Energy drinks

Abstract

The 'energy' or 'power-drinks occupy a special position among non-alcoholic drinks containing caffeine, taurine and sometimes guarana. The actual cradle of these drinks is to be found in Asia. Drinks containing the substance taurine are very popular there, especially in Japan. As a result of this observation of the Japanese market, an Austrian had the idea of marketing a drink of this kind in Europe. It was first introduced in Austria in 1987. Before the market launch, various official hurdles had to be overcome, because this 'energy drink' did not meet the Austrian regulations. Even before 'energy drinks' could legally be brought into circulation in Germany, they were already known there. Following their official release, they came not on to a selling market, but onto a waiting buyer's market. The huge success of energy drinks is attributable not least to a well -designed advertising and introduction campaign on TV, radio and press. Maybe it is more a feeling than a product that is being sold. The circle of consumers of energy drinks covers in particular, young people who since the introduction of 'technomusic' in discotheques and trendy bars of the big cities, long for innovative drinks to liven them up. It also includes students, athletes, truck and taxi drivers and workaholics.