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Krating Daeng

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Krating Daeng
Kratingdaeng.png
TypeEnergy drink
Country of origin Thailand
Introduced1976; 47 years ago (1976)
ColorYellow
Related productsRed Bull
Websitewww.kratingdaeng.com

Krating Daeng (Thai: กระทิงแดง, RTGSkrathing daeng, pronounced [krà.tʰīŋ dɛ̄ːŋ]; lit. 'red bull' or 'red gaur')[1] is a non-carbonated energy drink created by Chaleo Yoovidhya. The drink is marketed and sold primarily in Southeast and East Asia; its derivative, Red Bull, is available worldwide in 165 countries.[2]

Chaleo took the name from the gaur (Thai: กระทิง krathing), a large wild bovine of Southeast Asia. The logo of the drink underlies its branding, with two red gaurs charging at each other backdropped by a sun.[2]

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Thai language

Thai language

Thai, or Central Thai, is a Tai language of the Kra–Dai language family spoken by the Central Thai people and a vast majority of Thai Chinese. It is the sole official language of Thailand.

Royal Thai General System of Transcription

Royal Thai General System of Transcription

The Royal Thai General System of Transcription (RTGS) is the official system for rendering Thai words in the Latin alphabet. It was published by the Royal Institute of Thailand.

Gaur

Gaur

The gaur, also known as the Indian bison, is a bovine native to South Asia and Southeast Asia, and has been listed as Vulnerable on the IUCN Red List since 1986. The global population was estimated at a maximum of 21,000 mature individuals in 2016, with the majority of those existing in India. It has declined by more than 70% during the last three generations, and is extirpated from Sri Lanka and most likely Bangladesh. Populations in well-protected areas are stable and increasing.

Carbonation

Carbonation

Carbonation is the chemical reaction of carbon dioxide to give carbonates, bicarbonates, and carbonic acid. In chemistry, the term is sometimes used in place of carboxylation, which refers to the formation of carboxylic acids.

Energy drink

Energy drink

An energy drink is a type of drink containing stimulant compounds, usually caffeine, which is marketed as providing mental and physical stimulation. They may or may not be carbonated and may also contain sugar, other sweeteners, herbal extracts, taurine, and amino acids. They are a subset of the larger group of energy products, which includes bars and gels, and distinct from sports drinks, which are advertised to enhance sports performance. There are many brands and varieties in this drink category.

Chaleo Yoovidhya

Chaleo Yoovidhya

Chaleo Yoovidhya was a Thai businessman and investor. He was the originator of Krating Daeng (กระทิงแดง) and co-creator of the Red Bull brand of energy drinks. At the time of his death in 2012 at the age of 88, he was listed as the third-richest person in Thailand, with an estimated net worth of US$5 billion.

Southeast Asia

Southeast Asia

Southeast Asia, also spelled South East Asia and South-East Asia, and also known as Southeastern Asia, South-eastern Asia or SEA, is the geographical south-eastern region of Asia, consisting of the regions that are situated south of mainland China, east of the Indian subcontinent, and north-west of mainland Australia which is part of Oceania. Southeast Asia is bordered to the north by East Asia, to the west by South Asia and the Bay of Bengal, to the east by Oceania and the Pacific Ocean, and to the south by Australia and the Indian Ocean. Apart from the British Indian Ocean Territory and two out of 26 atolls of Maldives in South Asia, Maritime Southeast Asia is the only other subregion of Asia that lies partly within the Southern Hemisphere. Mainland Southeast Asia is completely in the Northern Hemisphere. Timor-Leste and the southern portion of Indonesia are the only parts in Southeast Asia that are south of the Equator.

East Asia

East Asia

East Asia is the easternmost region of Asia, which is defined in both geographical and ethno-cultural terms. The modern states of East Asia include China, Japan, Mongolia, North Korea, South Korea, and Taiwan. Hong Kong and Macau, two small coastal quasi-dependent territories located in the south of China, are officially highly autonomous but are under Chinese sovereignty. Japan, Taiwan, South Korea, Mainland China, Hong Kong, and Macau are among the world's largest and most prosperous economies. East Asia borders Siberia and the Russian Far East to the north, Southeast Asia to the south, South Asia to the southwest, and Central Asia to the west. To the east is the Pacific Ocean and to the southeast is Micronesia.

Red Bull

Red Bull

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 38%, it is the most popular energy drink brand as of 2019, and the third most valuable soft drink brand behind Coca-Cola and Pepsi. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide, including over 11.5 billion in 2022.

Bovinae

Bovinae

Bovines comprise a diverse group of 10 genera of medium to large-sized ungulates, including cattle, bison, African buffalo, water buffalos, and the four-horned and spiral-horned antelopes. The evolutionary relationship between the members of the group is still debated, and their classification into loose tribes rather than formal subgroups reflects this uncertainty. General characteristics include cloven hooves and usually at least one of the sexes of a species having true horns. The largest extant bovine is the gaur.

Sun

Sun

The Sun is the star at the center of the Solar System. It is a nearly perfect ball of hot plasma, heated to incandescence by nuclear fusion reactions in its core. The Sun radiates this energy mainly as light, ultraviolet, and infrared radiation, and is the most important source of energy for life on Earth.

History

Ad in Thailand "Mixing Krating Daeng with 35 degree liquor gives whiskey taste"
Ad in Thailand "Mixing Krating Daeng with 35 degree liquor gives whiskey taste"

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,[3][4] down to possibly only 7 percent market share in 2014.[3]

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Caffeine

Caffeine

Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used recreationally as a cognitive enhancer, increasing alertness and attentional performance. Caffeine acts by blocking binding of adenosine to the adenosine A1 receptor, which enhances release of the neurotransmitter acetylcholine. Caffeine has a three-dimensional structure similar to that of adenosine, which allows it to bind and block its receptors. Caffeine also increases cyclic AMP levels through nonselective inhibition of phosphodiesterase.

Taurine

Taurine

Taurine, or 2-aminoethanesulfonic acid, is a non-proteinogenic amino sulfonic acid that is widely-distributed in animal tissues. It is a major constituent of bile and can be found in the large intestine, and accounts for up to 0.1% of total human body weight. It is named after Latin taurus meaning bull or ox, as it was first isolated from ox bile in 1827 by German scientists Friedrich Tiedemann and Leopold Gmelin. It was discovered in human bile in 1846 by Edmund Ronalds.

Inositol

Inositol

Inositol, or more precisely myo-inositol, is a carbocyclic sugar that is abundant in the brain and other mammalian tissues; it mediates cell signal transduction in response to a variety of hormones, neurotransmitters, and growth factors and participates in osmoregulation.

Thailand

Thailand

Thailand, historically known as Siam and officially the Kingdom of Thailand, is a country in Southeast Asia, located at the centre of the Indochinese Peninsula, spanning 513,120 square kilometres (198,120 sq mi), with a population of almost 70 million. The country is bordered to the north by Myanmar and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the west by the Andaman Sea and the extremity of Myanmar. Thailand also shares maritime borders with Vietnam to the southeast, and Indonesia and India to the southwest. Bangkok is the nation's capital and largest city.

Working class

Working class

The working class comprises those engaged in manual-labour occupations or industrial work, who are remunerated via waged or salaried contracts. Working-class occupations include blue-collar jobs, and most pink-collar jobs. Members of the working class rely exclusively upon earnings from wage labour; thus, according to more inclusive definitions, the category can include almost all of the working population of industrialized economies, as well as those employed in the urban areas of non-industrialized economies or in the rural workforce.

Sponsor (commercial)

Sponsor (commercial)

Sponsoring something is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is known as the sponsor.

Muay Thai

Muay Thai

Muay Thai, sometimes referred to as Thai boxing, is a combat sport that uses stand-up striking along with various clinching techniques. This discipline is known as the "Art of eight limbs", as it is characterised by the combined use of fists, elbows, knees and shins. Muay Thai became widespread internationally in the late 20th to 21st century, when Westernised practitioners from Thailand began competing in kickboxing and mixed-rules matches as well as matches under Muay Thai rules around the world. The professional league is governed by The Professional Boxing Association of Thailand (P.A.T), sanctioned by The Sports Authority of Thailand (S.A.T.).

Logo

Logo

A logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.

M-150 (energy drink)

M-150 (energy drink)

M-150 is a non-carbonated energy drink marketed by Osotspa Company Limited. In Thailand, it is sold in 150 mL glass bottles. In 2010, it was reported that M-150 had a 65 percent share of market but dropped to 46 percent by 2014.

Relation to Red Bull

In front of the Potala Palace, Tibet: a Red Bull-branded can of Krating Daeng is displayed.
In front of the Potala Palace, Tibet: a Red Bull-branded can of Krating Daeng is displayed.

The Thai product is from a different company than the global brand Red Bull as formulated by Dietrich Mateschitz, an Austrian entrepreneur.[5] 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.[6] He worked in partnership with Chaleo's T.C. Pharmaceuticals to adapt the formula and composition to Western tastes.[7] 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 running in conjunction with one another. 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]

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Potala Palace

Potala Palace

The Potala Palace is a dzong fortress in Lhasa, Tibet. It was the winter palace of the Dalai Lamas from 1649 to 1959, has been a museum since then, and a World Heritage Site since 1994.

Tibet

Tibet

Tibet is a region in Asia, covering much of the Tibetan Plateau and spanning about 2,500,000 km2 (970,000 sq mi). It is the homeland of the Tibetan people. Also resident on the plateau are some other ethnic groups such as the Monpa, Tamang, Qiang, Sherpa and Lhoba peoples and, since the 20th century, considerable numbers of Han Chinese and Hui settlers. Since the 1951 annexation of Tibet by the People's Republic of China, the entire plateau has been under the administration of the People's Republic of China. Tibet is divided administratively into the Tibet Autonomous Region, and parts of the Qinghai and Sichuan provinces.

Brand

Brand

A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.

Red Bull

Red Bull

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 38%, it is the most popular energy drink brand as of 2019, and the third most valuable soft drink brand behind Coca-Cola and Pepsi. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide, including over 11.5 billion in 2022.

Dietrich Mateschitz

Dietrich Mateschitz

Dietrich Markwart Eberhart Mateschitz was an Austrian billionaire businessman. He was the co-founder and 49% owner of Red Bull GmbH. In April 2022, Mateschitz's net worth was estimated at US$27.4 billion.

List of Austrians

List of Austrians

This is a list of notable Austrians.

Marketing

Marketing

Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency advertises on behalf of an entire industry or locality, often a specific type of food, food from a specific area, or a city or region as a tourism destination.

Blendax

Blendax

Blendax GmbH, founded in 1932 in Mainz, was a German manufacturer of personal hygiene products and toothpaste between 1936 and 2002. With an annual production of 43 million tubes of toothpaste, it was at one time Europe's largest toothpaste producer.

Thailand

Thailand

Thailand, historically known as Siam and officially the Kingdom of Thailand, is a country in Southeast Asia, located at the centre of the Indochinese Peninsula, spanning 513,120 square kilometres (198,120 sq mi), with a population of almost 70 million. The country is bordered to the north by Myanmar and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the west by the Andaman Sea and the extremity of Myanmar. Thailand also shares maritime borders with Vietnam to the southeast, and Indonesia and India to the southwest. Bangkok is the nation's capital and largest city.

Jet lag

Jet lag

Jet lag is a physiological condition that results from alterations to the body's circadian rhythms caused by rapid long-distance trans-meridian travel. For example, someone flying from New York to London, i.e. from west to east, feels as if the time were five hours earlier than local time, and someone travelling from London to New York, i.e. from east to west, feels as if the time were five hours later than local time. The phase shift when traveling from east to west is referred to as phase-delay of the circadian circle, whereas going west to east is phase-advance of the circadian circle. Most travelers find that it is harder to timezone adjust when traveling to the east. Jet lag was previously classified as one of the circadian rhythm sleep disorders.

Red Bull GmbH

Red Bull GmbH

Red Bull GmbH is an Austrian private company known for its range of energy drinks of the same name. It is also known for its sponsorship of a range of sporting events and teams. The headquarters of Red Bull GmbH are located in Fuschl am See, Salzburg.

Chaleo Yoovidhya

Chaleo Yoovidhya

Chaleo Yoovidhya was a Thai businessman and investor. He was the originator of Krating Daeng (กระทิงแดง) and co-creator of the Red Bull brand of energy drinks. At the time of his death in 2012 at the age of 88, he was listed as the third-richest person in Thailand, with an estimated net worth of US$5 billion.

Health effects

Back of Krating Daeng
Back of Krating Daeng

By volume, Krating Daeng contains 33% less caffeine than Red Bull; Krating Daeng contains 32 mg caffeine per 150 ml bottle,[10] while Red Bull contains 80 mg per 250 ml bottle.[11]

Krating Daeng also contains taurine, glucose, and B vitamins.[10]

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Red Bull

Red Bull

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 38%, it is the most popular energy drink brand as of 2019, and the third most valuable soft drink brand behind Coca-Cola and Pepsi. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide, including over 11.5 billion in 2022.

Taurine

Taurine

Taurine, or 2-aminoethanesulfonic acid, is a non-proteinogenic amino sulfonic acid that is widely-distributed in animal tissues. It is a major constituent of bile and can be found in the large intestine, and accounts for up to 0.1% of total human body weight. It is named after Latin taurus meaning bull or ox, as it was first isolated from ox bile in 1827 by German scientists Friedrich Tiedemann and Leopold Gmelin. It was discovered in human bile in 1846 by Edmund Ronalds.

Glucose

Glucose

Glucose is a sugar with the molecular formula C6H12O6. Glucose is overall the most abundant monosaccharide, a subcategory of carbohydrates. Glucose is mainly made by plants and most algae during photosynthesis from water and carbon dioxide, using energy from sunlight, where it is used to make cellulose in cell walls, the most abundant carbohydrate in the world.

B vitamins

B vitamins

B vitamins are a class of water-soluble vitamins that play important roles in cell metabolism and synthesis of red blood cells. Though these vitamins share similar names (B1, B2, B3, etc.), they are chemically distinct compounds that often coexist in the same foods. In general, dietary supplements containing all eight are referred to as a vitamin B complex. Individual B vitamin supplements are referred to by the specific number or name of each vitamin, such as B1 for thiamine, B2 for riboflavin, and B3 for niacin. Some are more commonly recognized by name than by number, for example pantothenic acid, biotin, and folate.

Source: "Krating Daeng", Wikipedia, Wikimedia Foundation, (2023, March 11th), https://en.wikipedia.org/wiki/Krating_Daeng.

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References
  1. ^ "T.C. PHARMACEUTICAL INDUSTRIES CO., LTD. export product: COMPANY PROFILE". export.redbullthailand.com. 2011. Archived from the original on 2016-10-25. Retrieved 2016-10-18.
  2. ^ a b c d Nivatpumin, Chiratas; Treerapongpichit, Busrin (2015-12-28). "Red Bull still charging ahead". Bangkok Post. Archived from the original on 2020-10-17. Retrieved 29 December 2015. (Subscription required.)
  3. ^ a b "Carabao aims to energise Thai IPO market". FinanceAsia. 2014-11-04. Archived from the original on 2015-06-29. Retrieved 2015-06-27.
  4. ^ "Thailand: Energy drink nation". Global Post. 2010-09-19. Archived from the original on 2015-06-30. Retrieved 2015-06-23.
  5. ^ "Red Bull's Origins". Archived from the original on 2008-10-12. Retrieved 2008-07-15.
  6. ^ ""Selling Energy", The Economist, 9 May 2002". The Economist. 9 May 2002. Archived from the original on 3 June 2008. Retrieved 15 July 2008.
  7. ^ Roll, Martin (2005-10-17). Asian Brand Strategy: How Asia Builds Strong Brands. Springer. p. 199. ISBN 9780230513068. Archived from the original on 2016-06-10. Retrieved 2012-09-24.
  8. ^ "Persita Tangerang – Kratingdaeng Indonesia".
  9. ^ "PSIM Jogja – Kratingdaeng Indonesia".
  10. ^ a b Krausz, Tibor (28 July 2018). "The Red Bull story: how world's top energy drink began in Thailand, but it took an Austrian to make it a global phenomenon". South China Morning Post. Archived from the original on 11 March 2019. Retrieved 5 February 2019.
  11. ^ "Caffeine content Red Bull". redbull.com. Archived from the original on 7 February 2019. Retrieved 5 February 2019.
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