The Economist 20260718 Wings up Summary
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Red Bull looks like a drinks company, but its real product is a carefully engineered identity. The energy drink itself is easy to imitate. What rivals struggle to reproduce is the world of speed, daring and elite performance that surrounds it - from Formula One and football to record-breaking stunts. That brand machine has kept growing even after the death of founder Dietrich Mateschitz, though the same strategy now attracts mounting scrutiny.
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