Channel Check: What’s Hot and What’s Not

SPOTLIGHT CATEGORY: ENERGY DRINKS

It’s still a bull market for Red Bull. At year end, according to our Circana numbers, the company that invented the category grew revenue 5% — the same amount as the category itself. But Red Bull isn’t the whole category anymore: extreme growth brands like Celsius, Alani Nu, C4 and Ghost together added more than $1.2 billion in new revenue to the category last year, each growing 15% or more. With 8 out of the top 10 brands growing last year, it just shows why so many convenience stores are squeezing more energy into those aisle