Why Red Bull Isn't A Drink Company

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In this business documentary on the story of Red Bull, we’ll cover: 1. The rapid rise of red bull - how Red Bull grew their company into a business empire that’s so profitable (both co-founders became billionaires, despite the simplicity of red bull’s products). 2. The marketing genius of Red Bull (why Red Bull’s unique and invisible marketing helped them gain so much market share, and some examples of Red Bull’s expensive and unorthodox marketing strategies). 3. Red Bull controversies - why red bull was banned, and why red bull boycotts have been threatened. 4. Business lessons & marketing strategies For growing your own company, and making more sales & more money.
How did this simple energy drink become not only one of the biggest disruptors in the beverage industry but also one of the best-marketed products ever? By the end of 2022, the Global Energy Drink industry will be worth around $90 billion dollars, and sitting on top of the caffeinated throne is Red Bull, who in 2021 alone sold more than 9.8 billion cans across 172 countries. And yet despite this, Red Bull began from the most unlikely and humble of beginnings… Chaleo Yoovidhya was born in rural Thailand, and his parents were duck farmers who also sold fruit. They had very little money, and couldn’t afford to give their children a formal education. Thus Chaleo grew up working on a farm, with very little prospects.
The Untold Truth of Red Bull (It's NOT a drinks company)
Why Red Bull Don't Sell Energy Drinks
Why Red Bull Doesn't Sell Energy Drinks Any More
Red Bull’s Secret to Success (It Has Nothing to Do With Energy Drinks)
How a Duck Farmer & Marketing Genius Built an Energy Drink Empire
The Weird Secret To Red Bull's Success
Why Red Bull Isn't Really a Drinks Company
00:00 Prologue
01:28 The Son of a Duck Farmer (Part 1)
04:29 The Marketing Wizard (Part 2)
07:29 Thanks To The Daily Upside
08:30 The Rapid Rise of Red Bull (Part 3)
14:51 Red Bull Controversy (Part 4)
17:38 Lessons For Building Your Empire (Part 5)
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[@MagnatesMedia]

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[@XGossip]

Im always thrilled watching this channel

[@KethavDoesStuff]

You are amazing, keep up the good work! ❤

[@splishsplash2031]

YOU are the legend.

[@urekmazino8799]

😢

[@summernutria2988]

Try make a video about prime since it is getting so popular

[@ayrtonsendit2261]

Dietrich Mateschitz is no longer the richest person in Austria, he unfortunately passed away on the 22nd of October this year, Red Bull no longer has their original founders, and it will be interesting to see how the company will progress after this.

[@summernutria2988]

Not only that they lost the team owner and founder of the f1 team

[@ayrtonsendit2261]

@@summernutria2988 Rightly so, for both Red Bull and Alpha Tauri.

[@emgodas]

Most likely they had given the company to some other people to run the company when they pass away, like some major companies do

[@summernutria2988]

Maybe they gave it to am family member

[@tacoflash71]

Christian Horner Could Help been Team Leader of RedBull Racing and he’s Determined to go beyond Even after the 4 Vettel Titles

[@VRWolfen]

15:50 I cracked up at the idea of some guy waking up the morning after he had a Redbull, upset and disappoited he didn't actually grow wings, and sued the company for false advertising lmao

[@javitotito]

And won

[@FF18Cloud]

Psh, sueing someone For metaphorically not dying, lol At least, that's how I used to imagine what those commercials meant

[@Tokru86]

Red Bull got so popular in German speaking countries because their advertising was actually unique and funny back in the 90s and early 2000s. Practically everyone today knows their slogan "Redbull verleiht Flügel" (Redbull gives you wings) because their ads had a unique cartoony artstyle and maintained it to this day. Those ads set them very clearly apart from every other standard ad you would see on TV back then.

[@Remake5182]

I seen there cartons too, but in english

[@Madeleine_des_Esseintes]

But by now, Red Bull is absolutely despised by German football fans (aka the majority of the population), because they bought their way into the Bundesliga and broke basically every (written and unwritten) rule there is in German football.

[@aldobonaso3481]

I always hated those stupid ads. Maybe the German ones were better, but the English ones were just so cringeworthy...

[@generaldissaray4109]

the world: germans have no sense of humor. germany: the red bull cartoon ads from the 90's were funny. the world: see, i told you so.

[@amsterdamG2G]

@@generaldissaray4109 🤣

[@Damemer]

Great video as usual, but it should've been mentioned that Dietrich Mateschitz has unfortunately passed away at 78 just last week, following a long battle with cancer. This video describes his legacy perfectly, may he rest in peace. ❤

[@vihaandumir1649]

I imagine the video was shot before his untimely demise.

[@TheDoomer666]

@@vihaandumir1649 still, they post this video online more than a week later, enough time for them to make a tiny clarification paragraph

[@citizengkar7824]

Maybe if he hadn't drunk so much, of the product, he might not have contracted cancer: just saying.

[@emeliealegonero4043]

Too bad at least he has live an exciting life

[@cringy8095]

Fortunately*

[@eljefedeguerra1343]

I was a factory worker. The molecular structure of Red Bull has infused itself with my dna. Thank you for this. It is fascinating.

[@Sam-bn7jk]

That's horrible for your long term health tho, sorry to hear that.

[@eljefedeguerra1343]

Hah ! Ty ty !!

[@7elep]

@@Sam-bn7jk its rlly good im drinking it rn

[@lorenzogiovannone5036]

@@7elep your comment will age like milk when you at the hospital getting blood transplant

[@Sam-bn7jk]

@@7elep lmao gl with that kid

[@UseAnAdblocker]

I used to work in a distribution warehouse which handled thousands of cans of Red Bull everyday. Inevitably some got damaged and they would end up in the staff room, available for free to anyone who wanted it. Oddly enough, most people would choose tap water over this stuff.

[@stevegraham2535]

I worked on an americas cup boat with a barrel of free red bull.Had one and never again.

[@MoniMeka]

I'm afraid of energy drinks. They have way too much caffein. I just do one cup of coffee some days.

[@judonor]

Energy drinks are so bad for the heart!!

[@Cecil_Augus]

Sh*t's pure poison, but the marketing does the trick of misleading.

[@Agent8ofthesquidbeaksplatoon]

@@judonor Energy drinks are bad and in theory black coffee is better then energy drinks where the line between coffee and energy drinks gets blurred is when you start adding creams and various sugars. Coffee can be better then energy drinks but you must be careful with what you put in it.

[@lonemountain3049]

good topic to cover bro, red bull had taken the world by storm, i always see 10y olds outside local marts drinking redbull and trying to act like crime bosses😂

[@SoapNo1]

Another crazy thing about Red Bull is that the drink is made by Rauch, another austrian beverage company, and costs less than 20 cents in production

[@KethavDoesStuff]

I swear that you are one of the most underrated creators. I hope that you grow your channel and become more well known! 😃

[@PhilChavanne]

Love this video, like everything you put out in your very unique style of storytelling. « BUT » is the rebound word in your stories, and most generally you associate it with a funny sentence or concept. Great job. I love to see your audience growing.

[@kloverwise7317]

I’m so glad your channel was in my feed today! I loved the video so much! The actual content was very informative and told me new information about the history and marketing of RedBull. I received my degree in advertising and I ended up not working or doing anything with it. However, I absolutely love the field and I am now a big fan of this channel. I am excited to keep watching and moving down your video playlist. I believe today will be me in bed and binge watching your channel! XOXO!!

[@spinyslasher6586]

In some parts of Asia outside Thailand, the original Krating Daeng is still sold. I actually prefer it over Red Bull, I find it more energizing.

[@lenny108]

This "Untold Truth" is actually like a cinema advertisement for the product.

[@girtisholland]

RedBull was a popular club drink in the Philly/NYC club scene in 1999/2000 era. An energy drink was unheard of for most people and it was awesome. Now we can’t escape them lol.

[@Redrice59]

I love the effort you put into your videos dude. So much research goes into these and they’re super interesting👌🏼

[@squidud]

Just found your channel yesterday. This is some of the most well edited content around with interesting topics and fantastic narration. You sir, are incredible.

[@jadeddragon4254]

My wife who is Asian introduced me to energy drinks from the local Asian food markets long before they took off. It wasn’t just Red Bull, there were plenty of other brands. But the fighting bulls stood out. Also they came in tiny glass bottles or very small cans.

[@tatsnneeps341]

How much did you pay for her?

[@HK-dw5rk]

M150 they is long time rival and beat Redbull in thailand

[@bigglilwayne7050]

You lucky fk'r!!!

[@hishamhilal8332]

This is the seventh video I have seen on the Red Bull story, and I'm not complaining. Of course you present in your unmatched style. I love everything about this brand. Their F1 team having 6 driver's championships and 5 constructor's championships in a field dominated by car manufacturers is simply legendary. On top of that they have a steak in pretty much everything.

[@Kakoslak]

When I first found your channel I couldn't stop watching everytime you upload, I watch as soon as possible, thanks for entertaining me

[@radoslavk.2229]

This is your second best video till far. Keep going, it helps me a lot with the tricks which the businesses have used. And the your empire part is veryyy good!

[@fischX]

The form factor of the can is overlooked - but it was a great choice, nobody else had the format of a more elegant, practical (and slightly more wasteful) at that time - now basically everyone has it even Coca Cola.

[@Bablojavan]

I hit LIKE before watching. That's how excellent this channel is with it's content. Well Done JOHN❤

[@homesteadgamer1257]

As always, your videos never fail to disappoint! Honestly great work. If schools still teach about history in any way and still assign essays or presentations, I hope some people are able to find this channel to get a good idea of how a presentation should look. You really do amazing research, MM! Kudos for all your hard work! Super interesting stuff!

[@Rahul_Ahlawat]

"You never fail to disappoint" is typically used derogatorily.

[@urielflores9927]

never fail to disappoint? really? that's like saying: you always disappoint

[@IntrocornerZz]

😂never fail to disappoint 😢

[@mishawilliams6894]

I guess this person doesn't really understand the phrase smh

[@homesteadgamer1257]

@@urielflores9927 NO, two negatives, even in language, cancel each other out. "Never fail to disappoint" has been used for CENTURIES. It literally means "You didn't disappoint," which exactly the same thing as when viewers comment like "I was not disappointed."

[@demorbe-official]

You videos never disappoint man. The quality is always great and I respect you for that. Only that you didn't mention anything about the tragic death of Dietrich one of the original founders of redbull but at least everything else was covered to it's fullest. Keep us informed and entertained as well

[@LiamHayne]

Great video as always! I can't help but love this company and their approach, I wish more companies were like this.

[@AngelWho99]

Im so glad I found your channel bro, keep it up I enjoy watching these doing the night shift

[@scottypimpin8426]

These videos are incredibly well put together i enjoy binge watching

[@beverlyhitchon4901]

How utterly fascinating. I never knew anything about red bull, but it is truly genius and I can see from my own point of view how right you are about not seeing red bull as a product! Another great video. Thanks. 💖

[@GoFastJames]

Good job on this video, pointing out few things other videos don't. One thing I don't see any one doing is going deeper into the psychology behind the marketing. Like the space jump I point out a lot, what made people go buy it and or more of redbull after. Most people don't know and or understand. You did point out good bit that others don't just like saying go little deeper. I thought about doing videos like this but seeing how good your videos are and few others at the moment not sure now is right time for me.

[@plastoerectus751]

the editing is awesome mate!

[@charleydring3543]

Thank you for this video! As I grew up in Thailand, and love to share this same story with people ❤

[@calebbritannia6283]

As a huge fan of both your channel and F1 thank you so much! This video was the collab I never knew I needed

[@alvinboss]

Can you make a documentary on BlackRock or Hushpuppi or Apple/Steve Jobs or Even Gautam Adani - the richest man in India. Would love to know more about these people

[@BusinessEpics.]

Red Bull's success can be attributed to its extreme and unorthodox marketing strategies. They have sponsored daring and adventurous events, created associations with high energy and power, and targeted specific demographics, such as college students and bartenders. The brand focused on building a strong image and a sense of experience rather than just selling a product. Despite initial taste test failures and competition in the energy drink market, Red Bull's marketing efforts and storytelling approach have propelled it to become one of the best-marketed products ever. Thats great.

[@abhishekyadav2041]

I'm sad to see this channel Doesn't get deservable likes views and subcribers ☹️, Appreciate your hard work dude

[@Arfarfarf-ic8of]

you deserve way more recognition for your extreme hard work!!!

[@luisrivas7201]

Bueno, muy buen trabajo amigo, además estoy suscrito a su canal porque también aprendo inglés y esto es genial. Gracias.

[@mirosgerg]

Happy to see new good content, keep it up men

[@vishnuuvs]

I really appreciate the time and effort you put into your videos. There is a lot of research that goes into these, and they are really interesting!!

[@Burg7.]

Actually wonderful high quality content.

[@WagonLife]

As a Cambodian growing up I was wondering why I was so hyper. My dad would drink the original red bull with his beer. He'd give me the rest (not with the beer) and man's was I off the walls lol

[@delespai5592]

Beer mixed with Red Bull? I'm listening...

[@hesh_walker7757]

3:52, it should be purnounced Muay Thai, and not May Thai. Very interesting story and amazing work!

[@JasonButterfield918]

Another great video. Very informative. 👍

[@fancyme.alter1311]

Another great video, thank you. I will comment that I have never even tasted a Red Bull, but I have enjoyed the marketing strategy. It is nice to know the whole story behind the product.

[@angieemm]

There's something about being drunk on Red Bull and liquor at 3am that's a special kind of hell. So, so tired, but wide awake. You suffer for your bad choices. I can't believe I ever drank that stuff together.

[@mentalasylumescapee6389]

Jägerbomb

[@ronskancke1489]

I can remember 15 years ago people would mix it with jagermiester. Man the would get happy stupid. And about 5 bucks a shot even back then.

[@chewycactus]

Fantastic video - I randomly got curious about the history of red bull and lo and behold, this video was here. Thank you 💛

[@vx8431]

The giving away of Red Bull still happened in Sweden in the early 2000s I remember a friend of mine had a very popular older brother who hosted LAN parties and all of them had free Red Bull given by the company was early once and remember so clearly when a Red Bull car showed up with three gorgeous girls who popped the trunk and we helped to unload around eight 24pack cases. Never thought about how it was smart marketing we all just associated Red Bull with a great late nights of gaming or partying.

[@elisabeth73]

I thought it was a Swedish brand.

[@luismercado5160]

Redbull just organized the biggest tournament of my fav game (Age of Empires), so the timing of this video is on point.

[@Os.1911]

You've really taken your videos to the next level. You deserve much more

[@aitokakami4004]

Thank u so much for making this vid. I was doing Red Bull as my marketing mix business class report/presentation. Helps so much

[@Lsandoval7]

You should make a video on Bang Energy drinks. They were everywhere outta no where and now they are barely on store shelves. I really liked their products and cosumed them very often. Really looked forward to every new flavor release. But it seems like Celsius has now taken over.

[@MrMarkOlson]

This video successfully illustrates how little substance many product are vs. their marketing.

[@LilGril10]

When I was 13 I took a sip of my brother's redbull, and I hated it back then. When I turned 18, my brother made me try redbull once again, and this time, I actually enjoyed it. Ever since that day I have always ordered a redbull over a Coke/Pepsi. A year later I got into formula 1 and redbull started winning more and more, until 2021 when max won the championship with redbull. Funny way to describe F1: Formula 1 is a car sport where some of the biggest car manufacturers try and build cars fast enough to beat an energy drinks company.

[@innoc3ntbystndr]

Red bull manufactures the chassis and other parts/tech of the car ( they have a factory in Milton Keynes) but the power unit ( engine ) is provided by Honda.

[@garybulwinkle82]

I've never tried Red Bull! I've always been a Coke/Pepsi guy. Maybe, since I in my sixties now, I just never needed the extra energy! That sugar, caffeine high never lasts long anyway!

[@ronskancke1489]

You completely overlook the additional cost. Outrageous.

[@TheDawnofVanlife]

@@garybulwinkle82 I don't really see Red Bull as an alternative to pop. It does taste terrible, yet I had one the other dad as a pick me up. While Pop has caffeine, it's more a casual drink. You drink red bull for the energy.

[@heathermorelock8764]

Kudos to them for the knowledgeable use of social experience

[@mohammedamir6779]

I admire this video but ftom where did you get all great information ❤

[@AsianFoodNerd]

🚀Red Bulls sell an experience, not a product. 🏎

[@Jdogfillip]

Wow, you are pumping out these high quality videos like it’s nothing.

[@AG-sd9lt]

I've been bingewatching your content @MagnatesMedia - as a marketer who is building a SaaS and wanting to bootstrap it, all of these videos are SUPER inspiraitonal AND educational!!! Thank you so much for putting so much effort into your videos, and for making them clear and understandable and entertaining for us!! Bravo and keep it up!

[@emeliealegonero4043]

Thanks for your research very interesting

[@Krisdix]

It's a shame that Dietrich Mateschitz has passed away! Intrigued to see which direction the company goes next!

[@kgkirandharan1521]

He died just the day before the redbull f1 team win the 2022 f1 championship with 3 races to spare

[@Dexter037S4]

It'll be business as usual, Dietrich hasn't been running the company since about 2005 or so.

[@rahmspinat]

It's amazing the whoreson died! I hope Servus TV and RB go down in flames.

[@sodapopcurtis7396]

Shout out to Thailand for Red Bull 💯

[@chisomibeh1228]

You want to be an Entrepreneur cling to this channel. Spot on delivery on business motivation.

[@somerandomfella]

I was thirsty once and without thinking drank 4 - 5 Thai RedBulls. Started having chest pains. Unintentionally almost killed myself ☹

[@dniilii]

Wtf

[@karolinakuc4783]

​@@dniiliiNo really! That is when you overdose. Coffeine is a drug

[@LiamNI]

3:53 - Maitai is a cocktail. It's Muai Thai (like "moo-ay") And that visual is One Championship, which is MMA (although they do have some kickboxing, but that's not the same as Muai Thai).

[@seeloknyasebaiknya3392]

they have muay thai too..

[@alansandybay]

Seriously Your presentation is awesome.

[@AndrewEvenstar]

this is an awesome story! so cool about guys from totally different background and countries teaming up and creating one of the most famous drinks on earth. their marketing was on point!! thanks for the great video

[@astroplays654]

This guy probably teaches more than schools ever will teach

[@nubidubi23]

you can literally find all of this on wikipedia

[@angieemm]

Yeah, knowing about how Red Bull became a front runner will definitely help secure a job.

[@astroplays654]

@Nubidubi23 try reading 100 pg articles and saying its better than thos guys content

[@cryptoninja9838]

I'd love to say that's a compliment and it is however, if you learn to count and have any genuine thoughts you can outperform public schools.

[@astroplays654]

Crypto Ninja that is true

[@zeliavoss]

You can actually still get the original syrup in Thailand. It tastes even worse, but still has a strong foothold in the blue collar workers of the country. Plenty of other competitors exist now, too, all copying the OG and not the international hit.

[@chrishansenbiz]

Great production value!

[@Legacy_Husky]

Idk why but at work bdw I am a mechanic we all start the day with a redbull and always another after lunch lmao 😂

[@TheBest_UK_Music]

R.I.P Dietrich

[@MIHMediaInc]

You content on the history of businesses & successful individuals are very engaging & educative which we believe from the comments here are helping people learn more than they probably learned at school. So thank you for that & wishing your channel and you more success in the future. 🙏👍💯💥❤

[@Frankyjaeger]

First time I heard about red bull was in 1998 with the game wipeout 2097. The drink was advertised all around the circuits. I had no idea it was a drink at the time.

[@evanhussey4475]

the part where he talks about how they would hire collage students they still do this now there was a guy at my uni that would leave them on all the desks in classrooms for everyone and go around the library just handing them out

[@baconhairmaster]

Man your work ethic is insane. Keep up the great content.

[@toya_yardi]

Love this stories👍

[@seanconnery5683]

Very interesting, good video, thanks.

[@DIE2dayORelse]

A lot of ppl say Red Bull only sells well cuz of the marketing but I like it cuz it’s the best energy drink imo. It’s got a minimalist vibe to it, tastes great and gives me clean energy. The taste is acquired but tastes way better than the competition once you do

[@Manakuski]

I have to agree. It actually tastes good. It isn't too sweet, just a little bit.

[@ronskancke1489]

Ripped it power can . Great taste, half the price.

[@Champ1012]

I love this channel

[@MJ.Actual]

new video! new to channel but it's great

[@johanmbaabu1580]

WELL EXPLINED MAN

[@UseAnAdblocker]

I'd be interested to know what proportion of Red Bull is sold as a mixer and whether there's any official fiscal agreement with Smirnoff. It's worth noting that for less than the price of a single can, you can buy a pack of caffeine pills, which if used for preventing fatigue for working, gives 16 or more times the "doses" of caffeine that the single can did.

[@ronskancke1489]

Very true.

[@simonh6371]

Yeah but Red Bull also contains taurine (hence the name) which is given to bulls to make them horny so they breed. Never noticed any such effects? It has an effect on the circulation.

[@SAPPY4HAPPY1]

I remember being in college and Red Bull giving out free cans. They were almost having to force it on people. To see what the brand has become is incredible.

[@AviViljoen]

Almost having to force it?

[@alphatrion100]

@@AviViljoen people used to drink coca cola

[@AviViljoen]

@@alphatrion100 So?

[@arthurduncan5838]

The hot girls helped for sure

[@helenmoran6689]

i wish i had free red bulls 😂

[@hairrum]

I used my pendulum on a red bull can years ago and got a fast negative read,,Never would drink it.I asked if it would shorten lifespan and, yes was the answer.

[@eliasyldran4102]

Very good edits, i like it

[@NIGHTOWL-jf9zt]

Never had the stuff because of what someone once told me, something disgusting totally put me off of it. Now I know it's not true but still don't have the desire.

[@dniilii]

What they say though? Now I'm curious.

[@karolinakuc4783]

Energy drinks are very unhealthy it is better for you not to drink them

[@voffmusic7071]

Dude.. This is so surreal. I was in the store literally 2 days ago looking at a box of Red Bull thinking "It would be dope if MagnatesMedia made a video about Red Bull.." I thought about suggesting it.. But forgot about it -and just stumbled upon this rn O.o

[@413westernmassbornjp6]

I like learning about the growths of these business ideas n maybe one day I'll have my own

[@tijgertjekonijnwordopgegeten]

You're pronouncing Dietrich completely wrong.

[@derpixonisagreatname7153]

Redbull sponsor sports so much it became more of a sport team than can drink selling business.

[@phantomasss7772]

I actually learned more in this channel than what ive learned in my college years. I feel so stupid for wasting those years with normies business professors teaching us nonsense

[@itachi4374]

That nonsense will get you a high paying job.

[@Mj-hl7kg]

@@itachi4374 it’s hard to see that while ur doing it I think

[@itachi4374]

@@Mj-hl7kg what you mean?

[@Mj-hl7kg]

@@itachi4374 I mean like it’s hard to keep sight of why I even started college when I’m just learning bs for gen eds

[@itachi4374]

@@Mj-hl7kg i dropped out of the college in my second year and it was the worst decision I've ever made, i could have so much job opportunities if I finished college, big companies won't hire you unless you a have a college degree.

[@sortofonbrand8311]

A very fascinating branding case study!

[@95blahblahhaha]

I don't drink it simply because of the taste

[@jajaboss]

Most people doesn’t give any credit to Thai side. It’s nice that you credit both side

[@DomiD666]

Back in the early to mid 1990s Red Bull was sold in Switzerland in Glass Bottles & seem to have a more effect recipe. I recall it was made in Austria then after which it was produced in the Netherlands & came in tins.

[@alessandro7687]

Where are your Sources for this Video? You tell a lot of interesting information but I couldn't find any proof of evidence in your description. Would be really cool if you would hand out any form of list of sources. Besides really good video, I admire your passion for creating such high level videos, keep it up🙌🏼

[@headbumb9022]

Very nice, keep it up! can you also please do the V Energy Drinks, I am now wondering what they did and what happened, they are still here (well in my country) and what caused them to be wealthy

[@tradingnewbs3347]

Those cars. I saw those and some beautiful women gave us red bull cans. I was able to experience it when I was still in college. :) That's my first time drinking red bull.

[@cppc7159]

Love your voice man