Who-the protagonist

The late Dietrich Mateschitz, co-founder of energy drinks company Red Bull.

What?

IHG’s business model was an asset-light one, in which it either franchised its brands to hotel operators or managed hotels on behalf of owners. At the end of 2021, 71% of IHG’s hotel rooms were operating under the franchise model, 28% were managed, and 1% were owned (or leased) by the group itself, resulting in 17% of 2021 revenues. In the same year, IHG’s operating profit stood at $494 million. Down compared to pre-COVID, but a significant improvement.

When

AlphaTauri was formed in 2016, and Red Bull’s second F1 team, Scuderia Toro Rosso, was rebranded as Scuderia AlphaTauri in 2019. Meanwhile, in 2018, Red Bull Simply Cola was the latest product to be added to The Organics portfolio, after its initial failure in 2008 as part of Red Bull’s standard range.

Where?

Mateschtiz hails from Austria, with Red Bull’s global headquarters based in the country in Fuschl. But, Red Bull is a worldwide entity, with 13,610 employees (as of the end of 2021) around the world and it is one of the most recognisable brands on the planet.

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