Part 2/9:
The story traces back to the summer of 1982 when Austrian businessman Dietrich Mateschitz found relief from jet lag by consuming Krating Daeng, a local Thai drink. Translated as "Red Gaur," the name inspired Mateschitz to introduce the drink to the Western market by creating a new category of beverages—energy drinks. Initial pitches to investors ended in rejection, as they could not foresee a market for such a product in the West. Unfazed, Mateschitz decided to create that market himself, investing $500,000 of his own money.