Energy Drinks And The European Market Essay - 733 Words

Energy drinks were very popular in Asia long before they overtook the American and European market. In 1982, Dietrich Mateschitz tried his first tonic drink in Hong Kong and came up with the idea to introduce these drinks to Europe. In 1984, he established the Red Bull company and started selling Red Bull Energy Drink on the Austrian market in 1987. These days, Red Bull is sold in 164 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011 (RedBull). After Red Bull became very popular, other brands of energy drinks filled up the shelves of stores. These include Monster, Rockstar, Full Throttle, Amp, Sobe Adrenaline Rush, Rip it, BooKoo, Von Dutch, and No fear. Energy drink companies target mostly young consumers, and in order to gain a success, they make attractive packaging and slogans. For example, â€Å"Red Bull gives you Wings,† (Red Bull), â€Å"Unleash the Beast† (Monster,) â€Å"Go Full Throttle or Go Homeâ₠¬  (Full Throttle,) â€Å"Party Like a Rockstar† (Rockstar,) and â€Å"More Power to You† (Amp.) Motivation of using energy drinks Few studies have been done regarding the energy drink consumption patterns among college students. A study performed by Malinauskas (2007) found that 51% of participants consumed more than one energy drink each month, and 73% of energy drink consumers had mixed the beverage with alcohol during the past month. The study done by Marczinski (2011) found that majority of respondents (81.4%) have tried an energyShow MoreRelatedEnergy Drinks Market1259 Words   |  6 PagesEnergy 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. JoltRead MoreSwot Analysis Of Energy Drink1563 Words   |  7 PagesMonsters Energy there are a few threats they have like competitors, government regulations, people learning about the harm from energy drinks, and people moving to healthier alternatives. Monsters biggest threat to their business it would be one of their competitors, Red Bull. In 2015, Red Bull had a market share of about 43%, while Monster in a close second had 39% of the market, allowing them to have that slight advantage (â€Å"Packing a punch†, 2016) . 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