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**The Story of Red Bull: From Energy Drink to Multi-Billion Dollar Sports Juggernaut**

A portion of this video is sponsored by the National Highway Traffic Safety Administration.

It's an energy drink company that sponsors skateboarding, break dancing, diving, airplane racing, rally racing, hockey racing, Soap Box Derby racing, plus a million other types of racing and general goofy stuff. (engine revving)

Aw!

Oh, yeah! And they also have a really, really good F1 team. (F1 Engine revving) How did an Austrian company turn Thai energy goin into a multi-billion dollar sports juggernaut and build some of the best racing teams that the world has ever seen?

Well flat up the brim of your hat, get some goo, put on your wings 'cause today we're going racing. (F1 engine revving)

James shouldn't you finish the intro?

You don't tell me what to do! I tell you what to do! This is everything you need to know to get up to speed on Red Bull. (bouncy music)

**A Special Thank You**

Thank you to NHTSA for sponsoring this portion of this video.

**Meet Jeremiah Burton**

Hi, I'm Jeremiah Burton! You might know me from shows like...

WEBVTTKind: captionsLanguage: en- A portionof this video is sponsoredby the National HighwayTraffic Safety Administration.- It's an energy drink companythat sponsors skateboarding,break dancing, diving,airplane racing, rally racing,hockey racing, Soap Box Derby racingplus a million other types of racingand general goofy stuff.(engine revving)- Aw!- Oh, yeah.And they also have areally, really good F1 team.(F1 Engine revving)How did an Austrian companyturn Thai energy goointo a multi-billiondollar sports juggernautand build some of the best racing teamsthat the world has ever seen?Well flat up the brim ofyour hat, get some goo,put on your wings 'causetoday we're going racing.(F1 engine revving)- James shouldn't you finish the intro?- You don't tell me what to do.I tell you what to do.This is everything you need to knowto get up to speed on Red Bull.(bouncy music)- Thank you to NHTSAfor sponsoring this portion of this video.- Hi, I'm Jeremiah Burton.You might know me fromshows like "Tool party"and "Bumper 2 Bumper" or playingYouTube's favorite uncle,uncle Jerry.While we all love tomake you laugh and smile,today the boys and Iwould like to talk to youabout something serious.- Seat belts (all in unison).- From May 23rd to June 5th,state and local lawenforcement across the countrywill be raising awarenessabout the importance ofwearing one of these bad boys.- Now hold on, I saw you roll your eyes.I get it, you're a cool kid,but you know what elseis cool, buckling up.It doesn't just saveyou money and tickets,it can also save your life.- That's right, Nolan.Wearing your seatbeltis not just about you.Every fatality from notwearing one impacts many othersincluding your loved ones.- So do your part.And every time you go fora drive, day or night,buckle up and just remember,click it, don't risk it (all in unison).- To learn more, check out--- NHTSA.gov- Or click thelink in the description below.Thank you to the National Highway TrafficSafety Administration for sponsoringthat portion of this video.Stay alive guys, we love you.(upbeat music)- Before there was Red Bull WRC,before there was hockey racing,before there was Soap Box,Red Bull was an unknown drinkthat helped day laborersin Thailand stay awake.All the way back in 1974,Thai businessman, ChaleoYoovidhya, I'm sorry.He came up with a viscous concoctionof sugar, water, caffeine, taurine, B12and some other crap andcalled it Krating Daeng.That literally translates to Red Bull.The packaging featured two Red Bullsclashing in front of a yellowsun, as it still does today.Thailand was rapidly industrializing,which is a nice way of sayingthat blue collar peoplewere being worked to death.(screaming sound effect)So Krating Daeng became very popularwith these working class people.Working when you'reexhausted is dangerous.And if you can stay awake on the job,then you won't fall asleepand bang your little finger with a hammy.Krating Daeng also started sponsoringThai kickboxing matches andRed Bull became ubiquitouswith the sport.Cut to 1984.It's been 10 years sinceChaleo started his business.Workers all over Thailandrely on Krating Daengto stay alert on the clock.But outside of Thailand,nobody really knows aboutthe taurine super drink.And that's when thisAustrian toothpaste guynamed Dietrich Mateschitzcomes into the picture.He worked for a toothpastecompany called Blendax.And when he was visitingThailand for "business",it actually was for businessbut it's funnier when it's in quotes.So there's this Austrianguy flying into Thailandwhich is like a 12-hourflight with no layover.And he shows up jet lagged as helland he's supposed to go sell toothpaste.And he's like, "I sell toothpaste.I can't even think about toothpaste.I rather go to sleep."And they're like, "No, no, no, man.The meeting's in 15 minutes."And he's like, "Oh crap.I'm still on Austria time."And they're like, "Dude,well get on Thailand time."And he's like, "I'm doing my best here.I'm doing my best."Long story short, the dude sucks downsome of this Thai energy gooand suddenly his jet lag is gone.Now he can lube up all of the "business"he has to do in Thailand.No nap required.A light bulb went offin and Dietrich's headand he thought to himself,"The world needs to know about this goo."So Dietrich and Chaleo partnered togetherand over the next few yearsthey formulated the drinkto fit European taste.Europeans don't love goo.They made it less sweetand they added carbonation.Red Bull used to be sweeter.In 1987, Red Bull GmbH was formedand the partners took their drink global.The key to Red Bull's success early onwas marketing to youngprofessionals and college students.So they would show up at a college campusand hand out free cans of Red Bull.It immediately caughton pledges and frats,seniors and upper class men,sorority chairs and extra-curricular boys.I didn't go to college, Idon't know who goes there.But all of them,all of them were chugging bullsalongside of each other inthe quad during rush week.Hacky sucking their little hearts out.Mateschitz wanted the worldsof extreme sports and racingto join forces.So that's where Red Bullset their sights on next.The very first athletethat Red Bull sponsoredall the way back in 1989was F1 driver and fellowAustrian, Gerhard Berger.But this wasn't thecircuit dominating teamthat we associate with Red Bull today.The Ferrari driver had11 DNFs in one seasonbut the races that Bergerdid finish were true.Flame-Grilled, Double Whoppers.(crunchy bite sound)He took second twice and won once.Not ideal, but also not the worst.He got like seven.He only finished threeraces, that's amazing.We should do a whole episode on that.He was the perfect intro intothe world of F1 sponsorship.Now it would be a few yearsbefore Red Bull chargedhead first in a racingbut the groundwork was laid.For now, they could focus on a new fadthat would go on to become amulti-billion dollar industry.Extreme sports and crazy stuntswere huge in the nineties.It was basically just like,"Hey do you like guysjumping out of planes?Cool! Let's put thatin a Pepsi commercial""Hey, you know Luge on ice?What if that was on the street?"You remember Biker Sherlock.He was a freaking street Luger.- One more.- Remember street luging?One of the first competitionsRed Bull organizedwas the Flugtag in Vienna, 1992.Contestants with homemade gliderschucked themselves offthe top of a platformabout 30 feet high and triedto send their contraptionsfurther than anyone else.So, homemade planes.It was a smash hit, punabsolutely intended.The energy drink was a perfect fitfor such an insane and stupid competition.From there it only madesense to keep going.So keep going they did.Over the years, Red Bullwould sponsor eventslike Soap Box Derby racing for grownups,cliff diving, one of the bestskate teams to ever exist,fricking Double Dutch for grownupsand downhill hockey racing,which is insanely dangerous.And I'm super happy that it exists.Look at this (beep).But none of these things are cars.So unfortunately, we're going to--(bright music)Cut to 1995.Dietrich Mateschitz is livingwell off of his liquid speedand he decides to go all-in on race.Red Bull signs a 10-year dealas the title sponsor ofthe less than stellarSauber F1 team.The Ford Zetec V8 powered Sauberpiloted by drivers' Heinz-Harald Frenzenand Jean-Christophe Boullion.They battled through the 1995 seasonand came out with a prettydecent midfield finish.Heinz took ninth place inthe Drivers' Championship.And the team took seventh overallin the Constructors' Championshipwhich was a record finish for them.I mean, that's honestly like pretty good.The inaugural F1 seasonfor Red Bull was a successbut the lackluster Fordengines and young teamjust couldn't cut the Doosle door.That's a Musk.Red Bull didn't join F1 tobe the seventh best team.They joined to be the best teamor at least the second best team.Now, even though it would bea while before they were good,the desire to win burned withinlike when you drink too many Red Bulls.In 1997, Red Bull got involvedwith the Jackie Stewart GrandPrix team backed by Ford.After a few unsuccessfulyears, they sold it to Fordwho rebranded it as the Jaguar F1 team.Together, they raced until 2004when Ford said that they could,"No longer make a compelling business casefor any of its brands to compete in F1."So Ford was out and they soldthe whole shebang to Red Bull.Finally, Mateschitz and RedBull had their very own teamfor the 2005 Formula 1 season.Instead of being relegatedto just a title sponsorship,they full-on owned the team.They could do whatever they wanted and--Oh! Hold on.Dude you're so high up there, dude.Dude, you are so high up there, dude.You are not gonna do a flip.Oh! Gainer.That's a front backwards flip, dude.Oh! Like drop in apedal, clean splash bro.Dang! Sorry, that was awesome (chuckles).Mateschitz first order of businesswas to get the original dude.The first Red Bull sponsoredathlete, Gerhard Berger,to be team principal.And of course, as soon as he was asked,Berger wholeheartedly said, "No."So they went with their second choice.A relatively unknownretired Formula 3000 driverand Spice Girls fanboy bythe name of Christian Horner.He became team principal at the age of 32,making him the youngestever in F1 to head a team.- Well, it's an excitingdevelopment for Red Bull racing.- It's like the Donald Glover of F1.Red Bull racing or RBR useda Cosworth engine and chassisbecause that's what Jaguar used.And it cut a lot of costto just keep using the same equipment.They signed phenom, David Coulthardand Christian Klein astheir drivers that year.And they were off to the races.Whee!(water splash)Their first season in Formula1, RBR Cosworth placed sevenin the Constructors' Championship.Not bad for a new team,especially consideringHorner only had eight weeks of lead timebefore the first Grand Prixof the season in Australia.But they knew that they could do better.In 2006, they switchedfrom Cosworth power unitsto Ferrari ones, prettymuch the same result.Next year, they went with Renault enginesand signed Mark Webber.They saw a slight improvement,ending the 2007 seasonin fifth place in the Constructors',which is a great midfield finish.That is nothing to sneeze at (sneezes).Don't sneeze at it (sneezes).The biggest improvementfor the team came in 2009when they promoted juniordriver Sebastian Vettelfrom their Scuderia Toro Rosso;The junior team Red Bullused to test new prospects.Seba placed higher in his Toro Rosso carthan either driver onRed Bull's primary teamdid the year earlier.And it was apparent that he hadwhat we in the racingindustry call, "The good".Vettel finished secondin the Drivers' Championship that yearjust behind Jensen Buttonand David Coulthard finished fourthjust ahead of Lewis Hamilton,have you ever heard of him?Who had won the year before.Even more impressive was thatRed Bull was able to take second placein the Manufacturers Championship.A feat that could only be pulled offif the overall team is functioningat an extremely high level.These were the kind of resultsthat Red Bull had in mindwhen they entered Formula 1and they achieved it thesame way that they succeededin the energy goo business;By taking chances on young,performance-minded peoplelike Seb and Horner.In just a few short years,Red Bull had gone froma team that didn't existto a so so team thatwas lost in the midfieldto a serious contenderfor both championships.Over the next few years of F1,Red Bull would be unstoppable.From 2010 to 2013, Vetteland the Red Bull teamwon four Drivers' Championshipsand four Constructors'Championships all in a row.Now let's put that into perspective.This is the most difficultand prominent racing seriesto ever exist in thehistory of the entire world.Maybe second only to chariotracing in ancient Rome.(chariots crashing)Red Bull was a team that didn't existless than a decade earlier.And at this time, they'realready dominating the sport.And they were doing it with youngand relatively inexperienced people.How insane is that?That's like if Mug RootBeer bought an NBA team,signed a middle school guy, an air budand they won the NBA championship.(dog whines)It's not a perfectcomparison, but you get it.When they weren't busywinning in Formula 1,Red Bull was dabbling inother types of Motorsport.They've sponsored a NASCAR team,a World Rally Championshipteam, Brazilian Stock Car racingas team Caca Bueno,Australian Super Car racingwhich is the coolest type ofracing, best looking cars,as well as a ton of Superbikeracing and dirt bikes too.And guess what?Their teams win,a lot.I'll go ahead and go out onlimb and say quite a bit.They're pretty much good ateverything that they sponsorbut for the purpose of this video,we're gonna go back to whatmost of us came here for;Red Bull's recent Formula1 Championship "victory"and their bittersweetrivalry with Mercedes.Every great protagonistneeds an antagonistto push them to the next level.Now, whether or not you considerRed Bull the hero or the villainor Mercedes the hero or thevillain in this situation,that's up to you, no judgment.I can see it go either way.The last six years of Formula 1have seen some of the bestbattles ever witnessed.And when I say bestbattles ever witnessed,I mean complete and utter dominationby Mercedes AMG Petronas.Since the sport made the switchto the hybrid six cylinderengines back in 2014,Mercedes has had the edgewhich has been a thorn inthe side of Christian Horner,the Red Bull team and specificallya little man I like tocall Mr. Max Verstappen.Max grew up through the RedBull Junior Racing Programand was groomed, in a good way,to be a World Champion eversince his dad nineties F1 star,Jos Verstappen plopped him ina cart as a weewee littlehead.His full throttle,elbows-out driving stylemakes him one of the bestdrivers to ever exist.But it also paints abig target on his back.He'll literally do anythingand everything to winbut his attitude fits in line perfectlywith Horner's method of leading the team.Do whatever it takes to winand do whatever they do.Between 2016 and 2020,a period of total Mercedes domination,Max and the Red Bull teamconsistently placed higherand higher in the rankings,making it 100% clearthey weren't gonnasettle for anything lessthan first place.Max's attitude and I'm gonnasay it, straight up brattiness,even drove away valued teammatesand Horner prioritized Max's feelingsbecause he needed to keephis number one happy,and for good reason.In 2021, after a hecticand violent F1 season,Verstappen and Hamiltonwere tied in points,going into the last race of the seasonat Yas Marina Circuit in Abu Dhabi.Tensions were at an all-time high.Verstappen narrowly edged out Hamiltonin qualifying to take pole.The cars lined up, the lightswent out, the race started.Everyone held their breathand Lewis Hamilton handilyled for most of the race.It looked like he was gonna finallybreak Schumacher's recordwith an astonishing eighthDrivers' Championship.So that's why it sucks so badthe way that the race ended.In the closing laps, Williamsdriver Nicholas Latifispun out and crashed into a wall.Thanks, Nick.Which triggered a safety car.In most situations, with few laps leftthe race would've ended under caution,but race director Michael Masseymade a couple of iffy decisionsthat would make the ending of this raceextremely controversial.When the safety car comes out,drivers follow at a reduced speedin the order that theywere during the raceuntil the green flagcomes out again, right?Red Bull, who had nothing tolose at this point in the racechose to pit and put Max on fresh tires.It was a gamble, but that'swhat Red Bull is all about;Taking chances.They are a drink that has anF1 team, it just makes sense.Mercedes who's morebuttoned up and German,less of a risk taking team did not pitbecause they trustedthat the race would end.And in most othersituations, it would have.Only this wasn't most other situations.What happened next was so divisive,it's still being argued about.Since Lewis had lapped the slowest cars,Massey allowed thosecars a.k.a back markersto pass Lewis and comearound the back of the packso as not to impede the real race.Suddenly, those cars thatwould have slowed Max downwere gone.Max has fresh tires, andnow he's right behind Lewisand there's one lap left.I cannot stress to youhow much a differencefresh tires makes, a lot.Like the most difference.So the safety car dipped off into the pitsand the final lap of the2021 season commenced.Lewis was able to holdMax off for a few turnsbut the new tires with allthat sticky grip were too much.And Max pass Lewisas half of the stadiumerupted in the cheers.Verstappen crossed the finish lineand snagged his first everDrivers' Championship.It was a huge moment forthe Red Bull team and Hornerwho had been dreaming of this redemptionfor nearly a decade.The drivers fought toothand nail the entire seasonand their hard work paid off.It just sucks how they won.Like how do you feel good after that?I mean, I'm sure you'd get, Iknow how you would feel good.That would feel good.It was so controversialthat race director MichaelMassey was fired soon after,but you know what?It's entertainment, baby,and Massey engineeredone of the most entertainingfinal laps to the TV era, baby.Say what you wanna say about Red Bullbut if there's onetakeaway from this storyit's that when you--Oh! Hold on.(male commentator voiceover)Oh! Dude.(male commentator voiceover)So fast, dude they gotknives on their feet, dude.(eagle screeches)Thank you guys so muchfor watching this videoand everything else on Donut Media.Hit that subscribe buttonand that bell to make sureyou don't miss anything.Go to donutmedia.comWe're dropping a new item like every week.I love you.