Krating Daeng
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| Type | Energy drink |
|---|---|
| Country of origin | Thailand |
| Introduced | 1976 in Thailand |
| Related products | Red Bull |
| Website | kratingdaeng.com redbullthailand.com |
Krating Daeng (Thai: กระทิงแดง, Thai pronunciation: [krā.tʰiŋ dɛ̄ːŋ], literally "red bull" or "red gaur") is a sweetened, non-carbonated energy drink developed by Chaleo Yoovidhya. The drink is sold in Southeast Asia, China, and 165 other countries. 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. 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.
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."
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, down to possibly only 7 percent market share in 2014.
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Wikipedia