Red Bull was inspired by an existing energy drink in Thailand called 'Krating Daeng' (which means 'Red Gaur' or 'Red Bull'). Dietrich Mateschitz, an Austrian marketing executive, discovered the drink in 1982 and found it cured his jet lag. He partnered with the Thai creator, Chaleo Yoovidhya, to adapt the formula for Western tastes, notably by carbonating it and reducing the sweetness. The key functional ingredients are caffeine and taurine. Taurine is an amino acid naturally found in the human body; despite a persistent urban legend, it is NOT derived from bull semen or urine. The brand’s launch in 1987 created a completely new beverage category: the 'Energy Drink.' Red Bull’s marketing through extreme sports and its iconic 'Gives You Wings' slogan turned it into one of the world's most valuable brands.