The Red Bull Story

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 gave Red Bull wings by turning a quirky Asian tonic into a $25+ billion global empire, all 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.