Chaleo Yoovidhyas

March 18, 2012 by staff 

Chaleo Yoovidhyas, Chaleo Yoovidhya, the self-made Thai billionaire who introduced the world to “energy drinks” and cofounded the globally popular Red Bull brand, died Saturday in Bangkok.

Forbes magazine ranked Mr. Chaleo, who was in his 80s, the 205th-richest man in the world this year with a net worth of $5 billion.

Born in central Thailand’s Pichit province to a Chinese father and a Thai mother who reportedly sold fruit and ducks to survive, Mr. Chaleo died the third-richest man in Thailand.

Mr. Chaleo started a small company, T.C. Pharmaceuticals, in the 1960s and formulated an energy drink prototype a decade later called Krathing Daeng, or Red Bull in English.

The drink became popular among truck drivers and other blue-collar workers throughout the country, but it remained a local phenomenon until Mr. Chaleo met Austrian entrepreneur Dietrich Mateschitz.

Together, the pair modified Mr. Chaleo’s initial formula and founded the international Red Bull brand. Launched in 1987, Red Bull now sells billions of iconic slim cans across the world annually. Mateschitz and Mr. Chaleo each owned roughly half of the company.

Thailand’s daily Nation newspaper said Mr. Chaleo “will be remembered as a business and marketing genius who put the Thai energy drink on the global map.”

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