Overnight Sensations

It seems that everyone believes that "next big thing" beverages are created overnight and leap to national prominence after a short gestation period. Lately this has been the vibe behind the Energy Shot business (nice article from Matt Casey at Bevnet here).

But it seems to me that shots are following in the footsteps of Snapple, Hansen's, Vitamin Water etc in taking a long period of time to reach the national consciousness. In past work, the average period of time takes around 5 years, and often includes some kind of "last chance" gut check in the brand's history.

The implication here is that the next big thing (due in 2 years) is already in the market, finding its feet - and hoping that its funding will keep it alive.