You‘ve got an 8:00am class, a four—hour sales meeting, or you‘re kiteboarding from Florida to Cuba.
Whatever. You‘re part of the 21C generation of young adults looking for a quick way to spike your energy level.
Traditionally, that role has been served by a strong cup of coffee, but these days the latte is passé — the real adrenaline buzz now comes from a can. And a small can at that.
Enter the energy drink.
Need to fly through that midterm? Crack open a Red Bull (it “gives you wings”).
Drained after a night of clubbing? Get back on track in a “New York Minute.”
Got a big project to tackle? A big task calls for “Whoop A**.”
Piranha and AMP are other options. With colorful names and word—of—mouth buzz, energy drinks have become the fastest growing segment of the soft—drink market, with sales going from a mere $12 million in 1997 to $1 billion this year. Surveys show that 22 percent of college students...
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