I. RED BULL'S HISTORY.
C
orporate legend has it that in the early 1980s, while traveling to Asia on business, Austrian Dietrich Mateschiz came across some very popular "energy drinks". With his (self-describe) "uncanny instinct for successful product innovations", he schlepped a small sample of energy beverages back to Europe along with a big idea. Then with a clear vision and a lot of scientific know-how, Dietrich (and what was surely several unnamed food scientists) gave birth to the Red...
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