Energy drinks are for the girls: a deep dive into the drink that's all of a sudden everywhere!

In this episode of 'The Curious Consumer,' hosts Nate and Jenna explore the evolving energy drink market, discussing everything from nostalgic brands like Red Bull and Monster to newcomers like Celsius and Bloom. They delve into historical origins, from Japan's early energy tonics to Red Bull's global dominance, and highlight current trends such as lower caffeine options, natural ingredients, and gendered marketing. Listeners will also learn about recent industry acquisitions, emerging ingredients, and predictions for the future of energy drinks. The episode ends with a teaser for the next discussion on the commodification of sleep.

00:00 Introduction

02:24 Seasonal Products and Pumpkin Spice

06:13 Current News: Starbucks Protein Cold Foam Launch

08:45 Current News: Erewhon Coming to New York

16:53 History of Energy Drinks

22:42 The Rise of Celsius

25:52 Marketing Energy Drinks to Women

35:19 New Trends in Energy Drinks

45:12 The Future of Energy Drinks

49:04 Closing Thoughts

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