Red Bull Growth Playbook
Gives you wings.
Media
Empire
Strategy
Events
The Spark
Dietrich Mateschitz discovered Krating Daeng (a functional tonic) in Thailand and realized the West was missing an 'Efficiency' drink.
The Growth Engine
Owned Media Monopoly & Extreme Event Arbitrage: Red Bull tacticaly successfully avoided the 'Ad-Buy' trap by becoming a media production house. Their growth engine is 'The Event Flywheel'—creating owned spectacles like the 'Stratos Jump' or 'Flugtag' that generate global earned media worth 100x the production cost. By owning the teams and the broadcast rights for extreme sports, they built a global 'Status Ecosystem' where the drink is simply the entry ticket. They don't sell caffeine; they sell 'Participation in the Extreme,' making the brand synonymous with human achievement.