The Buzz Increases Today’s Energy Drink Options are Profitably Uplifting
By Jenny Adams & Taylor Rau
The trends — and numbers — are encouraging. Energy drinks continue
to increase their buzz in today's on-premise environments, and as
patrons continue to ask for them straight or mixed in a cocktail or
shot, nightclub and bar proprietors continue to profit.
With this influx of enthusiasm for the products and heightened
awareness of them, there are decisions to be made, however. What brand
— or better, yet — brands will create the most excitement at the bar?
Which ones will attract the most sales? Short of trial and error,
that’s a difficult and vague question to pose, but there is a starting
point: research. Knowing what’s out there on the market today and
evaluating them for yourself perhaps is best, and as they say, every
great journey begins with a single step.
This sampling of many of the latest, best and boldest energy drinks on
the market is that step, and with increased awareness can come
increased enlightenment and profit with this continuing energy drink
phenomenon.
Bacchus
Bacchus Energy Drink has been manufactured by Dong-A Pharmaceutical
since 1963 in South Korea. In 2001, Dong-A brought Bacchus into the
United States and began selling the product throughout Southern
California. During this time, Bacchus has established a solid
foundation and relationship within the Hispanic and Asian communities,
as well as distribution within key chain accounts.
Naturally sweetened with fruit juices, the best way to find out how great Bacchus tastes is to take a taste test.
For more information, log onto bacchusenergy.com.
Banzai
In response to escalating demand, Swanel Beverage Inc. has introduced
both a low-carb, sugar-free bag-in-box version of Banzai Energy Blast
as well as Banzai Energy Drink packaged in a 16-ounce can. Both are
available for immediate distribution.
Bill Bodemer, sales and marketing manager, says, “As the energy drink
market continues to grow, demand also is growing for a premium
bag-in-box solution to cumbersome and expensive canned energy drinks.”
In addition to being a high-quality product, Banzai Energy Blast is
wrapped in a full array of cool and colorful marketing items to help
promote and brand the product. Swanel also has launched Banzai Energy
Drink in a 16-ounce can to serve owners of establishments that require
the use of cans.
For more information, call (800) 279-2635 ext. 318 or e-mail
Bomba
Bomba Energy is being imported exclusively by Genuine-Wellness Inc. of
Chicago. They began importing Bomba in July 2004, with a limited market
entry into the Chicago market. Bomba currently is distributed in Las
Vegas, New York, Ohio, Washington state and other key cities, with
potential nationwide agreements for distribution still on the table.
The four flavors of Bomba Energy allow a wide mix of people to enjoy
the drink. Bomba Energy is available in 8-ounce cans and also PET
packaging, but mainly sold in bottles. The unique design of the Bomba
packaging is what draws a level of interest beyond standard can designs
offered by alternative brands.
The glass container also does not add any flavor to the drink, which
allows the true flavor of Bomba to be enjoyed. Bomba is available in
five distinct flavors including Original Bomba Yellow, Ruby Orange,
Bomba Blue, Bomba Black and the sugar-free version.
For more information, call (312) 306-9570 or log onto bomba-usa.com or the manufacturer Web site at bomba.at.
Burn2
Building on the tremendous success of its original 8.4-ounce Burn,
Source gave the 16-ounce version a few alterations. Burn2 is infused
with antioxidants, red Korean ginseng, electrolytes and B-vitamins.
Plus, it is formulated with nitrous-MTM, a potent version of arginine,
for even more energy.
“Our original Burn 8.4-ounce is so strong, we couldn’t just double the
formula for our 16-ounce,” explains Tyler Benedict, president and
founder of Source Beverages. “So, we tweaked the formula and added new
ingredients to enhance its effectiveness.”
Keeping with the Burn tradition, Burn2 is stronger than most 16-ounce
energy beverages. The caffeine in Burn2 is from guarana and pure
caffeine, and because it has no high fructose corn syrup, Burn2 offers
a crisp, refreshing citrus flavor with very low sodium. Burn2 will be
launched in 20 states with special introductory pricing to
distributors, retailers and consumers.
For more information, call (336) 540-9476 or log onto sourcedrinks.com.
Caballo Negro
Caballo Negro is the premium Latino energy drink that has an
unforgettable design, unique flavor, and superior function that will
satisfy the Hispanic and non-Hispanic consumer. The premium energy
blend contains 12 active ingredients: taurine, glucuronolactone,
caffeine, pantothenic acid, inositol, ginseng, guarana, vitamin B12,
vitamin B6, niacin, horny goat weed, and una de gato. This variety of
key ingredients exceeds any other competing energy drink brand. This
one-of-a-kind energy drink will increase your profits and expand your
market share to the Hispanic market.
For more information, log onto caballonegro.biz.
Energy 69
Ginger Spirits Inc. has launched a new, great tasting passion fruit
energy drink. The non-carbonated Energy69 combines the perfect balance
of energy supplements such as Taurine, l-carnitine, and vitamin B-12
with herbal aphrodisiac supplements such as guarana, damiana leaf, and
epimedium (aka horny goat weed).
“We are entering numerous markets, because Energy69 is for everybody,”
says founder Ryan Rosenberg. “It’s the kind of drink that’s the perfect
mix for a Martini, as a pre-work-out pick-me-up, a mid-afternoon
energizer or in the morning with a bagel or croissant.”
Energy69 comes in a metallic red and chrome 8.4-ounce can and recently
completed a successful launch in its test market of Florida, where it
formed a strategic alliance with Southern Wine and Spirits to handle
distribution. Energy69 has since expanded into the New York and New
Jersey metropolitan areas and continues its expansion of distribution
nationwide.
For more information, e-mail
Go Fast!
Go Fast Sports & Beverage Co. is introducing the first energy
drink in Ball Corporation’s new sleek 11.9-ounce can, and taking a step
to revolutionize the energy drink category with this new perfect
serving size.
With the new packaging and this point of differentiation, Go Fast sets
itself apart from the 8.4- and 16-ounce cans. “For the active energy
drink consumer, the 11.9 ounce can is not too small, and it’s not too
big –– it’s just right,” says Heather Hill, VP of Communications, Go
Fast Sports & Beverage Co.
Formulated with health-conscious consumers and athletes in mind, Go
Fast Energy Drink and Go Fast Light offer a great taste; a longer,
more-sustained energy boost; an exclusive blend of energy ingredients;
ribose, Australian honey; no preservatives, no high-fructose corn syrup
and no aspartame.
For more information, call (800) 895-7290, e-mail
or log onto gofastsports.com.
Impulse
Impulse is a serious contender with three win-win-win varieties of
energy drinks that satisfy today’s modern consumers’ demands. Impulse
Energy Original, Impulse Extreme Sugar-Free with triple the energy and
Impulse Zero –– zero calories, zero carbs and zero sugar. Each are
packaged in 8.4-ounce cans.
The award-winning combination of great taste, proven functionality,
sophisticated packaging and modern marketing strategy positions Impulse
Energy drinks to be able to compete successfully as a lifestyle brand
dedicated to modern consumers seeking to elevate their performance in
whatever life activities they choose. The brand hit the market in 2001,
with distribution limited to South Florida. According to plan,
Impulse has become the preferred beverage choice of Miami’s famous
South Beach and has capitalized on that huge success story to fuel
other markets. The brand is demonstrating consistent triple digit
growth and worldwide awareness. By year-end, Impulse Energy Drinks will
be distributed in more than 15 States and in more than 25 countries.
For more information, log onto impulseenergy.com.
Lost
Hansen sealed the deal to license the rights to develop, produce and
distribute Lost Energy — a new energy drink that has created a huge
buzz with the hip, 15-25-year-old demographic. “Hansen’s alliance with
Lost was a strategic move that instantly put us on the radar of the
skeptical, hard-to-reach, Gen-X beverage consumer,” says Rodney C.
Sacks, Hansen’s chairman and CEO.
In Southern California, the initial test market, Lost Energy was an
instant success. The company now is moving ahead with its plans for a
national rollout of products.
Hansen’s was one of the original founders of the energy drink market in
the United States with the introduction of their original Hansen’s
Energy in 1997. Hansen’s momentum continued with the 2002 launch of the
hugely successful Monster Energy — a 16-ounce energy drink nearly twice
the size and packing nearly twice the punch.
For more information, log onto hansens.com.
Pimp Juice and PJ Tight
PJ Tight (the healthier version of predecessor Pimp Juice) is ready
to invade pop culture and the energy beverage market — again!
William Wooten, president of Fillmore Street Brewery, the makers of PJ
Tight, says, “We are excited about our current success and anticipate
our diet version pleasing even more consumers with a less controversial
name and tight new look.”
PJ Tight is a healthy, 20-calorie, caffeinated, non-carbonated energy
drink possessing an apple flavor like the original, and it represents
the new and improved energy drink for today’s active and health
conscious consumer. Fillmore Street Brewery currently has 100
distributors across the country with international distribution in
eight countries including Canada, numerous European Countries and
Australia.
For more information, log onto letitloose.com.
Red Bull
Today, Red Bull is energizing more than 120 countries around the globe,
with nearly 2 billion cans of Red Bull being consumed last year.
Red Bull is much more than a soft drink, it’s an energy drink with a
totally unique formula and effect. Its blend of key ingredients —
taurine, caffeine, glucuronolactone, vitamins and carbohydrates — has
set the product apart from other drinks on the market and has created a
totally new market segment. It was made for moments of increased
physical and mental stress and improves endurance, alertness,
concentration and reaction speed.
Red Bull Energy Drink and Red Bull Sugarfree both are packaged in a slim blue and silver, 8.3-ounce can.
For more information on Red Bull Energy Drink, log onto redbullusa.com or
call (877) 673-9444.
Roaring Lion Energy Drink
Had enough of attempting to sell other energy drink brands that your
consumers refuse to drink? Feeling the crunch of no other option?
Roaring Lion Energy Drink may be your solution.
Owned by the original management team of Red Bull North America,
Roaring Lion (roaringlionenergydrink.com) delivers a value-driven
energy drink offering in both three-gallon bag-in-box and
500-milliliter PET SKUs.
Because Roaring Lion has 100-percent confidence in its product, it sends out sample bottles, too.
For more information, send an e-mail with your name, establishment
name, address and phone number to
or call (818) 559-7415.
Sobe
Liquid adrenaline? You bet. With Sobe’s time-tested Adrenaline Rush and
Adrenaline Rush Sugar-Free, the company continues to perk up patrons’
experiences on-premise. As its slogan goes, this energy drink is
sustained energy for non-stop living. Each 8.3-ounce Adrenaline Rush
can contains a full roster of energy-producing ingredients, including
guarana, panax ginseng, vitamins C, B6 and B12. With the Sugar Free,
the product also contains zero calories.
Additionally distinguished by its black can with two colorful lizards,
Sobe has been a major player in the market for years now, and they
continue to stir sales through on-premise promotions, edgy marketing
and creative partnerships. Also, look for the company’s latest
offering, No Fear.
For more information, log onto sobebev.com or sobenofear.com.
Wild Buzz
After introducing a new 12-ounce can size in January 2005, Wild
Buzz Energy Drink has added new flavors to its product line. The can is
not only eye catching, but it comes in a convenient size. Wild Buzz
fans can now be buzzed on Mango, Citrus or Peach. All three flavors
have a great taste while giving the consumer an extra buzz of energy.
Although the can is new, the great Wild Buzz taste is not. Now the Wild
Buzz product line consists of 16-ounce original, one-liter plastic
bottle original and new 12-ounce Original, Mango, Citrus and Peach. The
new 12-ounce can size has an amazing retail for as low as 99 cents,
causing consumers to get more buzz for the buck.
The trends — and numbers — are encouraging. Energy drinks continue
to increase their buzz in today's on-premise environments, and as
patrons continue to ask for them straight or mixed in a cocktail or
shot, nightclub and bar proprietors continue to profit.
