Rootless Cosmopolitan: Global Energy Drinks
( June 13, 2001 )
HUNTINGTON BEACH, Calif., Jun 13, 2001 (United Press International via COMTEX)
-- Cola doesn't rule the world anymore. Global energy drinks are the 21st
century's alternative to soda pop.
Instead of carbonated sugar water and food coloring, younger generations demand
something more substantial in their beverage of choice. Sparking suitable
stimulation to the tech savvy hyperactivity of Gen X, Jolt Cola ignited this
smart drink revolution back in the mid 1980s. It soon was followed by Herbal XTC
Tea/Cola and finally in the early-mid 1990s with the ubiquitous standard bearer,
Red Bull.
Originating in Austria, and a mainstay on the European continent for the last
half decade, Red Bull has set the pace for a worldwide global energy elixir
phenomenon, and spurred many imitators in the process. Today, one would be hard
pressed not to find a plethora of local energy drinks in any convenience or
liquor store across the globe.
The marketing and packaging of energy drinks are often more interesting than the
drinks themselves. Lithely chic cans about half the size of a can of soda pop
are the order of the day. Many are clearly geared toward the under-20 market,
while others promise everything from sexual performance to hangover cures. Many
taste like sugared-down vitamin juice, but some are excellent and addicting --
in both taste and effect. Most pack as much caffeine as a cup of coffee, in
addition to a multitude of other ingredients that center around glucose (sugar),
B vitamins, taurine, glucuronolactone, guarana, ginseng, and caffeine.
Taurine is a naturally occurring amino acid found in the human body, but often
is depleted after physical exertion. It gives one the energy of caffeine without
a jittery feel. Glucuronolactone is produced in the human liver and helps detox
the body while one's metabolism is raised by the accompanying B vitamins and
taurine. Guarana is derived from a South American plant that grows wild in the
Amazon and purportedly enhances sex drive and prolongs the effect of caffeine on
the body.
The following are a sampling of global power brews with taste and kick factors
ranked on a scale of one to five, with five being the best in terms of potency
and strength:
RED BULL (Austria)
The father of all energy drinks and clearly the best, Red Bull is the measure by
which all other energy drinks to aspire. Red Bull was launched in 1987 by an
Austrian businessman who became inspired by the throng of energy drinks
available in Asia. One million cans were sold in 1987, and that number has grown
to over 300 million worldwide in 1998. Red Bull is the Coca Cola of energy
drinks. Its mix of B vitamins, glucuronolactone, taurine, and caffeine "Give you
wings," as their effective marketing pledges. Red Bull is the current global
leader, reaching virtually every continent. It is entrenched in the European
youth culture, sponsoring extreme sporting events and soccer matches, as well as
DJ Academies and festivals.
Taste Factor: 5
Kick Factor: 5
THAI RED BULL
Red Bull rip-off available in Bangkok. Sugared-down version of regular red bull
without the kick.
Taste Factor: 3
Kick Factor: 3
DARK DOG (Austria)
Strange taste in an innocuous way. It comes in orange and lemon flavors. Its
active ingredients are B vitamins, taurine, caffeine, and guarana.
Taste Factor: 2
Kick Factor: 3
SoBe(U.S.A.)
Tasting like lightly carbonated Tang, it is aptly named, "Adrenaline Rush." Its
active ingredients include taurine, d-ribose, l-carnitine, Inositol, B Vitamins,
guarana, ginseng, and caffeine.
Taste Factor: 4
Kick Factor: 4
BLUE OX (U.S.A.)
Tasting of a sweet, limey Orange Crush, the Blue Ox is a poor imitator to Red
Bull. Its active ingredients include caffeine, taurine, B vitamins, inositol,
and ginseng.
Taste Factor: 2
Kick Factor: 3.5
LUCOZADE SOLSTIS (UK)
The can's slogan reads, "Fast Stimulation for Body and Mind." It tastes good at
first, but then has a weird aftertaste, a bit like sour carbonated coconut
juice. Ingredients include B vitamins, taurine, caffeine, and guarana.
Taste Factor: 3
Kick Factor: 2.5
GO-GO (U.S.A)
With such flavors as Passion (with yohimbe and ginseng to promote sexual
passion), Bliss (with kava kava and St. John's Wort to mellow out), Buzzkill
(with aloe vera and nettles to detox and cure the hangover), Frenzy (cola flavor
that really jacks you up), and Combat (with echinacea and Vitamin C to ward off
colds), accompanying a hip marketing plan, these drinks are holding up in the
competitive energy elixir universe.
Taste Factor: 5
Kick Factor: 5
KMX (U.S.A.)
Tastes like a stronger, heavily carbonated Tang. Its active ingredients consist
of ginseng, guarana and B vitamins.
Taste Factor: 2.5
Kick Factor: 1
ERECTUS (Czech Republic)
Czech brewed imitator to its Austrian counterpart (Red Bull), the can employs a
bit of Czech humor, with a stick figure that exemplifies its name.
V (New Zealand)
With a guava-like, mild taste, V's slogan claims to "Invigorate Body and Mind,"
by improving mental alertness and enhancing concentration. Active ingredients
include guarana, caffeine, taurine, glucuronolactone, and B vitamins.
Taste Factor: 4
Kick Factor: 3
DT (UK)
DT is produced by Virgin Atlantic Airlines, and comes in blue, green and purple
"flavors."
Purple is best, with a combination of cranberry and grapefruit flavor. It is
very refreshing and unlike a lot of energy drinks, has no vitamin odor or
stickiness. Taurine, caffeine, B vitamins, glucuronolactone, and ginseng are
among the drink's active ingredients.
Taste Factor: 5
Kick Factor: 4
SPIKED SILVER (UK)
Cranberry flavored and lightly carbonated, it tastes quite refreshingly good.
Ingredients include guarana, yerba mate, glucuronolactone, caffeine, inositol,
and taurine.
Taste Factor: 4.5
Kick Factor: 4
OKITAROU (Japan)
Among the ubiquitous world of Japanese energy drinks made available at subway
stations and 7-Elevens throughout Tokyo, Okitarou means "wake-up" and is one of
many futsukayoi hangover drinks popular with Japanese businessmen for the day
after business blitz sake sessions. It smells like a bottle of vitamin B
multivitamins and tastes rather innocuous if you can get beyond the smell.
Active ingredients include vitamins B1, 2, 6, caffeine, and guarana.
Kick Factor: 5
Taste Factor: 2
WHOOP ASS (U.S.A.)
Tasting like strong 7-Up, the retro-looking can has a mangaesque cartoon
character on it with the slogan, "Revitalizes attitude & restores faith in
mankind." Caffeine, ginseng, inositol, and taurine make up its active
ingredients.
Taste Factor: 3.5
Kick Factor: 2
VAAM (Japan)
This clear, lightly-carbonated beverage has a grapefruit flavor and a bitter
after-taste.
Its ingredients are unknown, as the bottle is written in untranslatable Japanese
words.
Taste Factor: 3
Kick Factor: 2.5
MAGIC (Kuwait/Sweden)
The taste is unlike anything else, but not clearly describable nor memorable. It
is produced in Kuwait under the authority of A.T. Jahnsson's Magic House AB
Sweden and available at Ikea in Kuwait City. Guarana, ginseng, and caffeine are
its active ingredients.
Taste Factor: 3.5
Kick Factor: 1.5
GREEN PEOPLE'S (UK)
This 100% natural herbal drink tastes like medicine. It can be consumed on its
own, or mixed with fruit juice. It is available at the spa/bar in the Virgin
Atlantic's First Class Recovery lounge at London's Heathrow Airport.
Taste Factor: 1
Kick Factor: 1
Taking the global energy drink phenomenon to another level, global clubbers have
mixed these high-powered elixirs with alcohol for that
all-night-so-you-can-stay-awake buzz on the dance floor. Red Bull and Vodka tops
the list in popularity, but new concoctions are constantly brewed at hip clubs
throughout the world. Red Bull mixed with Jagermeister is a potent mix that
tastes like a double shot of "sweet tarts" candy. Spiked Silver with vodka puts
a new spin on cranberry and vodka. To take the edge off all the caffeine,
Go-Go's Bliss with vodka and a squeeze of lemon makes for a mellow martini mix.
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