The world-famous Red Bull brand has been the subject of wild speculation in recent weeks and months. Now there are clear messages from the owners regarding the future.
In the past few weeks and months, Red Bull, by far Austria’s best-known brand and a company with a global reputation, has had to deal with a large number of internationally circulated rumors and speculations: there have been increasing numbers of them – based on various controversies in the world champion Formula 1 team Tensions speak. About a power struggle that could also extend to the management of the billion-dollar company. Of differences of opinion among the shareholders who were unable to agree on a common line after the death of the company’s founder and sole managing director for decades, Dietrich Mateschitz (end of 2022). The temporary high point was public speculation that Red Bull was considering withdrawing its headquarters from Austria and relocating it to Asia. Possibly even for tax reasons. Headquarters remain in Austria. Now Red Bull has reacted. In keeping with the spirit of its founder, Dietrich Mateschitz, who always prioritized the tradition of internal information sharing over excessive external explanations. According to Krone information, the shareholders of Red Bull GmbH (51 percent belong to the Yoovidhyah family, 49 percent to Mark Mateschitz) addressed their 17,000 employees worldwide on Wednesday, one and a half years after the operational realignment of the group. One of the core messages of this letter comes at the end: The commitment to the headquarters in Austria (Fuschl in Salzburg), which transfers more than half a billion euros in tax payments to the Republic of Austria every year. The global activities of the billion-dollar company will continue to be “directed and coordinated” by “the Austrian headquarters,” it is said. Signed: Chalerm and Saravoot Yoovidhya as well as Mark Mateschitz, who are shown in a joint photo. “We can be proud of it.” The shareholders of the Red Bulls previously referred to the successes that have occurred since the organizational changes at the end of 2022. “We can be proud of how we have overcome the challenges of this time together,” it says. “There were successes in the year and a half that were so big that everyone outside the company could see them. And there were many smaller successes, behind the scenes. We have also seen these successes.”New recordsIn the letter, the beverage giant refers to new records: “2023 was once again the most successful year in Red Bull’s history with more than 12 billion cans sold.” 2024 is already looking like another record year . Nevertheless, it is “not a given that every year will be the best in our history. And it is something special that we were able to set new records again in 2023.” One reason for this is that Red Bull’s success story has consisted of the same ingredients for many years: “The commitment, the competence and the teamwork of the people who work for Red Bull are working.” The aim is to say “thank you” for this with this message. Therefore – “even if there have been rumors recently” – there is absolutely no reason to change anything in the direction. “We will continue to set goals that others consider unattainable – and we will continue to achieve them. We will continue to waste no time listening to people who have a lot of opinions and very little knowledge.”
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