Small energy drink firms strengthen foothold in beverage market with innovation

Windsor Genova – Fourth Estate Cooperative Contributor

Los Angeles, CA, United States (4E) – Product innovation has allowed smaller companies in the beverage industry to shine and compete with bigger players. These companies would have missed the chance to break through the industry if they had not entered the $16 billion U.S. sports and energy drink market.

According to Research and Market’s Global Energy Drink 2014-2018 forecast, the global sports and energy drink market, which is currently dominated by key vendors Red Bull GmBH, Monster Beverage Corp., Rockstar Inc. and PepsiCo Inc., is expected to grow at a compound annual rate of 13.8 percent in the next four years. The report also noted that the use natural ingredients in energy drinks will continue to shape the future of the market, while stricter government policies could challenge market growth.

Some promising energy drink brands that could benefit from lively activities in the sector are Redline Rush, Energy X, and Viso Energy.

Redline Rush

Redline Rush is manufactured by VPX Sports, which is also known as Vital Pharmaceuticals. Vital Pharmaceuticals was founded in 1993 and offers university-tested nutritional supplements and products. The company recently made it to the top 10 energy drink products of The Caffeine Informer website in 2012 for making over 15 million in product sales.

Redline Rush has over six product lines that include Redline Princess, an energy drink concocted especially for women; Redline Power Rush, a 7-hour energy booster drink available in five refreshing flavors; and Redline RTD, an energy drink with fat-burning properties. Redline Rush is available from the company’s online shop.

Energy X

Energy X (http://goenergy-x.com/) is a brand of Vitamin B and natural caffeine-based, energy-infused products from consumer packaged goods manufacturer Pacific Shore Holdings, Inc. (OTCBB: PSHR – http://finance.yahoo.com/q?s=PSHR). According to Pacific Shore Holdings, Inc.’s website (http://www.pac-sh.com/), Energy X has three product lines under it: an energy-infused SPF 30 lip balm that comes in five flavors (berry blast, lemon-lime, fruit punch, grape rush, tangerine), an energy-infused gum in spearmint and mint flavors; and a flavorless energy drink called The Juice.

The Juice is Energy X’s main product and is a clear liquid energy-infused mixer that consumers can drizzle on food or mix with any drink. What makes the product a stand out is that customers can enjoy the health and energy-boosting benefits of an energy drink with The Juice sans the highly saccharine flavor. The drink comes in a sports bottle and a small refill, which saves a lot of storage space. It’s available online and onsite at 7-11 and Shell locations, and grocery and liquor stores across California.

Viso Energy

Portland-based Viso Beverage Company has become a name in the sports drink sector in the Northwest over the past 10 years for its Viso Energy beverage. According to its website, the company uses natural and organic products like tea-based caffeine, Stevia pure extract, and natural fruit essences and organic cane sugar in its Viso energy boosters. The pick-me-ups come in well-thought-out names such as Dynamo, Will, Vigor, Star, Razor, Snap, Passion, Lightning); yummy tangy flavors; and attractive packaging that will stick. Consumers who live outside the Northwest can order the drinks via the company’s online store.

The value of the global energy drink market was estimated at $27.5 billion in 2013, according to Euromonitor. U.S. sales of energy drinks reached $16 billion in 2012. Marketsandmarkets.com forecast that the global sports and energy drinks market will grow to $52 billion by 2016 and the smaller players can increase their market share with more innovative products.

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