Bottled Confidence: A Take on the Energy Drink Craze

By COED Staff

Energy drinks, namely those with grippingly glamorous titles such as “Rockstar,â€? “Monster,â€? and “Red Bull,â€? avail themselves to various states of mind, including high energy, social confidence, physical endurance, and general euphoria. They are used in a variety of ways, including as pre-game drinking “pick me up’sâ€?, pre-exercise motivation (adding that extra flare for intense lifts or other routines), and as a preservation of energy into the wee hours so we can enjoy those “sunrise to sunsetâ€? outings with minimal lag. Let alone, of course, that most of these drinks taste incredibly sweet and get your juices flowing immediately! Below is a comparison of three of the more prominent and popular drinks now on the market.

“Monster Energy Drinkâ€? cost: anywhere between .99 cents and $2

Size and shock govern this puppy’s appeal. Packaged in a walloping 16-oz can (nearly twice the size of “bullet drinksâ€? such as Red Bull), Monster contains 26 grams of sugar, 27 grams of carbohydrates, and 80 mg of caffeine. It comes in a variety of titles and flavors (some of which are low-carb), including “Khaos,â€? “Assault,â€? and “Mega-Monster,â€? the last of which appears in a 24-oz can. Monster also contains a considerable amount of L-Carnitine and Ginseng, nutrients which are clearly associated with health and well-being and are found in many multi-vitamin and muscle supplement products. Its taste is bubbly, thick, even (gasp) monstrous! It is a sensation much like that of eating Pop Roxx, but occurs more naturally with the unique jolt that energy drinks are celebrated for.

Monster’s advertising scheme focuses on a healthy lifestyle in tandem with personal empowerment, and this motive is accomplished on a grand scale. Monster’s forceful array of titles also connote the strength and power the drink is supposed to afford. The Monster drinker is bold, confident, laced with high spirits, and fit to be tied when it comes to challenging physical or social situations.

“Red Bullâ€? cost: anywhere between $2.50-$4.00

Perhaps the most well-known of its kind, Red Bull is traditionally regarded as the torchbearer for all other energy drinks. Retaining its 8.3 oz “bulletâ€? appearance, Red Bull nonetheless sports 40 carbohydrates, 39 grams of sugar, and 290 mg of sodium (it also has low-carb and sugar-free alternatives). Its utility is similar to that of Monster, but where it shines is in its crossover into one of the more popular alcohol mixed drinks of recent memory: Red Bull and vodka. Although this mixture betrays common science (alcohol is a depressant and Red Bull is a stimulant), Red bull and vodka is thought to uphold a person’s confidence and vibe when in social situations. It is indeed an electric drink and is part of Red Bull’s cornerstone virtue: the drink which, as the commercials go, “gives you wings.â€? Red Bull is famous for its sharp sting and potent aftertaste, which settles almost instantly in your stomach and provides a distinct kick start to your energy level.

Red Bull’s marketing aim is clear: drink our product and you will become aflame with excitement, energy and confidence. Its strength, however, is not limited to social situations. Red Bull is often sold at gyms in lieu of more burdensome protein or nutrition shakes, and is thought to enhance the quality and intensity of one’s workout. As Red Bull continues to expand with new low-carb and sugar offshoots, its position atop the energy drink market will likely remain unchanged.

“Rock Starâ€? cost: anywhere between $1.50-$3.00

Hop on to the RockStar energy drink and you are immediately swarmed with promotions, testimonials (including from Bam Margera, Hilary Duff and Travis Barker), and a colorful mélange of gimmicks and RockStar-sponsored events. RockStar’s flavors are just as varied as its advertising, including Low-Carb, Pomegranate, Guava, and the self-titled brand. The 16-oz Rockstar drink contains 160 mg of caffeine, 24 grams of carbohydrates and 23 grams of sugar, considerably lower than Red Bull and Monster (save for its caffeine level, which trumps both Red Bull and Monster).

RockStar is deeply entrenched in celebrity culture. “Party like a Rock Star!â€? is its mantra, clearly granting the sensation of living and acting like the limelight is on you. As a result, RockStar is also deeply involved in sponsoring club parties, boxing events and retaining connections to celebrities. It thus has less of an emphasis for enhancing or aiding physical activity. As for its taste, RockStar boasts many of the same qualities that define Red Bull and Monster: pungent, instantly jarring, sweet, and invigorating. As for creating the RockStar image it panders to, let’s just say I have yet to attend a V.I.P. bash, crowd-surf with Bam or swing from $25,000 chandeliers as a result of my occasional consumption of RockStar.

As we continue to opine on this beverage craze, one thing remains clear: these drinks are not going anywhere. They are multiplying rapidly in form, taste, size, popularity, and usage. Although the above three drinks may be slightly removed from the forefront of such change, they are nonetheless worthy examples in considering how energy drinks have outdone scientific dissent, cultural detraction and consumer hesitation, to carve a considerable niche in the beverage market. Soft drinks and nutrition products, beware! These bad boys are indeed a force to be reckoned with.