Red Bull heir Mark Mateschitz: First dividend and dwindling control over Red Bull.

Red Bull heir Mark Mateschitz: First dividend and dwindling control over Red Bull.

According to a report from www.focus.de, 31-year-old Red Bull heir Mark Mateschitz has received his first dividend payment of 583 million euros. As a 49 percent shareholder, he received 383 million euros and an additional distribution of 199 million euros. This represents the lowest dividend the Mateschitz family has received in the last three years.

With the generational change, the Mateschitz family loses significant control over Red Bull. The founder Dieterich had agreed to be head of the company for life, but Mark does not have these privileges. The Yoovidhya family, especially Chalerm Yoovidhya, owns 49 percent of the company's shares and can outvote Mateschitz.

Red Bull's growth has stalled for several years. In the 2021 and 2022 financial years, around 11.6 billion cans were delivered and net sales of around 9.7 billion euros were achieved. Attempts by Dieterich Mateschitz to penetrate new market segments with new products such as the tea drink Kombucha failed and led to tensions between the Mateschitz and Yoovidhya families.

These developments may have implications for the energy drink market and the Red Bull brand as a whole. The lower dividend payment could indicate that the company is no longer as profitable as in previous years. The fact that growth has stagnated and new products have been unsuccessful could indicate that the energy drink market is saturated or that other competitors are offering more successful alternatives.

It remains to be seen how these developments will affect consumers. Price changes or product adjustments may be made to improve Red Bull's competitiveness and maintain market share. It is also possible that new marketing strategies and innovations are needed to revitalize the brand and stimulate growth.

Source: www.focus.de