The key battle facing Rich Energy
Rich Energy arrived in F1 on a wave of hype as title sponsor of the Haas team. But business guru Mark Gallagher has seen how the energy drinks business works...
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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.
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