Energy in a Bottle

After a late night, New York City college student Dave Hearns and his friends don't count on coffee for a quick perk-up the next morning. Instead they slurp cans of energy drinks like New York Minute, a caffeine-infused beverage that smacks of sweet cherries. "I don't like the taste of coffee," says Hearns. "This wakes me up more." He says this even though New York Minute, like most energy drinks, contains up to a third less caffeine than a cup of coffee.

Hearns and his friends are not alone: a 2001 survey found that 22% of college students were buying energy drinks. The drinks are the fastest growing sector in the beverage business. After earning a mere $12 million in 1997, they now account for $1 billion of the $60 billion U.S. soft-drink market. Red Bull was the energy-drink pioneer, and still commands a share of more than 60%, but there are more than 200 challengers to the throne, many of which have attracted cultlike followings.

There's a sameness to the drinks, in both their sweet taste and their ingredients (caffeine, fructose and taurine, a nonessential amino acid, are among the most common). They also share a penchant for aggressive, alpha-male names like Rockstar (which tastes like fizzy bubble gum), Venom (with a citrus bite), Blue Ox, Monster, Hype, "bone-crushing citrus" Piranha, Stinger and Whoop Ass.

The drinks aren't exactly health food, but if you're looking for a quick buzz, they will do little harm as long as you chase them with enough water. All that caffeine can be dehydrating.