The next day.
Tennessee left the hotel early in the morning.
He did so without saying a word to Jo So-deok.
Being born into a noble family, Tennessee had everything taken care of from one to ten.
Maybe that's why.
This time, he wanted to see the results by himself.
It might just be greed, but he really wanted to succeed.
"Coming to Austria together was already a help."
Still… Still.
Tennessee got into a taxi, clutching his notebook tightly.
The destination was, as expected, the Red Bull office.
"Keep the change."
I didn't notice last night because it was late.
In the daylight, the building looked even more rundown.
"Did I come too early?"
There was no Toyota 86 in the parking lot.
Suddenly, it seemed like time was suspended.
What would Park Ji-hoon have done in this situation?
Wouldn't he have done something to get even a little more information?
"Hmm."
Tennessee set out to find a real estate office.
Most were closed before business hours, but fortunately, after circling a few blocks, he found an open one.
"May I ask you something?"
At Tennessee's words, the old man adjusted his glasses.
"Do you know the big parking lot building nearby? It's gray and five stories tall…"
"Why do you ask?"
"There's an office on the third floor. I'm curious about the rent."
"There aren't any listings available there?"
"Oh, I'm not looking to rent. Just curious."
Suddenly, the old man's expression turned sour.
Coming to ask all sorts of things without the intention to rent.
It's natural to find non-paying inquiries annoying.
"You should pay a consultation fee, of course."
Tennessee pulled out a few bills from his wallet.
"Sorry, I came in a hurry, no envelope…"
"If you're in a hurry, that's okay! Why would a young guy like you bother with formalities?"
The old man's attitude changed completely after checking the amount.
"If you're talking about that building!"
Then the briefing began.
The building's condition was terrible, but if it had one advantage, it was the spacious parking lot.
Thanks to that, businesses with many meetings particularly preferred it.
"There's no parking lot anywhere else. They can't even park their cars for commuting, most of them."
"The rent is quite high, isn't it?"
"It's the price of the parking lot."
If there had been many customers, he wouldn't have managed the fridge like yesterday.
Yet, they bear the high rent, using that place specifically.
"Really just for the parking lot?"
He must really like cars that much.
"Thank you for your information."
"After just a few words, I'm not sure if I should take this."
"Just keep it. I'll come again."
As he left the real estate office and headed back towards the building on the roadside.
Fortunately, the Toyota 86 was now parked in the parking lot.
In the corner. It was the most convenient spot for getting in and out without being disturbed.
Inside the office, intense rock music was leaking out.
Thanks to that.
Knock.
"…"
Knock knock.
There was no response to the knocking.
Just when there was a pause between tracks, the door finally opened.
"Oh? What brings you here so early…"
Instead of responding, Tennessee handed over a takeout cup.
A pride of Austria, Vienna coffee.
"Yesterday, I think we rushed through our conversation."
"Yes, well. Come on in."
While Dmitry hurriedly cleared the table, Tennessee quietly surveyed the office.
The first thing that caught his eye was a MTB bike covered in mud.
Seeing about five helmets placed on the shelf, he seemed to be quite an enthusiast.
"Do you like bicycles?"
"I like anything with wheels."
"It's for mountain biking."
"I don't get to go to the mountains often. Sometimes I ride it down long staircases for fun."
He has a thrill-seeking personality.
No wonder, there were also quite a few airplane models on the bookshelf.
"Do you like flying too?"
Happy to have found a common interest, he asked.
"I can't pilot, but I love jumping off things."
Dmitry threw out an unexpected response.
"Do you skydive?"
"Yes, well."
"You must have done it quite a bit?"
Instead of answering, Dmitry gave an awkward smile.
***
Meanwhile, at the royal school.
I was daydreaming while staring at the blackboard.
I wanted to pay attention in class, considering the high tuition fees.
But sometimes, well.
'Why not zone out a bit?'
Hehehe.
I wonder how Tennessee is doing.
When he said he wanted to take over the acquisition himself, I honestly wanted to dissuade him.
The founder of Red Bull was known to be quite eccentric.
'A person obsessed with stimulation.'
After Red Bull got on track, Dmitry didn't hesitate to sponsor extreme sports like crazy.
A successful geek, so to speak.
In the first year that Red Bull sold over 5 billion cans.
The founder appeared in the media for interviews.
I remember the content quite vividly because it was so striking.
In summary, it went like this:
Days that felt meaningless beyond mere listlessness.
He lived in resignation, thinking that's just how life was supposed to be.
Then one day.
He saw a curtain hanging on the wall and it looked like a rope to him.
He walked towards the curtain as if enchanted, and next thing he knew, he was standing on a chair with a noose around his neck.
He had never been diagnosed, but in hindsight, he believed it was severe depression.
Thinking things might get dangerous, he ran out of the house on impulse.
And he walked until he nearly collapsed.
Perhaps there was a blessing in the blazing sunlight.
After a week of leaving the house daily, he felt the hole in his heart was somewhat filled.
That was when Dmitry started getting into physical activity.
After getting used to most sports like running, swimming, and cycling, he pursued greater thrills and dove into extreme sports.
"Maybe I fell for the superficial fun. But the important thing is, that primal joy helped me get through each day."
There's no denying that Dmitry is a genius in marketing.
However.
I wonder if he was really passionate about marketing for the right reasons.
Was it just to increase sales?
Maybe business was just an excuse.
Trying to introduce what he loved in the coolest way possible, he accidentally became a legend in marketing.
A perfect example of turning your passion into your profession.
The most successful geek in the world!
That's the image I had of Dmitry.
'At least that's how I see it.'
Tennessee, unaware of these stories, I wonder what impression he received.
A mix of anticipation and concern.
"Hmm."
I absently ran my fingers through my hair.
***
He gathered various pieces of information about Dmitry.
Now, it was time to weave them together and open the door to his heart.
Just as Park Ji-hoon had made Jo So-deok, Faber, and Tennessee his own people.
'I really want to do that too.'
Damn.
It wasn't as easy as it sounded.
He knew Dmitry enjoyed thrills.
But what does that really mean?
So… how should that relate to the acquisition?
With no clear answer coming to mind.
"..."
Tennessee kept changing the subject.
"Is the Toyota 86 rear-wheel drive?"
"Yes."
"It must be fun to drift around corners."
Conversations that struggled to continue.
Whether it was the discomfort of silence or not, Dmitry finally spoke up.
"How do you know that?"
"Oh, I've done some driving."
"Aren't you a minor?"
"It's allowed on tracks."
"…?"
"I've been karting for a while. I have a circuit license."
"For karting circuits?"
"No, F3. The real circuits that professional drivers use."
At that moment, Dmitry's eyes lit up with curiosity.
A reaction like rain in a drought!
Tennessee quickly moved the conversation forward.
"Have you ever been to a circuit?"
"Yes, well. I've been to some well-known circuits."
"Silverstone?"
"That's only accessible to F1 drivers…"
"Would you like to try it if you get a chance?"
"What? What do you mean?"
"Driving a real race car."
Dmitry just blinked, confused.
"Exactly that. At Silverstone, where only racers can enter. Driving a car that professionals use."
"A car driven by professionals…"
"F1 cars. Last year's model, but still."
"Is that even possible?"
Nodding.
"How?"
He had wanted to avoid using his family's influence as much as possible.
But is this the time to worry about that?
"If you go with me, anything is possible."
"…!"
"But since you don't have a license, you'll have to go easy."
*
That afternoon, Silverstone Circuit, England.
Dmitry still looked stunned.
Even as he was being trained, dressed, and about to board the vehicle.
"…."
He still couldn't believe it was happening.
"The seats are tight, so sit down first. I'll attach the steering wheel afterwards."
"…What?"
"It's hard to get in with the steering wheel already attached."
"Oh, right."
"I'll lead in front. Overtaking is absolutely not allowed. And you must slow down to under 100 kilometers per hour in the corners."
"But this is really an F1 vehicle?"
"Yes. It was used last season."
"Did Ayrton Senna drive it?"
"That's right."
"But how is this possible?"
"I told you."
"…?"
"As long as you're with me, anything is possible."
"Ah."
Soon after, Tennessee boarded the vehicle.
A safety car led the way, followed by Tennessee and Dmitry.
There were speed limits because they weren't professionals.
But Dmitry couldn't even reach half the regulated speed.
The sheer air resistance made it hard to keep his head straight.
While the racers might do 52 laps.
"…."
Dmitry declared surrender after just 5 laps, about 25 kilometers.
This meant Tennessee also had to return after his sixth lap.
"Are you done driving?"
"Yes…."
"Why not drive more? It's a rare opportunity."
"I know. That's why it costs a fortune."
"…?"
"I've wanted to quit since the second lap."
He looked exhausted, but it seemed he had some fun.
"It's something I'll remember for a long time."
"Come with me sometimes?"
"Excuse me?"
"When everything seems unbearable, I come here and drive."
This isn't about reckless driving.
It's about reaching top speeds on extreme courses.
When you push to the limit and let your instincts take over, your mind clears, and all your emotions evaporate like they were never there.
It's all for the moments when you can just keep driving, lap after lap.
Tennessee simply shared his own story, but Dmitry's expression had changed.
"You come here when you feel suffocated?"
"Yes."
"But no matter how much you drive, it doesn't solve the fundamental problems, does it?"
"Still, it gives me the strength to endure a few more days."
"And the root problem?"
"We have to hope that time will take care of it."
Dmitry stood there for a while, holding his helmet.
"Time…"
Mumbling to himself, he turned to Tennessee and said,
"If I want to ride the circuit occasionally… we should become friends."
For the first time, Dmitry showed a smile.
Could it be?
'Is it settled?'
Does this mean he's agreed to join? Right?
But!
Instead of reveling in joy, Tennessee was simply stunned.
'Why, though? What changed his mind?'
Not knowing the reason means… he can't replicate this process… in simple terms, it was a fluke.
He wanted to resolve it as coolly as Park Ji-hoon.
Hmm.
What can he do?
'Forget management! Just spend money…'
With a gesture of disgust, Tennessee shook his head.
TL/n -
Dietrich Mateschitz was an Austrian businessman born in 1944. He worked as a marketing executive for Blendax, a German toothpaste company, where he frequently traveled to Asia. During one of his trips to Thailand in 1982, he discovered a local energy drink called Krating Daeng, created by Chaleo Yoovidhya. The drink helped combat jet lag and fatigue, which intrigued Mateschitz.
Founding Red Bull (1984-1987)
Mateschitz saw potential in the drink and partnered with Chaleo Yoovidhya. They modified the formula and branding to suit Western tastes and launched Red Bull GmbH in 1984. The company was privately owned, with Mateschitz and the Yoovidhya family each holding a 49% stake, and the remaining 2% going to Chaleo's son.
Red Bull was first introduced in Austria in 1987, despite skepticism. It was priced higher than regular soft drinks, but Mateschitz positioned it as a premium energy booster.
Marketing Masterstroke
Rather than traditional advertising, Mateschitz used guerrilla marketing, targeting extreme sports, nightclubs, and college students. He also introduced "Red Bull Gives You Wings", one of the most iconic slogans in advertising history. Red Bull sponsored extreme sports like Formula 1, motocross, and cliff diving, reinforcing its association with high-energy activities.
Global Success
Red Bull became a global phenomenon, expanding to over 170 countries. The company now sells over 11 billion cans annually (as of recent reports), dominating the energy drink market.
Red Bull's Empire
Beyond drinks, Red Bull has built a sports empire, owning:
Red Bull Racing (F1) – A leading Formula 1 team.
RB Leipzig & Red Bull Salzburg – Football (soccer) teams.
Red Bull Air Race & Extreme Sports Events.
Mateschitz's Legacy & Death
Dietrich Mateschitz remained a private and low-profile billionaire, with a fortune estimated at $27 billion before his passing in October 2022 at age 78. His son, Mark Mateschitz, inherited his stake in the company.
Conclusion
Red Bull is more than just an energy drink—it's a lifestyle brand and a marketing powerhouse. Mateschitz's ability to create demand, market differently, and align Red Bull with adventure made it one of the most successful beverages in history.