Red Bull Founder: A Poor Duck Farmer Turned Multi-Billionaire
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- Опубліковано 8 гру 2021
- Red Bull founder, Red Bull Story
When #RedBull first hit the market, there was nothing like it. The energy drink market was non-existent, and most were convinced the caffeine-filled concoction was doomed to fail. Fast-forward to today, however, and Red Bull is one of the world’s most recognisable brands! It is distributed in more than 170 countries and about 7.9 billion cans are sold every year! (That’s more than one can for each person on the planet!) And to think that it all began with a poor duck farmer who originally targeted his drink at Thailand’s working class...
The caffeine-filled concoction is beloved by drowsy office workers and exam-cramming college students. But did you know it was originally targeted at Thailand's working class? Or that it was invented by a man who was once a poor duck farmer?
When Red Bull first hit the market, there was nothing like it. The energy drink market was non-existent, and most were convinced Red Bull was doomed to fail.
But its founders had a different idea. They had faith in their innovative concept, and by following their gut, they turned a niche market into a billion-dollar global industry!
Are you ready to uncover Red Bull’s unusual history and learn some interesting business lessons along the way? Then make sure to watch this video!
Sources
#ChaleoYoovidhya
content.time.com/time/world/ar...
www.washingtonpost.com/local/...
#DietrichMateschitz
www.forbes.com/profile/dietri...
#RedBull
History
www.historyofbranding.com/red...
General
• How Red Bull Became th...
• How a Duck Farmer Made...
www.theguardian.com/business/...
www.marmind.com/blog/red-bull...
digital.hbs.edu/platform-rcto...
www.bbc.com/news/newsbeat-295...
www.business2community.com/ma...
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@Hart Thim you're right it's obvious a lot of people remain poor due to ignorance
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The story of Red Bull's success is a testament to its extreme and unorthodox marketing strategies. From sponsoring daring events and extreme sports to creating a brand associated with energy and power, Red Bull has managed to capture the attention of consumers worldwide. Despite initial challenges and negative feedback, the company persisted and focused on building a brand experience rather than just selling a product. This approach, along with strategic partnerships and investments in marketing, has helped Red Bull become one of the biggest disruptors in the beverage industry and a highly successful global empire.
On a CRAZY hot summer day in 2010 here in France I was stuck in the tax office for hours with nothing to drink, and I couldn't go and find one as I would lose my place in the queue.
Then, as if by magic a new Mini Cooper with a giant can of Red Bull on the roof pulled up outside.
Two women in bikinis got out, put on ruck-sacks and walked into the the tax office, the brunette removed her back-pack reached in and asked if I wanted a free Red Bull.
That was my first Red Bull.... I wish I could say "and today is our 10th wedding anniversary" but alas...she left as quickly as she came.
Best wishes from an Englishman making armour in a French forest... Who now has a fridge full of Red Bull. 🌞⚒️🇬🇧
Fucen awesome
They seem to always leave quickly after they come. 😬 Amirite?!? 😆
I live in South East Asia and i've tried both the Asian and European variants of the drink. The Asian variant (comes in red and gold colour) tastes slightly medicinal and the European variant (blue and silver) tastes more like a carbonated drink. I prefer the European variant which i find more refreshing and has a slight tang to it. The Asian variant is much cheaper though, considering the fact that it is manufactured near-by.
Packaging and selling water is the best idea ever
Especially when you substitute it with even cheaper stuff!
Which would you rather have?
A Water Well
An Oil Well
16 oz Bottled Water = $1 128oz = 1 gallon 8 bottles per gallon = $8 a gallon *No refining costs*
Oil = 91.89 per 55 gal = $1.67 per gallon... Now has to be refined and distilled
$8 per gallon for water vs $1.67 per gallon oil
*And water is less messier*
I disagree, it’s the most disgusting con that has ever been played on a generation
But it simply shows how stupid people are, spending money on something that you can just get out of a tap without polluting the world with more plastic
Nestle did that
The notion of focusing on extreme sports was a stroke of genius.
The two founders are equally impressive. A duck farmer starting it in Asia is something.
I think even more inspiring is the Austrian salesman seeing an opportunity and convincing the founder to let him run with it and then succeeding. It shows that anything can be accomplished if you put your heart and soul into it.
you left out being jewish
@@storiesreadaloud5635 Lmao Mateschitz was the least Jewish person in Austria who ever lived.
You're not successful, your brain tries to rationalize it. So you try to invent imaginary Jews that justify your miserable existence.
He was a salesman so it had to expand. The good thing here, Dietrich didn't behave like Elon musk or Steve Jobs
@@storiesreadaloud5635Hate or love one gotta admit jews are really smart and we need people like them on earth.
I didn't know that the founder was an
Asian ..... outstanding !! 👍
Been drinking redbull before it was redbull. My parents drank the thai version ever since i can remember. I used to sneak sips of it when i was a kid. Remember i loved that flavor growing up. Now as an adult redbull is the only energy i drink.
Advice for anyone who enjoys the redbull flavor, go try the thai version. It is less carbonated and sweeter.
In the small glass bottles?
@@sproutibrown5413 yes
It's much tastier. 👍
If you are westerner you better stick with Redbull , Thai version is way too sweet.
Thank you so much for these videos.
The duos overall grit to bring the product to a global market was a major part, but marketing the original concoction to blue collar workers was genius. Great story!
How does one go from driving a bus to opening a pharmaceutical company without any formal education. There is a massive gap in this narration
Thought same here?????
Exactly!!
Yeah a duck farmer with no education to pharmaceutical company ,i think i mite become a brain surgeon tomorrow.
Meth distribution to factory workers
Educated work for the uneducated
The Late Dietrich & The Late Chaleo didn't just give us Wiiings... They also gave us a motivation to realise a dream irrespective of the odds against it 🏆
Thank you Thailand 🇹🇭 & Thank you Austria 🇦🇹 🥇👏🏻 🏆 🤲🏼
Ah yes, intuition, once again the great unsung hero behind another global brand (great short documentary, thanks for putting it together 👍)
Great story thanks for sharing
Drinking too much energy drinks can cause strokes in younger people as well. Very unhealthy.
duly noted
That's partly because of tha caffeine, which is what makes up most these scam energy drinks. Caffeine doesn't give you energy so I should start my own law suit against them.
I had a friend get 4F’ed from military enlistment due to having a heart issue from drinking too much energy drinks.
It’s actually two separate companies - the original Krating Daeng is it’s own company and then they set up separate company red bull which Yoovidhya family own majority stake but agreed Dietrich Mateschitz would run the company
At the beginning of this video, I was wondering how Red Bull was an Austrian company. Now I know. Very interesting and informative video.
There 2 redbull
Great video. I loved the marketing strategy of selling a lifestyle.
The most exciting thing is its origins are in Thailand 👏🏽👏🏽✊🏾✊🏾...then entrepreneurs come from all walks of life and the take away...sell a feeling not a product.. Excellent video..and love the content..Keep it coming💕✌️✌️
you understand how powerful money is, right?
I love motivating success stories. It is amazing how a poor duck farmer becomes a bus driver and then he has it enough and goes and opens a drug factory…
This all happened in the 60's...not much of regulation back then.
Try to open one nowadays.... khkhkhhahaha 😂
Really fascinating Business lessons.
I always thought Redbull was a Western Product, never knew it had its origins in Asia, thanks for adding to my knowledge.
Also really disappointed to know the low amount of views this video has garnered.
I want to do something to help you with this.
😂
In Thailand Red Bull still sold as syrup and it is so much better. Very cheap also
rilly cheep
My friend from laos told me years ago it was from Thailand. He said it was way better than the American stuff I am pretty sure it has ephedrine in the original recipe.
@@K2mtp what's ephedrine?
Awesome video!
Fantastic Channel.
All the best in the years to come!
You don’t think it is bullshit that he uses Mark Webbers picture and says it is Benjamin Careathers? Fucking horseshit if you ask me.
Quite interesting. One pattern that the world continues showing us is that GREAT THINGS/PEOPLE/EVENTS/PHENOMENON HAVE VERY HUMBLE BEGINNINGS.
From uneducated duck farmer to pharmaceutical exec? That's a big leap and no explanation of how he became the owner of his own pharmaceutical company.
Isn’t that the real story here, how he did that?
Exactly what I was thinking !!!
Its thailand. They do things differently than the us
there are many more things you can find out with some searching...trust it is dark!!
@@yoursubconscious any links to show this ?
😊
Thanks
Dhanywad
OM
Nice .. thanks for.the story
Sell a feeling not a product.
I'll see
Nailed it!!
yes dear
just like Coca Cola
R.I.P Dietrich Mateschitz
And Chaleo Joint Founder RIP to both
This chanel is really deserve more subscribers
I got introduced to Red Bull through Wipeout 2097 (Wipeout XL) game, and it was so cool finding it in stores in Sweden in 1997.
I first hated and still hate the Red Bull Gives You Wings cartoon ads because Red Bull is so much cooler than that, but the ads have obviouly worked perfectly since they haven’t changed much
Wow never knew this. Thanks.
I actually first read this as "Red Bull Founder: A Poor Drunk Farmer Turned Multi-Billionaire"
Energy drinks have also been very lucrative for dentists and businesses that manufacture dentures.
Wow, this is incredible. I had forgotten the Asian man who created the drink before it went global.
I know about Dietrich Mateschitz, he's also a co-owner of the KTM motorcycle brand. The second principle behind the KTM brand is another Austrian, 2x 250cc World Motocross Champion, Heinz Kinigadner.
The KTM motorcycle company was founded by Hans K.ronereif and Eric T.runkenpolz in the little town of M.attighofen, Austria. K.T.M.
During the 80s, Heinz became the first Austrian to win a World MOTOCROSS championship and doing it on an Austrian brand made him a national hero.
As the Japanese factories dumped millions of dollars into the sport, the smaller KTM factory couldn't compete and ended up in receivership, precursor to bankruptcy.
Enter Mr. Mateschitz, who I'm sure was well aware of who Heinz Kinigadner was. They pooled their resources and today are both co-owners of arguably the best off road and dirt bike brand. KTM is the brand the almost every ex-factory rider buys when it's THEIR money being spent on the bike.
The US National and World Grand Prix teams are known as the Red Bull KTM Teams. You can see the number one plate on Ryan Dungey's championship winning 450SXF my profile.
So, that's my story and I'm sticking with it. Yes, I own and ride a KTM dirt bike.
That alone tells you more than a magazine test can reveal. Quality is Mercedes-like, you can't kill it and they don't wear out as quick as the other brands.
Branding in something I'm learning and this video is invaluable wisdom. Thx fur making and sharing it.
This is my little start up, the TDS Academy, (Tactical Driver Safety)
facebook.com/The-TDS-Academy-111488114929434/
@Momo Shorts typos, read again
@Momo Shorts haha, when I catch them after the fact I edit them. You're not seeing things .. Lol.
@Momo Shorts what's your Red Bull story...?
remember those little glass bottle RedBull was the best on ice, love them over the new receipt and also cheap , 10little bottle for 9$
I love Red Bull it's my favorite energy drink it doesn't make me feel shaky like Monster and it taste way better than any other energy drink their variety of flavors is great ❤️❤️❤️
You have a problem if you’re familiar enough with all of them to cast such an opinion. This stuff is total shit
Cool story 😊
It's the most unhealthy drink, you should be drinking water instead. Thank me later
@@ttcwtc3165 correct. Sort your life out of you need energy drinks.
Usually means bad sleep, bad diet and a number of poor habits.
I used to be that guy with coffee. Gave it up, my sleep instantly improved and then didn’t need coffee the next day
Aspergers love it!
Great thank you
Great documentary should have more views
Shitty documentary. Uses Mark Webbers picture and says it is Benjamin Careathers. Benjamin Careathers is a lawyer not a Red Bull sponsored driver in F1.
Could have used some pronunciation assistance. Phichit- Pee Chit.
dono how accurate this is. i was buying the square glass bottle in late 90s to early pre 2005.
You forgot to mention that Red Bull doesn't make the drink they sell. It's been outsourced to a independent bottler. I didn't know that it came from Thailand. Thank you.
Thailand red bull comes in glass elixir bottle
rauch company ...
It comes from Rauch that is also an Austrian Drinks company
Funny thing is that since Red Bull came in different variants of taste, the so called summer and winter editions, that they really took off big time, at least in the European countries that i know. A massive winning team indeed....
When I was in Austria a few years ago they sold cold glass bottles of Red Bull. About the size of a beer bottle, with a metal cap. Never saw another since. I like the drink and feel no ill effect at all. I try not to drink more than 3 a day (small ones) because people say it is bad for you. So far so good. I am 64. Older guys need a little energy and coffee is boring.
I'm living in austria and i know that these bottles are only selled in my home country because the production cappacity of the bottler company is not that big
@Lucas
It was in Christmas market in Vienna.
We get the bottles and cans here in New Zealand.
Jeeez 3 per day? Good luck! 👍
@@Shadow__133 Yea, that's probably addiction. Definitely not normal, even for an older guy.
I have a glass bottle of Karating Daeng. I smiled when you mentioned it was made by TC Pharmacutecals as on the bottom it does infact say TC Pharmectutecals. My first energy drink was Red Bull and I have always loved it. But a week ago I tried Krating Daeng without knowing what it was. I just saw the logo and bought it assuming it was a cheap knock off. Boy was I wrong. It is like the ultimate refinement of redbull. Its the epitome of energy drinks. Krating Daeng is 100x better than normal Redbull. The taste is godlike.
Tow man, tow winner - so great!
Very nice project ❤❤
That must be a Monster production.
I think my first time trying Red Bull was actually In Thailand around the year 2002. They still had it is glass bottles and. It carbonated. I was confused to see the Western version and wasn’t sure if it was the same company. I think they still sell the original version in Thailand.
I always love redbull ♥️
Respect!
For กระทิงแดง(kra-ting-daeng) pronouncing. It’s not kra-ting-de-ang. But kra-ting-daeng
I'm happy that the Original Owner had the chance to enjoy some of his wealth.
He had some fun later in life and he got the chance to divide his shares with family members, leaving them a piece of his dedication and love and respect for them .
The little 2% to his Son ...... WOW !
That's still a Large Fortune from a Global Gigantic company like " Red Bull " .
Much respect to the Duck Farmer .... Never judge a quiet humble man , You never know what he's got going on in that little head of his !
Rest in Peace ❤️🙏🏾✌🏾
Delicious stuff
I love that logo of Red Bull ❤
EXCELLENT 🙂😎👍
Neat video
thanks for telling me to follow my gut feeling! i will listen to my guy feeling and get on my computer doing absolutely nothing useful for my life 👍🏻
It amazing how multi-billion investors (with all the in-house analysts) um!? and ah!?, when a new product comes along. But all want a piece of the cake, when it 'rears' its branded head with the 'one individual' took the chance.
Red Bull was sold 1986 in Austria in .2 Liter Glass Bottles with some Aluminum Foil on it
As a Thai I love red bull original one(small bottle) only in Thailand. The other bottles are not delicious as the old one.
First time drinking a red bull was in my early teens, my uncle said "try this" i looked at the can and thought it was beer lol. I remember the chilled can having a lot of condensation, I remember catching a wiff I thought to myself uncle is leading me astray peer pressuring me to drink alcohol, took a sip of the drink and it was sour, never tasted anything like it before. It taste like sour candy- like sour green apple I said, yeah, well he said "don't let me see you drinking this stuff- it's for adults.
In the early 2000s I remember jugs of red bull and vodka in a London pub with my girlfriend then, and another couple. Then I continued this for about 6 months after I stupidly dumped her. Vodka red bull. Lager. Alternating. Then one night about 4AM I woke up, and it was like I had enough energy to power the entire UK National Grid. Haven’t touched it since 😂
Lucky them they didn’t have unjust rules and regulations preventing them from making sales..
One thing that has surprised me is that Red Bull is from Thailand.Never expected it.
I have known for many years research
@@valentineisraelshabangu4069 I remember drinking aka tasting the original recipe in the the late 70s in Asia. Now drinking the global version with Russian vodka.
I've herd of dietrich for years, this was literally the first time I've herd of the Thai origins. I though it was actually invented in Austria. Feels a little messed up, the Thai history has effectively been erased.
Not anymore. Credit where credits due. 👊☘️
Heard
White guy got 13 billion yellow guy only 5 billion. Hehehe
Nope, not erased, just taken it's pepper place as founding father. We can't give MS Dos the great accolades, it was the beginning. Trust we have Windows 11, Dos can't even compete or compare. The evolution of something is important, but it's not the full story. Where is the beginning today...far away from the humble roots.
I frickin love Red Bull and I really like that something as simple as a drink has pushed itself into many extreme sports that i like. They keep making great moves, i cant imagine this company ever failing unless certain ingredients get massive bans.
You do know it's crap right?
Yup, it’s the only energy drink I like . I drink the sugar free one .
the original had bull semen in it for its performance enhancing quality .
@@codysmith605 Yummy! FULL of bovine goodness!
RedBull surely gives you wings
Red Bull and Red Label, that's how I rolled. 🥃
So pleased to say I have hardly ever drunk this drink and as time progressed we all learned how bad these drinks are for your general health.
🤔🤔
In large quantities ANYTHING is dangerous, even simple water!
Moderation is key.
How so? Is it not dangerous to be sleepy and tired while doing important things?
@@Scott-jf1nh you sound like a sharp bright intelligent fellow, I am sure you know how to use google to find out it’s pretty basic 101 knowledge.
It's just a can of sugar
In Thailand Red bull is in medium populary level , I prefer to drink M150 , when you see Thai boxer on ring , they usually wear a yellow trunk that printed M150 name
Nothing ia better then red bull
damn that brand is just 3yrs younger than me. thought it was created late 90's or something
YOUR "KRATING DEANG" PERNOUCIATIONS KILLED ME 💀💀💀
JUST SAY "KRATING DANG" NOT "DEANG" 💀💀💀
Seriously, red bull tastes damn good. I'm addictive to it..
All my friends at work in Dublin ,Ireland. addicted to Red Bull, I don’t drink it ever even though I’m from Thailand 🤣🤣
There is a lot missing in this 'documentary' - like how RedBull was mostly illegal in the first years, many countries in Europa would not allow it to be sold. So there was quiet an underground market to 'smuggle' it out of Austria into the surrounding countries. Therefore the price was very high - I remember paying between 5-10 USD a regular can. In those years the ingredients where much more potent, one can would give me good jitters - where todays version is 'lame' in comparison.
Then I presume they adapted the formulation, so it would pass regulation - and with time it became available at much lower prices legally.
Someone else commented it contained ephedra or actual ephedrine in it. That would definitely dial it up a notch.
@@wib6044 I doubt that, the ingredients at least from the 'Western World' RedBull are pretty well published and I am pretty sure monitored by food and drug organisations. Cant speak for the asian variant, which I still see in shops every once in a while - also the LipoVitan D or what ever its called
When Red Bul gained popularity. I imagine the people running Jolt Cola saw they missed the boat.
My gut feeling said that button-up shoes was the way to go.
I love the original one, the non carbonated one...
I bet they're great people to work for
Red Bull
Sugar and artificial sweeteners contribute to the high calorie and carbohydrate content of the drink, which can lead to weight gain and metabolic issues. Additionally, the various stimulants such as taurine and guarana can have potential negative effects on the cardiovascular and nervous systems.
Red Bull has 27 grams of added sugar from glucose and sucrose. These added sugars are one of the concerns when it comes to whether Red Bull is bad for your health. Taurine is another ingredient in Red Bull. Taurine is an amino acid that occurs naturally in foods with protein, such as meat or fish.
Apart from the brain, Red Bull can also have effects on other organs to some extent:
Heart: The caffeine in Red Bull can increase heart rate and blood pressure temporarily. ...
Liver: Energy drinks like Red Bull can put stress on the liver due to their high sugar content.
Some countries have banned or restricted the sale of Red Bull due to health and safety reasons, particularly related to the potential risks of consuming high levels of caffeine, especially for children and adolescents.
Excess intake of energy drinks has been linked to heart attacks and sudden death in rare cases. More research is needed, but certain populations should avoid Red Bull entirely.1
I am a bit dubious as to how unhealthy Red Bull might be, but I'm impressed with the success story ! 💥
The owner drunk 12 thins a day and just daith of cancer, so howe smart is this.
The can SAYS one per day, it's bad when people drink it like water. 3,, 4 cans a day your doing damage.
Single small bottle of Red Bull and you won’t sleep for a few day
Welcome to Thailand.
R.I.P Dietrich Mateschitz.
We need the story of how he change from a farmer to pharmaceutical with no money doesn't make sense
Who did the animation? His style was popular from the 70's on. That kinda "moving" sketch lines kinda thing, with cute characters.
The salesmanship of adding sizzle to an unremarkable product. Getting people to accept the corporate point of view at the expense of the individual...
0.07 .....unless you're Mark Webber😂😂
I dont get sick alot, but if I get a sore throat I sip on the ORIGINAL RB , the irritating sore throat is instantly much better, raspy voice smoothens , and shortly afterwards the sore throat is gone. Works 100%..
Thath chemical ith is.
I’ll like to try the original Red Bull
So many things with redbull I found good and bad but thats with any brand/products. I love the redbull story tho and this video did well pointing out things many others dont. I still wish someone would do more on the psychology with the branding/marketing.
For what I see past few years and now redbull is losing traction/growth, have monster, Bang, celsius, C4, just to name a few that are doing a lot of new ways of marketing red bull is not doing or willing to shift into. So I see red bull is not pivoting as they use to back when they came to the USA. Not saying they are not selling its more of they are losing market share and took them years to make flavors when others did as well as new areas like what celsius and C4 did with new things not just flavors. Then 5hr took market share but more customers shifted back just now they have more options than just red bull.
As for the marketing I remember Dietrich Mateschitz saying to very few interviews when asked about going public he would say no investor would understand our marketing, even years later when he proven it works he still says they would not understand it even with it working. For the most part it's true but some investors are understanding it but still many dont even people at say Coke or Pepsi. I asked people at Pepsi about the space jump red bull did and pointed out they spent around 30 million and added an estimated 7 billion extra after that jump with no can ever shown in the video of the jump only logos. People at pepsi say the board would not let a project like that happen even its proven to work. I bring up well you spend more than that and get next to no return so what sense does that make, most the marketing people agree with me but its the board that messes that up just like Dietrich Mateschitz was saying people don't understand it. So many things most are missing out on and just dont see it even the ones that first find things like red bull did they are not shifting. Even stoped things that worked early on for some reason.
I need red bull for my work restaurant cuz my boss says i was too tire and slow and now energy gives 6 hrs until i get sleepy after work and went to be bed
Sell a feeling not a product reminds me of Sell the Sizzle not the Steak.
RIP to Austrian owner who died today.
“$13.4 billion dollar net worth…not bad”💀
the thai redbull cans are the best taste to me, love that sweet syrup taste
They forgot to mention the part where they put bile in
Monster started as a penny stock- one of the few penny stocks to go real stock
I wouldn't drink this if I was paid too.Water is KING
how abot for one million pesos??
@@joedirt3449 Lol maybe a can or two😁👍
Water has too many parasites and chemicals, it will kill you.
@@Shadow__133 Good point.Pure water for example has an amazing affect on the body.
@@JTK639 Pure water will definitely kill you. Especially heavy water.
Amazing how clever marketing can make something so vile tasting into a popular drink worldwide
Brainwashing is the word. Its like McDonalds, so unhealthy but everyone loves it.
I remember a marketing guy saying the worse something taste, the greater placebo effect it has on perceived affect.
Before Redbull there was Lipovitan.