tag:blogger.com,1999:blog-3438900550453238104.post-43961642383775561012008-04-25T08:31:00.000+01:002008-04-25T08:32:02.810+01:002008-04-25T08:32:02.810+01:00So it’s happened. As predicted. Monster is now the top US energy drink brand by volume, with a 2007 all channel share of 28%. Red Bull is still way ahead by value, but its volume share is down to 27%.<br /><br />There’s more activity from others too. Pepsi’s AMP and SoBe are on 9%; Coke’s Full Throttle, Fuze NOS, Tab Energy and Glacéau Vitamin Energy are at 10%; and Coke partner Rockstar has jumped to 19%.<br /><br />Overall, the market gained 29% to more than 5,000 million servings. I am indebted to Beverage Digest for the figures.<br /><br />All brand leaders need real competition to keep consumers interested and markets alive. The United States is beginning to produce some serious new energy.Richard Hallhttp://www.blogger.com/profile/17213418829950623446noreply@blogger.com0