The Red Bull Story: The Unbelievable Success of Dietrich Mateschitz and His Energy Drink Empire

by Wolfgang Fürweger, Anthony Michalski (Translator), Justin FitzPatrick (Introduction)

Overview

The Untold Story of the Quiet Genius Who Built the Brand That Changed Global Business

Red Bull is more than a drink. It's a symbol. A movement. A myth made real through vision, patience, and relentless execution.
And behind it all stood one man: Dietrich Mateschitz—the Austrian marketing mastermind who turned a quirky Asian tonic into a $25+ billion global empire without ever chasing the spotlight.

Now, for the first time, English-speaking readers can finally access the definitive account of how Red Bull was built—written by Austrian journalist Wolfgang Fürweger, and originally published in Mateschitz's home country.

This long-awaited translation of the bestselling German book Die Red Bull Story brings the story full circle, with updated insights, international context, and rare behind-the-scenes detail.

�� Inside This Highly Anticipated Book:

• How a jet-lagged executive on a layover in Hong Kong discovered a strange Thai drink—and saw something no one else did
• The marketing revolution that bypassed traditional advertising—and built a myth through stunts, sports, and storytelling
• Red Bull Racing, global sports ownership, and the formation of an empire with no blueprint
• How Mateschitz quietly became one of the world's richest men—while staying almost entirely out of public view
• The inside story of Felix Baumgartner's legendary 2012 Stratos jump—and how Red Bull turned science into spectacle
• The business principles that powered Red Bull's expansion into media, culture, and elite global positioning
• What the future of Red Bull looks like—without its founder at the helm

�� Why This Book Matters

This isn't a corporate puff piece or fanfare-filled memoir. It's a journalistically sharp, meticulously researched profile of one of the greatest brand-builders of the modern era—written close to the source, with rare access and remarkable clarity.

Whether you're a startup founder, a marketer, a strategist, a Red Bull fan, or a business student, this book delivers what few ever have: a clear look at how an empire was truly built—one decision, one insight, and one refusal to follow the crowd at a time.

�� About the Author

Wolfgang Fürweger is an award-winning Austrian journalist and bestselling nonfiction author. Known for his deep reporting on Europe's most powerful companies and political dynasties, his works have been translated into multiple languages and featured across major media. He lives in Salzburg and serves as a political editor at the Salzburger Kronen Zeitung. This is his first work to appear in English.

⚡ Bold. Clear. Insightful. Unmatched.

This is The Red Bull Story. And this is how legends are built.

Product Details

BN ID:	2940184375847
Publisher:	Kallisti Publishing Inc.
Publication date:	05/22/2025
Sold by:	Barnes & Noble
Format:	eBook
File size:	661 KB

About the Author

Wolfgang Fürweger is an accomplished Austrian journalist and bestselling author known for his sharp investigative reporting and engaging nonfiction books. Born in Wels in 1971, Fürweger studied political science, journalism, and Russian in Salzburg, where he launched his career in media. His transition to author began in 2004, and he quickly made a name for himself with a series of books exploring Austria’s leading companies, entrepreneurial dynasties, and political power players.

His books have been translated into several languages and are widely respected for their depth, accuracy, and readability. He is frequently featured in television documentaries as an expert commentator. In 2016, his book Verbrannte Kindheit(“Burned Childhood”)—his first foray into historical nonfiction—was honored as Austria’s Science Book of the Year in the humanities and social sciences category.

Fürweger has held prominent editorial positions in Austrian journalism, including serving as local editor for the Österreich daily newspaper, head of all regional editorial offices in Vienna, and co-founder and editor-in-chief of the national TV station oe24.tv. Since 2018, he has worked as a political editor for the Salzburger Kronen Zeitung.

Outside of his professional life, Fürweger is a proud father of three daughters and serves as a reserve officer in the Austrian Armed Forces. His latest work, The Red Bull Story, showcases his signature style of deep research, fast-paced narrative, and an eye for the forces that shape modern business empires.