Red Bull

“And in the middle of the night, Kastner has the idea that Red Bull gives you wings. And so he calls Massachusetts in the middle of the night, and immediately Massachusetts is like, yep, that's it. So it was a, the fact that that was a good idea was immediately…”

“Every Red Bull employee from the secretary to the board has a company car.”

“Over the last few years, he was taking anywhere from five hundred million to eight hundred million a year in annual dividends, and he had a net worth somewhere between 20 and thirty billion dollars.”

“The company let the gossip travel unchecked and even set up a page devoted to the rumors on its website.”

“And so he actually paid for this initial work with labor. He had no money. So he actually helps out in the agency as a freelance employee, just to pay for that marketing advertising that the advertising agency that his friends started is doing on behalf of Red…”

“They get their breakeven point in year three, and they've been profitable every single year since then.”

“Red Bull has no production facilities or warehouses. Many large corporations outsize their outsource their marketing and advertising activity. Red Bull consistently took the opposite approach. It outsource production and distribution and takes care of sales an…”

“His main bottler relationship was sealed with a handshake. The bottler is this family business that has been around for over a hundred years. He meets with the lead, the head of that, that company, right? It's in German. I'm not even gonna try to pronounce it.…”

“I think it's something like over 30% of their gross revenue they spend on advertising. At the beginning, it was even more than that.”

“And so when they put on the red bull air race the red bull air race world series, that content that red bull made and owned, they gave it to over 70 different television, television stations all over the world and said, Hey, We put all this money into this. He…”

“The two agreed to invest 500,000 dollars a piece to establish a 49 49 partnership with the remaining two percent going to Yuva Daha's son.”

“One thing he's categorically ruled out again and again, exiting the company in the form of selling his shares. I hardly even allow this question. He said, we could have done it a dozen times already. Our view on this has not changed. We neither have the desire…”

“And so as the brand got more and more popular, he got assaulted with all these offers to like, Hey, let's license it. We can make Red Bull gummy bears and we can make Red Bull underwear and Red Bull perfume. And he said no to every single one. He does not want…”

“If we only had a 15% price premium, we'd merely be a premium brand among soft drinks, and not a different category altogether.”

“By 1997, they're opening new markets, which are new countries nearly on a monthly basis.”

“In the first three months of a legal market presence. They sell thirty three million cans in Germany alone.”

“There was another potential biographer, this Russian author that tried to start writing a biography, an unauthorized biography on Madraschitz and Madraschitz threatened to have his kneecaps broken.”

“Red Bull was forbidden to be sold in several European countries that he initially tried to launch in.”

“An outrageous and unique event will get covered for free in other media. So essentially he, this is multiplying his advertising and marketing spend for free.”

“To not go into debt, there were no dividend payouts of Red Bull until 1999.”

“In 2010, Red Bull employed just 7758 people, which works out to more than 667,000 in revenue per person.”

“Massachusetts is excessively loyal. And so to this day, that is the only banking house that red bull used in that country.”

“And so some of the things that they spend money on, it says about half of the marketing budget is spent on unusual, unusual sports as running in the Himalayas, skydiving over the English channel, surfing on the Amazon, or Mike are mountain biking in a mine.”

“Today, Red Bull underwrites more than 500 athletes in 97 sports.”

“He finances the annual two hundred million dollar cost of his F one teams out of the company's healthy operating income.”

“And there's a society magazine. So like, you know, I don't, I guess we'd call it like kind of like a tabloid or like a gossip magazine in the States, but he actually buys it. He buys this magazine just so he will not appear in it.”

“If someone says to him that the primary goal of a company is to maximize profit, he simply declares that to be incorrect. He thinks longer term and more broadly than his competitors. I just don't believe everything I learned at business school. He has repeated…”

“It's not just another flavored sugar water differentiated by color or taste or flavor. It is an efficiency product. I'm talking about improving endurance, concentration, reaction time, speed, vigilance, and emotional status. Taste is of no importance whatsoeve…”

“He was paying himself before he died somewhere between five hundred and eight million dollars a year.”

“There's a strict prohibition of discussing internal matters. So if you are an employee of Red Bull, you can't say anything about what's going on.”

“It's in 1989. He comes out with this drink. It's a lemonade drink called the Red Rooster, which is, like, maple and lemon syrup. It sounds disgusting, by the way. But they launch it, and it's just a complete flop.”

“Over the last few years, he was taking anywhere from five hundred million to eight hundred million a year in annual dividends, and he had a net worth somewhere between 20 and thirty billion dollars.”

“The two agreed to invest 500,000 dollars a piece to establish a 49 49 partnership with the remaining two percent going to Yuvidaha's son.”

“The company let the gossip travel unchecked, and even set up a page devoted to the rumors on its website.”

“About half of the marketing budget is spent on unusual, unusual sports as running in the Himalayas, skydiving over the English channel, surfing on the Amazon, or Mike are mountain biking in a mine.”

“By 1997, they're opening new markets, which are new countries nearly on a monthly basis.”

“Red Bull was forbidden to be sold in several European countries that he initially tried to launch in.”

“His son inherited after his dad died, his part of the, of Red Bull. And his son's dividend this year was six hundred and fifteen million dollars.”

“The total editorial media value plus the media assets created around the teams That's such a good insight. Plus, the media assets created around the teams are superior to pure advertising expenditures.”

“He pays salaries that are above industry average. And in addition, this is wild. Every Red Bull employee from the secretary to the board has a company car.”

“So Kastner is going to play a very important role because he's the guy that comes up with the slogan, red bull gives you wings.”

“If we only had a 15% price premium, we'd merely be a premium brand among soft drinks, and not a different category altogether.”

“He'll mention multiple times to the fact that he hates banks and is very afraid of debt. And so most of the growth is just fueled from actual the profits the company's making.”

“In 2010, Red Bull employed just 7758 people, which works out to more than 667,000 in revenue per person.”

“So I think he launches in 1987 in Austria and doesn't launch to his second market till 1992.”

“Today, Red Bull underwrites more than 500 athletes in 97 sports. This state is about, what I'm working off of is like, about 15 years old, so it's probably much, much higher than that.”

“But the remarkable thing is they get their breakeven point in year three, and they've been profitable every single year since then.”

“To not go into debt, there were no dividend payouts of Red Bull until 1999. So you're talking for the first, what, 15 years of the company, he essentially just lived off of his own salary as the As the managing director of the corporation, and that all the pro…”

“The most dangerous thing For a brand, branded product is low interest.”

“Red Bull has no production facilities or warehouses.”

“There was another potential biographer, this Russian author that tried to start writing a biography, an unauthorized biography on Matashitz, and Matashitz threatened to have his kneecaps broken. He didn't like that the author was going to, like, his hometown. …”

“Red Bull also owns four soccer teams. They have a NASCAR team and two Formula One racing teams. He finances the annual two hundred million dollar cost of his F-One teams out of the company's healthy operating income.”

“Mattis has also consistently and categorically ruled out a stock market listing. A sale or an IPO is not even remotely tempting.”

“And so he actually paid for this initial work with labor. He had no money. So he actually helps out in the agency as a freelance employee just to pay for that marketing advertising that the advertising agency that his friend started is doing on behalf of Red B…”

“The lines between Red Bull athletes, and Red Bull events are blurry on purpose. To Mattis, it's just one big image campaign with many manifestations.”

“Originally the company was headquarters in a bigger city called Salzburg, and he winds up moving the headquarters to this tiny village that I can't even pronounce, and it only has 1500 inhabitants. It's like almost all Red Bull. The local, like governing, like…”

“It's not just another flavored sugar water differentiated by color or taste or flavor. It is an efficiency product. I'm talking about improving endurance, concentration, reaction time, speed, vigilance, and emotional status. Taste is of no importance whatsoeve…”

“He's the richest man in Austria, right? And there's a society magazine. So like, you know, I don't, I guess we'd call it like kind of like a tabloid or like a gossip magazine in the States, but he actually buys it. He buys this magazine just so he will not app…”

“The birth of this campaign was not easy because for a year and a half, he's just rejecting every single suggestion that I have. I think they went through 50 different, you know, ways to either slogans or ways to market it. Matches rejects every single one of t…”

“All corporate projects like formula one, football, air races, media serve the core business, which is the sale of the energy drink.”

“You give people a product to try. If they like it, it's quality, then they buy it. They haven't been lured in by an advertisement, but convinced by the product itself.”

“His main bottler relationship was sealed with a handshake. The bottler is this family business that has been around for over a hundred years. He meets with the lead, the head of that, that company, right? It's in German. I'm not even gonna try to pronounce it.…”

“If someone says to him that the primary goal of a company is to maximize profit, he simply declares that to be incorrect. He thinks longer term and more broadly than his competitors.”

“Since it's not me on the shelf for sale, but Red Bull, it's perfectly logical that Red Bull is at the center of our marketing activities and not the person.”

“When they put on the red bull air race the red bull air race world series, that content that red bull. Made and owned. They gave it to over 70 different television, television stations all over the world and said, Hey, We put all this money into this. Here's s…”

“Then they get approved right in the first three months of a legal market presence. They sell thirty three million cans in Germany alone.”

“If something's banned, it's all it is is free propaganda. It's free advertising. It's going to drastically increase the amount of demand.”