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Energy Drinks and Shots - US - July 2010

This report focuses on the energy drinks and shots market. While energy drinks have enjoyed significant popularity since their inception during the late 1990s, category growth appears to have cooled off during 2007-09. The current economic upheaval has negatively influenced the category, and a lack of universal appeal for energy drinks has failed to bring in new consumers to the market. This reports presents an in-depth analysis of the current issues and opportunities in the markets, including absence of new consumers and the growing appeal of energy shots. Besides presenting sales data on a segment-by-segment basis, the report considers a range of topics, including the following:

  • What manufacturers and retailers can do to expand the market to new users
  • The importance of modifying new product positioning in an industry that currently focuses on young male consumers
  • Key brands’ performance in each segment, challenges they face and how private label manufacturers have an opportunity to fulfill an unmet need in the market
  • The impact of demographic shifts on product needs during 2004-09 and how 2009-14 population projections will affect the market growth
  • What innovative product positioning and attributes would best attract the increasingly health- conscious society; how marketers can modify current attributes to address fears concerning product safety
  • A detailed discussion of attributes that can attract non-energy drink users to the market
  • Consumer behavior in purchasing energy drinks and shots at retail; strategies to grow sales through product presentation at retail

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                    • Energy drinks’ growth slows; unable to attract new consumers
                      • Over half of all adults aged 18+ are not interested in trying energy drinks/shots; free sample, low price keys to attract non-users
                        • Energy drinks’ high price a hurdle in expanding user base; energy shots leading growth
                          • Convenience stores command lion’s share in energy drinks market
                            • Brands
                              • Innovation driven by claims for purity, premium and ethical positioning
                                • The energy drinks/shots consumer
                                  • Energy boost primary reason to drink energy drinks/shots; energy drinks need to underscore mental benefit
                                    • High price of energy drinks/shots is the biggest barrier in growing consumer base
                                    • Insights and Opportunities

                                      • Consumers make own energy drink with “energy essential”
                                        • Nutritionally fortified meal replacement energy drinks
                                          • Expand consumer base with second-generation natural energy drinks
                                            • Will the trend towards caffeinated spirits reduce the energy drinks’ clout in bars?
                                              • Figure 1: Incidence of drinking energy drinks and energy shots with alcoholic beverages, by age, April 2010
                                            • ... but the FDA is concerned about caffeine-infused alcohol—good or bad news for energy drinks?
                                            • Inspire Insights

                                                • Trend 1: Caffeine Labels to Come?
                                                  • What’s it about?
                                                    • Implications for the energy drinks market
                                                      • Trend 2: A greater focus on mental benefits
                                                        • What’s it about?
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Category fails to grow consumer base; future growth may stall
                                                              • Safety concerns cast shadow on future growth
                                                                • A majority of adult consumers are not interested in energy drinks
                                                                  • Ethnic consumers important for future growth
                                                                    • Sales and forecast of market
                                                                      • Figure 2: FDMx and convenience store sales and forecast of energy drinks, in current prices, 2005-15
                                                                      • Figure 3: FDMx and convenience store sales and forecast of energy drinks, in inflation-adjusted terms, 2005-15
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Energy claims in other non-alcoholic beverages threaten energy drinks’ functional platform
                                                                        • Figure 4: New product launches of non-alcoholic beverage beverages with energy claims, 2005-09
                                                                      • Enhanced water and tea
                                                                        • Coffee, a natural caffeine source, underscores energy claims in product positioning
                                                                          • Juice/juice drinks
                                                                            • Sugar and gum confectionery emulate energy drink positioning
                                                                              • Snacks
                                                                                • Figure 5: New product launches in food categories making energy claims, 2005-10
                                                                              • Rise in energy-boosting supplements
                                                                                • Figure 6: New product launches of supplements with energy claims, 2005-10
                                                                              • Rising trend toward relaxation drinks
                                                                                • Figure 7: New product launches of non-alcoholic beverages with relaxation or stress relief claims, 2005-10*
                                                                                • Figure 8: Desired psychological benefits in functional beverages, by age, January 2010
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Energy shots fuel growth during 2008-10
                                                                                  • Sales of market, by segment
                                                                                    • Figure 9: FDMx sales of energy drinks and energy shots, by segment, 2005-15
                                                                                    • Figure 10: FDMx sales of energy drinks and energy shots in the U.S., by segment, 2008 and 2010
                                                                                • Segment Performance—Energy Drinks (Non-aseptic)

                                                                                  • Key points
                                                                                    • Higher prices push buyers to soda
                                                                                      • High sugar content alienates consumers
                                                                                        • Figure 11: FDMx sales and forecast of energy drinks (non-aseptic), 2005-15
                                                                                    • Segment Performance—Energy Shots

                                                                                      • Key points
                                                                                        • Energy shots address consumer concerns but need to educate them
                                                                                          • Figure 12: FDMx sales and forecast of energy drinks, at current prices, 2005-15
                                                                                      • Segment Performance—Energy Drink Mixes

                                                                                        • Key points
                                                                                          • Crystal Light charts its own path to reach women seeking energy
                                                                                            • Monster Mixxd Energy missing the “X” factor
                                                                                              • Crystals threaten to overturn energy market
                                                                                                • Figure 13: FDMx sales and forecast of energy drinks mixes, 2005-15
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Consumers shop for energy drinks in a variety of channels
                                                                                                  • Convenience stores remain the top channel but supermarkets catching on
                                                                                                    • Walmart is second only to convenience stores in selling energy shots; supermarkets lag in attracting energy shot users
                                                                                                      • Figure 14: Retail channel choice to purchase energy drinks/shots, April 2010
                                                                                                    • Sales of market, by channel
                                                                                                      • Figure 15: FDMx and convenience stores sales of energy drinks, by retail channel, 2008 and 2010
                                                                                                  • Retail Channels—Convenience Stores

                                                                                                    • Key points
                                                                                                      • Convenience stores showcase new products
                                                                                                        • Figure 16: Convenience store sales of energy drinks, 2005-10
                                                                                                    • Retail Channels—Supermarkets

                                                                                                      • Key points
                                                                                                        • Private label may give a window of opportunity for grocery channel
                                                                                                          • Figure 17: Supermarket sales of energy drinks, 2005-10
                                                                                                          • Figure 18: Supermarket sales of energy shots, 2005-10
                                                                                                      • Retail Channels—Drug and Other

                                                                                                        • Drug stores benefit from gains in energy shot sales
                                                                                                          • Figure 19: Drug store and other FDMx sales of energy drinks, 2005-10
                                                                                                          • Figure 20: Drug store and other FDMx sales of energy shots, 2005-10
                                                                                                      • Retail Channels—Natural Channel/SPINS

                                                                                                        • Key points
                                                                                                          • Sales of energy drinks in the natural channel
                                                                                                              • Figure 21: Natural supermarket sales of energy drinks and shots, at current prices, March 2008-March 2010
                                                                                                              • Figure 22: Natural supermarket sales of energy drinks and shots, at inflation-adjusted prices, March 2008- March 2010
                                                                                                            • Natural channel sales by segment
                                                                                                              • Figure 23: Natural supermarket sales of energy drinks and shots, by segment, March 2008 and March 2010
                                                                                                            • Natural channel sales of energy drinks by organic
                                                                                                              • Figure 24: Natural supermarket sales of energy drinks, by organic vs non-organic, March 2008 and March 2010
                                                                                                          • Market Drivers

                                                                                                            • Energy drinks continue to be perceived as harmful
                                                                                                              • Energy drinks have high amounts of sugar
                                                                                                                • Figure 25: Sugar content of popular energy drinks
                                                                                                                • Figure 26: Incidence of presently watching/controlling diet, May 2004-June 2009
                                                                                                                • Figure 27: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
                                                                                                              • Young adults population growth is unlikely to contribute to energy drinks sales growth
                                                                                                                • Figure 28: U.S. population, by age 18+, 2005-15
                                                                                                              • Teen population offers better prospects in the next five years
                                                                                                                • Figure 29: U.S. teen population, 2005-15
                                                                                                              • Growth in Hispanic and black segments promises growth
                                                                                                                • Figure 30: U.S. population, by race and Hispanic origin, 2005-15
                                                                                                              • Limited disposable income contributes to lower overall category spending
                                                                                                                • Figure 31: Real Disposable Income, January 2007-January 2010
                                                                                                              • Historically low levels of confidence discourage many from spending
                                                                                                                • Figure 32: Consumer Sentiment, January 2007-March 2010
                                                                                                            • Companies and Brands

                                                                                                              • Key points
                                                                                                                • Beverages with lifestyle positioning win sales
                                                                                                                  • Figure 33: FDMx sales of energy drinks and energy shots for leading companies in the U.S., 2009-10
                                                                                                              • Brand Share—Energy Drinks (Non-aseptic)

                                                                                                                • Key points
                                                                                                                  • Red Bull still charging ahead
                                                                                                                    • Monster Energy stomping smaller brands
                                                                                                                      • Rockstar’s aspiration to climb the chart fizzles
                                                                                                                        • North American Coffee Partnership’s DoubleShot a winning combination
                                                                                                                          • Private label’s missed opportunity, need specific target
                                                                                                                            • Other brands stealthy gaining share
                                                                                                                              • Manufacturer and brand sales of energy drinks (non-aseptic)
                                                                                                                                • Figure 34: FDMx brand sales of energy drinks (non-aseptic), part 1, 2009-10
                                                                                                                                • Figure 35: FDMx brand sales of energy drinks (non-aseptic), part 2, 2009-10
                                                                                                                            • Brand Share—Energy Shots

                                                                                                                              • Key points
                                                                                                                                • 5-Hour Energy holds its ground
                                                                                                                                  • Red Bull takes its place in market
                                                                                                                                    • Manufacturer and brand sales of energy shots
                                                                                                                                      • Figure 36: FDMx brand sales of energy shots, 2009-10
                                                                                                                                  • Brand Qualities

                                                                                                                                    • Red Bull’s moderation wins a wider audience, but could foster greater loyalty with flavor extensions
                                                                                                                                      • 5-Hour Energy: The leader in addressing concerns associated with energy drinks
                                                                                                                                        • Less sugar is characterizing quality
                                                                                                                                          • Available in decaf version
                                                                                                                                            • Available in five of the 10 top NAB beverage flavors
                                                                                                                                              • Figure 37: Top 10 flavors of non-alcoholic beverage new product introductions in U.S., 2005-10*
                                                                                                                                            • Has guidelines for safe use
                                                                                                                                              • Go Girl energy drinks: Serious about beating cancer but missing a fun factor
                                                                                                                                              • Innovation and Innovators

                                                                                                                                                  • Figure 38: Number of new energy drinks and shot new product introductions in U.S., 2005-10
                                                                                                                                                • Innovations by segment
                                                                                                                                                  • Energy drinks— B vitamins tops the list
                                                                                                                                                    • Figure 39: Top ten claims in energy drink new product launches, 2005-10
                                                                                                                                                    • Figure 40: Popular vitamin mineral fortifications in energy drink launches, 2005-10*
                                                                                                                                                  • Energy shots—highlight on-the-go energy
                                                                                                                                                    • Figure 41: Top ten claims in energy shot new product launches, 2005-10
                                                                                                                                                  • Energy drinks vs. energy shots: A comparative analysis on new product trends
                                                                                                                                                    • Energy shots—functional benefits
                                                                                                                                                      • Energy drinks suitable for…
                                                                                                                                                        • Energy drinks rely on flavor
                                                                                                                                                        • Advertising and Promotion

                                                                                                                                                          • Overview
                                                                                                                                                            • Differentiation by addressing consumer concerns
                                                                                                                                                              • Hydrive—Man can't be jittery when he throws 96 yard pass
                                                                                                                                                                • Figure 42: Hydrive, TV ad, 2009
                                                                                                                                                              • 5-Hour Energy— helps you keep you cool
                                                                                                                                                                • Figure 43: 5-Hour Energy, TV ad, 2010
                                                                                                                                                              • 5-Hour Energy: helps you keep you cool
                                                                                                                                                                • Figure 44: 5-Hour Energy, TV ad, 2009
                                                                                                                                                              • Acutefruit— 100% fruit juice gives all natural energy boost
                                                                                                                                                                • Figure 45: Acutefruit, TV ad, 2009
                                                                                                                                                              • Red Bull’s twist on classics leave memorable impression
                                                                                                                                                                • Red Bull helps grandma ward off bad wolves
                                                                                                                                                                  • Figure 46: Red Bull, TV ad, 2010
                                                                                                                                                                • Red Bull makes Watson more clever than Holmes
                                                                                                                                                                  • Figure 47: Red Bull, TV ad, 2010
                                                                                                                                                              • Incidence of Use, Volume Consumption and Brand Usage

                                                                                                                                                                • Key points
                                                                                                                                                                  • Trended energy drinks usage
                                                                                                                                                                    • Roadblocks to increasing user base
                                                                                                                                                                      • Figure 48: Consumption of energy drinks, by gender, age, education, households with children and region, January 2005-December 2009
                                                                                                                                                                    • Energy drinks volume consumption
                                                                                                                                                                      • Figure 49: Average volume* consumption of energy drinks, by gender, age, education, households with children, and region, January 2005-December 2009
                                                                                                                                                                    • Energy drink and shots usage
                                                                                                                                                                      • Figure 50: Consumption of energy drinks and energy shots, by age, April 2010
                                                                                                                                                                    • Red Bull cedes consumer base to other brands
                                                                                                                                                                      • Figure 51: Brands of energy drinks/energy shots consumed, by age, November 2008-December 2009
                                                                                                                                                                    • Volume consumption by brand
                                                                                                                                                                      • Figure 52: Average volume consumption of energy drinks, by choice of brands, by age, November 2008-December 2009
                                                                                                                                                                  • Reasons for Using Energy Drinks

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Energy shots have higher functional benefit appeal to users than energy drinks
                                                                                                                                                                        • Figure 53: Reasons for drinking energy drinks and energy shots, April 2010
                                                                                                                                                                      • Impact of gender on reasons for using energy drinks
                                                                                                                                                                        • Figure 54: Reasons for drinking energy drinks, by gender, April 2010
                                                                                                                                                                      • Reasons for using energy drinks by age
                                                                                                                                                                        • Figure 55: Reasons for drinking energy drinks, by age, April 2010
                                                                                                                                                                    • Reasons For Not Drinking Energy Drinks

                                                                                                                                                                      • Price remains the biggest barrier to increasing consumer base
                                                                                                                                                                        • Health and safety concern about energy drinks keeps new users away from the category
                                                                                                                                                                          • Demystify the ingredients
                                                                                                                                                                            • Allocate resources to create awareness among non drinkers
                                                                                                                                                                              • Figure 56: Reasons for not drinking energy drinks and energy shots, April 2010
                                                                                                                                                                          • Attributes that can Favorably Influence Non-users

                                                                                                                                                                            • Key points
                                                                                                                                                                              • A majority of non drinkers are not interested in the category
                                                                                                                                                                                • Decreasing prices and free samples can grow consumer base
                                                                                                                                                                                  • Natural ingredients, reducing caffeine and sugar can bring in new consumers
                                                                                                                                                                                    • Flavor choice and packaging guidelines each can influence 10% of all non-energy drinks drinkers
                                                                                                                                                                                      • Figure 57: Attributes that can favorably influence energy drinks/energy shots consumption among non-drinkers, by drinks vs shots, April 2010
                                                                                                                                                                                    • Young adults aged 18-24 most likely to respond favorably to motivating factors
                                                                                                                                                                                      • Figure 58: Attributes that can favorably influence energy drinks consumption among non-drinkers, by age, April 2010
                                                                                                                                                                                      • Figure 59: Attributes that can favorably influence energy shots consumption among non-drinkers, by age, April 2010
                                                                                                                                                                                  • Incidence of Drinking More or Less Energy Drinks Than Last Year and Reasons For Drinking Less

                                                                                                                                                                                    • Energy drinks/shots consumption incidence on the increase after the recession
                                                                                                                                                                                      • Figure 60: Incidence of using more or less energy drinks and energy shots compared to last year, by drinks vs shots, April 2010
                                                                                                                                                                                    • Reasons for drinking less energy drinks than last year
                                                                                                                                                                                      • Recession responsible for reducing consumption
                                                                                                                                                                                        • Energy shots pose stiff competition
                                                                                                                                                                                          • Too costly to drink on a regular basis
                                                                                                                                                                                            • Health concerns instigate lower consumption
                                                                                                                                                                                              • Competition from other non-alcoholic beverages with energy claims
                                                                                                                                                                                                • Figure 61: Reasons for drinking less energy drinks compared to last year, April 2010
                                                                                                                                                                                            • Attitudes Towards Energy Drinks

                                                                                                                                                                                              • Flavor variety is important to a majority of energy drinks users
                                                                                                                                                                                                • Caffeine and “other” ingredients— important consideration in buying energy drinks
                                                                                                                                                                                                  • Figure 62: Attitudes toward flavor and ingredients in purchasing energy drinks, by age, April 2010
                                                                                                                                                                                                • Price is a clinching factor for a third of energy drinks drinkers
                                                                                                                                                                                                  • Figure 63: Attitudes towards price/economy in purchasing energy drinks, by age, April 2010
                                                                                                                                                                                                • Nearly a third of energy drinks drinkers value brand as the most important attribute
                                                                                                                                                                                                  • Energy drinks are prized over soda for functional boost and image
                                                                                                                                                                                                    • Energy drinks users find energy shots a better alternative to boost energy
                                                                                                                                                                                                      • Figure 64: Attitudes toward “other” attributes of energy drinks, by age, April 2010
                                                                                                                                                                                                  • Attitudes and Behavior Toward Purchasing Energy Drinks/Shots at Retail

                                                                                                                                                                                                      • Figure 65: Attitudes and behavior toward purchasing energy drinks/shots at retail, by age, April 2010
                                                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                                                      • Figure 66: Consumption of energy drinks, by race/Hispanic origin, January 2005-December 2009
                                                                                                                                                                                                      • Figure 67: Average volume* consumption of energy drinks, by race/Hispanic origin, January 2005-December 2009
                                                                                                                                                                                                      • Figure 68: Attitudes and behavior toward purchasing energy drinks/shots at retail, by race/Hispanic origin, April 2010
                                                                                                                                                                                                  • The Teen Consumer: Usage, Frequency and Brands

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Trended energy drinks usage—teens
                                                                                                                                                                                                          • Figure 69: Trends in the consumption of energy drinks among teens, by gender, age, and race/Hispanic origin, January 2005-December 2009
                                                                                                                                                                                                        • Energy drinks usage frequency—teens
                                                                                                                                                                                                            • Figure 70: Volume* consumption of energy drinks among teens, by gender, age and race/Hispanic origin, 2005 and 2008
                                                                                                                                                                                                          • Brand popularity among teens
                                                                                                                                                                                                              • Figure 71: Brands of energy drinks consumed by teens, by age and gender, November 2008-December 2009
                                                                                                                                                                                                            • Volume consumption by brand
                                                                                                                                                                                                              • Figure 72: Average volume consumption of energy drinks among teens, by choice of brands, by age, November 2008-December 2009
                                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                                              • Boosters
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Duds
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Sharpies
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                                        • Figure 73: Energy drink clusters, April 2010
                                                                                                                                                                                                                                        • Figure 74: Consumption of energy drinks and energy shots, by energy drink clusters, April 2010
                                                                                                                                                                                                                                        • Figure 75: Reasons for drinking energy drinks, by energy drink clusters, April 2010
                                                                                                                                                                                                                                        • Figure 76: Attitudes toward flavor and ingredients in purchasing energy drinks, by energy drink clusters, April 2010
                                                                                                                                                                                                                                        • Figure 77: Attitudes toward price/economy in purchasing energy drinks, by energy drink clusters, April 2010
                                                                                                                                                                                                                                        • Figure 78: Attitudes toward “other” attributes of energy drinks, by energy drink clusters, April 2010
                                                                                                                                                                                                                                        • Figure 79: Attitudes and behavior toward purchasing energy drinks/shots at retail, by energy drink clusters, April 2010
                                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                                        • Figure 80: Energy drink clusters, by gender, April 2010
                                                                                                                                                                                                                                        • Figure 81: Energy drink clusters, by age group, April 2010
                                                                                                                                                                                                                                        • Figure 82: Energy drink clusters, by household income group, April 2010
                                                                                                                                                                                                                                        • Figure 83: Energy drink clusters, by Hispanic origin, April 2010
                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                                        • Red Bull loyalists are less likely to use the diverse brand selection
                                                                                                                                                                                                                                            • Figure 84: Cross-tabulation of incidence of drinking energy drinks, by brand and brand most consumed, November 2008-December 2009
                                                                                                                                                                                                                                          • Energy drink consumption among Mosaic groups
                                                                                                                                                                                                                                              • Figure 85: Incidence of energy drinks usage by key mosaic groups, November 2008-December 2009
                                                                                                                                                                                                                                            • Food and beverage variety seekers are more likely to drink energy drinks
                                                                                                                                                                                                                                                • Figure 86: Incidence of energy drinks usage by attitudes toward health and food lifestyle, November 2008-December 2009
                                                                                                                                                                                                                                            • SymphonyIRI/Builders Panel Data: Key Household Purchase Measures

                                                                                                                                                                                                                                                • Energy drinks: An overview
                                                                                                                                                                                                                                                  • SS non-aseptic energy drinks: consumer insights on key purchase measures
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 87: Brand map, selected brands of SS energy drinks non-aseptic, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 88: Key purchase measures for the top brands of SS energy drinks non-aseptic, by household penetration, 2009*
                                                                                                                                                                                                                                                    • Appendix: SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                        • American Beverage Association, The
                                                                                                                                                                                                                                                        • American Medical Association (AMA)
                                                                                                                                                                                                                                                        • Beverage Digest
                                                                                                                                                                                                                                                        • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                                                        • Food and Drug Administration
                                                                                                                                                                                                                                                        • Green Mountain Coffee Roasters, Inc.
                                                                                                                                                                                                                                                        • Hansen Natural Corporation
                                                                                                                                                                                                                                                        • PepsiCo Inc
                                                                                                                                                                                                                                                        • Red Bull North America, Inc.
                                                                                                                                                                                                                                                        • Starbucks Corporation
                                                                                                                                                                                                                                                        • Trader Joe's Company Inc
                                                                                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                                                                        Energy Drinks and Shots - US - July 2010

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