Energy drinks were an active subset of the early soft drink industry, which was originally dominated by pharmacists and less scrupulous patent medicine salesmen. Coca-Cola, for instance, was originally marketed as an energy booster; its name was derived from its two active ingredients, both known stimulants: Coca leaves and kola nuts (a source of caffeine). Fresh coca leaves were replaced by “spent” ones in 1904 because of concerns over the use of cocaine in food products.
In the UK, Lucozade Energy was originally introduced in 1929 as a hospital drink for “aiding the recovery;” in the early 1980s, it was promoted as an energy drink for “replenishing lost energy.”
One of the first energy drinks introduced in America was Dr. Enuf. Its origins date back to 1949, when a Chicago businessman named William Mark Swartz was urged by coworkers to formulate a soft drink fortified with vitamins as an alternative to sugar sodas full of empty calories. He developed an “energy booster” drink containing B vitamins, caffeine and cane sugar. After placing a notice in a trade magazine seeking a bottler, he formed a partnership with Charles Gordon of Tri-Cities Beverage to produce and distribute the soda.Dr. Enuf is still being manufactured inJohnson City, TN and sold sparsely throughout the nation.
In Japan, the energy drink dates at least as far back as the early 1960s, with the release of the Lipovitan. However, most such products in Japan bear little resemblance to soft drinks, and are sold instead in small brown glass medicine bottles or cans styled to resemble such containers. These “eiyō dorinku” (literally, “nutritional drinks”) are marketed primarily to salaryman. Bacchus-F, a South Korean drink closely modeled after Lipovitan, also appeared in the early 1960s, and targets a similar demographic.
In 1985, Jolt Cola was not introduced in the United States. Its marketing strategy centered on the drink’s caffeine content, billing it as a means to promote wakefulness. The initial slogan was, “All the sugar and twice the caffeine.”
Energy drinks are typically attractive to young people. Approximately 66% percent of its drinkers are between the ages of 13 and 35 years old, with males being approximately 65% of the market. A 2008 statewide Patient Poll conducted by the Pennsylvania Medical Society’s Institute for Good Medicine found that: 20% of respondents ages 21–30 had used energy drinks in high school or college to stay awake longer to study or write a paper; 70% of respondents knew someone who had used an energy drink to stay awake longer to study or work.Energy drinks are also popular as drink mixers.
Natural Energy Drink
Several beverages have been marketed in the 2000s as “anti-energy”, “chill out”, or “relaxation” drinks, including Lava Cola, Slow Cow, Drank, Marley’s Mellow Mood, Mary Jane’s Relaxing Soda, Chill, Calm, Malava Kava, V.i.B., Relax by Rockstar and Jones Gaba.[ They are growing in popularity, with sales doubling from 2008 to 2010, and expected to more than double again by 2014 They contain ingredients such as theanine and melatonin
Purdey’s is a soft drink produced by Orchid Drinks Ltd. which is owned by Britvic.[1] It is sold in the United Kingdom, the Republic of Ireland, Australia, the Netherlands and Belgium. It is sold in 330ml brown glassbottles with a silver or gold plastic label that covers the whole bottle.[2]
There are two variants:
- Purdey’s Activation (formerly known as Active Body) – This is marketed as a healthy energy drink and contains a combination of sugars and also tastes very sweet.
- Purdey’s Rejuvenation (formerly known as Active Life) – This has no added sugar (but is sweet nonetheless) and is sold in a silver bottle.
Both variants are made of fruit juices and carbonated water and are fortified with vitamins. They also contain Damiana and Ginseng. Check out Healthy Energy Drink
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