I drink energy drinks like water. Great industry....huge margins. Barriers to entry are slim which is probably eroding margins so they become a question of "franchise value" aka marketing largely. Red Bull if it was public I would have invested a long time ago. Very solid franchise value as they absolutely dominate the energy drink market. Monster/Rockstar are part of Hansen, symbol HANS, and it's already made an incredible move....seems fairly valued here.
Full Throttle is coca-cola....then most of the other players are tiny but I am watching WYDI which is Who's Your Daddy? Their drinks aren't popular but they have had some interesting news and made interesting headway with their energy shot. I started watching them after being at the NYNY casino in vegas and the only thing the gift shop had was 5 hour energy and the WLDI energy shot. Tried the WYDI energy shot and it actually worked (5 hour energy is huge and everywhere but doesn't work for me).
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