We often see energy drinks at extreme sports competitions, but do you know these brands?

Energy drinks, as their name defines, give you extra energy. Like a small switch, once you turn on this energy switch, you become more excited and vibrant. Most of the energy actually comes from two main ingredients: sugar and caffeine. A typical energy drink contains 80 mg of caffeine (equivalent to a cup of coffee). Studies have found that the average 12-ounce soda contains 18 to 48 mg of caffeine. That's why most functional drinks in the U.S. are carbonated.

What is the difference between functional drinks and regular drinks? Regular drinks mainly contain water, soda, and flavorings; they don't affect your body, just taste good. Sports drinks (like certain brands) are mainly designed to replenish electrolytes lost during exercise, so they contain more electrolytes than regular drinks.

The earliest functional drinks originated in Asia. As early as 1962, Japan's TaiSho Pharmaceutical released Lipovitan D (see image above), initially used to help employees work efficiently at night and stay awake. Lipovitan D included taurine, like most functional drinks on the market today, and the amount of taurine has become a standard for functional drinks.

Here are some well-known functional drinks in the U.S.:

  • Monster Energy Hansen Natural Corp. officially launched Monster energy drink in 2002. Although Monster was a new product, it grabbed significant market share from Red Bull within just a few years. Functionally, Monster and Red Bull both provide a "refreshing" effect, with no obvious difference. However, in terms of marketing strategy, Monster, as a newcomer, constantly emphasizes its differences from Red Bull. Red Bull is keen on sponsoring top-tier events like skiing and F1 racing. Monster, on the other hand, focuses on relatively niche extreme sports such as motocross, skateboarding, and BMX. Compared to conventional sports, these are more thrilling, wilder, and more lifestyle-oriented. Additionally, concentrating advertising on niche sports helps the company reduce costs. Notably, Monster signed a contract with motocross legend Mike Metzger for just $600 per month, an unprecedented move in the business world. In fact, top stars in these niche sports also have many passionate fans.

Monster energy drink made a big splash in the U.S. market, especially with its distinctive packaging. On the black can, a mark left by a giant monster's claw is used as the logo, which fans later nicknamed the "Ghost Claw." It is this "Ghost Claw" that makes it easy for young people who love to express their individuality to remember the brand at a glance. Currently, Monster energy drinks are sold in over 50 countries and regions across North America, South America, Europe, and Asia, including Hong Kong. Monster frequently conducts promotional activities in the U.S. military, so we often see photos of frontline U.S. soldiers drinking Monster energy drinks.

  • RockStar Rockstar was founded in 1998 by Russell Wener, son of conservative talk show host Michael Savage. Rockstar maintained the fastest growth in the U.S. beverage market at the time. Besides having different formulas, it claims: "We scientifically and healthily plan your recovery energy rate, not turning you into a monster all at once! Becoming a rock star is a gradual process."

Rockstar sought differentiation from Red Bull by using 16-ounce cans (Red Bull uses 8-ounce cans) and marketed with the claim: "Same price, we're twice the size of Red Bull!" By 2007, Rockstar had become one of the top three functional drink brands in North America (sales grew 1.5 times in 2004, reaching $48 million, with over 1 billion cans sold!). In 2008, it captured 14% of the U.S. energy drink market, and by 2009, Rockstar drinks were sold in over 20 countries.

Like many competitors, Rockstar heavily sponsors sports stars and music events, such as the Mayhem Festival and Uproar Festival. If interested, you can check them out.

  • Rock Star Energy Gum In 2010, Rockstar launched energy gum, with 10 pieces per box, available in ice mint and ice orange flavors. Each pack contains 80 mg of caffeine, so the gum you see extreme athletes chewing is not ordinary gum!

  • Redbull First, let me clarify: China Red Bull and the Austrian Red Bull discussed here are two different companies with different ingredients and formulas, so please don't confuse them! Red Bull is an Austrian company called Red Bull GmbH, founded in 1987. Dietrich Mateschitz got inspiration from a Thai functional drink and founded Red Bull in the mid-1980s. He developed the formula for Red Bull Energy Drink and a unique marketing concept. On April 1, 1987, Red Bull Energy Drink first appeared in the Austrian domestic market.

The initial inspiration came from a Thai functional drink called "Krating Daeng." At that time, it was an innovation in the beverage industry. He took the idea, modified the ingredients to suit Western tastes, and co-founded Red Bull GmbH with his partner Chaleo Yoovidhya. (Below is Thailand's Krating Daeng.)

In Thai, "Daeng" means red, and "Krating" symbolizes the reddish-brown muscular "gaur," a type of wild buffalo larger than ordinary buffalo, so naming it Red Bull may have been influenced by this! (Below is Austrian Red Bull.)

Red Bull sells tall, slim "blue-silver" cans, while Krating Daeng uses a different design; this is the biggest difference between Thai Red Bull and European Red Bull. Red Bull's slogan is "Red Bull gives you wings." Through advertising and extreme sports event marketing (like Red Bull Stratos space jump, cliff diving, Red Bull Air Race, and various event sponsorships), Red Bull also has its own sponsored athletes, F1 teams, and record labels, covering extreme sports comprehensively. This passionate, adrenaline-pumping marketing not only set world records but also captured attention! The following two brands are relatively niche, so I won't go into detail; just take a look!

  • Relentless Relentless energy drink is a brand under Coca-Cola, created in February 2006.

Relentless sells 500ml cans and is positioned for "those who need a strong stimulus." It also labels the product: "Relentless is not suitable for children, pregnant women, or those sensitive to caffeine." It uses dark brown packaging with a background image showcasing the beauty of human muscles (a side X-ray of a person, if you look closely). Relentless never compromises; it won't make concessions until the formula is perfect, hence its slogan: "No half measures," meaning we don't, like Red Bull, stingily offer only 250ml; we only offer 500ml! (This is purely my own speculation, so don't criticize me!)

  • Relentless ENERGY DRINK As a functional drink, Relentless also produces extreme sports documentaries. The first, "Powers Of Three," released in May 2009, tells the story of Irish surfing; interested friends can watch it for free on the Relentless official website. The second, "Lives of the Artists," was released in October 2009.

Relentless mainly sponsors core motorsports in the UK, such as off-road teams and formula racing.

  • NOS NOS is also a relatively niche beverage brand. Its design resembles the nitrous oxide system used in racing, a device specifically used to help cars accelerate. If you've watched the Fast & Furious series, you might remember the protagonist pressing a button and flames shooting from the exhaust—that's it! So naming it NOS may be to make people feel like a car, unleashing your energy at high speed!

The NOS system is shown below:

It is also produced by Coca-Cola's energy brand Glacéau subsidiary and licensed. NOS comes in 8-ounce and 16-ounce cans, and 11-ounce and 22-ounce sealed plastic bottles. Its biggest feature is its strong fruit flavor. Like other energy drinks, NOS contains high levels of taurine and caffeine, but it also incorporates a significant amount of L-theanine.

Small Science Lesson

Although functional drink manufacturers claim their products can improve your endurance and performance, many health experts disagree. Caffeine blocks your nerve secretions, a chemical that can participate in water balance, causing your pituitary gland to trigger a "fight" signal, releasing more adrenaline. This hormone makes your heart beat faster, dilates your pupils, and causes your liver to release more sugar into your blood. These reactions make you feel like your energy is increasing.

Don't worry; energy drinks are usually safe, especially when consumed appropriately. You should have them in moderation! People often mix energy drinks with vodka or whiskey to make high-energy cocktails. Since alcohol is a depressant, it can affect your body, and you might not even realize you've had too much! However, because both energy drinks and alcohol cause dehydration, combining them can potentially lower your body's water levels to dangerous levels. In 1991, two young people in Sweden died from dehydration after consuming excessive alcoholic energy drinks, although there is no direct evidence that the energy drinks were the direct cause of their deaths.

So here's a friendly reminder: energy drinks are good, but don't overdo it!

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