I wanted to cover this story because I’m a huge Formula 1 fan—and if you follow F1, you can’t ignore Red Bull.

And I knew the bones of the story, about how Mateschitz took a weird Thai tonic for truck drivers and turned it into a multi billion dollar global empire.

But he did more than just launch a product- he created a whole new category—and then to promote it, he didn’t just attach red bull to extreme sports- Red Bull became a part of extreme sports to such an extent that they created their own extreme sports.

And the most extraordinary thing about it all, and I’m saying this as someone who drinks Red Bull, is that the product itself doesn’t really taste nice- how did he do it?

It’s a cracking episode—enjoy.