Dietrich Mateschitz Dies: Co-Founder of Energy Drink Giant Red Bull Was 78

Energy drink magnate and extreme sports patron Dietrich Mateschitz, who co-founded Red Bull, has died at the age of 78, the company announced Saturday.

Mateschitz was born in 1944 in Sankt Marein im Mürztal, Austria, and began his career as a marketing executive for Unilever. In 1984, he met Thai businessman Chaleo Yoovidhya, who had developed an energy drink called Krating Daeng (Red Bull) in 1976.

Mateschitz recognized the potential of Krating Daeng and partnered with Yoovidhya to form Red Bull GmbH in 1987. The company launched Red Bull Energy Drink in Austria in 1987 and expanded globally in the 1990s.

Red Bull quickly became one of the world’s most popular energy drinks, and Mateschitz became a billionaire. He was also a major patron of extreme sports, sponsoring athletes and events in Formula One racing, snowboarding, surfing, and other disciplines.

Mateschitz was known for his flamboyant lifestyle and his close ties to the Red Bull brand. He was often seen at Red Bull events, wearing the company’s signature blue and silver colors.

Mateschitz’s death is a major loss for the energy drink industry and the world of extreme sports. He was a visionary entrepreneur who built Red Bull into a global empire, and he will be remembered as one of the most influential figures in the beverage industry.

Mateschitz is survived by his son, Mark.