Bullish : the dramatic story of Red Bull and its billionaire CEO

With a flavour likened to cough syrup, and no Western market for the product, the prospects for Red Bull did not look promising.

But, in just thirty years, it has become one of the biggest and most successful brands in the world. In this revealing account, Jennifer Booton explores how iconoclast Dietrich Mateschitz carved out a market for a product no one wanted, eschewing mass advertising, instead building his brand through sponsorship of high octane sports - from formula one racing and football teams to record-breaking sky dives from space. A rare insight into the idiosyncratic and private billionaire that collects vintage military jets and owns his own private island in Fiji, this is the story of how one man revolutionised business and branding, courting substantial controversy along the way.