In the Alpine country, where this visionary was born in 1944, President Alexander Van der Bellen spoke of “a simply amazing life”. “We have lost a great and high level extreme sports promoter,” he reacted on Twitter.
“He will remain in memory as one of the Austrian businessmen who has left his mark the most”, added the Conservative Chancellor, Karl Nehammer, saluting his “innovative” spirit.
The Red Bull energy drink was born on one of Dietrich Mateschitz’s many business trips as marketing director for a German cosmetics company, when he was served a sugary Asian drink in a fancy bar in Hong Kong.
Impressed by the booze’s apparent ability to help him get through jet lag, he decides to team up with booze-related Thai businessman Chaleo Yoovidhya to found Red Bull in 1984.
“Win for him”
Based in a green valley in the Alps, in Fuschl-am-See, the firm slowly conquered Western palates and the brand was fully developed thanks to a clever communication strategy.
Currently, Red Bull employs more than 13,000 people in 172 countries, with a turnover of around 8 billion euros, and sells almost 10 billion cans per year.
Its energy drink “gives wings” and Red Bull first became known by betting on extreme sports before entering two giant disciplines of world sport. With immediate success in Formula 1.
In Austin (Texas), where the United States Grand Prix takes place on Sunday, the Red Bull team, which hopes to win its fifth constructors’ title in its history (since 2005), was still under the impression of the news.
The news of the death afflicted a weekend that should have been the occasion of a party, two weeks after the second consecutive title of the Dutchman Max Verstappen in Japan.
“This is difficult news for the whole world, for Red Bull and for the sport, and for me in particular”, confided the world champion, promising “to win the race for him”.