By Arinze Uzo
Business News Correspondent
Dietrich Mateschitz, the Austrian billionaire behind the global energy drink empire Red Bull, didn’t start his entrepreneurial journey until the age of 40. His story stands as a testament to late bloomers and bold thinkers, proving that it’s never too late to build a brand that can disrupt an entire industry.
Before Red Bull, Mateschitz worked in corporate marketing, holding positions at Unilever and later as the international marketing director for German toothpaste company Blendax. It was during a business trip to Thailand in the early 1980s that he stumbled upon Krating Daeng, a popular local energy tonic known for keeping workers alert. Inspired by the drink’s effectiveness and untapped potential in Western markets, Mateschitz saw an opportunity others missed.
In 1984, at age 40, he partnered with Thai businessman Chaleo Yoovidhya, the creator of Krating Daeng. Together, they modified the formula and rebranded it as Red Bull, adapting both taste and marketing to suit European preferences. Mateschitz invested $500,000 of his own money to co-found Red Bull GmbH, taking a 49% stake in the company while Chaleo retained 51%.
Red Bull launched in Austria in 1987 to skepticism, with many doubting whether consumers would embrace a carbonated, caffeine-heavy drink in a small can. But Mateschitz’s unconventional marketing strategy would prove revolutionary. Rather than rely on traditional advertising, he used guerrilla tactics: sponsoring extreme sports, youth events, and later creating a full-blown media empire around adventure, thrill-seeking, and rebellion.
By targeting young adults, students, athletes, and partygoers, Red Bull didn’t just sell a drink — it sold a lifestyle. The slogan “Red Bull gives you wings” became a global catchphrase, and the company began sponsoring everything from Formula 1 racing teams to cliff-diving competitions and music festivals.
Under Mateschitz’s leadership, Red Bull became synonymous with high-energy branding, eventually dominating the global energy drink market. Today, Red Bull sells over 11 billion cans annually in more than 170 countries, with the company valued in the tens of billions. Mateschitz himself became one of Austria’s richest men, known not only for his business acumen but also for his low public profile and passion for sports and aviation.
Dietrich Mateschitz passed away in 2022 at the age of 78, leaving behind a business legacy that defied age, conventional wisdom, and market expectations. His late start didn’t hold him back — it was his sharp eye for opportunity, willingness to take risks, and belief in bold branding that launched one of the most iconic beverage brands in the world.
