date:Jul 28, 2012
ergy drink giant may be contributing to the category's deceleration. While energy drinks have enjoyed universal channel acceptance, its consumer segment penetration is still far from universal, he warned.
Other edgy pop culture energy drink brands with a Generation Y consumer background were tweaking flavors and brand names to retain their ageing fans, Feliciano said.
Monster, Rockstar, Full Throttle and AMP all began by riffing on the You Only Live Once fad popular with the Millenial Generation