Red Bull‘s Billionaire Maniac
Dietrich Mateschitz is making a bold move into TV, movies, and magazines. What’s the visionary behind a $5 billion-a-year soft-drink empire doing in the media business? Just what he’s always done: having a blast
Little known outside of his native Austria, Dietrich Mateschitz is one of the most successful entrepreneurs of our age, a man who single-handedly changed the landscape of the beverage industry by creating not just a new brand but a whole new category: the energy drink. As the visionary who brought the world Red Bull, affectionately known as “speed in a can” or even “liquid cocaine,” Mateschitz, 67, has been a patron saint for more than two decades to late-night partiers, exam-week undergrads, long-haul truckers, and, above all, extreme-sports athletes everywhere.
In return for his sickly sweet innovation, the world has made him very, very rich. Last year the privately held company, also named Red Bull, says it sold 4.2 billion cans of its drink, including more than a billion in the U.S. alone. That represents a 7.9 percent increase over the year before, and revenues jumped 15.8 percent to $5.175 billion. Mateschitz runs an efficient enterprise that has yet to trip on its rapid growth: At the end of 2004, he had just 2,605 employees; in 2010, Red Bull employed 7,758 people—which works out to more than $667,000 in revenue per person.
- So They All Taste Awful?: (brothersjuddblog.com)
- Red Bull team not heading to Austria – Mateschitz (inautonews.com)
- Tilt Shift Red Bull Ring Video Is Epic Cool (ridelust.com)
- Red Bull Founder Sees His Content Strategy As “A Line Extension” (adpulp.com)
- Red Bull contract not open door for Vettel – Marko (inautonews.com)
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