I recently watched an interview with the CEO of Monster Energy Rodney Sacks and there are a few things I would like to talk about. If you want to watch the interview here is the link.

The first round of question and answer I found interesting was Sacks' words on the target markets of Monster. When asked what Monster's target consumer is Sacks replied that Monster is a "lifestyle brand (it's) edgy, in your face". The primary market is males ages 18-30, but Monster hopes to expand their consumer base to women.

How most intends to expand to female markets is the next interesting question. Sacks was asked how Monster's coffee energy drinks like these set themselves apart from the rest of the energy drink and coffee market. Sacks responded by saying that the Monster coffees would have more "drink-ability" as well as be more of a "frappuccino".

The hope with these coffee-like drinks is to appeal to more female energy drinkers, and expand Monster's customer base. The appeal of these drinks is drink-ability like a coffee shop concoction, with the kick of a monster.

The final interesting note I took from this interview was Sacks' take on the success of Monster Mutant. The interviewer noted that Mutant's sales had slowed and asked what it was like now. Sacks responded that "there is a citrus category and we feel we can introduce a really god product". This has to do with Monster being "clearly positioned against Mountain Dew and Kickstart". I feel a comparison review coming on.

This interview was a year old admittedly, but it gives us a good insight in to what the industry is doing, and how they are going about feeding our habits.

A Salute to Rip It

A pack of Marlborough NXTs (I have since quit so don't judge), a backpack full of blue gloves and zip ties, a spare set of socks and underwear in a plastic bag, a massive water jug and two Rip Its (preferable the orange ones, but green would do in a pinch). That is what I had with me every night I left for work when I was a hydraulic technician in the U.S. Air Force.

Rip Its can be found at most gas stations and supermarkets but are often over looked in favor of the big name energy drinks. They are a little on the syrupy end. Their kick has that sugar high feel. Some of the flavors are an acquired taste (looking at you green ones), but they have such a large range you are sure to find one you like. 

That may sound like a lukewarm review, but Rip It's biggest selling point isn't its caffeine or sugar content, its the price. Around a buck just about everywhere you go. What's even better is the whole pallets of mini Rip Its sent to military bases all around the world. 

 I have gotten to know Marines and Soldiers  since I have been out who have told me tales of dip bottles, and empty Rip It cans rolling around the floor of their vehicles. If you look in the trash cans of my old Aircraft Maintenance Unit you would find several empty packs of smokes, fast food bags, and dozens of empty Rip It cans.

If you don't believe me, here and here are articles to prove it. The Rip It Facebook page is also liked by all four (sometimes five) branches of the military, even the one that is a cult, and the one that is a corporation.

If there is one thing every vet will tell you, its that the military runs on dip, cigarettes, energy drinks, and booze. Rip It fills one of those needs better than anyone else. For this I award Rip It with the Caffpower Keep 'Em Fighting award.

Hey kids, want some highly addictive substances?

   

     I have read several articles out of the UK over the past few weeks about the dangers of childhood consumption of energy drinks. Well. Growing up I was kept away from the coffee pot "that is for grown ups" I was told. Later it was explained to me high amounts of caffeine in a developing body has numerous negative effects. If you want a summation of what those effects are, feel free to read up with articles like this.
     
    So, caffeine plus kids equals unhealthy kids. Pretty straightforward, hard to argue. Now, what's to be done about it? Watch what your kids are taking in and talk to them about avoiding high caffeine content drinks. Easier said than done, I understand, but what else is there to be done? Watch energy drink sales as closely as alcohol? Put a limit on the number of energy drinks that can be purchased in one transaction? Make ridiculous claims that make energy drinks sound like black tar heroine? If you ask folks like this,yes, we should do all of that.

     Unfortunately there are a lot of voices calling for the regulation of energy drinks. I don't have to worry about this all that much because I live in the good ol' U S of A. We are putting a lot of talk into de-regulating pot, a far cry from regulating RipIts. This is however, a worrying trend we as energy drinks have to keep an eye on. There is bound to be a lot of misinformation flying around in the next few months demonizing energy drinks.

     Energy drinks are not killing us. They are not a gateway to codeine as one of the above article claims. They will not cause your teeth to fall out of your head and give you diabetes. They will make your heart beat faster and perk you up for a while. Energy drinks are a vice, but a small vice, and a person without any vices is a sinking ship without any cargo to throw overboard.