The energy drink business, which seems to be all the craze in the beverage industry, is interesting for its relationship to classic carbonated beverages. As I discussed in my last post, many American pops had their origin in a health-food fad as herbal supplements of one kind or another.
Although Iron Bru (Irn Bru) is considered the first energy drink (1901), Japanese and Austrian brands have brought the business into the mainstream of world pop culture. Interestingly, energy drinks are considered a dietary supplement and are often located in a different section (even in the vitamin aisle) in many stores. With soft drink producers jumping on the bandwagon with the smaller energy drink companies, they are returning to the original intent of pops. However, trouble is brewing. Just as cocawine became the victim of regulation in 1886, now energy drinks are drawing much greater criticism from government and health groups.
Could it be that energy drinks will be another one of these historical quirks where future generations will look back and say, “What were they thinking, ingesting that stuff?” It is very possible. Some countries have banned or considered banning energy drinks. Others have made ingredient regulations. Now, there is further discussion of regulating them.
To be quite honest, I don’t blame them. I for one have never had an energy drink and don’t plan to. I even avoid soft drinks, such as Sobe, that have herbs infused into them. I am too nervous about the strenth of artificially produced herbal beverages and beverages with artificially added caffeine. For now, I’ll stick to my tea, chamomille infusion, and yerba maté.
Recent articles on energy drink regulation (do a google search on “energy drinks” news and you will find articles from around the world about the dangers of energy drinks):
