Red Bull's success

1: What created Red Bull's success? where is the core franchise and benefits? Has the product's positioning changed over time? what is the role of alcohol mixing to Red Bull's success? 
2: What is Red Bull's success formula? For which kind of product/beverage categories will this formula work? How does Red Bull know when to turn on the advertising? What metrics would you use to make this judgment?
3: What should Red Bull's competitors do? Coke? Pepsi? Anheuser-Busch?
4: If you were an investor in Red Bull, would you take your money and run or stay for the long haul?