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. Its a symbol. A movement. A myth made real through vision patience and relentless execution. And behind it all stood one man: Dietrich Mateschitzthe 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 builtwritten by Austrian journalist Wolfgang Frweger and originally published in Mateschitzs 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 detailside This Highly Anticipated Book:How a jet-lagged executive on a layover in Hong Kong discovered a strange Thai drinkand saw something no one else didThe marketing revolution that bypassed traditional advertisingand built a myth through stunts sports and storytellingRed Bull Racing global sports ownership and the formation of an empire with no blueprintHow Mateschitz quietly became one of the worlds richest menwhile staying almost entirely out of public viewThe inside story of Felix Baumgartners legendary 2012 Stratos jumpand how Red Bull turned science into spectacleThe business principles that powered Red Bulls expansion into media culture and elite global positioningWhat the future of Red Bull looks likewithout its founder at the helm.