After essentially creating the market for energy drinks with the invention of Red Bull in 1987, Mateschitz and cofounder Thai businessman Chaleo Yoovidhya came up with unique ways to promote the brand, like buying a Formula One racing team and partnering with Austrian skydiver Felix Baumgartner to do a 120,000-foot jump in 2012. According to Forbes, more than six billion cans of Red Bull were sold in 2016.
The reclusive 72-year-old is rarely seen in the spotlight, but in a candid interview with Austrian paper “Kleine Zeitung” last month, Mateschitz shared his opinion of President Trump and criticised the Austrian government for allowing an influx of refugees into the country. He defended the American president, saying, “I don’t think he’s as much of an idiot as he’s portrayed to be.”
Mateschitz also revealed his plan to launch a German-language news site called “Nä her an die Wahrheit,” which translates to “Closer to the Truth.” An article in the German newspaper Handelsblatt compared the venture to Breitbart.
Below, take a look at how Mateschitz has grown Red Bull into a leading international brand that stretches across platforms.