In the first half of 2020, a huge tectonic shift occurred within the energy drink space, one that will have lasting implications for years to come, and no I’m not talking about COVID-19! Up until last year, the top 3 energy drink brands in the U.S. had gone unchanged since 2004. That was until Bang Energy blasted past Rockstar Energy in the summer of 2019 to become the #3 energy drink brand in the U.S. and reached sales of around $1.2 billion in that calendar year. This created earthquakes in the beverage space at a level that made the biggest beverage portfolios in the world realize they needed to get aggressive in their strategic plans for energy beverages.