Channel Check

SPOTLIGHT CATEGORY

Energy Drinks

SOURCE: IRI, a Chicago-based market research firm (@iriworldwide)

52 Weeks through 3/20/16

As our Energy Drinks feature indicates, there’s a lot of broadening of the category’s big brands into areas like protein, coffee, juice, and more. But looking at the Red Bull/Monster/Rockstar core, there’s still a ton of growth, with zero-calorie and and line extensions growing faster than core brands. NOS is taking off, perhaps due to the combination of Monster marketing and Coke’s distribution system. Over at PepsiCo, the AMP portfolio might be lagging category growth, but over in canned juice drinks, Mountain Dew Kickstart, at $313 million, doubles Pepsi’s energy drink revenue.