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Home » Topics » Category Focus » Energy Drinks & Shots

Energy Drinks & Shots
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Hiball

HiBall's cold-activated graphics

April 16, 2012
No Comments
Hiball Energy teamed up with Ball Corp. to debut a line of reformulated sparkling energy waters and organic energy drinks in cold-activated, lightweight 16-ounce aluminum cans.
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Oso Group

Premium energy packaging

January 16, 2012
No Comments
Premier Beverage Group is rebranding its OSO line of energy drinks. Scheduled to launch in the first quarter of this year, the new bottles and cans were designed to stand apart from the mainstream energy drink category with a premium look.
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Verve Shot

Rebranding unveiling

January 16, 2012
No Comments
Vemma updated the packaging for its Verve brand of energy drinks and shots.
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Xyience Frostberry Blast

Xyience appeals to an active lifestyle

Xyience Xenergy drinks target healthy energy
Jess 200
Jessica Jacobsen
November 14, 2011
No Comments

As the energy drink market expanded years ago, sports nutrition and supplement company Xyience, Las Vegas, saw the emerging category as the next step for its products. That evolution led to the development of Xyience Xenergy drinks. “Xenergy is ‘zen energy;’ that’s what it means,” says Michael Levy, chief financial officer and chief operations officer with Xyience. “It has a concept of healthy energy for people with an active lifestyle.”


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Rodney Sacks

2011 Executive of the Year Rodney Sacks

Jennifer Zegler
October 12, 2011
No Comments
Rodney Sacks, chairman and chief executive officer of Hansen Natural Corp., Corona, Calif., in conjunction with his executive team comprised of Hilton Schlosberg, vice chairman and president of Hansen Natural, and Mark Hall, president of Monster Beverage Co., lead the company once known solely for its namesake natural beverages to international growth as the producer of one of the top-selling energy drinks on the market.
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DosEquis

Marketing through the generations

Identifying the wants and needs of age groups
Stephanie headshot new cropped
Stephanie Cernivec
October 12, 2011
No Comments
Once a product makes it to the store shelf, brand appeal and package design can’t always carry it to success. That’s when companies turn to marketing. But when the market is filled with millions of individuals of various ages with different backgrounds, marketing can turn into a puzzle. Marketers are tasked with not only determining their message, but also the product’s audience and the best ways to reach them. If all of these pieces don’t fit, the brand’s target audience might not be enticed to purchase the product.
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50 Cent

Rebel with a cause

Hip-hop artist 50 Cent partners to launch beverage with charitable benefit
Jennifer Zegler
September 12, 2011
No Comments
As a hip-hop artist and actor, Curtis “50 Cent” Jackson is no stranger to collaborations. However, Jackson’s latest collaboration does not involve celebrities, but Pure Growth Partners, a New York City-based company that conceives and markets consumer brands with a philanthropic component.
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Jennifer Zegler

Beverage Beat: In search of acceptance and understanding

Jennifer Zegler
August 15, 2011
No Comments

Last month, market research firm Nielsen outlined its new platform of 12 criteria for new product success during an “Innovation Revelation” webinar. In addition to outlining the dozen steps, Vicki Gardner, senior vice president of product innovation North America for the New York-based company, noted that traditionally successful product launches often offer benefits previously unavailable in the marketplace.


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5-Hour Energy Drink

Focus on function

5-Hour Energy maintains dominance in energy shot category
Jennifer Zegler
August 15, 2011
No Comments

Centered on an otherwise empty wall in the lobby of the Farmington Hills, Mich., headquarters of Living Essentials LLC is a homemade wooden plaque for “2010 Runner-Up Worst Ad in America.” The plaque commemorates the company’s award from The Consumerist website for 5-Hour Energy’s “2:30 Feeling” TV ad. At the bottom, the plaque concedes, “We couldn’t even win this one.”


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Street King

Rapper launches energy shot with philanthropic edge

August 11, 2011
No Comments

Pure Growth Partners, a New York City-based company that conceives and markets consumer brands, announced the launch of Street King, an energy shot made in collaboration with rapper, actor and entrepreneur Curtis “50 Cent” Jackson.


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