Europe, Middle East & Africa Team of the Year: Red Bull

While Red Bull’s core product is its ubiquitous energy drink – to date, some 60 billion cans have been sold in 169 countries around the world – the brand built up around it is a salutary lesson in how to transcend product classes. As a visual content creator via its Redbull TV platform, publisher of lifestyle magazine The Red Bulletin and sponsor (and host) of a wide range of sports, music and video gaming events, the company has positioned itself as a multimedia powerhouse; a diverse range of clothing and merchandise is a further string to its bow.

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Issue 71