Abstract
Red Bull GmbH was founded in 1984 by Dietrich Mateschitz, who located the company’s headquarters in the Austrian village of Fuschl am See just outside of Salzburg. Before launching the drink in Austria in 1987, Mateschitz spent a year developing the drink’s formula to better suit the tastes of western consumers, including carbonating the drink; despite these changes, Red Bull remained an acquired taste.
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CITATION STYLE
APA
Mahroum, S. (2016). Red Bull in Fuschl am See: A Special Place for Special People. In Black Swan Start-ups (pp. 103–117). Palgrave Macmillan UK. https://doi.org/10.1057/978-1-137-57727-6_7
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