A Beverage To Call Their Own

Phillips, Bob
October 2004
Convenience Store News;10/16/2004, Vol. 40 Issue 13, p133
Trade Publication
This article reports that the New Age category began producing a wide variety of functional beverages spiked with all sorts of exotic ingredients like ginseng, ginkgo biloba and Echinacea. As the New Age category continued to develop, a new member, energy drinks, made its grand entrance in the late 1990s. Led by Red Bull GmbH, which is based in Austria and had established itself firmly in Europe, the brand became an instant hit in the United States based on a two-headed premise: instant energy and profits galore. According to Sports & Energy Beverages in the U.S., a report from New York-based Beverage Marketing Corp., the Austrians did an outstanding job of spreading the word — primarily from nightclub to nightclub, from ski resort to ski resort. INSET: Energy Drinks: What's In Them?.


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