Red Bull was created as a brand in 1984 by Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya. The energy drink Red Bull was first launched in Austria on April 1, 1987. The product was adapted from a Thai energy drink called Krating Daeng, introduced in 1976, which Mateschitz discovered helped cure his jet lag during a visit to Thailand. The two founders formed Red Bull GmbH in 1984 and invested in creating a version tailored for Western tastes, such as carbonating it and adjusting sweetness levels. The launch of Red Bull in 1987 marked the creation of a new product category of energy drinks.
