Energy Drinks Market

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Energy Drinks - Red Bull
What are energy drinks? Cola and coffee drinks have long been promoted and known as "energy" drinks - meant to give you a little pick me up, mostly in the form of caffeine and sugar. Jolt Cola in the 80s was one of the early entries in the "energy drink" market, with double the caffeine of normal colas, it was marketed towards teens and college students as a way to get an energy edge and keep you awake and energized. Their slogan, in fact, was "twice the caffeine". Jolt has in fact recently been reincarnated given the success of other energy drinks. What are the most popular energy drinks? Red Bull, created by an Austrian company, really defined the category, and was launched in Europe in the late 1980s. Their slogan is "Red Bull gives you wings", with images of winged bulls flying in their ads and logos.

Red Bull really gained in popularity and fame in the late 90s and into the new millenium, setting off a whole new market segment of beverages - energy drinks. They sold more than 1 billion cans of Red Bull in 2000, and their growth continues until this day. Red Bull is estimated to dominate 60-70% of the energy drink market - it is popular with teens all the way up through people in their 30s - Red Bull and Vodka is a big drink at trendy bars. One of the main ingredients of Red Bull is taurine - a chemical substance supposed to increase energy levels. But caffeine is the main component that gives Red Bull its kick. One 8 oz. can contains 80mg of caffeine (about the same as a cup of coffee) and 27g of sugar. Why drink Red Bull? If you visit their website,, you'll read that drinking Red Bull increases performance, increases concentration, improves vigilance, improves emotional status, and stimulates metabolism. Is any of this true? Who knows, but there is an entire generation of young people that swear by it. The Energy Drink Market - Full Throttle, Monster, Rockstar

With the success of Red Bull, a slew of copycat drinks...
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