Despite a slowing economy and high gas prices, the beverage remains strong. The American Beverage Assocation is a great place for industry news.

After graduating from college in 2000, I was hired to be the urban marketing representative for Anheuser Busch Budweiser. With a big marketing budget, I threw a big promotional Rush Hour 2 movie premiere at Sony Metreon featuring their 180 Energy Drink.

The 180 packaging was nominal but their orange flavor did not differentiate from the any other orange soda.

Eight years latter, the energy market continues to grow. Recently, Kristin M who works for a media strategy company with clients such as Mountain Dew, sent me a cap and a few cans of collectable Dale Earnhart Amp Energy drinks. Thanks a bunch.
Btw, for race car fans, let me know if you want the cap.

4 Top Energy Drink Business Lessons

1) Differentiate. In 2000, I was trying to get club managers in San Francisco to order the 180 Energy Drink. The size of the drink was the typical Red Bull size. Like a monster train rolling through town, Rock Star offered the similar tart taste similar to Red Bull but in a giant size can bring value to the table. Same size, double the amount.

Quickly, Rock Star grabbed a hold of the market especially in the club markets.

2) Target industry.

Red Bull sponsored extreme sports athletes including skateboarder and bike riders
Rock Star focused on clubs and bars.
Amp sponsors the Dale Earnhardt in the car racing circuit.

Focus on one industry and start building brand and credibility.

3) Find an empty market.

While most energy drinks have targeted the obvious such as extreme sports and clubs, a grass root energy drink can gain market but aiming at untapped markets.

Energy drinks are for people who want energy and live a busy lifestyle. So there are untapped markets.

Energy drink for

Video Gamers. Bring value by offering free game downloads, partner with mobile game companies.
Mothers. They run around running errands and they often times control the food budget. An energy drink with clam colors such as pink or baby blue with parental tips, factoids, or best of all, CELEBRITY gossip. Partner up with tabloid media outlets such as People, TMZ, and Perezhilton.com for cross branding.
Medical field. Doctors and nurses work odd hours, not 9-5pm. An energy drink that provides jokes or humor can provide value.

4) Find bloggers

Marketers can no longer buy the attention of consumers. Too much choices for consumers. Find bloggers who target your market and build a relationship.

Conclusion: Consumers have too much choices. In the past, beverage companies can purchase ad time on a major network. Now, too many television stations and many advertising dollars are moving online.

So not to fret, focus on the basic. Create a product worth talking about and one that has emotional connection. Word of mouth is still the most effective form of marketing, since we never see our friends as salespeople.