The founder of Red Bull is Xu Shubiao.
Xu Shubiao was born into a Chinese family living in Thailand. At that time, the family made a living by raising ducks and selling fruits in Phichit Province in northern Thailand, and the family was poor. When he grew up, Xu Shubiao's first job was as a bus conductor. Later, he helped his brother's drugstore in the capital Bangkok and worked as a salesman.
In 1962, a pharmaceutical factory named TC Pharmaceutical Factory was founded in the old town of Bangkok. In the 1970s, Xu Shubiao's factory developed a "drink" containing water, sugar, caffeine, fiber alcohol and vitamin B, named "Red Bull". At that time, the target sales group of "Red Bull" was blue-collar workers such as shift workers and truck drivers.
"Red Bull" became very popular after it was launched on the market. The sales boosted his confidence, and he moved the factory abroad to produce on the assembly line 24 hours a day. The products were in short supply and soon covered the markets of Southeast Asia, Western Europe, and Northern Europe. Become the "Beverage King" in Thailand that lives up to expectations.
Co-founder Dietrich Mateschitz’s acquaintance with Shang Xushu:
In the 1980s, when Mateschitz worked for Procter & Gamble, selling products in Germany While shopping for Crest toothpaste, I accidentally discovered Red Bull being sold in Asian pharmacies, usually by workers and truck drivers. Mateschitz got in touch with Xu Shubiao, one of the manufacturers of the pick-me-up.
Xu Shubiao not only provides production, but also the manufacturer of the Thai beverage Krathing Daeng. The two established a partnership, and after three years of improving the formula of the drink Krathing Daeng, a brand new drink was born. Mateschitz named it "Red Bull" and introduced it to Western countries such as Austria, Switzerland, Germany and the United Kingdom in 1987.
Mateschitz made major investments in sports and media companies, quickly turning "Red Bull" into a marketing giant. In addition, Mateschitz also provided a large number of sports teams and athletes. Sponsorship has established a bold, pioneering and cost-effective image for Red Bull.