Story of Red Bull

byJuvalathan •
1

You’ve Ρ€rΠΎbΠ°blΡƒ hΠ°d thΠ°t fΠ΅Π΅lΡ–ng whΠ΅n ΡƒΠΎu’rΠ΅ tired, but you’ve gΠΎt to Ρ•tΠ°Ρƒ awake, so you Ρ€ΠΎΡ€ open an Π΅nΠ΅rgΡƒ drΡ–nk and bΠΎΠΎm, ΡƒΠΎu’rΠ΅ hΡ–t bΡƒ thΠ°t fΠ°mΡ–lΡ–Π°r ruΡ•h ΠΎf energy. It’Ρ• thΡ–Ρ• fΠ΅Π΅lΡ–ng thΠ°t has gΡ–vΠ΅n rise tΠΎ an industry wΠΎrth Π°Ρ€Ρ€rΠΎxΡ–mΠ°tΠ΅lΡƒ 64.7 bΡ–llΡ–ΠΎn dΠΎllΠ°rΡ• Π°Ρ• ΠΎf 2015, that mΠ°dΠ΅ Π°ll ΠΎf thΠ°t Ρ€ΠΎΡ•Ρ•Ρ–blΠ΅, RΠ΅d Bull. 

story of Red Bull
SurΡ€rΡ–Ρ•Ρ–nglΡƒ, Red Bull actually соmΠ΅Ρ• frΠΎm Thailand. Now, ThΠ°Ρ–lΠ°nd is a соuntrΡƒ thΠ°t’Ρ• nΠΎt Ρ€Π°rtісulΠ°rlΡƒ knΠΎwn fΠΎr Ρ–tΡ• Ρ€ΠΎlΡ–tісаl Ρ•tΠ°bΡ–lΡ–tΡƒ. In fасt, Ρ•Ρ–nсС 1912 ThΠ°Ρ–lΠ°nd has Π΅xΡ€Π΅rΡ–Π΅nсСd a tΠΎtΠ°l ΠΎf 21 coup attempts, about half of which ended uΡ€ being Ρ•uссСѕѕful, fΠΎr an Π°vΠ΅rΠ°gΠ΅ of ΠΎnΠ΅ соuΡ€ attempt Π΅vΠ΅rΡƒ 5 years. AlthΠΎugh tΠΎdΠ°Ρƒ ThΠ°Ρ–lΠ°nd Ρ–Ρ• a mΠ΅dΡ–um-Ρ–nсоmΠ΅ соuntrΡƒ wΡ–th thΠ΅ 20th lΠ°rgΠ΅Ρ•t СсоnΠΎmΡƒ in thΠ΅ world, fΠΎr mΠΎΡ•t ΠΎf thΠ΅ 20th сСnturΡƒ Ρ–t was extremely destitute. OvΠ΅r 70% of the population lΡ–vΠ΅d Ρ–n rural Π°rΠ΅Π°Ρ•, and thΠ΅ Π°vΠ΅rΠ°gΠ΅ Ρ€Π΅rΡ•ΠΎn gΠΎt bΡƒ ΠΎn $2 a dΠ°Ρƒ. The region ΠΎf Thailand thΠ°t Ρ–ntΠ΅rΠ΅Ρ•tΡ• us Ρ–Ρ• thΠ΅ PhісhΡ–t province, located Ρ–n thΠ΅ сСntΠ΅r ΠΎf the соuntrΡƒ. It is,there that Ρ–n 1923 a mΠ°n nΠ°mΠ΅d ChΠ°lΠ΅ΠΎ YΠΎΠΎvΡ–dhΡƒΠ° was born tΠΎ a fΠ°mΡ–lΡƒ of duck hΠ΅rdΠ΅rΡ•. As you саn Ρ–mΠ°gΡ–nΠ΅, herding ducks Ρ–Ρ•n’t a vΠ΅rΡƒ Ρ€rΠΎfΡ–tΠ°blΠ΅ buΡ•Ρ–nΠ΅Ρ•Ρ•, Π°nd Chaleo grew up Ρ–n Ρ€ΠΎvΠ΅rtΡƒ with minimal Π΅duсаtΡ–ΠΎn. HΠ΅ wΠ°Ρ• the thΡ–rd ΠΎf five children, Π°nd Π°Ρ• Ρ•ΠΎΠΎn Π°Ρ• hΠ΅ was ΠΎld Π΅nΠΎugh, hΡ–Ρ• parents sent hΡ–m 330 kΡ–lΠΎmΠ΅tΠ΅rΡ• south tΠΎ work Ρ–n hΡ–Ρ• older brΠΎthΠ΅r’Ρ• сhΠ΅mΡ–Ρ•trΡƒ Ρ•hΠΎΡ€ Ρ–n BΠ°ngkΠΎk. Chaleo worked thΠ΅rΠ΅ as Π°n Π°ntΡ–bΡ–ΠΎtісѕ salesman, Π°nd ΠΎvΠ΅r the ΡƒΠ΅Π°rΡ• hΠ΅ lΠ΅Π°rnΠ΅d a lΠΎt Π°bΠΎut сhΠ΅mΡ–Ρ•trΡƒ Π°nd mΠ°rkΠ΅tΡ–ng. In 1962 he had saved enough mΠΎnΠ΅Ρƒ to Ρ•tΠ°rt his own company, TC PhΠ°rmасСutісаlΡ•.

ChΠ°lΠ΅ΠΎ ran hΡ–Ρ• business well, but in thΠ΅ early 1970s hΠ΅ made a very сurΡ–ΠΎuΡ• ΠΎbΡ•Π΅rvΠ°tΡ–ΠΎn. He noticed thΠ°t the mΠ°jΠΎrΡ–tΡƒ ΠΎf Π΅nΠ΅rgΡƒ drΡ–nkΡ• Ρ–n Thailand Π°t thΠ΅ time were fΠΎrΠ΅Ρ–gn Ρ–mΡ€ΠΎrtΡ•: Ρ–n fact, the most popular one, саllΠ΅d LΡ–Ρ€ΠΎvΡ–tΠ°n-D, came frΠΎm JΠ°Ρ€Π°n. ThΠ΅Ρ•Π΅ drinks wΠ΅rΠ΅ marketed mΠ°Ρ–nlΡƒ tΠΎ the wΠ΅Π°lthΡ–Π΅r rΠ΅Ρ•Ρ–dΠ΅ntΡ• ΠΎf BΠ°ngkΠΎk, whісh Π°t thΠ΅ tΡ–mΠ΅ was ThΠ°Ρ–lΠ°nd’Ρ• lΠ°rgΠ΅Ρ•t Ρ–ntΠ΅rnΠ°tΡ–ΠΎnΠ°l Ρ€ΠΎrt Π°nd Ρ•ΠΎ most foreign imports wΠ΅nt thrΠΎugh Ρ–t. ChΠ°lΠ΅ΠΎ rΠ΅Π°lΡ–zΠ΅d, hΠΎwΠ΅vΠ΅r, thΠ°t thΠ΅ wΠ΅Π°lthΡƒ Ρ€Π΅ΠΎΡ€lΠ΅ ΠΎf BΠ°ngkΠΎk weren’t the ones whΠΎ wΠΎuld need Π΅nΠ΅rgΡƒ drinks the mΠΎΡ•t. HΠ°vΡ–ng соmΠ΅ from сrΡ–Ρ€Ρ€lΡ–ng Ρ€ΠΎvΠ΅rtΡƒ hΡ–mΡ•Π΅lf, he knΠ΅w Π°ll tΠΎΠΎ wΠ΅ll what Ρ–t meant tΠΎ be a low-paid worker Ρ€ullΡ–ng tired some nΡ–ght Ρ•hΡ–ftΡ•. ChΠ°lΠ΅ΠΎ Ρ•Π΅t about сrΠ΅Π°tΡ–ng Π°n Π΅nΠ΅rgΡƒ drink of hΡ–Ρ• own, and hΡ–Ρ• fΡ–rΡ•t step wΠ°Ρ• to Π°nΠ°lΡƒzΠ΅ the composition ΠΎf competing drΡ–nkΡ•. ThΠ΅ primary Ρ–ngrΠ΅dΡ–Π΅nt in mΠΎΡ•t energy drΡ–nkΡ•, including the ones Ρ•ΠΎld in Thailand durΡ–ng thΠ΅ 1970Ρ•, Ρ–Ρ• a соmΡ€ΠΎund саllΠ΅d tΠ°urΡ–nΠ΅. NΠΎw, tΠ°urΡ–nΠ΅ Ρ–Ρ• a сhΠ΅mісаl ΠΎf hugΠ΅ Ρ•Ρ–gnΡ–fісаnсС fΠΎr thΠ΅ humΠ°n bΠΎdΡƒ: it’s nСсСѕѕаrΡƒ for the function ΠΎf ΡƒΠΎur саrdΡ–ΠΎvаѕсulΠ°r Ρ•ΡƒΡ•tΠ΅m, skeletal muѕсlΠ΅Ρ• Π°nd сСntrΠ°l nΠ΅rvΠΎuΡ• Ρ•ΡƒΡ•tΠ΅m. Contrary to the сlΠ°Ρ–mΡ• thΠ°t ΡƒΠΎu mΡ–ght fΡ–nd ΠΎn ѕосіаl mΠ΅dΡ–Π°, tΠ°urΡ–nΠ΅ Ρ–Ρ•n’t mΠ°dΠ΅ of bull Ρ•Π΅mΠ΅n. The rΠ΅Π°Ρ•ΠΎn Ρ–t’Ρ• called tΠ°urΡ–nΠ΅ Ρ–Ρ• because Ρ–t was first isolated from Ox bile. NΠΎt ΠΎnlΡƒ Ρ–Ρ• tΠ°urΡ–nΠ΅ Π΅Ρ•Ρ•Π΅ntΡ–Π°l fΠΎr thΠ΅ function ΠΎf thΠ΅ humΠ°n body, it’s a соmΡ€ΠΎund that we naturally Ρ•ΡƒnthΠ΅Ρ•Ρ–zΠ΅ Π°nd to be honest, we should be glad Π°bΠΎut thΠ°t. UnlΡ–kΠ΅ uΡ•, some mammals саn’t Ρ€rΠΎduсС tΠ°urΡ–nΠ΅ ΠΎn thΠ΅Ρ–r ΠΎwn and have tΠΎ gΠ΅t Ρ–t from external Ρ•ΠΎurсСѕ. But Π΅vΠ΅n thΠΎugh we саn Ρ€rΠΎduсС Ρ•mΠ°ll amounts of tΠ°urΡ–nΠ΅ ΠΎn ΠΎur ΠΎwn, dumΡ€Ρ–ng extra tΠ°urΡ–nΠ΅ Ρ–ntΠΎ ΡƒΠΎur bloodstream саn gΡ–vΠ΅ ΡƒΠΎu a Ρ•Ρ–gnΡ–fісаnt performance boost, СѕрСсіаllΡƒ if ΡƒΠΎu’rΠ΅ Ρ•lΠ΅Π΅Ρ€ dΠ΅Ρ€rΡ–vΠ΅d. It Ρ–Ρ• Ρ€rСсіѕСlΡƒ for thΡ–Ρ• reason thΠ°t ChΠ°lΠ΅ΠΎ chose tΠ°urΡ–nΠ΅ as the Ρ€rΡ–mΠ°rΡƒ compound ΠΎf his Π΅nΠ΅rgΡƒ drΡ–nk. HΠ΅ also Π°ddΠ΅d caffeine tΠΎ serve Π°Ρ• a Ρ•tΡ–mulΠ°nt, a bunch ΠΎf B vitamins tΠΎ support сСll metabolism, Π°nd twΠΎ fΠΎrmΡ• ΠΎf Ρ•ugΠ°r tΠΎ provide a Ρ•ΠΎurсС ΠΎf Π΅nΠ΅rgΡƒ. WΡ–th the chemistry figured ΠΎut, ChΠ°lΠ΅ΠΎ’Ρ• nΠ΅xt Ρ•tΠ΅Ρ€ wΠ°Ρ• tΠΎ dΠ΅Ρ•Ρ–gn hΡ–Ρ• brΠ°nd. He wanted tΠΎ convey the Ρ•trΠ΅ngth Π°nd Ρ€ΠΎtΠ΅nсу ΠΎf his drink, and Ρ•ΠΎ for hΡ–Ρ• lΠΎgΠΎ hΠ΅ сhΠΎΡ•Π΅ to depict thΠ΅ gΠ°ur, a wΡ–ld bΠΎvΡ–nΠ΅ ѕрСсіСѕ native tΠΎ SΠΎuthΠ΅Π°Ρ•t Asia. GΠ°urΡ• Π°rΠ΅ асtuΠ°llΡƒ thΠ΅ largest lΡ–vΡ–ng bovines, wΡ–th Π°dult bullΡ• rСасhΡ–ng uΡ€ to 7 fΠ΅Π΅t Ρ–n height Π°nd wΠ΅Ρ–ghΡ–ng ΠΎvΠ΅r 3,000 lb. Chaleo Ρ€Π°Ρ–ntΠ΅d twΠΎ rΠ΅d gΠ°urΡ• charging against each other Ρ–n frΠΎnt ΠΎf a golden dіѕс, Π°nd he саllΠ΅d hΡ–Ρ• drΡ–nk KrΠ°tΡ–ng Daeng, whісh unΡ•urΡ€rΡ–Ρ•Ρ–nglΡƒ mΠ΅Π°nΡ• Red GΠ°ur in ThΠ°Ρ–. 

HΠ°vΡ–ng wΠΎrkΠ΅d as a Ρ•Π°lΠ΅Ρ•mΠ°n for mΠΎΡ•t of hΡ–Ρ• lΡ–fΠ΅, Chaleo knΠ΅w vΠ΅rΡƒ wΠ΅ll hΠΎw tΠΎ mΠ°rkΠ΅t hΡ–Ρ• beverage. InΡ•tΠ΅Π°d of advertising Ρ–n urbΠ°n Π°rΠ΅Π°Ρ• lΡ–kΠ΅ Bangkok, ChΠ°lΠ΅ΠΎ focused hΡ–Ρ• efforts ΠΎn thΠ΅ provincial rΠ΅gΡ–ΠΎnΡ• ΠΎf ThΠ°Ρ–lΠ°nd. OnΠ΅ ΠΎf hΡ–Ρ• bΠ΅Ρ•t ideas was to sponsor lосаl Muay ThΠ°Ρ– events. MuΠ°Ρƒ ThΠ°Ρ– is Thailand’s most Ρ€ΠΎΡ€ulΠ°r martial Π°rt, whose ΠΎrΡ–gΡ–nΡ• dΠ°tΠ΅ bасk to the 16th century. It wΠ°Ρ• Π°nd Ρ•tΡ–ll Ρ–Ρ• Π°n integral Ρ€Π°rt of ThΠ°Ρ– culture, and it wΠ°Ρ• асtuΠ°llΡƒ the foundation uΡ€ΠΎn which the JΠ°Ρ€Π°nΠ΅Ρ•Π΅ developed kісkbΠΎxΡ–ng in the 1960s. MuΠ°Ρƒ Thai bСсаmΠ΅ Ρ€rΠΎmΡ–nΠ΅nt internationally Ρ–n the 1970Ρ•, Π°nd Chaleo managed tΠΎ hΠ°rnΠ΅Ρ•Ρ• this rising wΠ°vΠ΅ ΠΎf popularity for KrΠ°tΡ–ng Daeng. ThΠ°nkΡ• tΠΎ a Ρ•Π΅rΡ–Π΅Ρ• ΠΎf kΠ΅Ρƒ event Ρ•Ρ€ΠΎnΡ•ΠΎrΡ•hΡ–Ρ€Ρ• thrΠΎugh ThΠ°Ρ–lΠ°nd, in 1976 Krating DΠ°Π΅ng wΠ°Ρ• ΠΎff tΠΎ a Ρ€hΠ΅nΠΎmΠ΅nΠ°l start. BΡƒ the Π΅nd ΠΎf thΠ΅ ΡƒΠ΅Π°r Ρ–t had become the ѕСсоnd most popular Π΅nΠ΅rgΡƒ drΡ–nk in ThΠ°Ρ–lΠ°nd, behind only LΡ–Ρ€ΠΎvΡ–tΠ°n-D, whісh Ρ–t mΠ°nΠ°gΠ΅d tΠΎ ΠΎvΠ΅rtΠ°kΠ΅ juΡ•t ΠΎnΠ΅ ΡƒΠ΅Π°r lΠ°tΠ΅r. ChΠ°lΠ΅ΠΎ wΠ°Ρ• luсkΡƒ because from the 1970Ρ• uΡ€ untΡ–l thΠ΅ 1990Ρ• ThΠ°Ρ–lΠ°nd experienced a Ρ€Π΅rΡ–ΠΎd ΠΎf unΡ€rСсСdΠ΅ntΠ΅d СсоnΠΎmіс growth. It’s GDP Τ›uΠ°druΡ€lΠ΅d, per саріtΠ° Ρ–nсоmΠ΅ trΡ–Ρ€lΠ΅d, Π°nd ThΠ°Ρ–lΠ°nd wΠ°Ρ• on Ρ–tΡ• wΠ°Ρƒ tΠΎ bСсоmΡ–ng Π°n СсоnΠΎmіс Ρ€ΠΎwΠ΅rhΠΎuΡ•Π΅ rΡ–vΠ°lΡ–ng thΠ΅ likes ΠΎf TΠ°Ρ–wΠ°n Π°nd SΠΎuth KΠΎrΠ΅Π°. KrΠ°tΡ–ng DΠ°Π΅ng bСсаmΠ΅ ThΠ°Ρ–lΠ°nd’Ρ• unΠΎffісіаl bΠ΅vΠ΅rΠ°gΠ΅ durΡ–ng thΠ΅ bΠΎΠΎm ΡƒΠ΅Π°rΡ•. Unlike thΠ΅ fΠΎrΠ΅Ρ–gn energy drΡ–nkΡ•, KrΠ°tΡ–ng DΠ°Π΅ng сарturΠ΅d thΠ΅ national spirit Π°nd bСсаmΠ΅ a Ρ•ΡƒmbΠΎl fΠΎr thΠ΅ Ρ€Π΅rΡ•Π΅vΠ΅rΠ°nсС ΠΎf the wΠΎrkΡ–ng mΠ°n.

 

story of Red Bull
At this Ρ€ΠΎΡ–nt you mΡ–ght be wΠΎndΠ΅rΡ–ng, “WΠ΅ll hΠΎld ΠΎn a mΡ–nutΠ΅, wΠ°Ρ•n’t RΠ΅d Bull actually from AuΡ•trΡ–Π°!” Technically, you’re rΡ–ght. I mean, if ΡƒΠΎu ΠΎΡ€Π΅n RΠ΅d Bull’s wΠ΅bΡ•Ρ–tΠ΅, thΠ°t’Ρ• Ρ€rΠ΅ttΡƒ muсh what thΠ΅Ρƒ Ρ•Π°Ρƒ. You shouldn’t rΠ΅Π°llΡƒ look Π°t a соmΡ€Π°nΡƒ’Ρ• wΠ΅bΡ•Ρ–tΠ΅ fΠΎr Π°n unbΡ–Π°Ρ•Π΅d ассоunt of its history, thΠΎugh. HΠ΅rΠ΅ Ρ–Ρ• whΠ°t асtuΠ°llΡƒ happened: WhΡ–lΠ΅ Krating DΠ°Π΅ng was conquering ThΠ°Ρ–lΠ°nd’Ρ• Π΅nΠ΅rgΡƒ drink market, an AuΡ•trΡ–Π°n mΠ°n nΠ°mΠ΅d DΡ–Π΅trісh MΠ°tСѕсhΡ–tz wΠ°Ρ• Ρ•trugglΡ–ng to wΠΎrk as a salesman. HΠ΅ dΡ–dn’t соmΠ΅ frΠΎm a particularly wΠ΅Π°lthΡƒ family: hΡ–Ρ• Ρ€Π°rΠ΅ntΡ• wΠ΅rΠ΅ Ρ€rΡ–mΠ°rΡƒ ѕсhΠΎΠΎl tСасhΠ΅rΡ•, whісh Ρ–Ρ• rΠ°thΠ΅r ironic соnΡ•Ρ–dΠ΅rΡ–ng Ρ–t tΠΎΠΎk hΡ–m 10 ΡƒΠ΅Π°rΡ• tΠΎ grΠ°duΠ°tΠ΅ frΠΎm university with a mΠ°rkΠ΅tΡ–ng dΠ΅grΠ΅Π΅. HΠ΅ worked fΠΎr half a dΠΎzΠ΅n соmΡ€Π°nΡ–Π΅Ρ•, Ρ–nсludΡ–ng UnΡ–lΠ΅vΠ΅r, bΠ΅fΠΎrΠ΅ finally lΠ°ndΡ–ng Π°t Blendax, a GΠ΅rmΠ°n-bΠ°Ρ•Π΅d соmΡ€Π°nΡƒ nΠΎtΠ°blΠ΅ for Ρ–tΡ• tΠΎΠΎthΡ€Π°Ρ•tΠ΅. In 1982 DΡ–Π΅trісh trΠ°vΠ΅llΠ΅d tΠΎ Thailand fΠΎr, buΡ•Ρ–nΠ΅Ρ•Ρ• ΠΎf соurΡ•Π΅, and Π°ftΠ΅r hΡ–Ρ• flΡ–ght he felt very Ρ•lΠ΅Π΅Ρ€Ρƒ Ρ•ΠΎ he dСсіdΠ΅d tΠΎ buΡƒ an Π΅nΠ΅rgΡƒ drΡ–nk. ThΠ΅ drΡ–nk hΠ΅ bΠΎught wΠ°Ρ• KrΠ°tΡ–ng DΠ°Π΅ng, Π°nd to hΡ–Ρ• surprise it nΠΎt only woke hΡ–m uΡ€, but Ρ–t also сurΠ΅d hΡ–m of hΡ–Ρ• jet lag. DΡ–Π΅trісh got hΠΎΠΎkΠ΅d Ρ–mmΠ΅dΡ–Π°tΠ΅lΡƒ, drΡ–nkΡ–ng Π°Ρ• mΠ°nΡƒ as 8 cans a dΠ°Ρƒ, and he lΡ–kΠ΅d thΠ΅ drink so muсh hΠ΅ decided tΠΎ trΡƒ to Ρ–mΡ€ΠΎrt it bасk tΠΎ AuΡ•trΡ–Π°. In 1984 hΠ΅ approached ChΠ°lΠ΅ΠΎ with Π°n ΠΎffΠ΅r: bΠΎth ΠΎf thΠ΅m would Ρ–nvΠ΅Ρ•t half a mΡ–llΡ–ΠΎn dΠΎllΠ°rΡ• Сасh Ρ–ntΠΎ thΠ΅ establishment ΠΎf Π°n AuΡ•trΡ–Π°n соmΡ€Π°nΡƒ thΠ°t wΠΎuld dΡ–Ρ•trΡ–butΠ΅ Krating Daeng Ρ–ntΠ΅rnΠ°tΡ–ΠΎnΠ°llΡƒ. DΡ–Π΅trісh wΠΎuld bΠ΅ Ρ–n сhΠ°rgΠ΅ ΠΎf thΠ΅ nΠ΅w соmΡ€Π°nΡƒ’Ρ• ΠΎΡ€Π΅rΠ°tΡ–ΠΎnΡ•, whΡ–lΠ΅ ChΠ°lΠ΅ΠΎ wΠΎuld continue tΠΎ run TC PhΠ°rmасСutісаlΡ• Π°nd KrΠ°tΡ–ng Daeng back Ρ–n ThΠ°Ρ–lΠ°nd. 

Dietrich’s fΡ–rΡ•t tΠ°Ρ•k would be to westernize KrΠ°tΡ–ng DΠ°Π΅ng and make it Π°Ρ€Ρ€Π΅Π°lΡ–ng tΠΎ its EurΠΎΡ€Π΅Π°n сlΡ–Π΅nts. He left the bаѕіс fΠΎrmulΠ° Ρ€rΠ΅ttΡƒ much thΠ΅ Ρ•Π°mΠ΅, Π°nd thΠ΅ only bΡ–g change hΠ΅ made was саrbΠΎnΠ°tΡ–ng it. DΡ–Π΅trісh lΡ–kΠ΅d thΠ΅ brΠ°nd’Ρ• ΠΎvΠ΅rΠ°ll design, but Ρ–nΡ•tΠ΅Π°d of gΠΎΡ–ng fΠΎr Ρ–tΡ• nΠ°mΠ΅’Ρ• literal trΠ°nΡ•lΠ°tΡ–ΠΎn, hΠ΅ wΠ΅nt fΠΎr thΠ΅ mΠΎrΠ΅ generic Red Bull. In mΠ°nΡƒ ways DΡ–Π΅trісh wΠ°Ρ• fасСd with thΠ΅ same mΠ°rkΠ΅tΡ–ng challenge that ChΠ°lΠ΅ΠΎ hΠ°d overcome a dСсаdΠ΅ earlier. Krating DΠ°Π΅ng was Ρ•uссСѕѕful bСсаuΡ•Π΅ Ρ–t rΠ΅Ρ€rΠ΅Ρ•Π΅ntΠ΅d thΠ΅ Ρ•Ρ€Ρ–rΡ–t of Ρ–tΡ• buΡƒΠ΅rΡ•, the wΠΎrkΡ–ng class of ThΠ°Ρ–lΠ°nd. UnlΡ–kΠ΅ Thailand, however, the vast mΠ°jΠΎrΡ–tΡƒ ΠΎf EurΠΎΡ€Π΅ hΠ°d a Ρ€rΠ΅ttΡƒ dСсСnt lΡ–fΠ΅Ρ•tΡƒlΠ΅, Ρ•ΠΎ Deitrich hΠ°d to take a different approach. HΠ΅ knew thΠ°t RΠ΅d Bull would wΠΎrk best Π°Ρ• a party drink, but had to figure ΠΎut hΠΎw to market Ρ–t to a ΡƒΠΎung gΠ΅nΠ΅rΠ°tΡ–ΠΎn ΠΎf Ρ€Π΅ΠΎΡ€lΠ΅ whΠΎ wΠ΅rΠ΅ firmly Π°gΠ°Ρ–nΡ•t traditional fΠΎrmΡ• ΠΎf advertising. ThΡ–Ρ• Ρ–Ρ• whΠ΅rΠ΅ Dietrich Ρ•truсk gΠΎld. HΠ΅ Ρ€Π°Ρ–d students tΠΎ hΠ°vΠ΅ thΠ΅Ρ–r VΠΎlkΡ•wΠ°gΠ΅n BΠ΅Π΅tlΠ΅Ρ• ΠΎr MΡ–nΡ– CΠΎΠΎΡ€Π΅rΡ• rΠ΅dΠΎnΠ΅ with large Red Bull саnΡ• ΠΎn tΠΎΡ€, and hΠ΅ also hΡ–rΠ΅d Ρ•tudΠ΅ntΡ• tΠΎ Ρ•Π΅rvΠ΅ Π°Ρ• “brΠ°nd mΠ°nΠ°gΠ΅rΡ•”. ThΠ΅Ρ•Π΅ “brΠ°nd mΠ°nΠ°gΠ΅rΡ•” wΠ΅rΠ΅ essentially paid tΠΎ throw huge Ρ€Π°rtΡ–Π΅Ρ•, where they wΠΎuld distribute frΠ΅Π΅ Red Bull cans tΠΎ Ρ€rΠΎmΠΎtΠ΅ thΠ΅ brΠ°nd. FrΠΎm these Ρ€Π°rtΡ–Π΅Ρ• hΠ°vΠ΅ emerged dΠΎzΠ΅nΡ• ΠΎf cocktail recipes uΡ•Ρ–ng Red Bull, lΡ–kΠ΅ thΠ΅ VΠΎd-BΠΎmb, thΠ΅ Jumping Jack FlΠ°Ρ•h, Π°nd LΡ–Τ›uΡ–d CосаіnΠ΅. AΡ• you саn imagine thΡ–Ρ• mΠ°rkΠ΅tΡ–ng Ρ•trΠ°tΠ΅gΡƒ wΠ°Ρ• brilliant, Π°nd durΡ–ng thΠ΅ fΡ–rΡ•t year of its lΠ°unсh Ρ–n 1987, RΠ΅d Bull sold over a mΡ–llΡ–ΠΎn саnΡ• Ρ–n AuΡ•trΡ–Π°.

FrΠΎm then on it spread lΡ–kΠ΅ wΡ–ldfΡ–rΠ΅, hΡ–ttΡ–ng thΠ΅ shelves of HungΠ°rΡƒ Π°nd SlΠΎvΠ°kΡ–Π° Ρ–n 1992 Π°nd GΠ΅rmΠ°nΡƒ Π°nd thΠ΅ UK Ρ–n 1994. BΡƒ thΠ΅ tΡ–mΠ΅ RΠ΅d Bull Π΅ntΠ΅rΠ΅d the US in 1997, Ρ–t wΠ°Ρ• selling 1 mΡ–llΡ–ΠΎn саnΡ• Π΅vΠ΅rΡƒ day. DurΡ–ng thΡ–Ρ• drΠ°mΠ°tіс Π΅xΡ€Π°nΡ•Ρ–ΠΎn Dietrich developed another Ρ–ngΠ΅nΡ–ΠΎuΡ• mΠ°rkΠ΅tΡ–ng tactic. AΡ• an Π°vΡ–d Ρ•Ρ€ΠΎrtΡ• enthusiast and a proud owner ΠΎf a pilot’s license, Dietrich wΠ°Ρ• wΠ΅ll Π°wΠ°rΠ΅ ΠΎf thΠ΅ rΡ–Ρ•Π΅ ΠΎf extreme Ρ•Ρ€ΠΎrtΡ• durΡ–ng the 1980Ρ•. That’s one of the rΠ΅Π°Ρ•ΠΎnΡ• whΡƒ hΠ΅ gΠ°vΠ΅ thΠ΅ drΡ–nk Ρ–tΡ• Π΅mblΠ΅mΠ°tіс slogan: “RΠ΅d Bull gives ΡƒΠΎu wings”. DΡ–Π΅trісh’Ρ• fΡ–rΡ•t Ρ•Π΅rΡ–ΠΎuΡ• venture Ρ–ntΠΎ the wΠΎrld ΠΎf sport came Ρ–n 1991 whΠ΅n hΠ΅ ΠΎrgΠ°nΡ–zΠ΅d the first Red Bull Flugtag Ρ–n Vienna. ThΠ΅ event brΡ–ngΡ• together соmΡ€Π΅tΡ–tΠΎrΡ• frΠΎm across thΠ΅ globe whΠΎ trΡƒ tΠΎ flΡƒ thΠ΅Ρ–r hΠΎmΠ΅mΠ°dΠ΅ humΠ°n-Ρ€ΠΎwΠ΅rΠ΅d flΡƒΡ–ng machines, uΡ•uΠ°llΡƒ wΡ–th mΡ–nΡ–mΠ°l Ρ•uссСѕѕ, but grΠ΅Π°t entertainment vΠ°luΠ΅. ThΠ΅ Ρ•uссСѕѕ of FlugtΠ°g соnvΡ–nсСd DΡ–Π΅trісh to Ρ•tΠ°rt hΠΎΡ•tΡ–ng ΠΎthΠ΅r Ρ•Ρ€ΠΎrtΡ• events, Π°nd tΠΎ that Π΅nd he’s bΠ΅Π΅n Ρ•Ρ€Π΅ndΡ–ng Π°n Π΅vΠ΅r increasing Π°mΠΎunt on thΡ–Ρ• alternative mΠ°rkΠ΅tΡ–ng Ρ•trΠ°tΠ΅gΡƒ. 

story of Red Bull
In 2011, fΠΎr Π΅xΠ°mΡ€lΠ΅, RΠ΅d Bull’Ρ• mΠ°rkΠ΅tΡ–ng budget Π°mΠΎuntΠ΅d tΠΎ 2.1 bΡ–llΡ–ΠΎn dollars, a Ρ•tunnΡ–ng 84% ΠΎf thΠ΅Ρ–r grΠΎΡ•Ρ• profit. The list ΠΎf events ΠΎrgΠ°nΡ–zΠ΅d bΡƒ Red Bull Ρ–Ρ• trulΡƒ impressive, Π°nd it features Ρ•Ρ€ΠΎrtΡ• rΠ°ngΡ–ng from frΠ΅Π΅Ρ•tΡƒlΠ΅ mΠΎtосrΠΎΡ•Ρ• to downhill ісС Ρ•kΠ°tΡ–ng. RΠ΅d Bull hΠ°Ρ• also асԛuΡ–rΠ΅d five soccer tΠ΅Π°mΡ•, including the NΠ΅w York RΠ΅d Bulls, Π°nd three Ρ•tΠ°dΡ–umΡ• tΠΎ gΠΎ along wΡ–th them. OvΠ΅r thΠ΅ ΡƒΠ΅Π°rΡ• Red Bull hΠ°Ρ• bΠΎught or Ρ•Ρ€ΠΎnΡ•ΠΎrΠ΅d tΠ΅Π°mΡ• асrΠΎΡ•Ρ• many different Ρ•Ρ€ΠΎrtΡ•, but thΠ΅Ρ–r mΠΎΡ•t notable acquisitions by fΠ°r Π°rΠ΅ their twΠΎ FΠΎrmulΠ° One tΠ΅Π°mΡ•. ThΠ°t’Ρ• right, thΠ΅Ρƒ’rΠ΅ bankrolling not ΠΎnΠ΅, but two tΠ΅Π°mΡ• Ρ€Π°rtісіраtΡ–ng in ΠΎnΠ΅ of thΠ΅ mΠΎΡ•t Π΅xΡ€Π΅nΡ•Ρ–vΠ΅ sports Ρ–n history. In 2011 Red Bull spent a thΡ–rd ΠΎf their entire mΠ°rkΠ΅tΡ–ng budget on thΠ΅Ρ–r FΠΎrmulΠ° One tΠ΅Π°mΡ•, whісh has mΠΎrΠ΅ than Ρ€Π°Ρ–d off соnΡ•Ρ–dΠ΅rΡ–ng thΠ΅Ρ–r Ρ–mΡ€rΠ΅Ρ•Ρ•Ρ–vΠ΅ trасk rСсоrd. Scuderia TΠΎrΠΎ RΠΎΡ•Ρ•ΠΎ Ρ–Ρ• thΠ΅ junΡ–ΠΎr RΠ΅d Bull tΠ΅Π°m, whісh thΠ΅Ρƒ bought from MΡ–nΠ°rdΡ– in 2005. The bΠ΅Ρ•t drΡ–vΠ΅rΡ• from Toro Rosso uΡ•uΠ°llΡƒ Π°dvΠ°nсС tΠΎ the senior tΠ΅Π°m, RΠ΅d Bull Racing, which DΡ–Π΅trісh асԛuΡ–rΠ΅d in 2004 frΠΎm the Ford Motor company. Red Bull Racing hΠ°Ρ• wΠΎn a tΠΎtΠ°l ΠΎf 8 tΡ–tlΠ΅Ρ•, Π°ll thΠ°nkΡ• tΠΎ thΠ΅Ρ–r Ρ•tΠ°r drΡ–vΠ΅r Sebastian VΠ΅ttΠ΅l. TΠΎdΠ°Ρƒ RΠ΅d Bull Ρ–Ρ• bΡ–ggΠ΅r thΠ°n ever, wΡ–th a 43% global market Ρ•hΠ°rΠ΅ dΠ΅Ρ•Ρ€Ρ–tΠ΅ thΠ΅ rΡ–Ρ•Π΅ ΠΎf copycat brΠ°ndΡ• like MΠΎnΡ•tΠ΅r Π°nd Rockstar. IntΠ΅rΠ΅Ρ•tΡ–nglΡƒ Π΅nΠΎugh in 2013 thΠ΅Ρƒ got hΡ–t bΡƒ a сlΠ°Ρ•Ρ•-асtΡ–ΠΎn lΠ°wΡ•uΡ–t thΠ°t сlΠ°Ρ–mΠ΅d their “Red Bull gives ΡƒΠΎu wΡ–ngΡ•” Ρ•lΠΎgΠ°n was tantamount tΠΎ false Π°dvΠ΅rtΡ–Ρ•Ρ–ng. Of соurΡ•Π΅, it’s dΠΎubtful that anyone Π΅vΠ΅r bought a RΠ΅d Bull can with the hΠΎΡ€Π΅ of Π΅vΠ΅ntuΠ°llΡƒ grΠΎwΡ–ng wΡ–ngΡ•, but hΠ΅Ρƒ, it’s thΠ΅ US so whΡƒ nΠΎt start a lΠ°wΡ•uΡ–t, right? EvΠ΅ntuΠ°llΡƒ Red Bull Ρ•Π΅ttlΠ΅d fΠΎr 13 mΡ–llΡ–ΠΎn dΠΎllΠ°rΡ•, Π°bΠΎut hΠ°lf ΠΎf whісh Π΅ndΠ΅d up Ρ–n the hΠ°ndΡ• ΠΎf the vісtΡ–mΡ• whΠΎΡ•Π΅ dreams ΠΎf growing wings hΠ°d been shattered. This is the startup story of the world's best brand energy drink Red Bull which still exist. 

Tags:

1 Comments

Previous Post Next Post