Dietrich Mateschtiz’s Unstoppable Energy

Posted on February 22, 2012


In the energy drink industry, Red Bull is the undisputable leader. The brand, which has been in existence since 1984, has been the “liquid cocaine” of cramming undergrads, party people, truck drivers, and most importantly, athletes and sports enthusiasts everywhere. This level of success would not have been possible without the man who changed the pace and face of the energy drink industry — Dietrich Mateschitz.

Mateschitz is known throughout the world as the business mogul who singlehandedly created the world’s most popular tonic drink. It was in 1982, at Hong Kong’s Mandarin Hotel, when inspiration struck him. When the popularity of these tonic drinks in the Far East was brought to his attention, Mateschitz thought it would be a great idea to introduce these products in the Western market.

Red Bull’s billionaire maniac sold his first product, Red Bull Energy Drink, in Austria in 1987. Not only did he introduce a new product; with the energy drink, he created a new product category. But success did not come overnight. The market research firm he hired did not believe in the image, taste, and success of his product. It was a complete disaster for the starting entrepreneur, but instead of following the firm’s suggestions, he decided to push through with his idea.

Mateschitz ignored the haters, and in just two decades turned Red Bull into a $5 billion-a-year empire.  His success is largely attributed to his marketing genius. While guerilla tactics and publicity stunts are commonplace, the company’s name is also tied to big-name advertising campaigns and sponsorships.

With the success of Red Bull, Mateschitz decided to add another milestone in his string of successes. He entered the world of TV, movies, and magazines and became a media mogul. His first venture into the business of entertainment is a magazine called Red Bulletin, published by Red Bull Media House.

Judging by Mateschitz ability to turn great ideas into billion-dollar empires, it won’t be too long before we see him take over the waves.

Posted in: Entrepreneurs