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Biography, life story of Dietrich Mateschitz
Dietrich Mateschitz
Dietrich Mateschitz
Birthday: 05/20/1944
Citizenship: Austria
Dietrich spent absolutely all his financial savings on the project. Then he was confident that everything would work out. And so it happened - everything worked out. Already in 1990, Mateschitz was in the black, and three years later, Dietrich decided to bring the energy drink to the world stage (according to the plan, the first country to become acquainted with Red Bull was to be Hungary, and then Germany).
His world-famous energy drink Red Bull speaks for itself and for Dietrich - its popularity and recognition are undeniable.
Dietrich was born on May 20, 1944. His childhood was spent in a tiny town in Styria. Despite the fact that the desire of the elders to thoroughly educate Dietrich was all-consuming, his studies were not given to him. Even when he was already a student at the University of Vienna, Mateschitz did not study at full capacity - he managed to obtain a university diploma only ten years later.
Dietrich was always a notorious fun-loving man who loved parties and entertainment. However, after graduating from the University, he decided to get down to business seriously. After some time, Dietrich already interned at Unilever, where he promoted various detergent compositions. Since Dietrich was extremely active and active, he very soon received a new position - he became the marketing director of the popular global brand Blendax - toothpaste.
CONTINUED BELOW
Afterwards, Dietrich sold toothpaste for a long time in different regions of the world and then realized that he wanted to open his own business.
One day he read in the newspaper about a Japanese man who discovered an energy drink. After some time, Dietrich already had a clear plan for further actions.
He was forty years old when Mateschitz left his previous job and received permission to sell energy drinks in Austria. It took him three years.
Few people believed in the success of Dietrich's enterprise. Most were sure that he was making a big mistake. However, Mateschitz strived for his goal. He asked a school friend to design a future can for the drink. He liked the bulls the most.
Afterwards, a slogan was invented that turned out to be fateful for both Dietrich and his product - “Red Bull gives you wings.”
Dietrich spent absolutely all his financial savings on the project. Then he was confident that everything would work out.
And so it happened - everything worked out. Already in 1990, Mateschitz was in the black, and three years later, Dietrich decided to bring the energy drink to the world stage (according to the plan, the first country to become acquainted with Red Bull was to be Hungary, and then Germany).
Currently, Red Bull is still on top. A few years ago he sold 500 million cans and that's not the limit.
Relatively recently, consumers of the domestic soft drink market did not even know what Red Bull was. Today the share of this product on the Russian market exceeds 23%.
The Red Bull brand belongs to an Austrian company specializing in the production of non-alcoholic energy drinks. The most popular product of this brand is the Red Bull drink, in fact, named after the company itself.
What is Red Bull?
Today, the Red Bull brand is well known not only as a manufacturer of energy drinks, but also as a sponsor of sporting events, including competitions in cycling, motorsports, snowboarding, etc.
Historical information about Red Bull
Energy drinks came to Europe and the United States from East Asia. It was there that they became widely used in the second half of the 20th century. The first European to become interested in recipes for making energy drinks was Dietrich Mateschitz. In 1982, he went on a business trip to East Asia. During this trip, Dietrich managed to acquire a license for the then popular Thai trademark Krating Daeng (which means “red bull” in Russian), and also received licensing rights to produce products according to the recipe of the Japanese company Taisho Pharmaceuticals, specializing in the production of energy drinks.
Exactly two years later, Dietrich founded his own business producing non-alcoholic energy drinks. A company called Red Bull GmbH was registered in one of the small towns in Austria - Fuschl am See. Dietrich Mateschitz slightly modernized the recipes obtained for the production of drinks based on taurine and caffeine from Asian manufacturers. He reduced the amount of sugar and increased the amount of carbon dioxide in them. Already in 1987, three years after the founding of Red Bull GmbH, Red Bull appeared on the market. Dietrich spent a lot of money on promoting the product. Energy drink advertising has become the best lever of progress. Currently, this drink is consumed by citizens of more than a hundred countries around the world. Red Bull is officially recognized as one of the hottest new branded products of the last decade.
By the way, some countries have temporarily banned the sale of Red Bull in their territories. These include Denmark and France. Local experts considered the content of high doses of caffeine and taurine to be extremely dangerous to human health. Thus, in France, Red Bull was on the list of prohibited products from 2001 to 2008. Later, sales of the energy drink resumed. This happened thanks to a change in the recipe of the drink. Instead of tauric acid, they began to use arginine acid. This was the first time in the history of Red Bull GmbH that the formulation of a main product was changed due to a particular group of consumers.
Today, the turnover of the Red Bull brand reaches 630 million euros. This is much less than ten years ago. Then this figure exceeded 1.5 billion euros, in 2006 – 2.5 billion euros.
In 2004, record consumption of Red Bull drinks was recorded. At that moment, about 2 billion cans of this energy drink were sold in a year. That is, on average, up to 60 cans of Red Bull were consumed every second. Three years later, this figure tripled.
Red Bull appeared on the Russian market in 1998. Today it owns a quarter of the domestic market for energy soft drinks.
It is completely pointless to deny the fact that Red Bull GmbH is perhaps one of the most popular brand names in the world among other tonic drink manufacturers. And although the recipes used for the production of the energy drink called Red Bull have been known in Taiwan (the birthplace of Red Bull) for quite a long time, it is worth noting that it was Dietrich who was able to adapt the traditional Asian energy drink for the European consumer.
Initially, Red Bull conquered the European market, then it was introduced to the USA and, in the end, the updated tonic drink returned to its historical homeland, where it was able to displace traditional energy products. Red Bull later conquered the rest of East Asia.
The name of the drink, like its Asian ancestor, translated from English means “red bull”.
In addition to caffeine and taurine, and now arginine, Red Bull contains substances known in the food industry such as glucuronolactone (glucose), nicotinamide, inositol, and riboflamin. All these are derivatives of modern organic chemistry. Actually, they distinguish the Red Bull GmbH product from the Asian tonic drink - Krating Daeng.
After the founder of Krating Daeng, Dietrich Mateschitz, tried the local energy drink in East Asia, he noted one important fact: the product awakened new forces in him. His performance increased, the feeling of fatigue faded.
According to existing records, at first Mateschitz's business idea to create a new brand of energy drinks in Europe was not a very successful undertaking. This was explained by the complete absence of the market for non-alcoholic energy drinks in Europe. Over the course of 3 years, the entrepreneur had to create this niche. A large amount of money was spent on this idea. Almost all of it went to advertising. Here one cannot fail to note the main merit of Dietrich Mateschitz. He used an aggressive marketing strategy and identified the target audience correctly. Red Bull's first advertisements were carried out in nightclubs and universities. That is, active youth should have become potential consumers of Red Bull. It later turned out that Dietrich's energy drink goes well with strong alcohol, which was the beginning of its use in all kinds of cocktails offered by bars and restaurants.
Later, Red Bull began to be advertised as the best thirst quencher during sports competitions and competitions. The first sports discipline is aerobatics (overcoming an air route at speed with obstacles). By sponsoring such events, the company promotes its products among fans, thereby bringing the drink to the world stage.
In 2005, Red Bull GmbH invested in the purchase of the Jaguar Formula 1 team, which it later renamed Red Bull. The high results of this team serve as an excellent lever for promoting Red Bull drinks in markets around the world.
In addition to the Formula 1 team, Red Bull GmbH has its own hockey and football clubs. They all have the name Red Bull. This indicates the desire of the Austrian company Dietrich to introduce its brand into big-time sports. At first glance, such an event may seem like an expensive pleasure. But, firstly, it promises an increase in profits from sales of the Red Bull drink, and, secondly, Red Bull GmbH has the means to sponsor sports competitions. The income of the Austrian entrepreneur Dietrich Mateschitz today amounts to billions.
It is worth noting that today Dietrich is officially recognized as the first and only billionaire in Austria.
We have already mentioned the high effectiveness of a properly selected advertising campaign for promoting the Red Bull energy drink on the world market. So, it is worth noting that all Red Bull commercials are presented as a drawn cartoon, the plot of which is filled with humor and is always accompanied by the slogan “Red Bull inspires!” This allows you to convey to the consumer the main goal of advertising - why he should choose this particular tonic drink.
High-quality advertising promoting energy drinks is constantly hampered by endless debates about the dangers of this drink for the human body. The World Health Organization has recorded several deaths resulting from the abuse of Red Bull. Traditionally, this happens to people suffering from chronic heart disease. This led to restrictions on Red Bull sales in a number of European countries, as mentioned above.
In addition to health hazards, provocative commercials are often the reason for banning Red Bull. For example, in 2007, the Italian Pasteur went to court accusing Red Bull GmbH of blasphemy. The priest was outraged by an advertisement for an energy drink in which the wise men bring a package of Red Bull as a gift to the newborn Jesus...
Also on the way to the widespread distribution of energy drinks, the products of companies competing with Red Bull GmbH - Jaguar, Red Devil, Non-Stop, B-52, Tiger, Revo, etc. - act as obstacles.
It is interesting that the majority of people who consume the energy drink from Red Bull GmbH do not know at all what they are drinking. Few of them bothered to pour the contents of a can of Red Bull into a glass. If you ask what color this energy drink is, many will say red. This opinion comes solely from the name Red Bull. In fact, this drink is very similar in color to light beer.
Biography of Mateschitz Dietrich
The founder of Red Bull GmbH, entrepreneur Dietrich Mateschitz, is not the full owner of the Red Bull trademark. But he owns most of the sports clubs that proudly bear the name of Red Bull.
Dietrich was born on May 20, 1944. Now he is already 70, but Mateschitz still holds the status of Austria's first and only billionaire.
Dietrich owns 49% of the shares of Red Bull GmbH.
The future billionaire spent his childhood and youth in the small Austrian town of Styri. The boy grew up in a prosperous family. His parents made every effort to give their son a decent education. However, Mateschitz himself found it difficult to study. He studied at the University for almost ten years. He spent most of this time passing his final exams. Young Mateschitz was not at all interested in studies; he liked parties and fun activities. After he finally managed to get a diploma, Dietrich decided that it was time to come to his senses and began to make attempts to build a career. After getting a job as a sales agent at Unilever, Mateschitz actively promoted all kinds of detergents on the market. Success in this business gave the young and very enterprising Dietrich a new position - marketing director at Blendax (toothpaste production). After working in this position, Dietrich realized that he wanted to engage in his own entrepreneurial activity.
Dietrich’s plan to create a business for the production of an energy drink matured after reading an article about a Japanese figure who managed to create something similar. At the age of 40, Mateschitz began to realize his business idea, having previously visited a number of Asian countries and received a license to produce an energy drink according to their recipe. It took him about three years to promote the brand. Not many believed in the success of Dietrich’s undertakings.
The Red Bull cans were designed by Dietrich's school friend. For this purpose, the very name of the drink was used - Red Bull. There was a red bull on the can.
The slogan “Red Bull gives you wings” was developed by Dietrich himself. He was not mistaken in his choice. This phrase became fateful for the Austrian company Red Bull GmbH.
The budget of Red Bull GmbH was primarily made up of Dietrich's savings. Later, when its owner decided to take the product to the world stage, Kaleo Juvidiha invested in the company. Then the energy drink was offered to German and Hungarian consumers.
Today, speaking about Dietrich Mateschitz and Kaleo Juvidich, we can safely say that these entrepreneurs were able to create one of the most successful brands in the modern trade sphere. The Red Bull GmbH company specializes in the production of soft drinks, among which, of course, the most popular is the caffeine product - Red Bull.
The main consumer audience for this energy drink is considered to be not only nightlife and alcohol lovers, but also athletes and fans of sporting events.
On average, the profit from Red Bull sales annually is about 3 billion US dollars. Each co-owner of Red Bull GmbH, Dietrich Mateschitz and Kaleo Juvidich, owns 49% of the shares.
Today, May 20, Dietrich Mateschitz, the creator and owner of Red Bull GmbH, the manufacturer of Red Bull energy drinks, celebrates his birthday. The story of his life and success is truly surprising and inspiring!
“The market doesn’t exist until you create it yourself.”
Dietrich was born on May 20, 1944 in Austrian Styria in the family of a school teacher and a prisoner of war. He was never a good student; it took him 10 years to study at the University of Commerce in Vienna. But after graduation, 28-year-old Mateschitz, no matter what, decided to become an excellent marketing specialist. Very soon, Dietrich became director of international marketing for the German Blendax, a manufacturer of toothpaste, creams and shampoos. After spending years traveling and selling toothpaste around the world, Mateschitz was captivated by the idea of starting her own business. And soon fate gave him such a chance.
At first, Dietrich was surprised to learn that the richest man in Japan was Mr. Taisho - not a banker, not a realtor, but the owner of Taisho Pharmaceuticals, which produces Lipovitan D, an energy drink of a type unknown in Europe. Then the Austrian noticed that the tireless rickshaws darting through the streets of Bangkok were constantly refilling themselves with some strange liquid in brown bottles labeled “Kratingdaeng”. Mateschitz tried it, he liked it, and most importantly, he said goodbye to jetlag after long-haul flights forever. The last link in the happy chain was the news that Kratingdaeng is being released by TC Pharmaceuticals - the company of his good friend Chaleo Yoovidhya!
Mateschitz met with Chaleo in Thailand and invited him to start a company whose goal was to promote energy drinks around the world. Each partner will invest approximately half a million dollars in start-up capital. Shortly after this fateful meeting, optimistic 40-year-old Dietrich Mateschitz quit his job and applied for a license to sell the high-energy drink in Austria.
Mateschitz characterizes the reaction of his Austrian friends with the words: “ Nobody believed in the success of the venture.". Everyone thought that he had made a big mistake by investing his savings in a wind that would gradually fade away. Austrian officials did not allow the drink to be sold until it passed the necessary scientific tests. To obtain a sales license, Mateschitz had to knock on the thresholds of official institutions for three years. Expecting a positive answer, he asked his schoolmate Johannes Kastner to design a future can for the drink. He liked the bulls the most. Afterwards, a slogan was invented, which turned out to be fateful both for Dietrich and for his product - “Red Bull gives you wings.”
But we still had to find a company that would agree to produce a new product. Everywhere he was told that Red Bull had no chance. In the end, Mateschitz managed to reach out to the leading manufacturer of soft drinks in Austria, Roman Rauch, and soon sparkling silver cans flowed from the conveyors of this particular enterprise.
Red Bull's first two years of sales resulted in $1 million in losses. But three years later (in 1993), Red Bull was already making a profit, completely conquered Austria and spread to its neighbors - Hungary and Germany. Foggy Albion fell next. Then America... Now the drink is sold in 150 countries around the world, and is constantly expanding its borders.
"We don't deliver the product to consumers - we deliver consumers to the product."
When promoting the drink, Dietrich used viral marketing (so-called word of mouth). How? First, the target audience is clearly defined, then, with the help of original techniques, a “rumor” about a fantastic product is intensively driven under the skull.
Mateschitz brilliantly saw Red Bull's audience in students, so the first blow was struck precisely on university campuses. To begin with, company employees began distributing boxes of Red Bull to students with the indispensable condition of subsequently holding a target party. The emphasis was on the “energy” benefits of the drink: “One cylinder and you’ll dance the night away!” At the student parties, Red Bull went with a bang, because by a random and happy coincidence it was quickly discovered that the “rickshaw broth” fits perfectly with vodka and “Jägermeister”! Thus, a new hyper-popular cocktail, Vodka Red Bull, was born, lovingly nicknamed “Reddy” or “Raging Bull” by the people.
"Going public" was just the beginning of Red Bull's multi-level viral marketing tactics. According to Mateschitz, Red Bull had to turn from a drink into a lifestyle. Thus began Red Bull's unprecedented expansion into all areas of extreme sports. It is pointless to list the events sponsored by Red Bull today. It is enough to name only the most striking episodes. For example, a jump from an 11-kilometer height followed by a flight across the English Channel on a two-meter delta wing by the Austrian aerial acrobat Felix Baumgartner, which was broadcast around the world and allowed two hundred million television viewers to admire the Red Bull logo for 10 minutes. Or surfing an eight-meter (!) tidal wave in the Amazon Bay, breathtaking for a long 34 minutes! How not to remember the long jumps in the terrible Corinth Gorge.
Red Bull owns two Formula 1 teams, two professional soccer clubs, one hockey club, and the Philippines' top basketball team. The company sponsors five hundred of the world's most famous extreme athletes. Also, the International Stunt Support Fund, created by Mateschitz, provides invaluable financial assistance to athletes injured while performing risky stunts... As a result, we get a picture of Red Bull’s grandiose cultural presence on our planet.
Philosophy of Dietrich Mateschitz
If a country doesn't embrace the drink, Mateschitz saves it for later. He focuses on what is potentially successful. He thinks positively and is optimistic, despite any financial difficulties, negative reviews, doubts of others and unfavorable external circumstances.
He loves full attention to his product, but at the same time carefully ensures that gossip does not spoil the reputation of the drink or cast doubt on its beneficial properties. In any circumstances and ups and downs, Mateschitz was always convinced of the success of his brainchild and never tired of believing that in the future Red Bull would become a permanent attribute of modern man.
Dietrich Mateschitz believes that the main goal of business is not maximizing profits, but implementing the idea 100%. You need to work with creativity, passion and dedication, and most importantly, with faith in the idea.
No matter how strange it may sound, the most active consumers of the Red Bull drink find it difficult to answer what color it is. But this is not surprising, because they drink it only from cans that are not transparent; rarely does anyone pour it into transparent containers. If people are faced with such a question, they, without thinking for a long time, answer that the drink is red, but in fact its color is no different from light beer.
Businessman, creator and owner of 49% shares of Red Bull GmbH, a manufacturer of energy drinks.
| Dietrich Mateschitz | |
|---|---|
| Date of Birth | May 20(1944-05-20 ) (74 years old) |
| Place of Birth | St. Marain (Mürztal), Austria |
| Citizenship | Austria |
| Occupation |
co-owner of Red Bull GmbH owner of Formula 1 teams Red Bull Racing and Scuderia Toro Rosso |
Biography
Dietrich was born on May 20, 1944. His childhood was spent in a tiny town in Styria. Despite the fact that the desire of the elders to thoroughly educate Dietrich was all-consuming, his studies were not given to him. Even when he was already a student at the Vienna University of Economics and Business, Mateschitz did not study at full capacity - he managed to obtain a university diploma only ten years later.
Dietrich was always a notorious fun-loving man who loved parties and entertainment. However, after graduating from the University, he decided to get down to business seriously. After some time, Dietrich already interned at Unilever, where he promoted various detergent compositions. Since Dietrich was extremely active and active, he very soon received a new position - he became the marketing director of the popular global brand Blendax - toothpaste. Then Dietrich sold toothpaste for a long time in different regions of the world and then realized that he wanted to open his own business.
One day he read in the newspaper about a Thai man who discovered an energy drink. After some time, Dietrich already had a clear plan for further actions. He was forty years old when Mateschitz left his previous job and received permission to sell energy drinks in Austria. It took him three years.
Few people believed in the success of Dietrich's enterprise. Most were sure that he was making a big mistake. However, Mateschitz strived for his goal. He asked a school friend to design a future can for the drink. He liked the bulls the most. Afterwards, a slogan was invented that turned out to be fateful for both Dietrich and his product - “Red Bull gives you wings.”
Dietrich spent absolutely all his financial savings on the project, and already in 1990 Mateschitz was in the black, and 3 years later Dietrich decided to bring the energy drink to the world stage (according to the plan, the first country that was to become acquainted with Red Bull was to be Hungary , and after - Germany).
He spent all his financial savings on the implementation of the Red Bull project. He was confident of success. In the end, everything worked out for the businessman. 1990 was the year when Dietrich Mateschitz became a plus. Forbes now includes him in its list of billionaires every twelve months. Well, the whole world knows about the entrepreneur’s energy drink called Red Bull.
Studies
Dietrich Mateschitz was born in 1944. The boy spent his entire childhood in a small town in Styria (Austria). Dietrich's studies were never easy, although his parents devoted a lot of time to him. Getting a higher education did not change anything - Mateschitz defended his diploma only ten years later. Until that time, he was a notorious merry fellow, having fun and attending various parties.
Job
But after graduating from the University, Dietrich Mateschitz decided to grow up and get down to business seriously. The young man got a job as an intern at Uniliver, where he promoted various detergent compositions. Dietrich's successes did not go unnoticed. Very soon he took up the post of marketing director for the Blendax (toothpaste) brand.
Energy drink
1982 was the year when Dietrich Mateschitz went to Thailand on an inspection trip. At that time, he had not yet had a wife, so the young man often went on business trips. The future billionaire was very interested in an article in a local magazine ranking the twenty largest Japanese taxpayers. Among the respectable people who produce electronics and cars, there was one very strange person who literally made money from water. His name was Mr. Mayse, and he made an energy drink.
Dietrich, who had already repeatedly thought about starting his own business, became very interested in this industry. He found out that in Thailand the energy drink is very popular among drivers. Exhausted by the long journey, truckers bought it at gas stations to maintain their strength. Dietrich decided to try the effect of the drink on himself and bought three cans. Mateschitz really perked up. The recipe was printed on the package. In addition to caffeine, sugar and water, it included some strange taurine. Dietrich looked into the encyclopedia and found out that this is an amino acid that stimulates cardiac activity. The Austrian also learned one more thing - the recipe for a drink called “Red Bull” was not protected by a patent.
Your own business
Dietrich Mateschitz invited his Thai colleague Kaleo Yuvdiha to organize a joint business in Austria. The partners chipped in 500 thousand each and opened a company. They decided to name the drink the same as in Thailand. Entrepreneurs just translated it into English - “Red Bull”. This was a double plus. Firstly, the image of a powerful, unbridled animal prone to violence perfectly personified the USP of the drink. Dietrich already saw then how easy it would be to promote it on the market. Secondly, the businessman was a Taurus according to his horoscope and regarded such a symbol as a sign of fate.
Success
Mateschitz turned forty when he quit his previous job and received an Austrian license to sell energy drinks. It took Dietrich three years to complete this.
Almost no one believed in the success of the Red Bull enterprise. Most people considered his idea a serious oversight. However, the Austrian did not stop achieving his goal. Mateschitz asked his school friend to develop a can design and a slogan for the drink. This is how the fateful phrase, now known throughout the world, appeared - “Red Bull gives you wings.” In 1990, Dietrich's company became profitable. And in 1993, the drink was sold all over the world.
Philosophy
Dietrich Mateschitz, whose fortune has currently reached $10.8 billion, considers the main goal of business not to implement an idea, but to maximize profits. You need to work with passion, creativity and full dedication.
If a country does not want to accept the drink, Dietrich leaves it for later. A businessman focuses only on potentially successful things. He is always optimistic and thinks only in a positive direction. And this despite unfavorable circumstances, doubts of others, negative reviews and financial difficulties.
Dietrich loves all the attention to Red Bull, but at the same time carefully monitors any gossip. For a businessman, it is unacceptable for someone to spoil the reputation of a drink and call its beneficial properties into question. In any vicissitudes and circumstances, Mateschitz always believed in the success of his brainchild and knew that as a result, Red Bull would become a permanent attribute of modern people.
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