The co-founder of "Red Bull", Dietrich Mateschitz, is an Austrian. He studied for ten years at university. After graduation, he was responsible for marketing cleaning agents at Unilever, and then he was responsible for the international business of "Blendax", the largest toothpaste manufacturer in Europe at that time. Although the salary is good, Mateschitz feels that it seems that it is difficult to achieve another peak in his career, and he constantly thinks about the next stop in his life.
In 1982, Mateschitz was on a business trip to Thailand. After phone database getting off the plane and feeling drowsy due to jet lag, he stumbled upon the fact that local truck drivers and workers would drink a sugar-sweetened beverage containing caffeine and taurine (helps to enhance physical function) ingredients. "Krating Daeng" is refreshing. Driven by curiosity, Mateschitz also tried a few bottles. Unexpectedly, the jet lag problem was solved, allowing him to complete the business trip in good spirits. This reminds Mateschitz of a report he had read in a magazine:
The Japanese pharmaceutical company "Taisho Pharmaceutical" developed an energy drink "Lipovitan D" containing caffeine, taurine and vitamins. It was welcomed by tired office workers and became the Japanese company that paid the most tax that year. Mateschitz then thought, energy drinks are so popular in Asia, but there are no similar products in their hometown of Austria, or even in Europe. So he contacted Chaleo Yoovidhya, a Thai-Chinese businessman who manufactures Krating Daeng energy drink, and persuaded him to invest $500,000 each.