Red Bull is an energy drink that does not perform well in taste tests. Some say it's too sweet. Others simply shake their heads and say, “No.” Its contents are not patented and all the ingredients are listed on the outside of the thin silver can. Yet Red Bull holds a market share of between 70 and 90 percent in over 100 countries around the world. Over the past 15 years the drink has been copied by more than 100 competitors, but companies such as Coca-Cola and Anheuser-Busch have failed to take market share away from Red Bull. Dietrich Mateschitz, founder of Red Bull, says: "If we don't create the market, it doesn't exist." Mateschitz's secret to creating a $1.6 billion global getaway for Red Bull lies in a highly ingenious "buzz-marketing" strategy that invites consumers to exclusive, exciting events that get high media coverage. Red Bull supports nearly 500 world-class extreme sports athletes who compete in spectacular and often record-breaking events around the world. Mateschitz explains: "We don't bring the product to the consumer, we bring the consumers to the product." Today, Red Bull is a powerful global brand and very few customers know the story of this extremely talented, creative and driven salesman, advertiser and publicist. the shy Dietrich Mateschitz. Little Austria's only billionaire, Mateschitz located his office in the picturesque lakeside village of Fuschl, near Salzburg, Austria. Its architect is currently building a new office building in the shape of two volcanoes. His collection of 16 airplanes is housed in a steel and glass hangar, which serves as an aviation museum and home of the Flying Bulls at Salzburg Airport. Try to limit yourself to working three days a week. He likes to keep things simple. Its headquarters staff is just 200 employees. Mateschitz entrusts the production and distribution of 1.5 billion cans sold worldwide. The total number of employees worldwide is only 1,800, which brings the sales volume per employee to almost one million dollars. Mateschitz not only generates brilliant sales and marketing ideas, but also has the same talent for implementing the biggest and boldest business ideas. Its latest project involves a $1 billion motorsports and aviation theme park in Styria, Austria. Dietrich Mateschitz founded the Red Bull company. According to company legend, the idea for Red Bull was born while Mateschitz was sitting at a hotel bar in Hong Kong in 1982, drinking a popular local health tonic.