Austrian energy drink company co-founded by Dietrich Mateschitz in 1987 — which created the premium energy drink category — and which built a global brand through content marketing rather than traditional advertising, owning sports teams, music festivals, and extreme sports events.
Created the energy drink category and the content-marketing-as-primary-strategy model — demonstrating that a beverage company can build more brand value by owning extreme sports and media content than by buying traditional advertising.
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