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Hey, we can trace the popularity of energy drinks VERY easily.  Go back to the original Coca-Cola...where 'coca' indeed had THAT meaning.  Stimulant.  Before 5 Hour or Red Bull, there was Mountain Dew first, with about 50% more caffeine than Coke or Pepsi.  Later on...Jolt.  The energy drinks generally just followed that trend, and IMO smartly realized their best path:  teens.  (Yeah, I can definitely see the argument that their marketing is much like Joe Camel.)  

 

Cuz what you can see is...for the office drone type, it's not energy drinks, it's ultra-high caffeinated coffee.  

 

https://www.caffeineinformer.com/most-caffeinated-coffees

 

It's a HUGELY popular segment that makes a TON of money.  

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