The Anti–Red Bull: A Drink to Calm You Down

While energy drinks pick you up, an emerging beverage brand, called Drank, promises to calm you down. Will stressed-out consumers take the plunge?


The success of energy drinks like Red Bull, Monster and Rockstar have proven that consumers are constantly thirsting for a boost. But will they ever want to come back down and reach for a nonalcoholic drink that will help them chill out? According to the recent sales figures from Innovative Beverage Group, a Houston-based drink distributor and maker of a "relaxation beverage" called Drank, there's strong demand for the anti–Red Bull too. The company's revenues, though small, were up 198% in 2008, to $2.2 million, and it turned a $172,000 profit last year,...

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