Soda Brands Are Moving Into the Niche Energy Drink Category

Coca-Cola and PepsiCo are launching new products and partnerships

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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.

It might not be this way for long, though. As the energy drink market continues to grow—U.S. sales increased to $14.2 billion in 2019 from $10.1 billion in 2014, per Euromonitor—beverage giants Coca-Cola and PepsiCo are making moves into the category.

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This story first appeared in the May 4, 2020, issue of Adweek magazine. Click here to subscribe.