Red Bull’s Billionaire Maniac – BusinessWeek

A fascinating profile and history of the Dietrich Mateschitz and his drink – Red Bull. There are useful lessons to be learnt from his journey.

“A chance trip to Thailand in 1982 would prove to be the turning point in Mateschitz’s life. Curious to know what attracted the locals to an uncarbonated “tonic” called Krating Daeng (Thai for “water buffalo”), he tried some himself and found that it instantly cured his jet lag. Not long after, while sitting in the bar at the Mandarin Oriental in Hong Kong, he read in a magazine that the top corporate taxpayer in Japan that year was a maker of such tonics. Suddenly, the idea hit him: he would sell the stuff in the West.”

Red Bull’s Billionaire Maniac – BusinessWeek

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