Case Study: Red Bull Industry: Food and Beverage Company Overview: In 1987, Austrian businessman, Dietrich Mateschitz, reinvented the energy drink industry when he modified a Thai beverage recipe and brought it to Europe with his partner, Chaleo Yoovidhya. Mateschitz and Yoovidhya named their new product after a translation of the Thai refreshment’s name, “Krating Daeng,” or “Red Bull. ” They began selling their signature blue and silver cans in Austria, butquickly expanded, entering the United States market in 1997. Red Bull is now a household name worldwide due to its reinvigorating, tasty formula and the company’s innovative marketing strategies. Known for its slogan, “Red Bull gives you wings,” this company regularly hosts extreme sports events, sponsors athletics teams, and even has i

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