Description
The Untold Story of the Quiet Genius Who Built the Brand That Changed Global Business
Red 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 man: 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 Book:
- How a jet-lagged executive on a layover in Hong Kong discovered a strange Thai drink—and saw something no one else did
- The marketing revolution that bypassed traditional advertising—and built a myth through stunts, sports, and storytelling
- Red Bull Racing, global sports ownership, and the formation of an empire with no blueprint
- How Mateschitz quietly became one of the world’s richest men—while staying almost entirely out of public view
- The inside story of Felix Baumgartner’s legendary 2012 Stratos jump—and how Red Bull turned science into spectacle
- The business principles that powered Red Bull’s expansion into media, culture, and elite global positioning
- What the future of Red Bull looks like—without its founder at the helm
📘 Why This Book Matters
This 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 have: a clear look at how an empire was truly built—one decision, one insight, and one refusal to follow the crowd at a time.
Bold. Clear. Insightful. Unmatched.
This is The Red Bull Story. And this is how legends are built.
Review Red Bull Story, The.