Soda Brands Are Moving Into the Niche Energy Drink Category

Coca-Cola and PepsiCo are launching new products and partnerships

cans of monster, coca-cola energy, rockstar, red bull and bang energy drinks
Coca-Cola and PepsiCo are hoping their offerings will provide their signature taste to the sector.

High-octane sports typically go hand in hand with caffeinated dudes downing energy drinks to enhance their performance. Case in point: Category leaders Red Bull and Monster Energy posted videos on their respective social channels of quarantined athletes riding minibikes around their homes.

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This story first appeared in the May 4, 2020, issue of Adweek magazine. Click here to subscribe.
@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.