Legendary energy drink co-founder dies — RT Games & Culture

Austrian billionaire Dietrich Mateschitz, co-founder of Red Bull, the world’s most recognizable and best-selling energy drink, died on Saturday at the age of 78. According to Reuters, he was battling cancer.

Mateschitz was born in the town of Sankt Marein im Murztal in 1944. During a trip to Southeast Asia, he discovered that the local caffeinated drink Krating Daeng, developed by Thai businessman Chaleo Yoovidhya, alleviated its jet lag. Mateschitz then co-founded Red Bull in 1984 in partnership with Yoovidhya and launched the global brand in 1987.

Early on, Mateschitz advertised the drink through associations with extreme sports, such as surfing, winter sports, motor sports, and mountain biking.

The company has sponsored numerous events and athletes. It currently owns two Formula 1 racing teams, Oracle Red Bull Racing and Scuderia AlphaTauri, formerly known as Scuderia Toro Rosso.

Formula 1 CEO Stefano Domenicali said he was « deeply saddened » by the news of Mateschitz’s death. “He was an incredible and visionary entrepreneur and a man who helped transform our sport and create the world famous Red Bull brand,” he stated.

Austrian Chancellor Karl Nehammer described Mateschitz as « a great innovator » was « extremely committed to social causes throughout his life. » The country’s president, Alexander Van der Bellen, said the businessman had « shaped the landscape of Austrian business and sport like few others », adding that his life has served as an inspiration to many.

In 2001, Mateschitz founded the annual Taurus World Stunt Awards, which honor stunt performers in movies. In 2012, the company executed Project Red Bull Stratos, in which Austrian skydiver Felix Baumgartner soared 39 kilometers (24 miles) above Earth on a capsule attached to a helium balloon and broke the sound barrier by freefalling and parachuting into the New Mexico desert. .

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