The man behind the energy drink, Chaleo Yoovidhya, passed away at the age of 90.
The partnership with Austrian-born Dietrich Mateschitz 28 years ago took the world beverage market by storm. Mateschitz, who visited Thailand in 1982 and discovered Krating Daeng helped cure his jet-lag very quickly. He approached TC Pharmaceuticals with a proposal to market Krating Daeng in Europe, starting in his native Austria. His proposal was accepted, resulting in the incredibly successful launch of “Red Bull” in the West in 1987.
Publicity-shy Chaleo had always worked alongside grassroot networks in Thailand where Red Bull main market is. He never showed off his wealth.
His associates regard him as having business intuition par excellence. He was fully convinced that in whatever you do, you must have in-depth knowledge in the thing or it would lead to loss of money and time.
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