Energy Buzz
The energy drink trend gives you entrepreneurial wings—that's no Red Bull.
Sound weird? Even I was skeptical about
drinking and chewing my beverage at the same time-but I was
immediately hooked. So if your business always has to be on top of
the latest trends, this may be your cup o' tea. |
| It's energy, and you need it. But do you need it in an 8 oz.
can? The answer is yes, if consumers swilling Red Bull-type energy
drinks by the gallon are any indication. Typically filled with
natural additives like ginseng and taurine, plus a healthy
sprinkling of caffeine, these drinks are aimed at the groovy young
crowd-who might use them to wake up for an all-night study session
or to kick-start a night on the town. The latest craze is to mix
the concoctions with vodka for an added wallop. According to the
Beverage Marketing Corp., the energy drink market is expected to
exceed $150 million in 2001.
Wanting a piece of that pie is J. Darius Bikoff, founder and
president of Energy Brands Inc., who launched his Go-Go line of
energy drinks in 1996. Being one of the first American companies to
get into the game, Bikoff, 39, focused on building an image and
identity for Go-Go and differentiating Go-Go from the other energy
drinks on the shelves. The market is so hot, even the big boys want
to play-Anheuser-Busch and Coca-Cola entered the market with 180
and KMX.
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For Bikoff, 2001 brought a revamp to Energy Brands'
packaging and message-including the super-hip animated Go-Go girl,
complete with go-go boots, a hot red dress and lots of attitude.
"She's got a tremendous amount of self-confidence and
character-and great things to say," says Bikoff. With revenues
increasing 300 percent annually over the past three years, who
wouldn't?
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