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Red Bull is an energy drink that does not succeed in taste tests. Some say it is too sweet. Others shake their heads, saying, "No." Its contents aren't patented, and each of the components are recorded on the outside of the slim silver can. Nevertheless Red Bull has a 70 to 90 percent market share in over 100 countries globally. During the previous 15 years, the beverage was copied by more than 100 competitors, but such businesses since Coca-Cola and Anheuser-Busch have been not able to take market share away from Red Bull. Says Red Bull founder Dietrich Mateschitz, "If we do not make the current market, it doesn't exist." Mateschitz's secret to creating a $1.6 billion globally stampede for Red Bull lies in a highly innovative "buzz-marketing" plan that herds consumers to exclusive and exciting events which get high media exposure. Red Bull supports near 500 world-class extreme sports athletes that compete in spectacular and often record-breaking events across the world. Mateschitz describes, "We do not bring the product to the customer, we bring consumers to the item." Now Red Bull is a strong global brand and hardly any customers know the story of this highly talented, innovative and determined agency, publicity-shy Dietrich Mateschitz. Tiny Austria's sole billionaire, Mateschitz found his office in the quaint lakeside village of Fuschl, near Salzburg, Austria. His architect is currently constructing a new office construction in the shape of two volcanoes. His assortment of 16 planes is located in a steel and glass hangar, which serves as an aviation museum and also the home of the Flying Bulls at Salzburg Airport. He attempts to keep it down to working three days a week. He loves to keep things easy. The dimensions of the headquarter personnel is just 200. Mateschitz farms out the manufacturing and supply of this 1.5 billion cans sold worldwide. The total number of employees globally is just 1,800, that attracts the sales volume per worker near a million dollars. Mateschitz not merely creates brilliant sales and advertising ideas, he's equally gifted in the implementation of the largest and boldest firm ideas. His latest project includes a $1 billion motor air and aviation theme park in Styria, Austria. Dietrich Mateschitz established the Red Bull business. According to company legend, the thought of Red Bull came about as Mateschitz sat at a Hong Kong hotel bar in 1982...