Red Bull’s marketing pundit Mateschitz to open a brewery

Global consumption of energy drinks is growing and, guess what, is producing a new crop of billionaires. Red Bull alone has created twelve billionaires, including Austrian marketing guru Dietrich Mateschitz, 73, and the eleven Thai heirs of his late partner, Chaleo Yoovidhya. On the latest Forbes Rich List, published in March 2018, Mr Mateschitz ranked 37th. With an estimated wealth of USD 27 billion (11 April 2018), he must be one of the richest Austrians.

Mr Mateschitz is the co-founder and 49 percent owner of Red Bull, the world's largest energy drink maker. The Salzburg, Austria-based company sold more than 6.3 billion cans and had a revenue of EUR 6.3 billion (USD 7.1 billion) in 2017. He promotes the company through branded assets, including soccer and Formula One teams.

Mr Mateschitz also owns Austria’s only Formula One race course in Spielberg, Styria, which he acquired 15 years ago and which officially bears the name of Red Bull Ring.

In order to turn it into a profit-spinning tourist destination, he has bought a series of inns, luxury hotels and upmarket restaurants in the region over the years. Not enough, he is also building a brewery (capacity unknown), plus restaurant in Pöls, a village of 2,500 people and located about 15 km away from the race course. Because of the usual secrecy surrounding Mr Mateschitz’s businesses, all observers know is that it will go on stream “soon”. The brewery, housed in the Sauerbrunn castle, which Mr Mateschitz purchased as a dilapidated wreck in 2008, will also produce soft drinks and mineral water – according to the Red Bull website where the search is on for sales people.

Mr Mateschitz’ only son, Mark Gerhardter, 25, will be one of the two managing directors.

Sugary drinks are a profitable business: comparison of gross margins