Dietrich Mateschitz He was a marketing genius, whose story revolved around the silhouette of a red buffalo with qualities that would make anyone drink from one of his cans, based on the empire he created. Red Bull’s most visible face and partner (who owns 49% of the company) died this Saturday at the age of 78, after not surviving long-standing cancer. In this way, the energy giant loses its main impulse. Announced by the newsto the Formula 1 team From the company competing in this weekend’s United States Grand Prix, two weeks after Max Verstappen celebrated his sixth world crown for the team. Unlike in other societies where decisions are made much more collectively, the impact of Mateschitz’s aggressive policy of expanding the brand image has always been overwhelming; leaves.

Born in Styria in May 1944 during World War II, the Austrian was the son of several primary school teachers. He graduated in marketing from the University of Business and Economics in 1972 before moving to Unilever and Blendax, a cosmetics subsidiary of Procter & Gamble. On a trip to Bangkok in 1984, jet lag hit him hard. To combat this, Mateschitz was offered Krating Daeng, a blend of a local apothecary named Chaleo Yoovidhya, with invigorating effects and a very specific flavor unlike anything he had tried before. Its effect on him was such that it caused him to associate with Yoovidhya. In 1987 the two founded Red Bull. [búfalo rojo, que es la traducción al inglés de Krating Daeng] and launched an ambitious expansion based on two pillars: the flavor and characteristics of Yoovidhya’s product, minor changes to adapt it to Western palates, and the foundations of Mateschitz’s marketing philosophy. Since its landing in Europe via Austria and then spreading to the rest of the world, Red Bull has become one of the most emblematic symbols of modern globalization and an example of communication studied at most universities.

Driven by the idea of ​​creating its own story rather than investing in the most traditional advertising formulas and always promoting the craziest acts associated with extremes, the brand’s footprint has grown exponentially across the sports spectrum over the past three decades. One of the main branches of power is the Formula 1 division, a bicephalic division created by Red Bull and Alpha Tauri, where the latter was designed on paper as a pilot nursery for the former. The acquisition of Jaguar in 2004 was the starting point on which three pillars worked: ex-driver Christian Horner as executive director of the new Red Bull, Adrian Newey as head of technical area, and Helmutt Marko, a former racer, as main sports. Mateschitz’s advisor. Together they promoted the Red Bull Junior Team and acquired a second formation called Minardi (2005) for the kids to gain experience. Built on the foundations of Jaguar with millions, one of the main forces of modern F1, this impression is confirmed by the impressive service record of Sebastian Vettel, four-time world champion between 2010 and 2013, and by Verstappen himself, just 15 days ago, he was declared a two-time champion in the previous Grand Prix (Japan).

“Mateschitz was such an inspiring person. He’s vision and his passion is why we’re here and why we have two structures,” said Horner from Texas this Saturday. “It is important to recognize all that he has contributed not only to the world of sports, but far beyond that,” the leader said. said.

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