Since the vitamins and taurine are lab-made, they are not absorbed in the same way as naturally occurring nutrients. Lab-made additions to traditional energy drinks include added sugars, artificial sugars, and massive amounts of B vitamins and taurine. Hemphill insists that the ingredients are very similar between these energy drinks and standard sugary sodas. These drinks are essentially standard colas that have been sold for decades and have now been rebranded with labels that promise energy, focus, and improved performance. Researchers like Gary Hemphill at the Beverage Marketing Corporation credit the boom of energy drinks with both people’s need for energy and very clever marketing. In 1997 Mateschiz introduced his baby to the United States, and the energy drink market as we know today was born. The combination of caffeine, taurine, and carbonation made Red Bull an overnight sensation. Krating Daeng changed its name to Red Bull and took Europe by storm. He was simply amazed by the tonics’ effects and partnered with the producers of Krating Daeng in 1984 to bring the brand to global audiences. Enter Red BullĮnergy drinks got their huge international break when Austrian businessman Dietrich Mateschiz visited Bangkok and ‘discovered’ these energizing tonics. Wildly popular among Japanese executives in the 1980s, Krating Daeng and similar drinks gained ground in the Asian food market. Krating Daeng was introduced to the Japanese market in 1976 as an energy drink, with caffeine, taurine, and B-vitamins as its primary ingredients. The largest available bottles of Lipovitan contain up to 3,000 mg of taurine, as well as a warning label stating that people should not consume more than 100 mg of taurine a day. The drink’s main ingredient is taurine, which would eventually become an important ingredient in Red Bull. While Lipovitan sounds, looks, and smells like cough syrup, it was promoted as a drink to boost physical and mental functions. The tonic was originally marketed towards truck drivers and factory workers who needed to stay awake for long shifts. In 1962, Taisho pharmaceuticals produced Lipovitan D, an herbal “energizing tonic” that was sold in minibar sized bottles. The modern energy drink was born in post World War II Japan. In this article, we explore how the modern energy drink as we know it has evolved through the years, from its humble beginnings in Japan to the explosive growth of Red Bull and Monster, and how natural, better-for-you drinks are gaining popularity today. ![]() Get your copy of my book, ” Are You a Monster or a Rock Star-A Guide to Energy Drinks: How They Work, Why They Work, How to Use Them Safely” on Amazon and wherever books are sold.People have used innovative ways to stay energized for centuries. We’ll discuss the WHAT IS IT, WHAT DOES IT DO, HOW MUCH IS TO MUCH for 30 of the most common energy drink ingredients. ![]() So what does it DO? WHY is it in energy drinks?įor that answer, stay tuned for next week’s book excerpt, as we continue through Part THREE of the Energy Drink Guide. Taurine is an amino acid, just not the kind of amino acid that is a “building block” for protein. ![]() ![]() The name comes from Bos taurus, the genus and species of ox. They were younger people, hence the “*”, but I couldn’t stand this gross eggageration (so.many.puns).įact-taurine was first isolated from ox bile in 1822. I kid* you not, there were people out there who insisted taurine was a fancy name for bull sperm. One of the many reasons I decided to write an energy drink book is “bull sperm”.
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