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Red Bull’s 10 Mil. Baht grant co-brands AIT with world’s No. 1 energy drink maker

Mr. Saravoot Yoovidhya, Managing Director of T.C. Pharmaceutical Industries Co., Ltd., the owner of beverage giant ‘Red Bull’, on 7 May 2015 presented a corporate donation of 10 million Thai Baht to AIT President Prof. Worsak Kanok-Nukulchai towards the AIT Library Modernization Campaign.

Red Bull’s 10 Mil. Baht grant co-brands AIT with world’s No. 1 energy drink maker

Prof. Worsak Kanok-Nukulchai (left) and Mr. Saravoot Yoovidhya

Mr. Saravoot said that he was proud to be associated with the project, especially in this 60th Anniversary year of HRH Princess Maha Chakri Sirindhorn, who is AIT’s Royal Alumna.

Thanking the managing director for his firm’s generosity, President Worsak said: “AIT is pleased and honored to be co-branded with Red Bull in the modernization of the AIT library.”

At a hand over meeting at ‘Krathing Daeng’ (the original name in Thai which has been literally translated into English as Red Bull) headquarters in Bang Bon, Thailand, President Worsak was briefed by CSR Section Manager, Mr. Somkhit Rujeepakorn, who explained that he had quietly assessed the AIT project first-hand on his own, and then made a positive recommendation of support to Mr. Saravoot.

Accompanied by Ms. Chalita Lertwinyu, Ms. Thitima Olarikabutr and Mr. Shawn Kelly, President Worsak briefed Mr. Saravoot on AIT’s current ranking as the top-ranked international university in the world, according to U-Multirank.

He also explained AIT’s decision to transform its flood-damaged library into a modern facility that will meet the educational needs of a new generation of graduate students. By moving all books and documents to the second floor, the ground floor will make room for open spaces, computers, multimedia stations, and a large number of group study rooms, he said. The lower level will also feature a VIP lounge, an exhibition area, and designated meeting rooms for both alumni and visitors.

An engineer by training, Mr. Saravoot said he knew AIT very well, as he had friends who attended AIT. He referred to his late father, Mr. Chaleo Yoovidhya, who was a quiet philanthropist who used to help rural people and had supported numerous good causes. Mr. Saravoot has continued to follow in his father's footsteps.

Global conglomerate Krathing Daeng (or Red Bull) was founded by Mr. Chaleo Yoovidhya, who passed away in 2012 at the age of 88. Red Bull’s path to international business success began when an Austrian salesman for a German company found that the drink helped cure his jet lag. He entered into a partnership with Mr. Chaleo in 1984. Soon the two had formed a partnership that brought Red Bull to the rest of the world. Today, Red Bull produces the world’s No.1 energy drink.

Red Bull has long eschewed traditional media outlets, and has instead focused on sponsoring student parties, sporting events and athletes, with a special emphasis on stars of extreme sports. It was reported that in 2013 Red Bull sold 5.387 billion cans and claimed a 70 percent share of the world’s energy drink market.

President Worsak also mentioned to Mr. Saravoot that both Red Bull and AIT have something in common as brands, as both are better known overseas than in Thailand. AIT was recently ranked number one in ‘international orientation’ among 1,200+ universities in the world with an alumni network spanning over 90 countries, and Red Bull is a global brand known worldwide, selling its products in more than 150 countries around the world, he said.