Dietrich Mateschitz (b. 1944)

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Biography

Dietrich Markwart Eberhart Mateschitz was an Austrian entrepreneur. He was the co-founder and 49% owner of Red Bull GmbH. In April 2022, Mateschitz's net worth was estimated at US$27.4 billion.

Timeline

The story of Dietrich Mateschitz, told in moments.

1982 Life

While working as a marketing executive for the German company Blendax, he traveled to Thailand and discovered Krating Daeng, a sweet, caffeinated drink popular with truck drivers and laborers.

What hit you about that Thai drink? Did you know it would work in Europe?

1987 Event

Launched Red Bull in Austria, adapting the Thai formula for Western tastes with more carbonation and less sweetness. He'd invested his entire life savings. Sales were slow at first.

What kind of person invests their life savings on an energy drink? Were you scared or certain?

2004 Event

Bought the Jaguar Racing Formula One team and rebranded it Red Bull Racing. The team won six Constructors' Championships.

Why buy a Formula One team? Is Red Bull a drink company or a media company?

2022 Death

Died at 78 at his home near Salzburg. Red Bull was selling over 11 billion cans per year. His net worth was $27.4 billion.

Was $27 billion what you were after? What was worth more -- the money or the brand?

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