Back in the early 80s, Dietrich Mateschitz, now managing partner of Red Bull GmbH, often travelled to Asia on business. There he came across some very popular energy drinks. With his uncanny instinct for successful product innovations, he brought back to Austria a small sample of the energy drinks and a big idea. Then with a clear vision and a lot of scientific know-how he developed a new kind of drink hitherto unknown in Europe. And so the Red Bull Energy Drink was born.
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