WEBVTT - What's the deal with energy drinks? 0:00:01.440 --> 0:00:04.240 Welcome to Stuff You Should Know, a production of I 0:00:04.360 --> 0:00:13.000 Heart Radio. Hey, and welcome to the podcast. I'm Josh, 0:00:13.080 --> 0:00:14.840 and there's Chuck and there's Jerry, and this is stuff 0:00:14.880 --> 0:00:19.200 you should know. Are y'all hopped up? I used to 0:00:19.239 --> 0:00:21.320 be man. I used to drink energy drinks a lot. 0:00:21.880 --> 0:00:25.400 I think I remember that especially. I would definitely drink 0:00:25.440 --> 0:00:29.200 at least one before we would go on stage. Um. 0:00:29.240 --> 0:00:34.400 And I can tell a big difference between not doing 0:00:34.440 --> 0:00:37.440 that and doing that for sure. Yeah, So I just 0:00:37.479 --> 0:00:40.239 want to caveat all this. I don't want to like 0:00:40.560 --> 0:00:42.960 sound like a Debbie Downer with how I talk about 0:00:43.120 --> 0:00:48.159 energy drinks. Um, I find them disgusting, like the taste 0:00:48.240 --> 0:00:52.680 or like the whole concept. The taste absolutely not for me. 0:00:52.760 --> 0:00:55.800 Like I don't even really drink soda ever. Oh yeah, 0:00:55.880 --> 0:00:57.720 it's like, you know, a couple of cokes a year, 0:00:57.800 --> 0:01:00.160 maybe in a couple of fan of oranges, maybe your 0:01:00.240 --> 0:01:02.880 root beer like six or seven. I've talked about this before, 0:01:03.280 --> 0:01:05.480 so obviously if I'm not even in desoda really an 0:01:05.560 --> 0:01:08.559 energy drink flavor wise, it's just it's a lot for 0:01:08.680 --> 0:01:12.640 my tinder taste buds. But I'm also just not a 0:01:12.680 --> 0:01:15.640 caffeine hound. I don't. I don't uh, And I know 0:01:15.680 --> 0:01:19.000 a lot of people really maybe depend on this stuff 0:01:19.200 --> 0:01:23.959 or enjoy it and like to be uh energized in 0:01:24.000 --> 0:01:27.160 that way. But it's just not my style. I don't 0:01:27.200 --> 0:01:32.759 like the heart racing feeling. I don't like feeling ganked up. Um. 0:01:32.800 --> 0:01:36.840 It's just not It's just not my personality. So if 0:01:36.840 --> 0:01:41.400 I do sound a little like energy drink, uh, you know, 0:01:41.440 --> 0:01:44.880 like a little thumbs downy, then that's kind of where 0:01:44.920 --> 0:01:46.959 that's coming from. It's just it's just not my bag. 0:01:47.280 --> 0:01:50.040 To each his own. Don't want to yuck someone's yum. 0:01:50.240 --> 0:01:52.680 Although we will get into the sort of the h 0:01:52.840 --> 0:01:56.240 whether or not they're good for you, obviously, but I 0:01:56.320 --> 0:01:58.920 just want to cavy up this episode with that. Yeah, 0:01:59.120 --> 0:02:01.760 we're not gonna let this one turned into the vaping episode. 0:02:01.760 --> 0:02:04.000 How about that? I don't even remember what we said 0:02:04.000 --> 0:02:06.440 in that one. Oh we we pood pood every bit 0:02:06.480 --> 0:02:09.240 of it. Yah, didn't quite overtly. Yeah, it's kind of 0:02:09.240 --> 0:02:12.840 playing out though now right it is, because I can 0:02:12.840 --> 0:02:16.120 tell you just anecdotally, I'm seeing way more people smoking 0:02:16.160 --> 0:02:18.959 cigarettes these days than I did five ten years ago. 0:02:19.720 --> 0:02:22.160 People are going back to cigarettes or Yeah, that was 0:02:22.200 --> 0:02:24.400 the whole problem with vaping. It was like people who 0:02:24.400 --> 0:02:26.600 had never smoked were like, Oh, vaping is good for you, 0:02:26.639 --> 0:02:28.520 I'll try that, and then they're like, well, I wonder 0:02:28.560 --> 0:02:32.240 what these cigarettes are like, and now they're hooked on cigarettes. Interesting, 0:02:32.919 --> 0:02:36.200 or the vapors were like, oh, it's not so awesome 0:02:36.240 --> 0:02:43.240 to just puff huge clouds of coconut pineapple flavored garbage chemistry. 0:02:43.600 --> 0:02:47.720 It's grossed. Yeah. Alright, So energy drinks, right, yeah, I 0:02:47.720 --> 0:02:49.760 mean I bring up the vape episode not just because 0:02:49.760 --> 0:02:52.240 of that, but because energy drinks to kind of bear 0:02:52.320 --> 0:02:54.480 like a weird similarity to it. Like there's a lot 0:02:54.520 --> 0:02:58.560 of chemistry going on, there's a lot of unproven claims, 0:02:59.000 --> 0:03:01.880 and yet people are finitely into them. There's no denying it, 0:03:01.919 --> 0:03:04.160 and I won't yock anybody's on either. I don't really 0:03:04.200 --> 0:03:07.200 drink a much anymore, but I do enjoy when occasionally 0:03:07.320 --> 0:03:10.480 might have more to do than usual in a particular day. Right. 0:03:11.160 --> 0:03:14.240 But but um, I'd say we start out with the 0:03:14.280 --> 0:03:16.920 history of energy drinks, which I mean, you can make 0:03:16.960 --> 0:03:19.160 a case that coca cola was an energy drink when 0:03:19.160 --> 0:03:21.960 it had cocaine in it. But energy drinks, as we 0:03:22.080 --> 0:03:28.560 understand them today actually start um background uh in Tennessee, 0:03:28.600 --> 0:03:32.920 of all places, right, this is in Johnson City, Tennessee. 0:03:34.520 --> 0:03:37.160 The first I don't know about the first, but it 0:03:37.200 --> 0:03:39.200 was well, it definitely wasn't the first, but it was 0:03:39.240 --> 0:03:43.640 a part of the early medicinal soda trends that was 0:03:43.680 --> 0:03:45.800 going on back then, along with coke. And we're talking 0:03:45.800 --> 0:03:50.040 about dr enough E n U F which started in 0:03:50.160 --> 0:03:54.080 forty nine with it was basically like a soda but 0:03:54.280 --> 0:03:57.520 they had some potassium and some be vitamins thrown in 0:03:58.080 --> 0:04:00.560 and it it was and still is still around. It's 0:04:00.640 --> 0:04:02.720 hard to find, but you can find it here and 0:04:02.760 --> 0:04:06.680 there in certain southern states. Um, but it's not everywhere. 0:04:06.720 --> 0:04:09.440 Like I've never really seen it on shelves. I've never 0:04:09.480 --> 0:04:11.600 even heard of it really. Yeah, I haven't seen it 0:04:11.640 --> 0:04:14.520 on shelves in Georgia. But um, I think it's marketed. 0:04:14.560 --> 0:04:16.760 It's sort of like one of those like old kind 0:04:16.760 --> 0:04:21.159 of tonic elixir sort of things got you, um the 0:04:21.400 --> 0:04:23.680 so Okay, so that's established as the beach had have 0:04:23.680 --> 0:04:28.599 possibly the first energy drink. Um. What what really kind 0:04:28.600 --> 0:04:30.919 of takes that that mantle and runs with it is 0:04:30.960 --> 0:04:35.239 something called LiPo itan D that's how I'm pronouncing great 0:04:35.320 --> 0:04:39.280 name for a market marketable drink doesn't exactly roll off 0:04:39.279 --> 0:04:41.119 the tongue, and yet it sounds like it would taste 0:04:41.120 --> 0:04:44.040 really awful, and apparently it did. But it came out 0:04:44.080 --> 0:04:47.080 of Japan because back in the fifties when it came out, 0:04:47.360 --> 0:04:53.599 Japan was like super into working fourteen or sixteen hours 0:04:53.720 --> 0:04:57.279 during the day, eating standing up in in like five minutes, 0:04:57.279 --> 0:04:59.919 and then getting back to work like basically everything. Like 0:05:00.080 --> 0:05:04.919 if you ever saw um, what was that automaker movie 0:05:04.960 --> 0:05:08.280 with Michael Keaton Japanese? Yes, if you ever saw gung 0:05:08.360 --> 0:05:12.880 Hollo like that, that caricature of Japanese business. It's not 0:05:13.160 --> 0:05:17.280 entirely just completely stereotypical. It's not based on just nothing, 0:05:17.600 --> 0:05:19.560 you know what I mean. Yeah, but this was in 0:05:19.600 --> 0:05:24.280 the fifties when meta amphetamines were uh pre nineteen fifty 0:05:24.360 --> 0:05:28.080 three in Japan at least uh were legal, and like 0:05:28.640 --> 0:05:33.000 there were all kinds of like fine upstanding citizens across 0:05:33.040 --> 0:05:38.120 the world eating uppers basically to get more done. And they, 0:05:38.320 --> 0:05:40.080 you know, like I said, they weren't illegal at the time. 0:05:40.120 --> 0:05:43.880 I think there weren't people out there screaming about ill 0:05:44.040 --> 0:05:47.800 health effects, so all they knew was this was go juice, 0:05:48.560 --> 0:05:50.840 and I can get a lot more done. And they 0:05:50.880 --> 0:05:54.400 they certainly, at least in part, helped fuel that kind 0:05:54.440 --> 0:05:58.680 of nineteen fifties Japanese business work ethic. Yeah, it also 0:05:58.800 --> 0:06:01.560 helped jet kerouac on the road in like forty eight 0:06:01.560 --> 0:06:06.920 hours on a single long sheet of keeper as I understand. So, UM, 0:06:06.960 --> 0:06:09.320 the Japanese were into emped. I mean like most of 0:06:09.320 --> 0:06:11.560 the world was at that time. UM. But then the 0:06:12.000 --> 0:06:15.839 Narcotics and Psychotropics Control Act was passed in that um 0:06:15.880 --> 0:06:18.480 in that country, and they said no more methem fed. 0:06:18.520 --> 0:06:21.800 It means everybody, you're getting out of hand. Um. And 0:06:21.880 --> 0:06:27.040 so the Taisho Pharmaceutical company said, we can't use speed anymore. 0:06:27.240 --> 0:06:30.640 But I suspect that people are gonna really want something 0:06:31.360 --> 0:06:33.560 that that makes them feel that way. So let's come 0:06:33.640 --> 0:06:35.400 up within a lixer. And that a lixor that they 0:06:35.400 --> 0:06:39.520 came up with was lipovitan D. That's right. And it 0:06:39.560 --> 0:06:43.320 was initially um served as a pill that had something 0:06:43.360 --> 0:06:47.279 called taurian in it, which is derived from originally from 0:06:47.279 --> 0:06:52.000 ox bile. But they synthesized it, you know, a long 0:06:52.040 --> 0:06:54.680 long time ago. Uh, And we'll we'll talk about what 0:06:54.720 --> 0:06:56.760 that is more, but it's a key ingredient and modern 0:06:56.839 --> 0:07:00.240 energy drinks. But they made that into a liquid. They 0:07:00.279 --> 0:07:02.440 served it in a little glass bottle called an ampuel, 0:07:03.160 --> 0:07:06.320 and it had a little membrane and you could stick 0:07:06.360 --> 0:07:09.400 a straw through it, and it became kind of the 0:07:09.520 --> 0:07:12.320 go to UH and it was small. It was sort 0:07:12.360 --> 0:07:15.400 of if you've ever seen a five hour energy uh, 0:07:15.440 --> 0:07:18.240 it was kind of that size. It looked like, Yeah, 0:07:18.320 --> 0:07:20.880 in Japan was like, this is great. I don't know 0:07:20.920 --> 0:07:22.600 why you took the pill and turned it into some 0:07:22.720 --> 0:07:26.400 disgusting tasting like liquid that we have to drink, but 0:07:26.520 --> 0:07:29.440 we like it. Probably because it hit you a lot faster, 0:07:29.600 --> 0:07:32.320 That's what I'm guessing. And then there was a guy 0:07:32.360 --> 0:07:34.720 who was running that company at the time, the Taisho 0:07:34.760 --> 0:07:37.120 Pharmaceutical company that was making lip of it T and D, 0:07:37.200 --> 0:07:39.320 and he said, you know what, let's make this taste here, 0:07:39.600 --> 0:07:41.880 Let's add some flavoring, let's add more of like a 0:07:41.920 --> 0:07:44.680 soda feel to it. And that is when it really 0:07:44.720 --> 0:07:47.920 started to take off. And that is in nine two 0:07:48.400 --> 0:07:52.120 um what you would consider probably the first modern precursor 0:07:52.520 --> 0:07:57.320 of a genuine energy drink as we'd recognize them today. Yeah. Um. 0:07:57.440 --> 0:08:01.080 A couple of decades went by, and then in nine five, 0:08:01.560 --> 0:08:06.720 Jolt Cola came along, which was invented by a gentleman 0:08:06.800 --> 0:08:11.520 named CJ. Rap Uh. It was highly marketed as a 0:08:12.680 --> 0:08:17.640 just a super caffeine eated cola. What was the slogan? 0:08:17.760 --> 0:08:22.160 It was like all the sugar twice the caffeine, that's right. Uh. 0:08:22.200 --> 0:08:25.840 And it had seventy two milligrams of caffeine and I think, 0:08:25.960 --> 0:08:30.360 uh didn't a coax somewhere between fifty and sixty? Wait, 0:08:30.440 --> 0:08:34.360 how many milligrams are caffeine? A jolt had seventy two? Okay, 0:08:34.440 --> 0:08:37.160 all right, I thought you said seven for a second. No, 0:08:37.360 --> 0:08:41.520 seventy two, which is, you know, tend to twenty ish 0:08:41.880 --> 0:08:44.280 milligrams more than like an average soda, I think, which 0:08:44.280 --> 0:08:47.280 isn't like a ton. But at the time he called it, 0:08:47.360 --> 0:08:49.440 Joeld had the lightning bolt. And this was at a 0:08:49.480 --> 0:08:53.000 time in the mid eighties when less was more in like, 0:08:53.280 --> 0:08:56.000 you know, a fewer calories, fewer caffeine, like kind of 0:08:56.080 --> 0:08:59.880 less everything, And so it really swam against the current 0:09:00.360 --> 0:09:03.440 as far as a kind of a marketing thing. Right. 0:09:03.559 --> 0:09:05.280 I used to love that stuff, and I don't know 0:09:05.360 --> 0:09:07.240 if you remember. But we mentioned it before on the 0:09:07.240 --> 0:09:13.120 show and they sent us some some Jolt ms good. 0:09:13.160 --> 0:09:14.440 I don't know if I ever even tried it, to 0:09:14.440 --> 0:09:17.600 be honest. Oh well, it tastes like cola that's super 0:09:17.640 --> 0:09:20.280 sweet and really gets you going. I mean it's still around, 0:09:20.400 --> 0:09:22.600 I think too, right, Yeah, I just I hadn't seen 0:09:22.640 --> 0:09:24.440 it in forever, so I was really happy that they 0:09:24.480 --> 0:09:28.080 sent some. But eight four, if you jump back a year, 0:09:28.840 --> 0:09:32.080 is kind of when if you think about American style 0:09:32.320 --> 0:09:36.760 energy drinks, was the birth of that movement? Yeah, because 0:09:36.800 --> 0:09:38.959 I mean Joel Cole is like all in fun, it's 0:09:38.960 --> 0:09:40.720 about being hyper that kind of thing, but it's not 0:09:40.800 --> 0:09:45.240 like it's not like a drink that's designed to give 0:09:45.280 --> 0:09:47.280 you like a form of energy that you can be 0:09:47.360 --> 0:09:50.360 productive with or increase your performance with. And that seems 0:09:50.360 --> 0:09:54.320 to be like the baseline point of energy drinks and 0:09:54.440 --> 0:09:56.959 that really finds well, I guess lip of it and 0:09:57.040 --> 0:09:59.240 d really fits that bill. But the one that we 0:09:59.280 --> 0:10:02.360 would recognize today that started in eighty four, um was 0:10:02.440 --> 0:10:07.280 found by a m a German toothpaste marketer named Dietrich 0:10:07.679 --> 0:10:10.600 Matta Shits, and he was hanging out in Thailand at 0:10:10.600 --> 0:10:16.840 the time. And he came across the tonic syrup called kretting. Dang. 0:10:18.760 --> 0:10:21.960 It wasn't it wasn't that Like my my context messed up? 0:10:24.120 --> 0:10:26.080 Like I wish you could have seen my face, because 0:10:26.240 --> 0:10:29.679 I'll bet it was hilarious. Oh man, that was great 0:10:29.679 --> 0:10:35.960 that in there, that kretting dang dang? So what does 0:10:36.000 --> 0:10:38.480 that mean? Chuck? How about this? Why don't we take 0:10:38.520 --> 0:10:41.280 a break and we'll we'll talk about a cliffhanger and 0:10:41.280 --> 0:11:09.160 we'll tell you what that means right after this. How's 0:11:09.200 --> 0:11:12.680 your contact? It's fine, I've got this new thing where 0:11:12.720 --> 0:11:15.320 I'm trying. So I've got, um what am I? I'm 0:11:15.320 --> 0:11:18.079 near sighted, so I can see things really well close 0:11:18.160 --> 0:11:22.520 up when I don't have contacts, and um and my 0:11:22.520 --> 0:11:27.800 my optometrists split the difference between you know, far sighted 0:11:27.840 --> 0:11:30.760 contacts and near sighted context so that I can generally 0:11:30.760 --> 0:11:32.800 see things close up and I can really see things 0:11:32.800 --> 0:11:36.280 far away. So I've got like two different powered contacts. 0:11:36.440 --> 0:11:38.320 And every once in a while, if like like the 0:11:38.360 --> 0:11:41.360 paper gets a little too close, it all just gets blurry. 0:11:41.520 --> 0:11:45.679 That's what happened. Okay, full disclosure, everybody. It these are 0:11:45.679 --> 0:11:48.760 the details people want to hear. I don't know about that, 0:11:48.840 --> 0:11:52.880 but sure, all right. So where we left off, Wastrich 0:11:53.000 --> 0:11:58.160 Matta Shits was marketing for tooth Basse was hanging out 0:11:58.160 --> 0:12:04.440 in Thailand discovered the tonic strup called kretting dang and 0:12:04.640 --> 0:12:07.040 that was developed in mid the seventies. And if you 0:12:07.120 --> 0:12:12.960 want to translate that into English, that means what. No, 0:12:13.160 --> 0:12:15.720 I'd set you up for it. You take it. It 0:12:15.800 --> 0:12:20.240 means red bull. Yeah, and you might say, okay, red bull. 0:12:20.280 --> 0:12:22.960 But where'd the red bull come from? Its origin stories 0:12:23.080 --> 0:12:26.040 even more complete than we've led on, because the red 0:12:26.040 --> 0:12:30.360 bull refers to Toren, which is again named after bulls. 0:12:30.400 --> 0:12:33.400 Taurusts is the bull and the reason why it seemed 0:12:33.400 --> 0:12:36.480 after bulls is because it was first extracted from ox bile, 0:12:36.880 --> 0:12:40.280 which is awesome. Right. So if you ever heard kind 0:12:40.280 --> 0:12:43.280 of remember early on in Red Bulls life when people 0:12:43.280 --> 0:12:45.760 would kind of spread the urban legend that there was 0:12:46.400 --> 0:12:48.800 like bull urine and stuff like that in it and 0:12:48.880 --> 0:12:52.400 that's how it's derived. I remember that. Yeah, I totally do. None. 0:12:52.480 --> 0:12:55.160 Obviously none of that is true. It may have had 0:12:55.559 --> 0:12:59.560 something to do with the ox file uh original, Yeah, 0:12:59.559 --> 0:13:01.720 I'm guess thing so, and the fact that there was 0:13:01.800 --> 0:13:05.880 trace amounts of bull seamen in there. No, just not 0:13:06.000 --> 0:13:09.080 bull yeurine. That's crazy. But like we said that that 0:13:09.160 --> 0:13:12.160 had been synthesized for decades, so it's not like they 0:13:12.200 --> 0:13:16.319 were using real ox spile anyway, right exactly. So Um 0:13:16.520 --> 0:13:21.079 Dietrich Mattashits who he went from marketing blend Ax toothpaste 0:13:21.440 --> 0:13:26.199 to um taking this tonic, the Red Bull tonic, kretang dang, 0:13:26.360 --> 0:13:29.959 kretting dang. I just can't quite get it, um, and 0:13:30.040 --> 0:13:32.040 he he said, I want to do something with this. 0:13:32.120 --> 0:13:33.840 I think people are going to go crazy for this. 0:13:33.920 --> 0:13:36.679 So he got his hands on a license. He spent 0:13:36.800 --> 0:13:40.640 three years like turning it into a carbonated beverage rather 0:13:40.720 --> 0:13:43.640 than just a tonic syrup, messed with the taste, came 0:13:43.720 --> 0:13:46.680 up with a great marketing plan and launched it in 0:13:46.920 --> 0:13:54.440 nineteen seven in um, Austria and Germany to to great success. Yeah, 0:13:54.480 --> 0:13:56.920 he sold a lot of it and early just kind 0:13:56.920 --> 0:13:59.120 of from the beginning, Red Bull had a very guerrilla 0:13:59.720 --> 0:14:03.520 style marketing thing as far as those cars that you 0:14:03.559 --> 0:14:07.560 see that are that are I don't say wrapped in 0:14:07.640 --> 0:14:11.240 Red Bull ads and I have a can on them. Yeah, 0:14:11.400 --> 0:14:14.280 like Red Bull parties and stuff like that. Uh, they 0:14:14.320 --> 0:14:17.640 had animated TV commercials over there that were really catchy, 0:14:18.320 --> 0:14:21.560 and it really caught on not only there, but obviously 0:14:21.600 --> 0:14:25.080 worked its way through Europe eventually found its way to 0:14:25.160 --> 0:14:29.720 the US, where it became um tied to car racing 0:14:29.840 --> 0:14:34.280 and extreme sports and uh, you and I even did that. 0:14:34.840 --> 0:14:38.600 Uh was it like a soapbox derby? Soapbox derby where 0:14:38.600 --> 0:14:43.560 we were called upon to judge the soapbux derby? Who 0:14:43.640 --> 0:14:46.680 was it? Was it, young Jock? I think so it was. 0:14:46.720 --> 0:14:49.280 There was a rapper that was with us, and like 0:14:49.320 --> 0:14:52.600 a couple other people. Guy, Oh it was great. Um, 0:14:52.680 --> 0:14:54.560 I don't remember who else was up there, but yeah, 0:14:54.640 --> 0:14:56.680 it was. That was a weird thing. But that was 0:14:56.720 --> 0:14:59.280 a red Bull event and they sponsored a lot of 0:14:59.280 --> 0:15:02.200 those kind of things, and that was you know, they 0:15:02.200 --> 0:15:05.480 were marketing to younger people who you know, red Bull 0:15:05.480 --> 0:15:08.240 gives you wings and uh, it's sort of like the 0:15:08.280 --> 0:15:12.440 extreme sports angle. They sponsored. That jump, the highest jump 0:15:12.480 --> 0:15:15.600 from the stratosphere ever ever done by man. I can't 0:15:15.600 --> 0:15:17.560 remember the guys. They want to say, Casper or something. 0:15:17.880 --> 0:15:21.840 Do you remember that, Casper Weinberger. No, No, you never 0:15:21.960 --> 0:15:24.840 jumped out of an orbiting satellite like this guy did, right, 0:15:24.880 --> 0:15:27.240 right right, Oh yeah, I remember that. Yeah, so that 0:15:27.240 --> 0:15:29.480 that was a red Bull sponsored thing. That's definitely like 0:15:29.600 --> 0:15:32.800 up there alley for sure. It's so interesting advertising that 0:15:32.920 --> 0:15:37.240 if like, oh, you're gonna anything where people have eyeballs 0:15:37.240 --> 0:15:38.800 on it, They're like, well, can we put our logo 0:15:38.840 --> 0:15:41.880 on your chest? I guess it makes sense. I mean, 0:15:41.920 --> 0:15:44.840 that's I don't know it does. It's like that guy 0:15:44.920 --> 0:15:49.200 who the airline pilot who landed the plane safely in 0:15:49.240 --> 0:15:53.960 the Hudson and no one died, like a few years back. No, 0:15:54.240 --> 0:15:56.680 he wasn't sponsored, but he took that he took that 0:15:56.800 --> 0:16:00.880 spotlight and he used it to UM to basically share 0:16:01.000 --> 0:16:03.880 with the public the plight of like UM airline pilots 0:16:03.880 --> 0:16:07.120 and how they're like mistreated UM. And it's the same thing. 0:16:07.120 --> 0:16:08.960 It's like a bunch of people are paying attention to 0:16:08.960 --> 0:16:11.040 you all of a sudden. Are you gonna say, I'm 0:16:11.080 --> 0:16:15.240 sponsored by Red Bull or my uh colleagues are really 0:16:15.240 --> 0:16:18.760 being mistreated by the airline companies. Let's let's do something 0:16:18.800 --> 0:16:21.080 about it, right. And I'm not poo pooing it, obviously. 0:16:21.120 --> 0:16:22.720 The irony is not lost on me. I know. That's 0:16:22.720 --> 0:16:25.640 how we make our livings. So please Savior emails. We're 0:16:25.680 --> 0:16:28.240 always walking around with Red Bull jackets on the leather 0:16:28.320 --> 0:16:31.760 eight ball red Bull jackets that were contractually obligated to wear. 0:16:32.640 --> 0:16:34.800 But Red Bull was a pretty big success right away 0:16:35.480 --> 0:16:38.440 held a lot of the market, like the lion share 0:16:38.440 --> 0:16:41.080 of the market share early on in the early two thousand's, 0:16:41.720 --> 0:16:45.560 I think seventy nine uh in two thousand one of 0:16:45.640 --> 0:16:49.360 the market share. And obviously when something is selling one 0:16:49.400 --> 0:16:52.800 and a half plus billion cans of something a year, 0:16:53.320 --> 0:16:56.320 people are gonna jump on board. And then you've got 0:16:56.800 --> 0:17:01.800 one to three basically four other are really big players 0:17:01.800 --> 0:17:08.120 who have stuck around. Yeah, Monster, which is a a juggernaut. 0:17:08.320 --> 0:17:11.760 It was actually launched by you know that Hansen soda, 0:17:12.000 --> 0:17:16.280 the all natural soda. I don't think I do. You've 0:17:16.320 --> 0:17:18.520 seen it if you've ever been to a decent deli before. 0:17:18.560 --> 0:17:21.359 They had Hanson soda along with New York Seltzer and stuff, 0:17:21.720 --> 0:17:24.399 and it's just like little little soda brand that just 0:17:24.480 --> 0:17:26.960 keeps plugging along. But it's it's like touts that it's 0:17:27.000 --> 0:17:31.919 made of like natural like ingredients. They launched Monster and 0:17:32.000 --> 0:17:35.960 they went from in two thousand three a company with 0:17:36.080 --> 0:17:40.200 fifty million dollars in revenue. They launched Monster Energy Drink 0:17:40.240 --> 0:17:43.600 that year, and eight years later they were making one 0:17:43.640 --> 0:17:47.520 point seven billion dollars in revenue. Wo. Yeah, yeah, they 0:17:47.520 --> 0:17:50.879 have about a third of today's market. Uh, there's n 0:17:50.880 --> 0:17:55.080 os which I see those signs all over convenience stores. 0:17:55.080 --> 0:17:57.760 But honestly, I never really paid attention enough to know 0:17:57.840 --> 0:18:00.119 what it was. But that is an energy drink. It 0:18:00.160 --> 0:18:03.439 was launched in two thousand five by f u Ze Fuse, 0:18:04.280 --> 0:18:08.320 which was bought by Coke. Uh and I think Monster 0:18:08.400 --> 0:18:11.480 owns them now as well. Right, yeah, so they owned 0:18:11.520 --> 0:18:14.880 the number two and number three most I guess best 0:18:14.880 --> 0:18:19.280 selling energy drinks. I've also seen it pronounced nass it 0:18:19.320 --> 0:18:23.000 probably is, yeah, but a little I know about car racing. Well, 0:18:23.000 --> 0:18:25.159 I had to look up a video where somebody reviewed 0:18:25.160 --> 0:18:27.040 it to make sure that's how you say it, So 0:18:27.080 --> 0:18:29.280 I'm with you, but it's um. It's it's like a 0:18:29.359 --> 0:18:33.200 nitrous oxide booster, like that part in Black Sheet when 0:18:33.560 --> 0:18:36.359 Chris Farley and David Spade are driving the stolen police 0:18:36.359 --> 0:18:39.800 car and they're tailed by real police and he pushes 0:18:39.840 --> 0:18:43.439 the nitrous oxide button. It just takes off because it 0:18:43.480 --> 0:18:46.160 injects a bunch of combustion into it and really gets 0:18:46.160 --> 0:18:49.120 it going. That's basically the premise of this energy drink. 0:18:49.240 --> 0:18:52.560 Still haven't seen that movie. It's okay, it's pretty good, 0:18:52.720 --> 0:18:55.320 all right. Uh. Then you've got, of course rock Star 0:18:55.520 --> 0:18:59.400 that was launched in oh one, that is owned by Pepsi. 0:18:59.560 --> 0:19:02.520 And you know, you see a trend here with any beverage, 0:19:02.520 --> 0:19:06.200 any beer. If you're some kind of cool small brand 0:19:06.200 --> 0:19:07.680 that's selling a lot of stuff, one of the big 0:19:07.720 --> 0:19:11.000 dogs will come along and gobble you up pretty pretty quickly. 0:19:11.200 --> 0:19:12.480 And I think that's the goal for a lot of 0:19:12.520 --> 0:19:16.600 these companies. It's like, you know, a big payday. Apparently 0:19:16.720 --> 0:19:22.520 rock Star is kind of going down in the market, right, yeah, yeah, 0:19:22.680 --> 0:19:27.760 year by year. Apparently it's it's a discount um uh 0:19:27.920 --> 0:19:30.280 energy drink. It's about half the price of Monster. But 0:19:30.280 --> 0:19:33.720 they have a very limited amount of flavors, and I 0:19:33.760 --> 0:19:35.600 think that's the way you make money in that biz, 0:19:35.760 --> 0:19:39.080 is like having fifty million flavors, half the price, half 0:19:39.119 --> 0:19:43.000 the flavor, right. That's their logo that that used to 0:19:43.080 --> 0:19:44.920 be mine. I used to like rock Star a lot, 0:19:44.960 --> 0:19:47.480 and it was like it just wasn't nearly as like 0:19:47.600 --> 0:19:50.920 noxious as some of the other ones are. But yeah, 0:19:51.000 --> 0:19:54.200 it's it's fine. Uh, and then you've got you can't 0:19:54.240 --> 0:19:58.240 beat the price, then you got your five hour energy. 0:19:58.280 --> 0:20:01.040 That's the one I mentioned earlier. You will see these 0:20:01.080 --> 0:20:04.639 little guys. It's like a shot basically by UM the 0:20:04.680 --> 0:20:08.800 cash register area because they're not refrigerated. Uh. They were 0:20:08.920 --> 0:20:13.280 launched in two thousand four by Living Essentials, and this 0:20:13.400 --> 0:20:15.560 was kind of harkens back a little more to those 0:20:16.240 --> 0:20:19.360 Asian elixir tonics that were sold in the early days 0:20:19.400 --> 0:20:22.840 in the sixties, right. And one reason that the big guys, 0:20:23.000 --> 0:20:26.120 the big players in the soda market started buying up 0:20:26.320 --> 0:20:30.280 energy drinks smaller companies is because their own attempts at 0:20:30.280 --> 0:20:33.920 them were almost across the board failures. UH. Coke Energy 0:20:34.000 --> 0:20:36.640 was probably the longest lasting one, and they just announced 0:20:36.680 --> 0:20:38.399 they think this past year that they were going to 0:20:38.480 --> 0:20:42.600 stop making it. Heard of it, you could have very 0:20:42.640 --> 0:20:44.960 easily looked past. It was like a thin can that 0:20:45.040 --> 0:20:47.480 they If you weren't looking for an energy drink, you 0:20:47.480 --> 0:20:49.200 you could have gone your whole life without knowing the 0:20:49.320 --> 0:20:53.919 existed UM vault, which was I was sad to UM 0:20:53.960 --> 0:20:56.000 to see that go. I used to love that stuff. 0:20:56.200 --> 0:20:58.439 But it was a little more along the lines of 0:20:58.480 --> 0:21:01.879 like jolts vibe than like an energy drink vibe. Do 0:21:02.240 --> 0:21:04.119 you remember that stuff that used to fuel me in 0:21:04.160 --> 0:21:09.320 the early days of recording? Yeah, okay, I don't remember 0:21:09.320 --> 0:21:14.200 Pepsi's Josta. Never heard of that me either, Uh. And 0:21:14.320 --> 0:21:18.040 I don't remember Nelly the rapper Nelly had pimp juice never. 0:21:18.280 --> 0:21:21.879 I don't remember that. No. And I mean, there's plenty 0:21:21.840 --> 0:21:23.800 of others to chuck there's more than you can shake 0:21:23.840 --> 0:21:25.800 a stick at. Apparently in two thousand and six and 0:21:25.800 --> 0:21:29.560 two thousand and seven, two hundred new brands were introduced, 0:21:30.320 --> 0:21:33.119 and you've got just there's tons of different brands, and 0:21:33.160 --> 0:21:36.120 some of them are kind of like UM still tapping 0:21:36.160 --> 0:21:39.600 into that early like extreme vibe, Like there's one called 0:21:39.640 --> 0:21:43.480 Redline Extreme. Uh. Then the others are like kind of 0:21:43.560 --> 0:21:47.639 like going after niche markets once called Nerd Focus, and 0:21:47.680 --> 0:21:50.920 then Sunny D has gotten into it with their rise 0:21:51.359 --> 0:21:55.359 R Y s e Um Energy Drink. I can't believe 0:21:55.400 --> 0:21:58.840 there's not a Z in that. There's not. I think 0:21:58.880 --> 0:22:02.119 they were satisfied with the Y and like you can't 0:22:02.400 --> 0:22:06.000 bastardize two letters exactly. They're like, we're sunny D, we 0:22:06.040 --> 0:22:08.879 can only go so far. And then also there's Bang. 0:22:08.920 --> 0:22:11.000 I think there's people who are energy drink fans who 0:22:11.000 --> 0:22:13.200 are screaming at us right now. You can't not mention 0:22:13.280 --> 0:22:16.480 Bang at least if we're gonna buzz market all these guys. Sure, 0:22:17.080 --> 0:22:20.560 what about muscle buzz that's a good one. Is that 0:22:20.720 --> 0:22:22.960 for real? Or you make them out up? Made it up? 0:22:23.440 --> 0:22:25.840 Because I could see it both ways. No, it totally 0:22:25.880 --> 0:22:28.560 could be a real thing. Uh No, I'm sure there 0:22:28.600 --> 0:22:30.919 are still smaller brands out there, Like you said that, 0:22:30.920 --> 0:22:35.320 they have their like loyalists, But whenever you're talking about 0:22:35.320 --> 0:22:37.399 something like this, it seems to boil down to like 0:22:37.920 --> 0:22:40.240 four or five kind of of the big big boys. 0:22:40.600 --> 0:22:44.359 UM and big boys is right because I think a 0:22:44.400 --> 0:22:47.600 couple of years ago the global market was about forty 0:22:47.640 --> 0:22:52.520 five billion dollars total UM. And this is uh. Ed 0:22:52.560 --> 0:22:54.720 Grabanowski helped us out with this one. He does point 0:22:54.720 --> 0:22:58.440 out that, UM, Like, statistically, if you look at like 0:22:58.520 --> 0:23:01.240 the Wall Street Journal, they'll talk about Europe and Russia 0:23:01.240 --> 0:23:06.120 and North America. But those are just because they're traded publicly. UM. 0:23:06.160 --> 0:23:08.720 I'm sure that in in Asia they still have some 0:23:08.800 --> 0:23:13.040