Red Bull took many marketing and ingredient ideas from an energy drink in Thailand called Krating Daeng (1970). Dietrich Mateschitz, an Austrian entrepreneur, developed the Red Bull Energy Drink brand. Product was launched in 1987, in a carbonated format which is not as sweet as Krating Daeng. Red Bull entered its first foreign market (Hungary) in 1992, and the United States (via California) in 1997. In 2008, Forbes magazine listed both Chaleo and Mateschitz as being the 260th richest persons in the world with an estimated net worth of $4.0 billion. Red Bull was launched in Germany in 1994 after meeting with huge success it was launched globally in 1997. In 2003 the sugar-free Red Bull was introduced into the market.