Based on the spectacular success of Red Bull in Thailand, Chaleo saw an opportunity to expand its growth to foreign markets, particularly Asia and Europe. On August 28, 1978, T.C. Pharmaceutical Industries Co., Ltd. was founded as a manufacturing and export company of the Red Bull brand, with Singapore as its first export market.
Later on, Dietrich Mateschitz, an Austrian businessman who is the company’s business partner and representative, expressed an interest in marketing Red Bull in Europe. As a result, Red Bull GmbH was founded in Austria, in collaboration between both parties with Mr. Chaleo’s family and Dietrich holding 50% and 49% of the shares respectively. Red Bull GmbH marketed and distributed the brand in over 70 countries globally at that time.
Another milestone for the company in Thailand includes the launch of a game-changing electrolyte beverage brand Sponsor. With its ready-to-drink format, Sponsor revolutionized the way sports lovers and athletes used to re-hydrate themselves in the old days by mixing electrolyte powder and water.