In the musical “Hamilton,” Lin-Manuel Miranda as Alexander Hamilton sings at the onset of the song “Right Hand Man” that the only way for him to rise up is by serving in the Revolutionary Army. In the fast-moving consumer packaged goods (CPG) market, consumers’ evolution in beverage choice has helped energy drinks “rise up.”
“The energy drink category is a strong performer within the wider non-alcoholic beverage industry, outpacing growth in other beverages,” states Chicago-based Mintel in its May report “Energy Drinks: Including Impact of COVID-19 – US.” “Combined energy drink and energy shot sales now surpass $14 billion, with sales projected to reach $20 billion by 2024.”