The real rulers of Red Bull

He literally translated the Thai name “red bull”, took over the logo, had the recipe adapted – and got to work together with the Thai owners of Krating Daeng. However, the licensors from Thailand got 51 percent – 49 percent of which is owned by the Yoovidhya family with their TCP Group, another two percent is owned by a relative.

Thais own 51 percent

With the death of Mateschitz, the Yoovidhya family has also come into the picture in the West. In Thailand she has been more offensive in recent years. It wasn’t until the summer that she launched a new business strategy: “Energizing a Better World for All”. The company’s management plans to spend $340 million on investments, launch new products under the original and “Red Bull” brand and modernize its image, the FAZ reported. The Thai want to put more accents themselves.

And so can they. Because with their total of 51 percent, they determine who heads Red Bull GmbH, which was founded with Mateschitz. The Handelsblatt reported in 2017 that the then cooperation agreement stipulated that the Thais even had to agree to a transfer of the shares that Mateschitz’ ‘Distribution & Marketing GmbH’ owned in Red Bull.

A big hurdle for Mark Mateschitz. Austrian broadcaster Puls24 reports that the Yoovidhyas have reportedly already prevented him from giving him a leadership position at parent company Red Bull. He is the son of Dietrich Mateschitz from a relationship with a former ski instructor. He and his mother also run a “Wings for life” foundation to improve the spinal cord injury situation.

Boyktt campaign after court ruling

The owner families in Austria and Thailand are seen as controversial in public – and the other side has little influence on that. The association with football clubs, which Dietrich Mateschitz used as a marketing tool for the shower, which is highly controversial among fans, is a matter for the group. However, the Thai had no say in Mateschitz’s media activities. The late billionaire was repeatedly accused of creating a platform for right-wing stances and conspiracy ideologues with broadcaster Servus TV.

In Thailand, on the other hand, the anger for the owners mainly has to do with the escapades of one of the heirs. There was a boycott campaign against Red Bull, which far overshadowed resentment in the West about the Austrian boss. The company even publicly distanced itself from Vorayut “Boss” Yoovidhya, the founder’s grandson.

Vorayut Yoovidhya drove his Ferrari into a police officer on a motorcycle in 2012, dragged him and then simply drove the damaged car into his garage. First he had an employee who claimed to have driven, then he ignored subpoenas and fled. When all allegations were dropped in 2020, the public in Thailand went wild. #BoycottRedBull flooded social media. A few weeks ago in September, the journey of the dead was celebrated for the tenth time.

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