They need a very strong neck because every corner puts a load of around 20-25kgs on the neck, and obviously a strong upper body and forearms.

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Mr Clegg said if the UK wanted to lead in the world you had to be "strong in your neck of the woods".

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Bowles and Burr were neck and neck heading into the final week, despite North Carolina's strong Republican voting history.

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If the French firm does indeed win, a new competitor will soon be breathing down the neck of Diageo, looking to overtake its 30% share of the world market for strong drinks.

ECONOMIST: A heady cocktail | The