Inside the Empire That Gave the World Wiiiings-and the Billionaire Who Built It: Dietrich Mateschitz
He stayed in the shadows-while his brand soared into legend.
The Red Bull Story takes you deep inside the world of Dietrich Mateschitz, the elusive Austrian billionaire who turned a strange Thai tonic into one of the most powerful-and profitable-brands on the planet.
Award-winning journalist Wolfgang Fürweger delivers a sharp, gripping account of how Red Bull conquered the global energy drink market, rewrote the rules of marketing, and built a sports and media empire that spans continents and defies convention.
Mateschitz has since passed-but this book captures him at the height of his powers: a man who shunned the spotlight yet redefined how we sell, sponsor, and succeed.
Inside you'll discover:
How a little-known drink became a multibillion-dollar cultural phenomenon
Why Red Bull's marketing machine beat bigger rivals without traditional ads
The real story behind Red Bull Racing, extreme sports, and brand myth-making
How Mateschitz ran an empire without factories-and why it worked
What Red Bull's future might look like without its visionary founder
Daring. Obsessed. Untouchable. The Red Bull Story is the definitive account of a brand that didn't just sell energy-it changed the game.
About the Author
Wolfgang Fürweger is an award-winning Austrian journalist and bestselling author. His works on major companies and political figures have been translated worldwide. The Red Bull Story reflects his signature style-sharp, insightful, and deeply researched. He lives in Salzburg and serves as a political editor at Salzburger Kronen Zeitung.