In 1982, Dietrich Mateschitz, an Austrian entrepreneur, learned about so-called “tonic drinks”, which enjoyed wide popularity in Asia. Mateschitz was the international Marketing Director for a toothpaste company, when he visited Thailand in 1982 and discovered that the energy drink, Krating Daeng, helped to cure his jet lag. While he was in the bar at the Mandarin Hotel in Hong Kong he got the idea of marketing those particular functional drinks outside Asia. The name, Red Bull is the literal translation of Krating Daeng in Thai. Red Bull is inspired by Krating Daeng, however, it includes other ingredients to achieve a different flavor.
In 1984, Mateschitz fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. Red Bull rapidly gained in popularity and in 1992, Red Bull touched down in its first foreign market, Hungary. Today, Red Bull is energizing over 100 countries around the globe.