How Red Bull Got the World Hooked on Energy Drinks

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Jun.12 — Not only did Red Bull transform the beverage industry, it created its own category: the ‘Energy Drink’. It’s inspired countless other brands and made twelve billionaires along the way. But selling the drink in such high volume has been possible because of how the founder, Dietrich Mateschitz, revolutionized the way the company approached marketing. (Video by Tom Gibson)

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