In an age when Americans will go out of their way if it means they’ll spend less on gas, there is a booming new energy drink category that costs 20 times as much per ounce as Coca Cola – energy shots.
An increasing amount of people are dropping their $3 coffee, and instead purchasing $3 2-oz shots of energy liquid – and most of them taste repulsive.
The market for energy shots is expected to increase by 100% this year, to 700 million in sales – and Living Essentials will likely be responsible for over 80% of those sales, as they created the original product – the 5 Hour shot.
Several companies are already following in 5 Hour’s footsteps – energy shots such as 6 Hour Power, Fuel 7 Hour, and 8 Hour Energy are all attempting to tap into this new industry.
8 Hour Energy, though the name is similar, has taken the industry a few steps further. Aside from caffeine, it includes Acai, Gogi, and Tahitian Noni – three berries known for their natural energizing and dietary properties. Currently, the only other way to get a serving of Acai berry is to purchase a $40 bottle.
In addition to its improved ingredients, The 8 Hour shot contains no calories or carbs, and it tastes great!
“I’ve seen the 5 Hour ads plastered all over the media. But if people read the labels before they buy, I think they’ll go for 8 Hour Energy. It’s just a better quality product,” says Darin Steen, one of the top 10 health and fitness trainers in the world.
In a blind test conducted at the University of Florida, 9 out of 10 students preferred the 8 Hour shot over 5 Hour Energy. Other groups were given samples of the Mr Energy 8 Hour Energy shot, and returned with overwhelmingly positive reviews.
“Wow… after taking the 8 Hour Energy, not only was I able to stay up to study for finals, I picked up a basketball game after! Without it, I probably wouldn’t have managed to do either,” laughed Troy Smith, a Finance major in his last semester.
“8 Hour Energy shots are amazing. I stayed energized and focused, and totally aced my final. It’s like time in a bottle,” said Stephanie Wilcox, a grad student in the UF School of Dentistry.
Despite 5 Hour Energy’s fierce advertising budget, Bhelliom Enterprises, the creator of 8 Hour Energy, is confident that their product is superior. “The ingredients speak for themselves,” says CEO of Bhelliom Enterprises, Casey McCarthy.
