Big Press For Little Bottles

Around 4 years ago, I was researching energy drink pricing and first came across a 2.5oz product called (I think) Lift. While doing a sort of highest priced per ounce beverages, it came top.

That was 2005, and now in 2009 Energy shots have made the big time. The New York Times has gee whizz coverage, and ConsumerEdge is reporting a category trending in $1B in retail sales this year.

And to the big boys of energy, this is both a blessing and curse. A blessing because it grows the category: A curse because it makes them compete from a position of weakness Vs 5 Hour Energy - the 400 lb gorilla of the checkout.

But more interesting to me is the expansion of the energy need state. So, now it is shots - next will it be chews? Hydrive is already there.