Krating Daeng

For the paramilitary organization, see Red Gaurs.
Krating Daeng
Type Energy drink
Country of origin Thailand
Introduced 1976
Related products Red Bull
Website kratingdaeng.com redbullthailand.com

Krating Daeng (Thai: กระทิงแดง, Thai pronunciation: [krā.tʰiŋ dɛ̄ːŋ], literally "red bull" or "red gaur"[1]) is a sweetened, non-carbonated energy drink developed by Chaleo Yoovidhya. The drink is sold in Southeast Asia, China, and 165 other countries.[2] Chaleo took the name from the gaur (Thai: กระทิง krathing) a large wild bovine of Southeast Asia. The Krating Daeng logo underlies its branding, with two charging bulls representing power, red signifying perseverance, and the backdrop of the sun symbolising energy.[2] Krating Daeng became the basis for the creation of the best selling energy drink in the world, Red Bull. When he died in 2012 at age 88, Chaleo was a multi-billionaire.[3]

History

Krating Daeng was first devised in 1975. It contains water, cane sugar, caffeine, taurine, inositol and B-vitamins. It was introduced in Thailand in 1976 as a refreshment for rural Thai labourers. "At first it was not very popular...," says current CEO Saravoot Yoovidhya. "It was quite different from others in the market, and Chaleo focused first on upcountry markets rather than in the cities where other competitors concentrated."[2]

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.

Krating Daeng has lost its leadership position in its home market of Thailand to M-150 and is now third in the country's energy drinks market,[4][5] down to possibly only 7 percent market share in 2014.[4]

Red Bull

The Thai product is a different company from the global brand Red Bull as formulated by Dietrich Mateschitz, an Austrian entrepreneur.[6] Mateschitz was the 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.[7] He worked with Chaleo's T.C. Pharmaceuticals to adapt the formula and composition to Western tastes.[8] Red Bull was launched in 1987. The two companies are often mistaken for each other, but they are separate entities focusing on different target markets, Red Bull the high end and Krating Daeng the low end. Today, Red Bull GmbH is 51 percent controlled by the Yoovidhya family, who own the trademark for the drink in Europe and the United States of America.[2]

Sponsorships

See also

References

  1. ↑ "T.C. PHARMACEUTICAL INDUSTRIES CO., LTD. export product: COMPANY PROFILE". export.redbullthailand.com. 2011. Retrieved 2016-10-18.
  2. 1 2 3 4 Nivatpumin, Chiratas; Treerapongpichit, Busrin (2015-12-28). "Red Bull still charging ahead". Bangkok Post. Retrieved 29 December 2015. (Subscription required.)
  3. ↑ "Thai billionaire who created Red Bull dies at 88". Asian Correspondent. Bristol, England: Hybrid News Limited. AP. March 17, 2012. Retrieved March 17, 2012.
  4. 1 2 "Carabao aims to energise Thai IPO market". FinanceAsia. 2014-11-04. Retrieved 2015-06-27.
  5. ↑ "Thailand: Energy drink nation". Global Post. 2010-09-19. Retrieved 2015-06-23.
  6. ↑ Red Bull's Origins
  7. ↑ "Selling Energy", The Economist, 9 May 2002
  8. ↑ Roll, Martin (2005-10-17). Asian Brand Strategy: How Asia Builds Strong Brands. Springer. p. 199. ISBN 9780230513068. Retrieved 2012-09-24.
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