In Case Study #16 I take a look at the improbable birth of Reb Bull. How did an Austrian on a trip to Thailand stumble onto a beverage that would redefine an industry? Did he really discover it as a cure for jet lag? What did they do when major US competitors launched, Monster, 5-Hour Energy, Rock Star, NoS, burn and Full Throttle? The story is as compelling as it is interesting.
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