The way the Energy drink market is right now, if a person were to invent (in theory) the greatest Energy drink ever it would fail because it would get lost in the crowd.
That is if it ever made it to the shelf. Purchasing agents by now must be way past tired of hearing the terms new, improved or really different attached to anything called an Energy drink.
Time to break the market mold, just as Red Bull did when it defined the Energy market. It is time for a new category.
Marshal, you are spot on the money with your assumption. Where will the market go, where can it go and what type of product will take it there?
There are currently several very innovative ideas floating around to take the category in a natural progression and then beyond.
There are many factors to consider beyond the over used energy key phrases. The 8.4oz then the old Pepsi ploy double the size has already went through the rinser and now it lies in wait of what's next?
I don't believe that. If you come up with the greatest drink, yes it will be hard to make it in the market. But, you will make an impact. The way the market is now, its not that you need to come up with a drink that is more powerful that Red Bull or works longer, because many already do. You need to revelutionize the market. Rockstar made it to #2 becaue they did something new. It is by far no easy chalange, but it you figure something new out to try, you can climb the ropes pretty fast.