The Red Bull Story: The Unbelievable Success of Dietrich Mateschitz and His Energy Drink Empire
About this book
The Untold Story of the Quiet Genius Who Built the Brand That Changed Global BusinessRed Bull is more than a drink. It’s a symbol. A movement. A myth made real through vision, patience, and relentless execution. And behind it all stood one Dietrich Mateschitz—the Austrian marketing mastermind who turned a quirky Asian tonic into a $25+ billion global empire without ever chasing the spotlight. Now, for the first time, English-speaking readers can finally access the definitive account of how Red Bull was built—written by Austrian journalist Wolfgang Fürweger, and originally published in Mateschitz’s home country. This long-awaited translation of the bestselling German book Die Red Bull Story brings the story full circle, with updated insights, international context, and rare behind-the-scenes detail.💥 Inside This Highly Anticipated How a jet-lagged executive on a layover in Hong Kong discovered a strange Thai drink—and saw something no one else didThe marketing revolution that bypassed traditional advertising—and built a myth through stunts, sports, and storytellingRed Bull Racing, global sports ownership, and the formation of an empire with no blueprintHow Mateschitz quietly became one of the world’s richest men—while staying almost entirely out of public viewThe inside story of Felix Baumgartner’s legendary 2012 Stratos jump—and how Red Bull turned science into spectacleThe business principles that powered Red Bull’s expansion into media, culture, and elite global positioningWhat the future of Red Bull looks like—without its founder at the helm📘 Why This Book MattersThis isn’t a corporate puff piece or fanfare-filled memoir. It’s a journalistically sharp, meticulously researched profile of one of the greatest brand-builders of the modern era—written close to the source, with rare access and remarkable clarity. Whether you’re a startup founder, a marketer, a strategist, a Red Bull fan, or a business student, this book delivers what few ever a clear look at how an empire was truly built—one decision, one insight, and one refusal to follow the crowd at a time.🖋 About the AuthorWolfgang Fürweger is an award-winning Austrian journalist and bestselling nonfiction author. Known for his deep reporting on Europe’s most powerful companies and political dynasties, his works have been translated into multiple languages and featured across major media. He lives in Salzburg and serves as a political editor at the Salzburger Kronen Zeitung. This is his first work to appear in English.⚡ Bold. Clear. Insightful. Unmatched.This is The Red Bull Story. And this is how legends are built.