Energy Drinks & Shots

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Nielsen announced yesterday its twelve Breakthrough Innovation Winners for 2015. Among the twelve winners, four beverage products made the list this year: Monster Energy Co.’s Monster Energy Ultra, PepsiCo’s Mountain Dew Kickstart, MillerCoors’ Redd’s Apple Ale and Red Bull GmbH’s Red Bull Editions line. 

Although many beverages are launched as stand-alone products, Liquid Ice was launched with mixology in mind.

5-Hour Energy reformulates lineup

LKN Beverages LLC introduced its Angry Angel energy drink.

Living Essentials LLC is adding a new permanent flavor to its energy shot portfolio.

Red Bull North America Inc. will add new flavors to its Red Bull Editions energy drinks lineup in February.

Hype Energy USA introduced four energy drinks targeted at women.

The Coca-Cola Co., Atlanta, and Monster Beverage Corp., Corona, Calif., have entered into definitive agreements for a long-term strategic partnership that they expect will accelerate growth for both companies in the global energy drink category.

After the 2014 FIFA World Cup, soccer fans have seen their fair share of golazos — the Spanish and Portuguese word for brilliant goals.

As beverage manufacturers get more creative in their product development, more beverages seem to be blurring category lines. One category that has been both aided and challenged by this multi-platform approach is the energy drink category.