It should come as no surprise that the fastest-growing beverage category would possess the same energy it gives to consumers. Growing more than twice as fast as any other category, with a 54.3 percent increase in sales for the year ending June 18, according to Information Resources Inc., Chicago, energy drinks topped nearly $535.5 million in sales.

While growth of the energy drinks category is not surprising, Red Bull’s 9.6 percent drop in market share might be. Monster saw an almost 5 percent increase in market share, followed by Rockstar, Full Throttle and SoBe No Fear, with 1.8 percent, 3.6 percent and 1.2 percent increases, respectively.

Newcomer Tab Energy from Coca-Cola – which moved immediately into the Top 10 – is an energy drink created especially for women. The crisp and lightly carbonated pink beverage is sugar-free, with 5 calories per 10.5-ounce can. Tab Energy isn’t the only female-targeted energy drink. Brad Beverages Inc., West Hollywood, Calif., hit the market with Her Energy Drink, in regular and diet versions, this year. The pink lemonade-flavored drink is fortified with calcium, ginseng and antioxidants for active women.

Hansen Beverage Co., Corona, Calif., added to its energy drink lineup through a licensing agreement with Lost – the apparel and surfboard manufacturer – with another energizing variety. Lost now includes Lost Five-O, made with 50 percent juice in 16-ounce and 24-ounce cans. The drink is targeted as a morning pick-me-up or as a mixer for cocktails, the company says.

Rockstar Inc., Las Vegas, also added juice to its line with Rockstar Juiced, an energy/juice hybrid with 70 percent juice. Made with all-natural mango, orange and passion fruit juices, Rockstar Juiced gets its energy content by blending with Original Rockstar.

Coca-Cola revved up Full Throttle with a new flavor variety in Full Throttle Fury and Full Throttle Fury Sugar Free.

These new line extensions have a citrus flavor and come in bright red cans, featuring the brand’s signature logo, flame graphics and “brash personality,” the company says.

Hybrid energy drinks are growing just as quickly as the rest of the category. Following PepsiCo’s Mountain Dew MDX, Coca-Cola North America introduced Vault and Vault Zero nationwide the year. Vault, an energy soda, delivers a citrus taste with less carbonation than most sodas, and the high octane of an energy drink. Vault and Vault Zero – a no-sugar version of the brand – are available in 20-ounce, 1-liter, 2-liter, and 12-ounce cans.

Global functional drink volume (MILLIONS OF LITERS)
SUBSECTOR	2005	FORECAST 2006
SPORTS DRINKS	9,767.5	10,498.1
ENERGY DRINKS	1,946.2	2,206.8
ELIXIRS	331.5	355.3
TOTAL	12,045.1	13,060.2
Source: Euromonitor International, 2006

From the juice category, Naked Juice, Azusa, Calif., created all-natural 100 percent juice smoothies called Strawberry Kiwi Kick and Orange Mango Motion, the super-premium juice version of an energy drink. With no added sugar, no artificial flavors, colors or preservatives, the “Naked Energy” is derived from ingredients such as green tea extract and guarana that provide 43 mg. of caffeine per serving.

Combining energy and tea, Ferolito, Vultaggio & Sons introduced Arizona Green Tea Energy Drink, a green tea-based energy drink. Available in regular and diet, the energy drink is all natural and lightly carbonated with a blend of vitamins, minerals and herbs. BI

Top energy drinks(individual brands)
	DOLLAR % BRAND	CHANGE VS.MARKET % SALES PRIOR YEAR		CHANGE VS.SHARE
RED BULL	$248,721,300	27.9	46.4	-9.6
MONSTER ENERGY	$66,270,220	147.6	12.4	4.7
ROCKSTAR	$57,146,500	86.3	10.7	1.8
FULL THROTTLE	$33,679,430	258.1	6.3	3.6
SOBE NO FEAR	$27,317,530	100.4	5.1	1.2
AMP	$21,703,940	26.4	4.1	-0.9
SOBE ADRENALINE RUSH	$20,536,700	11.5	3.8	-1.5
TAB ENERGY	$6,037,725	NA	1.1	1.1
SOBE LEAN	$4,637,515	469.2	0.9	0.6
POWERADE	$4,491,713	-8.7	0.8	-0.6
CATEGORY TOTAL	$535,468,200	54.3	100.0	0.0
Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 18, 2006.