I would have to agree with Lepke in that the biggest obstacle for any Energy Drink trying to be different is that the consumers expect that when they go to a bar and order a vodka & Red Bull they are expecting that strong, bitter, medicinal taste. While the taste may be offensive to some, most have acquired this taste and associate it with an "Energy Drink", which is exactly why Rockstar has managed to be so successful. However, while it is an uphill battle for new or existing energy drinks that are bringing good tasting alternatives to the marketplace eventually they will flourish along with the category as consumkers become more educated and less close minded. Personally I happen to like Energy 69 just because it is sweeter than most and is non-carbonated but that is just my opinion and you know what they say about opinions! Liquid Ice is good as well but historically "Blue" drinks do not succeed in the industtry... remember "Pepsi Blue"?