Today, May 20, Dietrich Mateschitz, the founder and owner of the company, celebrates his birthday Red Bull GmbH, manufacturer of Red Bull energy drinks. The story of his life and success is truly surprising and inspiring!
“The market does not exist until you create it yourself.”
Dietrich was born on May 20, 1944 in Austrian Styria in the family of a school teacher and a prisoner of war. He was never a good student; it took him 10 years to study at the University of Commerce in Vienna. But after graduation, 28-year-old Mateschitz, no matter what, decided to become an excellent marketing specialist. Very soon, Dietrich became director of international marketing for the German Blendax, a manufacturer of toothpaste, creams and shampoos. After spending years traveling and selling toothpaste around the world, Mateschitz was captivated by the idea of starting her own business. And soon fate gave him such a chance.
At first, Dietrich was surprised to learn that the richest man in Japan was Mr. Taisho - not a banker, not a realtor, but the owner of Taisho Pharmaceuticals, which produces Lipovitan D, an energy drink of a type unknown in Europe. Then the Austrian noticed that the tireless rickshaws darting through the streets of Bangkok were constantly refueling with some strange liquid in brown bottles labeled “Kratingdaeng”. Mateschitz tried it, he liked it, and most importantly, he said goodbye to jetlag after long-haul flights forever. The last link in the happy chain was the news that Kratingdaeng is being released by TC Pharmaceuticals - the company of his good friend Chaleo Yoovidhya!
Mateschitz met with Chaleo in Thailand and invited him to start a company whose goal was to promote energy drinks around the world. Each partner will invest approximately half a million dollars in start-up capital. Shortly after this fateful meeting, optimistic 40-year-old Dietrich Mateschitz quit his job and applied for a license to sell the high-energy drink in Austria.
Mateschitz characterizes the reaction of his Austrian friends with the words: “ Nobody believed in the success of the venture.". Everyone thought that he had made a big mistake by investing his savings in a wind that would gradually fade away. Austrian officials did not allow the drink to be sold until it passed the necessary scientific tests. To obtain a sales license, Mateschitz had to knock on the thresholds of official institutions for three years. Expecting a positive answer, he asked his schoolmate Johannes Kastner to design a future can for the drink. He liked the bulls the most. Afterwards, a slogan was invented, which turned out to be fateful both for Dietrich and for his product - “Red Bull gives you wings.”
But we still had to find a company that would agree to produce a new product. Everywhere he was told that Red Bull had no chance. In the end, Mateschitz managed to reach out to the leading manufacturer of soft drinks in Austria, Roman Rauch, and soon sparkling silver cans flowed from the conveyors of this particular enterprise.
Red Bull's first two years of sales resulted in $1 million in losses. But three years later (in 1993), Red Bull was already making a profit, completely conquered Austria and spread to its neighbors - Hungary and Germany. Foggy Albion fell next. Then America... Now the drink is sold in 150 countries around the world, and is constantly expanding its borders.
“We don't deliver the product to consumers - we deliver consumers to the product.”
When promoting the drink, Dietrich used viral marketing (so-called word of mouth). How? First, the target audience is clearly defined, then, with the help of original techniques, a “rumor” about a fantastic product is intensively driven under the skull.
Mateschitz brilliantly saw Red Bull's audience in students, so the first blow was struck precisely on university campuses. To begin with, company employees began distributing boxes of Red Bull to students with the indispensable condition of subsequently holding a target party. The emphasis was on the “energy” benefits of the drink: “One cylinder and you’ll dance the night away!” At student parties, Red Bull went with a bang, because by a random and happy coincidence it was quickly discovered that “rickshaw broth” fits perfectly with vodka and “Jägermeister”! Thus, a new hyper-popular cocktail, Vodka Red Bull, was born, lovingly nicknamed “Reddy” or “Raging Bull” by the people.
“Going public” was just the beginning of Red Bull’s multi-level viral marketing tactics. According to Mateschitz, Red Bull had to turn from a drink into a lifestyle. Thus began Red Bull's unprecedented expansion into all areas of extreme sports. It is pointless to list the events sponsored by Red Bull today. It is enough to name only the most striking episodes. For example, a jump from an 11-kilometer height followed by a flight across the English Channel on a two-meter delta wing by the Austrian aerial acrobat Felix Baumgartner, which was broadcast around the world and allowed two hundred million television viewers to admire the “Red Bull” logo for 10 minutes. Or surfing an eight-meter (!) tidal wave in the Amazon Bay, breathtaking for a long 34 minutes! How not to remember the long jumps in the terrible Corinth Gorge.
Red Bull owns two Formula 1 teams, two professional football and one hockey clubs, and the best Philippine basketball team. The company sponsors five hundred of the world's most famous extreme athletes. Also created by Mateschitz International Fund stuntmen's support, providing invaluable financial assistance athletes injured while performing risky stunts... As a result, we get a picture of Red Bull's grandiose cultural presence on our planet.
Philosophy of Dietrich Mateschitz
If a country doesn't embrace the drink, Mateschitz saves it for later. He focuses on what is potentially successful. He thinks positively and is optimistic, despite any financial difficulties, negative reviews, doubts of others and unfavorable external circumstances.
He loves full attention to his product, but at the same time carefully ensures that gossip does not spoil the reputation of the drink or cast doubt on it beneficial features. In any circumstances and ups and downs, Mateschitz was always convinced of the success of his brainchild and never tired of believing that in the future Red Bull would become a permanent attribute of a modern person.
Dietrich Mateschitz believes that the main goal of business is not maximizing profits, but implementing the idea 100%. You need to work with creativity, passion and dedication, and most importantly, with faith in the idea.
No matter how strange it may sound, the most active consumers of the Red Bull drink find it difficult to answer what color it is. But this is not surprising, because they drink it only from cans that are not transparent; rarely does anyone pour it into transparent containers. If people are faced with such a question, they, without thinking for a long time, answer that the drink is red, but in fact its color is no different from light beer.
Today, May 20, Dietrich Mateschitz, the creator and owner of Red Bull GmbH, the manufacturer of Red Bull energy drinks, celebrates his birthday. The story of his life and success is truly surprising and inspiring!
“The market does not exist until you create it yourself.”
Dietrich was born on May 20, 1944 in Austrian Styria in the family of a school teacher and a prisoner of war. He was never a good student; it took him 10 years to study at the University of Commerce in Vienna. But after graduation, 28-year-old Mateschitz, no matter what, decided to become an excellent marketing specialist. Very soon, Dietrich became director of international marketing for the German Blendax, a manufacturer of toothpaste, creams and shampoos. After spending years traveling and selling toothpaste around the world, Mateschitz was captivated by the idea of starting her own business. And soon fate gave him such a chance.
At first, Dietrich was surprised to learn that the richest man in Japan was Mr. Taisho - not a banker, not a realtor, but the owner of Taisho Pharmaceuticals, which produces Lipovitan D, an energy drink of a type unknown in Europe. Then the Austrian noticed that the tireless rickshaws darting through the streets of Bangkok were constantly refueling with some strange liquid in brown bottles labeled “Kratingdaeng”. Mateschitz tried it, he liked it, and most importantly, he said goodbye to jetlag after long-haul flights forever. The last link in the happy chain was the news that Kratingdaeng is being released by TC Pharmaceuticals - the company of his good friend Chaleo Yoovidhya!
Mateschitz met with Chaleo in Thailand and invited him to start a company whose goal was to promote energy drinks around the world. Each partner will invest approximately half a million dollars in start-up capital. Shortly after this fateful meeting, optimistic 40-year-old Dietrich Mateschitz quit his job and applied for a license to sell the high-energy drink in Austria.
Mateschitz characterizes the reaction of his Austrian friends with the words: “ Nobody believed in the success of the venture.". Everyone thought that he had made a big mistake by investing his savings in a wind that would gradually fade away. Austrian officials did not allow the drink to be sold until it passed the necessary scientific tests. To obtain a sales license, Mateschitz had to knock on the thresholds of official institutions for three years. Expecting a positive answer, he asked his schoolmate Johannes Kastner to design a future can for the drink. He liked the bulls the most. Afterwards, a slogan was invented, which turned out to be fateful both for Dietrich and for his product - “Red Bull gives you wings.”
But we still had to find a company that would agree to produce a new product. Everywhere he was told that Red Bull had no chance. In the end, Mateschitz managed to reach out to the leading manufacturer of soft drinks in Austria, Roman Rauch, and soon sparkling silver cans flowed from the conveyors of this particular enterprise.
Red Bull's first two years of sales resulted in $1 million in losses. But three years later (in 1993), Red Bull was already making a profit, completely conquered Austria and spread to its neighbors - Hungary and Germany. Foggy Albion fell next. Then America... Now the drink is sold in 150 countries around the world, and is constantly expanding its borders.
“We don't deliver the product to consumers - we deliver consumers to the product.”
When promoting the drink, Dietrich used viral marketing (so-called word of mouth). How? First, the target audience is clearly defined, then, with the help of original techniques, a “rumor” about a fantastic product is intensively driven under the skull.
Mateschitz brilliantly saw Red Bull's audience in students, so the first blow was struck precisely on university campuses. To begin with, company employees began distributing boxes of Red Bull to students with the indispensable condition of subsequently holding a target party. The emphasis was on the “energy” benefits of the drink: “One cylinder and you’ll dance the night away!” At student parties, Red Bull went with a bang, because by a random and happy coincidence it was quickly discovered that “rickshaw broth” fits perfectly with vodka and “Jägermeister”! Thus, a new hyper-popular cocktail, Vodka Red Bull, was born, lovingly nicknamed “Reddy” or “Raging Bull” by the people.
“Going public” was just the beginning of Red Bull’s multi-level viral marketing tactics. According to Mateschitz, Red Bull had to turn from a drink into a lifestyle. Thus began Red Bull's unprecedented expansion into all areas of extreme sports. It is pointless to list the events sponsored by Red Bull today. It is enough to name only the most striking episodes. For example, a jump from an 11-kilometer height followed by a flight across the English Channel on a two-meter delta wing by the Austrian aerial acrobat Felix Baumgartner, which was broadcast around the world and allowed two hundred million television viewers to admire the “Red Bull” logo for 10 minutes. Or surfing an eight-meter (!) tidal wave in the Amazon Bay, breathtaking for a long 34 minutes! How not to remember the long jumps in the terrible Corinth Gorge.
Red Bull owns two Formula 1 teams, two professional football and one hockey clubs, and the best Philippine basketball team. The company sponsors five hundred of the world's most famous extreme athletes. Also, the International Stunt Support Fund, created by Mateschitz, provides invaluable financial assistance to athletes injured while performing risky stunts... As a result, we get a picture of the enormous cultural presence of Red Bull on our planet.
Philosophy of Dietrich Mateschitz
If a country doesn't embrace the drink, Mateschitz saves it for later. He focuses on what is potentially successful. He thinks positively and is optimistic, despite any financial difficulties, negative reviews, doubts of others and unfavorable external circumstances.
He loves full attention to his product, but at the same time carefully ensures that gossip does not spoil the reputation of the drink or cast doubt on its beneficial properties. In any circumstances and ups and downs, Mateschitz was always convinced of the success of his brainchild and never tired of believing that in the future Red Bull would become a permanent attribute of a modern person.
Dietrich Mateschitz believes that the main goal of business is not maximizing profits, but implementing the idea 100%. You need to work with creativity, passion and dedication, and most importantly, with faith in the idea.
No matter how strange it may sound, the most active consumers of the Red Bull drink find it difficult to answer what color it is. But this is not surprising, because they drink it only from cans that are not transparent; rarely does anyone pour it into transparent containers. If people are faced with such a question, they, without thinking for a long time, answer that the drink is red, but in fact its color is no different from light beer.
Brand: Red Bull
Tagline: Red Bull gives you wings
Brand launch year: 1984
Industry: soft drinks
Products: energy drink
Brand owner: Red Bull GmbH
Red Bull GmbH(Russian) Red Bull) - an Austrian company - manufacturer of energy drinks (the most famous of them is the carbonated drink of the same name Red Bull). It is widely known as a sponsor and organizer of numerous sports competitions and competitions in motorsports, cycling, snowboarding, motorsports and other sports.
While on a business trip to Thailand in 1982, Dietrich Mateschitz (at that time he served as head of the marketing department of the international brand Blendax) learned about the so-called “tonic drinks”, which were very popular throughout the Far East. The idea to sell these functional drinks outside of Asia came to him while he was sitting in the bar of the Mandarin Hotel in Hong Kong.
The most popular Asian brand was Kratingdaeng ("water buffalo"). A drink that contained sugar, caffeine and taurine.
It was the hand of fate or a simple coincidence, but on the eve of his arrival in Thailand, Dietrich came across a list of the ten largest Japanese businessmen. Oddly enough, the first place in it was occupied by the man who “brought” the energy drink Lipovitan D to Japan.
The decision was taken. Mateschitz got the idea to create an energy drink with the prospect of world domination. His partner was Chalermo Joovidhya, owner of TC Pharmaceuticals, which not only distributed Blendax, but also produced Kratingdaeng.
Each of the partners contributed half a million dollars to the company's start-up capital and received 48% of the shares, and the remaining 2% went to Yoovidhya's son. The entrepreneurs had difficult first steps ahead.
Mateschitz founded the company in 1984 Red Bull. He improved the product and developed a unique marketing concept and in 1987 began selling an energy drink Red Bull on the Austrian market. This was not just the launch of a completely new product: in fact, it was the birth of an entirely new product category.
The start was unsuccessful. The energy drink market had to be created literally from scratch; Dietrich had no experience in this field. The first few years the company brought only millions of losses. But competent and aggressive marketing did its job. Red Bull GmbH wisely chose the audience for its product - Red Bull begins to be distributed and advertised in nightclubs and universities. And then it turned out that the drink goes well with strong alcohol.
Slowly progress begins Red Bull as an ideal sports drink. I think everyone knows about air competitions in so-called aerobatics, when pilots (and these can only be some of the best) overcome air routes with obstacles for a time. These races have been held since 2003 in various countries. Very expensive, but extremely spectacular and effective advertising.
In 2005, the Jaguar Formula 1 team was acquired, which is now known as Red Bull. She performs quite well. Enough to again serve as good advertising.
To assets Red Bull There are also football and hockey clubs of the same name. The company is increasingly introducing itself into big-time sports. She can afford it - Red Bull GmbH's income is already in the billions, and Dietrich Mateschitz became the first (and so far only) Austrian billionaire in history.
So, first Europe was conquered, then both Americas, and then the reborn drink returned to its historical homeland in Taiwan and the rest of Asia.
Today Red Bull represented in more than 160 countries around the world.
Some 30 billion cans of Red Bull have been consumed since 1987, including more than 4.2 billion in 2010. The company's 7,758 employees worldwide share responsibility for the success of the world's No. 1 energy drink (up from 6,900 in 2009). ). Red Bull's headquarters are located in Fuschl am See, near Salzburg, Austria.
Inspired by functional drinks with Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He developed not only a new product, but also a unique marketing concept, and launched Red Bull Energy Drink in Austria on April 1, 1987. A completely new product category was created - energy drinks.
Company: facts
BASE
1984
For three years, from 1984 to 1987, Dietrich Mateschitz worked on Red Bull's formula, brand positioning, packaging and marketing concept.
FIRST START
April 1, 1987
On April 1, 1987, Red Bull Energy Drink was launched in Austria. Thus, a completely new product category was created - energy drinks.
EMPLOYEES
12,736
At the end of 2019, Red Bull employed 12,736 people in 171 countries.
CANS SOLD IN 2019
7.5 billion
In 2019, 7.5 billion cans of Red Bull were sold worldwide, up 10.4% from a very successful 2018. The company's turnover increased by 9.5% - from 5.541 to 6.067 billion euros.
In terms of sales, revenue, productivity and operating profit, these indicators again reached record levels in the entire history of the company. The main reasons for success are excellent sales in India (+37%), Brazil (+30%), Africa (+25%), Germany (+15), Austria (+12%), Eastern Europe(+12%) and the USA (+9%) combined with very effective management costs and constant investments in brand promotion.
Our growth and investment plans for fiscal 2020 are also very ambitious. Ensuring positive development at the moment, as is customary at Red Bull, is carried out through the company's operational activities.
The bulk of the fortune is the Austrian company Red Bull GmbH, located in Fuschl am See. It owns the rights to distribute carbonated drinks based on original recipe Chaleo, as well as sports teams and entertainment assets, such as the aerial stunt team The Flying Bulls, four professional football teams and two Formula 1 teams, as well as units tasked with organizing various events, such as the aforementioned Felix Baumgartner stratospheric jump, which took place four years ago.
In 1956, Chaleo (who died in 2012) founded TC Pharmaceutical Industries Co., which sold antibiotics. He later became involved in energy drinks, and in 1975 he invented a drink based on caffeine, sugar, amino acids and taurine, which he called Krating Daeng, which means “red ox” in Thai. It was first sold in Asia as an inexpensive energy drink, but in 1987 Chaleo set up a business with Austrian marketer Dietrich Mateschitz, who learned about the drink while on a business trip looking for a cure for jet lag.
Together they built a giant company by tweaking the recipe and creating a global brand built around adrenaline and extreme sports, and they learned to sell the drink to everyone: students studying for exams, truckers, ravers and thrill-seekers. Today, Mateschitz, 72, is worth $12.3 billion, ranking him 80th on the Bloomberg Billionaires Index.
Family capital
Ten members of the Yuvidhya family own 49% of Red Bull GmbH, according to Bureau van Dijk's Orbis database of private and public companies around the world, and corporate documents filed with Hong Kong's registry of companies, and the patriarch's eldest son, Chalem Yuvidhya, owns 49% of Red Bull GmbH. owns another 2% of shares. The remaining 49% of the company is owned by Dietrich Mateschitz.
According to the source, seven members of the Yuvidya family are also the owners of T.C. Pharmaceutical, the company that controls 51% of Red Bull China.
The company began selling the original version of the drink in China in 1993 and built a plant in Hainan province. Two years later, the company expanded production and formed a joint venture with Thai-Chinese businessman Chanchai Ruairongzhuang, who also goes by the Chinese name Yan Bin.
Previous estimates assumed that Red Bull China was wholly owned by Bin, who is the 325th richest person on the planet with a net worth of $4.7 billion. Mateschitz has no stake in Asian companies.
A booming industry
Red Bull kicked off the rapid development of the industry. In 2015, global sales of energy drinks totaled $43 billion in 2015. Euromonitor estimates that this segment will continue to grow at 11% per year until 2020. Red Bull has a 30.2 percent global market share, with TC Pharmaceutical another 11.8 percent, according to the London-based research firm.
Rohit Deshpande, professor of marketing at Harvard Business School, says:
“This brand is built around interesting events. Yuvidya developed the product idea, the contents of the jar. And the Austrian figured out how to promote it on the market.”
In 2015, Red Bull GmbH generated revenue of €5.9 billion ($6.2 billion) from worldwide operations, according to its website. Red Bull's closest competitor, publicly traded Monster Beverage Corp. (NASDAQ: MNST), had $2.7 billion in revenue in 2015, and its two founders, Rodney Sachs and Hilton Schlosberg, are worth $2.2 billion. Fifth place with revenue of $3 billion is occupied by Las Vegas-based Rockstar Inc., 85% of which is owned by Russell Weiner (his mother is CFO).
The Yuvidya family - the firm's only billionaire shareholders other than its founders - inherited from the patriarch, a devout Buddhist who preferred free time caring for ducks on the family farm, dislikes media attention. In his three decades at the helm of TC Pharmaceutical, the billionaire has never given an interview or spoken in public, according to Thai daily The Nation.
China Daily reported in January that the family wanted to negotiate new terms for the partnership; newspaper quotes Savarut Yuvidya, general director TC Pharmaceutical, which says the parties need to make "adjustments for the future."
According to Yupan from National University Singapore, continuity within Red Bull GmbH is also an issue. Mateschitz always directed the company's marketing efforts, and Juvidya's heirs "didn't show themselves in any way in this regard."
Mateschitz spokeswoman Tina Dotner said the billionaire's working relationship with his family is "both professional and friendly."
