Business Videos

Energy Drinks Are Coming for the Girls

The Atlantic’s Ellen Kushing reports a decisive pivot in the energy‑drink industry: manufacturers are redesigning cans and messaging to court female consumers. Past campaigns leaned on camouflage graphics, extreme‑sport sponsorships, and hyper‑masculine slogans, but new packaging is slim, pastel‑hued, and marketed as “elegant” and “gentle.” Convenience‑store sales jumped 10% last year, signaling broader demand beyond the traditional male base. While the core formulas—taurine, caffeine, and other stimulants—remain unchanged, the visual overhaul aims to tap a demographic that, according to Kushing, has been “tired too.” A 2013 study cited in the piece linked men’s susceptibility to gendered messaging with higher energy‑drink intake and sleep disturbances, underscoring how branding can shape consumption patterns. Kushing highlights the new tagline aimed at women: “Be hot, be thin, and have all the energy to do it,” echoing the same aspirational pressure once reserved for men. Examples include sleek cans reminiscent of cosmetics and influencer partnerships that frame the drink as a lifestyle accessory rather than a sport supplement. The shift could unlock significant revenue growth, but it also revives concerns about health impacts and the ethics of gendered marketing. As companies chase a lucrative female market, regulators and public‑health advocates may need to scrutinize product labeling, caffeine content, and the broader cultural messages being sold alongside the beverage.