Mixed Identities

Lisanti, Linda
May 2006
Convenience Store News;5/8/2006, Vol. 42 Issue 6, p80
Trade Publication
The article reports that hybrid beverages are expected to broaden the lucrative energy segment, but skeptical convenience store retailers say the flood of new products could dilute a very profitable market. Convenience stores reported a near 58% increase in dollar sales of energy drinks from 2004 to 2005. The newest beverages vying for space in the cooler are hybrids--energy drinks combined with everything from sodas to coffee to isotonics. Although it is too soon to make a definitive statement on them, hybrid drinks could be diluting a very profitable market.


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