Energy drinks are not to everyone’s tastes, but the category has become very much part of consumers’ lives thanks largely to multi-faceted sponsorships, ubiquitous outdoor advertising and other attention-grabbing market initiatives. Indeed, energy drinks has evolved over the years from an initial consumer base of on-the-edge types looking towards being sharper in attitudes and personal endurance to a far wider demographic, stretching from late teens through the age bands to the post-65 brigade, especially those who see 70 as the new 50.
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