According to The New York Times, Chaleo Yoovidhya of Thailand, the creator of Red Bull, died on Saturday in Bangkok. His death was reported by the state broadcaster MCOT, which cited the Thai Beverage Industry Association.
With little formal education, Mr. Chaleo founded a pharmaceutical company TC Pharmaceutical Industries, in the early 60s. He began by producing antibiotics, but later moved on to making a beverage that was full of caffeine, taurine and glucuronolactone. Krathing Daeng—”Red Bull” in Thai—was marketed to laborers and truckers in need of a energy jolt. The drink became the unofficial beverage of the expansion that turned Thailand into one of Asia’s “tiger cub” economies in the 80s.
Red Bull was embraced by students who needed to stay alert, as well as by partiers who wanted to perk up while they were drinking. Mixologists, amateur and professional alike, dreamed up a bevy of new cocktails, including the Vod-Bomb: Red Bull and Vodka.
Red Bull long eschewed traditional media outlets, like television, and focused on sponsoring student parties, sporting events and athletes, with emphasis on extreme sports stars.
In January 2011, the privately held company reported selling 4.2 billion cans of Red Bull, generating $5.1 billion in revenue. Forbes estimated Mr. Chaleo’s wealth at $5 billion and ranked him the 205th-richest man in the world.
“I never heard words like ‘difficult’ or ‘impossible’ from my father,” said has son Saravudh. “He dedicated his life to his work and never complained that he was tired. He really enjoyed work and sometimes carried on until 1 or 2 a.m.”
