Good article, but it's a little over the top at the end here. Most people are going to pick up a new beverage the first time based on marketing and packaging. The second time they are going to pick it up because they like the taste, pure and simple.
I've always been bothered with this whole 'lifestyle' brand concept. Pepsi says it's a lifestyle brand, but what does sugared water have to do with the way you live your life? Alot, but not in the manner Pepsi would wan't it. It makes you fat, not perceived as some sort of alternative thinker.
What Red Bull did right in all this, is that they NAILED the lifestyle brand marketing strategy. They hit it out of the park. Its not a strategy aimed at keeping people drinking it through their life, but convincing new customers they need to try it. The Lifetime Value of a Coke customer is probably 100x-1000x more then the LTV of a Red Bull customer.
So to wrap this up, just because you succeeded in your marketing strategy, does not make it a truth. Was it "that it ‘gives you wings…’ which means that it provides skills, abilities, power, etc., to achieve whatever you want to" that triggered people to try and, I concede, maybe like the beverage more then they normally would? Yes. Do they keep drinking it just to signal their allegiance to the Red Bull tribe, not so sure.