His drink had become a global symbol— while he was written out of the legend.
Chaleo stayed quiet.
He told himself: “It’s fine. My family is secure. I made money.”
But deep down, it hurt.
Because legacy is not about wealth. It’s about recognition.
And his story had been stolen.
He told himself: “It’s fine. My family is secure. I made money.”
But deep down, it hurt.
Because legacy is not about wealth. It’s about recognition.
And his story had been stolen.
Today, Red Bull is worth $81B.
It dominates energy drinks, sports, and culture worldwide.
Dietrich Mateschitz is remembered as the visionary founder.
Chaleo? He died a billionaire. But forgotten.
He lost the one thing money cannot buy: the story.
It dominates energy drinks, sports, and culture worldwide.
Dietrich Mateschitz is remembered as the visionary founder.
Chaleo? He died a billionaire. But forgotten.
He lost the one thing money cannot buy: the story.
Red Bull’s empire was built on wings...
...but also on erasing the man who made it possible.
Your story is as important as your success. If you do not claim it, someone else will.
I write about technology, business, and geopolitics.
Follow @0xAshB and DM me to collaborate.
...but also on erasing the man who made it possible.
Your story is as important as your success. If you do not claim it, someone else will.
I write about technology, business, and geopolitics.
Follow @0xAshB and DM me to collaborate.
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