August 29/Atlanta/The Atlanta Journal-Constitution -- Energy drinks are easy to stereotype. Some of the biggest brands, such as Monster, revel in the macho imagery of extreme sports and are clearly marketed to young guys. Energy drinks have been used as vodka mixers in bars and clubs, and as part of the college survival kit. Their heavy doses of sugar and caffeine helped students stay up, party and study.
With their expanded reach into the blue-collar and white-collar corners of American society, energy drinks have become one of the most profitable segments of the U.S. beverage industry. Sales are growing again after a flat 2009.