After flying under the radar following its 2012 launch, Bang Energy sent a sonic boom across the US energy drink market during the past two years, surpassing an 8.0 dollar share in 2019. The brand, owned by Vital Pharmaceuticals (VPX), ignited what is now known as the “performance energy” segment, taking on established players such as Monster Energy by touting better ingredients, low or no sugar, and supplements such as creatine and branched-chain amino acids (BCAAs). Under threat, Monster Beverage launched a counter-attack early last year with Reign Total Body Fuel, using the company’s partnership with Coca-Cola’s US bottling system to shower retail stores with incremental floor displays and c-store cooler placements. Fast forward a year and the threat posed by Bang may have subsided...
Today’s beverage consumer is a study in “conflicting needs,” according to a new report by KPMG. “Consumers are increasingly focused on finding shortcuts to address their desired needs,” the report’s authors wrote. “When this comes to beverage choices...
Reed’s, which made its name selling high-intensity ginger beers, is looking to capitalize on a much bigger and faster-growing category: ginger ale. The company is readying ...
