Red Bull is one of the most popular and profitable energy drinks in the world, with a market share of 42% and a brand value of over $20 billion. But do you know who are the people behind this global phenomenon? We will reveal the secret super rich family behind Red Bull energy drink and how they built their empire from a humble Thai drink.
The story of Red Bull begins with Chaleo Yoovidhya, a former duck farmer and pharmacist who invented a drink called Krating Daeng (meaning “red bull” in Thai) in 1976. Krating Daeng was a tonic drink that contained caffeine, taurine, sugar and B vitamins, and was marketed as a cure for hangovers, fatigue and jet lag. It was especially popular among truck drivers, farmers and blue-collar workers who needed an energy boost.
In 1984, Chaleo met Dietrich Mateschitz, an Austrian businessman who was working for a toothpaste company in Thailand. Mateschitz tried Krating Daeng and was impressed by its effects. He saw the potential of introducing the drink to the Western market and convinced Chaleo to form a partnership with him. They founded Red Bull GmbH in Austria and modified the formula of Krating Daeng to make it more carbonated and less sweet. They also designed a distinctive silver-blue can with a red bull logo and a catchy slogan: “Red Bull gives you wings”.
The first can of Red Bull was sold in Austria in 1987, and soon it spread to other European countries. Red Bull entered the US market in 1996 and became an instant hit among young people who enjoyed its taste and energy boost. Red Bull also sponsored various extreme sports events and stunts, such as cliff diving, air racing, crashed ice and space diving, to create a “brand myth” and appeal to its adventurous target audience.
Today, Red Bull sells more than 7.5 billion cans of energy drink per year in over 170 countries. It also owns several sports teams, such as Formula One racing team Red Bull Racing, soccer clubs RB Leipzig and New York Red Bulls, and ice hockey team EC Red Bull Salzburg. It also has a music label called Red Bull Records and a media company called Red Bull Media House.
The success of Red Bull has made its founders extremely wealthy. Chaleo Yoovidhya died in 2012 at the age of 88, leaving behind an estimated fortune of $5 billion. He was the third richest person in Thailand at the time of his death. His family still owns 49% of Red Bull GmbH, while Mateschitz owns another 49%. The remaining 2% is owned by Chaleo’s eldest son, Chalerm. Mateschitz is currently the richest person in Austria and one of the richest people in the world, with a net worth of $27.5 billion.
The family behind Red Bull energy drink is one of the most secretive and influential families in the world. They have managed to turn a simple Thai drink into a global phenomenon that has changed the way people consume energy drinks. They have also used their wealth and power to support various causes and projects that reflect their passion for sports, music and media.
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