Billionaire Red Bull Founder Dietrich Mateschitz Dies At Age 78
It’s not often that one person kicks off a whole new beverage category. But Dietrich Mateschitz used his marketing smarts to conceive of Red Bull and then, through that drink’s success, jump start the energy drink universe in the western world.
Mateschitz, an Austrian citizen, discovered energy drinks while traveling to Asia as a marketing executive for German consumer products firm Blendax in the 1980s. In 1987 he formed Red Bull in partnership with Thai businessman Chaleo Yoovidhya, taking a 49% stake. The partners took the syrupy sweet Asian drinks– then typically sold in brown glass bottles– and livened it up with carbonation and an eye-catching blue and silver can, emblazoned with the drink’s name.