KratingDaeng

What KratingDaeng does

KratingDaeng is an energy drink brand operated in Indonesia by PT. Aktif Energi Indonesia (PT AEI). The brand was originally created in Thailand in 1976 and entered the Indonesian market in 1991 through PT Asiasejahtera Perdana Pharmaceutical. PT AEI runs a four-variant product portfolio: the original KratingDaeng formulation, KratingDaeng Classic (glass bottle, 100% natural sugar), KratingDaeng Red Bull (canned, launched 2018), and KratingDaeng Super (enhanced formulation with Choline, Lysine, and D-Glucuronolactone). All variants are built around a core formulation of Taurine (1000mg), Caffeine, and Vitamin B Complex, manufactured domestically at a facility in Sukabumi (built 1996) under BPOM registration, MUI Halal certification, ISO 9001, and ISO 22000.

The company's commercial model is a single-country CPG distribution operation targeting active young adults (18-35), motorsports enthusiasts, and football fans in Indonesia. Revenue is generated through one-time product sales of bottled and canned energy drinks via three primary channels: Indomaret convenience stores (with bundled event-ticket promotions), e-commerce marketplaces (Tokopedia, TikTok Shop), and the official online store. Secondary revenue streams include event ticket sales for the KratingDaeng Supercrosser motocross series (Rp 20,000 regular, Rp 100,000 VIP) and limited-edition merchandise collaborations, such as the Muklay artist line.

Marketing is event-driven and experiential rather than performance-marketing-led. KratingDaeng sponsors a national motocross championship with IMI, the Piala Indonesia football tournament, multiple Liga 1 clubs (Persija, Arema, PSM, Persib, PSIM, PSS, Persita), the IBL Celebrity Game basketball event, and traditional boat racing. The 2025 'Satu Energi, Satu Semangat' campaign unified the glass bottle and Red Bull Gold Can product lines under a single brand identity, featuring experiential installations, artist collaborations, and celebrity endorsements.

Name

KratingDaeng

Legal name

PT. Aktif Energi Indonesia

Website

https://kratingdaeng.co.id

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

KratingDaeng is an Indonesian energy drink brand, operated by PT. Aktif Energi Indonesia, offering four taurine/caffeine-based variants to active young adults, motorsports enthusiasts, and football fans through Indomaret, e-commerce, and event-driven experiential marketing.

Ownership category

akta.pro rank

Product category

Energy Drinks

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industry

Sports Drinks & Hydration Beverages (CRADAHAK)

Keywords

• Energy drinks
• Functional beverages
• Beverage manufacturing
• Convenience retail
• Motorsport sponsorship

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Energy Drink Product Sales: Kratingdaeng generates revenue primarily from selling energy drinks in two main formats: glass bottles (introduced 1991) and cans (Red Bull Gold Can, introduced 2018). Products are sold through retail stores (Indomaret), e-commerce platforms (Tokopedia, TikTok Shop), and direct-to-consumer through official online store.
2. Event Sponsorship and Promotion: Revenue generated through brand sponsorship of sporting events including motocross championships, football leagues, and basketball games. The company bundles event tickets with product purchases.
3. Merchandise Sales: Sale of branded merchandise including collab items with artists like Muklay. Available through Tokopedia and TikTok Shop.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels12 records

Core offering

KratingDaeng is a Thai-origin energy drink brand (founded 1976) that manufactures, markets, and distributes a portfolio of caffeinated functional beverages in Indonesia through its authorized distributor PT. Aktif Energi Indonesia. Its core offering consists of ready-to-drink energy drinks in multiple variants (original, Pro, Booster, Acai Berry, Mango) sold via convenience retail and e-commerce, supported by a motorsport and lifestyle event sponsorship strategy.

Product overview

Kratingdaeng is an energy drink brand offering a portfolio of energy supplement products. The company produces four main product variants: KRATINGDAENG (original formulation), KRATINGDAENG CLASSIC (glass bottle), KRATINGDAENG RED BULL (can format), and KRATINGDAENG SUPER (extra energy variant). In 2025, the company unified its brand identity by consolidating the glass bottle variant (available since 1991) and the Red Bull Gold Can (launched 2018) under a single brand name. The products are manufactured in Indonesia under BPOM certification, Halal certification from MUI, and quality management systems compliant with ISO 9001 and ISO 22000. The company also offers limited edition merchandise through collaborations with artists.

Differentiator

Problem solved

Functional benefit

Products and services

• Kratingdaeng (Original)
• Kratingdaeng Pro
• Kratingdaeng Booster
• Kratingdaeng Acai Berry
• Kratingdaeng Mango

Quantifiable outcome

• Consumed safely up to 3 bottles/cans per day according to recommended dosage
• +1 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

23 partnerships are on record, tiered core, minor and flagship.

• Cleosa SeriescoreStrategic or Co-development Partner · 1 September 2025Kratingdaeng Gheagerel22 Swallow Cleosa Series 2025 is a motocross championship series with 25 racing classes. Kratingdaeng serves as official partner for the series held at various venues including Sirkuit Wanko, Mijen - Semarang.
• Tim Jalur Tuah Inayan Mondulang UntuangminorGTM or Marketing Partner · 21 August 2025Kratingdaeng provides sponsorship support to traditional boat racing team Jalur Tuah Inayan Mondulang Untuang for Festival Pacu Jalur KEN 2025, representing Kuantan Singingi district.
• MuklayflagshipGTM or Marketing Partner · 3 August 2025Collaboration with international visual artist Muklay for the 2025 'Satu Energi, Satu Semangat' campaign. Created public art installations including 'Wall of Art: Satu Energi, Satu Semangat' and 'Si Jabrik' statue. Limited edition merchandise collaboration including Tote Bag Canvas, T-Shirts, and Satin-Based Scarf.
• SarinahminorOthers · 3 August 2025Sarinah department store in Jakarta served as the venue for the Kratingdaeng 'Satu Energi, Satu Semangat' campaign launch on August 3, 2025.
• Al Ghazali and Omar DanielflagshipGTM or Marketing Partner · 3 August 2025Celebrity influencers who participated in Celebrity Match segment during Kratingdaeng's 'Satu Energi, Satu Semangat' campaign launch at Sarinah.
• PerungguminorGTM or Marketing Partner · 3 August 2025Indonesian band Perunggu performed at Kratingdaeng's 'Satu Energi, Satu Semangat' campaign launch. Known as the voice of young urban workers, their performance resonated with Kratingdaeng's target Gen Z and millennial audience.
• Kejurnas Motocross IndonesiacoreStrategic or Co-development Partner · 12 July 2025Kratingdaeng serves as main sponsor of Kejurnas Motocross Indonesia 2025 Putaran 2 held at Sirkuit MX Lanud Malimpung, Pinrang, South Sulawesi. The event attracted 15,000 spectators.
• MX Pinrang Organizing CommitteecoreStrategic or Co-development Partner · 12 July 2025Local organizing committee for Kejurnas Motocross Indonesia 2025 Putaran 2 at Sirkuit MX Lanud Malimpung, Pinrang, South Sulawesi. Event attracted 15,000 spectators with Kratingdaeng as main sponsor.
• Ikatan Motor Indonesia (IMI)coreStrategic or Co-development Partner · 20 July 2024Kratingdaeng partners with IMI (Indonesian Motor Association) to organize the Kratingdaeng Supercrosser 2024 Dirtwar Energy motocross championship series. IMI provides official sanctioning and organizational support for the national-level motocross and grasstrack competition held across three cities in Indonesia.
• IndomaretcoreChannel Partner/ Reseller/ Distributor · 20 July 2024Indomaret serves as Kratingdaeng's major retail distribution channel in Indonesia. Additionally, Indomaret runs promotional ticket bundles where purchasing 3-5 bottles of Kratingdaeng products earns customers free tickets to Supercrosser events.
• D'MasivminorGTM or Marketing Partner · 16 July 2024Indonesian band D'Masiv performed at Kratingdaeng Supercrosser 2024 events as part of the sportainment concept, providing live entertainment alongside motocross competitions.
• The ChangcutersminorGTM or Marketing Partner · 16 July 2024Indonesian band The Changcuters performed at Kratingdaeng Supercrosser 2024 events as part of the sportainment concept, providing live entertainment alongside motocross competitions.
• Tipe-XminorGTM or Marketing Partner · 16 July 2024Indonesian band Tipe-X performed at Kratingdaeng Supercrosser 2024 events as part of the sportainment concept, providing live entertainment alongside motocross competitions.
• Red Bull (Global Brand)flagshipStrategic or Co-development Partner · 1 January 2021Collaboration between Kratingdaeng and global Red Bull brand resulting in unified branding (new logo introduced 2021), Kratingdaeng Red Bull product line, and combined brand positioning 'One Energy One Spirit'.
• Piala IndonesiaflagshipGTM or Marketing Partner · 1 June 2019Kratingdaeng served as sponsor for the Piala Indonesia football tournament, covering matches including Persib vs Arema, PSM vs Madura United, Persija vs Borneo FC, and the final between Persija and PSM Makassar.
• Persija JakartacoreGTM or Marketing Partner · 1 January 2019Kratingdaeng is an official sponsor of Persija Jakarta football club. The partnership includes match highlights, football challenge content, and branded activations. Campaign tagline #PantangLoyo was used for the 2020 season sponsorship.
• PSS SlemancoreGTM or Marketing Partner · 1 January 2019Kratingdaeng sponsors PSS Sleman football club and creates content series including Dizzy Penalty Challenge, Blind Penalty Challenge, Powershot Challenge, and Rapid Question sessions.
• PSIM JogjacoreGTM or Marketing Partner · 1 January 2019Kratingdaeng sponsors PSIM Jogja football club and creates content series including Blind Heading Challenge, Dizzy Penalty Challenge, Longest Free Kick, and Q&A sessions.
• Arema FCcoreGTM or Marketing Partner · 1 January 2019Kratingdaeng sponsors Arema FC football club and creates content series including Blind Penalty Challenge, Dizzy Penalty, Roommate Blak Blakan, and Longest Free Kick videos.
• Persita TangerangcoreGTM or Marketing Partner · 1 January 2019Kratingdaeng sponsors Persita Tangerang football club and creates content series including Blind Heading Challenge, Dizzy Penalty Challenge, and Rapid Question sessions.
• PT. Asia Sejahtera Permata PharmaceuticalcoreOthers · 1 January 2018PT. Asia Sejahtera Permata Pharmaceutical handles the distribution and marketing of Kratingdaeng Red Bull products in Indonesia since 2018.
• PT. Asia Health Energi BeveragescoreOthers · 1 January 1996Parent company under which Kratingdaeng's first factory in Indonesia was built in Sukabumi in 1996.
• PT. Asiasejahtera Perdana Pharmaceutical (PT. ASPP)coreOthers · 1 January 1991PT. ASPP was the original distributor that introduced Kratingdaeng to the Indonesian market in 1991.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Red Bull: Global energy drink leader; KratingDaeng's Thai parent co-created Red Bull and the brands remain formally partnered (Kratingdaeng Red Bull line). Directly comparable category, customer, and formulation profile.
• Hemaviton (PT Bintang Toedjoe): Sibling Indonesian energy/stamina drink brand from Bintang Toedjoe; comparable mass-market positioning, distribution footprint, and target consumer base in Indonesia.
• Carabao Group: Thai energy drink brand with deep ASEAN distribution and sports sponsorship focus — a directly comparable peer given KratingDaeng's Thai origins and similar motorsport/football marketing playbook.
• Rockstar Energy (PepsiCo): Energy drink brand owned by PepsiCo with strong positioning around action sports and music — directly comparable to KratingDaeng's sports sponsorship and experiential marketing strategy.
• Monster Beverage Corporation: Largest pure-play energy drink competitor globally with strong distribution and aggressive youth-marketing tactics; competes head-to-head with KratingDaeng in convenience store channels across Southeast Asia.
• Sting Energy (PepsiCo): PepsiCo's energy drink brand distributed across Southeast Asia; competes directly in the same channels with comparable pricing and youth-targeted marketing.
• Extra Joss (PT Bintang Toedjoe): Leading Indonesian energy drink brand and the most direct domestic competitor; competes in the same convenience store channels, same Gen Z/millennial segments, and similar sachet/bottle price points.
• M-150 (Osotspa): Thailand's heritage energy drink (since 1984) and one of the longest-standing KratingDaeng competitors; comparable formulation, target consumer, and ASEAN regional footprint.

Emerging players

• Celsius Holdings: Fast-growing functional energy drink with fitness-oriented positioning; reflects the global shift toward sugar-free, functional-positioned energy beverages that could pressure KratingDaeng's sugar-based core formula.

Regional players

• Lipovitan D (Taisho Pharmaceutical): Japan's leading energy/stamina drink and a regional reference point for Asian functional beverage category; not present in Indonesia but defines the category positioning KratingDaeng competes within.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/KratingdaengID
• YouTubeyoutube.com/user/kratingdaengtv
• Facebookfacebook.com/kratingdaeng
• Instagraminstagram.com/kratingdaengid
• TikToktiktok.com/@kratingdaengid?lang=id-ID
• LinkedInlinkedin.com/company/kratingdaeng

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KratingDaeng