Juergen Rauch remembers the first time Dietrich Mateschitz turned up at their factory in Rankweil, Austria, asking his father if they would be able to facilitate a small production run. The Rauch family business had been in operation since 1919 and was renowned for its fruit juices.
Switching production lines over to a low-volume run of Mateschitz's new product, something called an energy drink, seemed like a risk. In the end Rauch Sr agreed and when, not long after, Mateschitz came back to place a second order, the family's decision to supply the ambitious young entrepreneur was vindicated. As sales of Red Bull gathered momentum at home and expanded across Europe, production soared.
In January 2005 Peter Huls and Roland Concin showed me around the facility. Huls was the winemaker whom Mateschitz had employed to help develop the flavour of Red Bull. Concin, the head of operations, was tasked with getting it produced.