New “Smart” Energy Drinks Offer A Superior Quality Experience

After several banner years, the energy drink beverage category continues to grow, with Goldman Sachs predicting that it will hit 10 billion dollars per year in sales by 2010. As hundreds of brands jockey for market penetration in the booming, multi-billion dollar energy drink market, a new kind of “smart” energy drink is positioning itself to take a significant share from the existing category leaders. Instead of using the normal testosterone oriented branding focusing on the quantity of energy their drink provides, these smart energy drinks focus on the quality of energy they provide.

By adding specific ingredients that work with the brain’s natural biochemistry they promise not just another “cool” brand, but a tangibly superior experience for the consumer.

“People want the energy from the caffeine in energy drinks and think they have to put up with the jittery feelings and the crash they experience when it wears off,” says Mark Michael Lewis, creator of the SmartPower™ brand of energy drink, a premier example of the smart energy drink category. “Our SmartPower™ formula enhances the positive experience and counteracts the negative side effects of caffeine. It just feels better, both while the drink is active, and when the caffeine wears off. It gives people more of the positive energy they really want from the drink without the negative side effects.”

These new smart energy drinks stand out from the crowd by directly addressing the driving force behind the energy drink market -- the effect the drinks create. By focusing on creating a more pleasurable and productive experience, they have the opportunity not only to gain market share, but also to expand the market to people who currently avoid energy drinks because they are “too intense.”