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Home , Full Throttle (drink), Jones Soda, Monster Energy, No Fear, Pimp Juice (drink), Shark Energy

44 Fall 2006 Bottles and Extras

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nationwide distributor of convenience– and dollar-store merchandise. Rosen couldn’t More Containers figure out why Price Master was not selling coffee. “I realized coffee is too much of a & “Extreme Coffee” competitive market,” Rosen said. “I knew we needed a niche.” Rosen said he found Part Two that niche using his past experience of Continued from the Summer 2006 issue selling YJ Stinger (an energy drink) for By Cecil Munsey Price Master. Rosen discovered a company named Copyright © 2006 “Extreme Coffee.” He arranged for Price Master to make an offer and it bought out INTRODUCTION: According to Gary Hemphill, senior vice president of Extreme Coffee. The product was renamed Beverage Marketing Corp., which analyzes the beverage industry, “The Shock and eventually Rosen bought the energy drink category has been growing fairly consistently for a number of brand from Price Master. years. Sales rose 50 percent at the wholesale level, from $653 million in Rosen confidently believes, “We are 2003 to $980 million in 2004 and is still growing.” Collecting the cans and positioned to be the next of bottles used to contain these products is paralleling that 50 percent growth coffee!” in sales at the wholesale level. According to Kate Silver, a reporter of trends COCA- BLAK and activities in the energy drink industry, “Those small brightly-colored (Coca-Cola Company) cans and bottles explain on the beverages’ labels that energy drinks may One of the most recent energy drinks on well solve every problem ever invented. If you’re not getting enough sleep the market is Coca-Cola Blak. The product or exercise, or sex, or if your reaction time’s off, concentration’s down, and is called an innovative “carbonated fusion” you’re just not feeling alert, or if you’re stressed, tired, anxious or horny, beverage.” It’s a blend of Coca-Cola, natural and coffee essence – that there’s bound to be a potion for you. You don’t need an apothecary––you makes it not quite an extreme coffee just need a convenience sore and a small, flashy can of fuel.” And when beverage like Shock and more of an energy you’re finished with the can or bottle, display it on a shelf with other empty drink. It has more than Coke but cans or bottles in your collection of popular culture items. As your collection is a mid-calorie beverage with only 45 grows in number and value, you will be a pioneer collector and be appreciated calories per 8-ounce bottle. It retails for as such. $1.69 –more than Coke but less than the average energy drink price. It is packaged If you liked the article “Energy Drink Containers––Bottles & Cans” in a resealable version of Coca-Cola’s (Bottles and Extras, Summer 2006), you will have just as much fun with signature 8-ounce glass contour (“hobble- this article which gives you more of the same, plus the history and containers skirt”) bottle but with black and gold accents of SHOCK [Figure 4]. It is sold in four-packs and individually. Collectors should love being able to add SHOCK coffee. It comes in four varieties: Hot a Coke bottle of traditional shape to their (Shock Coffee, Inc.) coffee; cold coffee packaged in 8-ounce bottle/can collection. What is “Shock?” Shock is one of the cans [Figure 2]; and one bottle [Figure 3]; energy drinks that contains coffee beginning and Shock-A-Lots –—- edible chocolate- YJ STINGER to be prevalent in the drink market. covered coffee beans – each bag contains (NVE Pharmaceuticals of Andover, NJ) Shock coffee [Figure 1] is labeled as as much caffeine as two cups of coffee. For YJ Stinger is an energy drink “extreme coffee” or “hyper-caffeinated those who brew their own coffee, Shock manufactured by NVE Pharmaceuticals of coffee.” That’s because it has a higher comes in two versions – Pre-Ground (for Andover, New Jersey. NVE was founded caffeine content than normal coffee. Each those who want it quickly and without in 1980 as a small retail health food store cup of Shock coffee has 50 percent more grinding) and the big Tin o’ Beans (whole specializing in diet and energy products. By caffeine than regular coffee. beans, ready for grinding). [One coffee 1982, NVE had expanded to five retail So how does the caffeine in Shock reviewer said: “If you want great taste in locations and began offering mail order compare to other drinks? A 10-ounce cup your coffee, then look elsewhere. The taste services. The company has ceased of regular coffee has just over 100 and aroma of Shock seems to be a little operating its retail stores in order to focus milligrams of caffeine. Eight ounces of the burned compared to other brands, but then on manufacturing and distributing of its energy drink Red Bull contains 80 again, this coffee is for chugging, not energy products. milligrams of caffeine. Eight ounces of tasting.”] YJ Stinger is its very popular energy regular Shock coffee has a whopping 240 Jerry Rosen, 37, is the owner of Shock drink. The drink comes in four flavors: milligrams of caffeine. Coffee. The idea for Shock Rosen while Chronic Cola [Figure 5], Chronic Cola – Collectors of cans and bottles will be he was vice president of sales at Queens free– [Figure 6], Enraged Raspberry interested in ready-to-consume Shock (New York)-based Price Master Corp., a [Figure 7], Enraged Raspberry – sugar free 46 March-April 2007 Bottles and Extras

– [Figure 8], Pounding [Figure 9], Daddy T-shirts they were selling, mostly to and Sinful Citrus [Figure 10]. (Fillmore Street Brewery of St. Louis, friends and relatives, for $10 apiece. Its bright cans, featuring a wasp as part Mo.) Lavigne told them that to get started they’d of the label, are a favorite of drinkers and Hip Hop superstar “Nelly” launched his need a lot more cash than what Fleyshman collectors alike. The company slogan contribution to the energy drink market in (the “moneyman” of the partnership at the is: “Feel the sting.” Collectors will discover the summer of 2003. He was looking to time) was making ghosting essays for his cans for this product hard to locate diversify his business portfolio. In addition high-school classmates. but, when found they are a worthy addition to his successful male clothing line, Vokal, They borrowed the needed money from to an energy drink can and/or bottle he recently launched his female clothing their parents and friends and today Who’s collection. line, Apple Bottoms. Nelly also owns part Your Daddy, Inc. is a publicly-traded of a NASCAR team and, of course, Pimp licensing company that designs and licenses KABBALAH Juice. a variety of products centered around the (Kabbalah Enterprises of Los Angeles) Pimp Juice is a non-carbonated energy trademark-protected brand, “Who’s Your Combine medieval Jewish mysticism drink possessing a “tropical berry” Daddy.” (spelled Cabbalah, Kabbalah or Quabalah), in a 236 ml (8 oz.) can [Figure 13]. Pimp a fizzy strawberry-flavored drink loaded Juice’s artificial coloring gives it a smooth WHOOPASS & JONES JUICE with and a splash of holy water neon-green glow. It is made with 10 percent (Jones Soda Co., of , Wa.) and you have the perfect fusion of two of apple juice and some of the usual energy Peter van Stolk founded the Urban Juice the hottest fads sweeping the country: drink ingredients: vitamins, Taurine (amino & Soda Co., Ltd. in 1987, intending to Kabbalah and energy drinks! acid), and . compete in the alternative products segment What is Kabbalah [Figure 11] While can collectors find the basically of the beverage industry. The company the energy drink or sugar-free Kabbalah yellow can less eye-catching than most changed its name to Jones Soda Co. in [Figure 12]? They are $2-cans others, it seems to be a must in a definitive 1994. Jones Soda distributed a number of of sweetened (or unsweetened), carbonated, collection of energy drink cans. products including the famous brand, caffeinated, -charged water to “Arizona Iced Tea.” which some Canadian mountain spring WHO’S YOU DADDY Utilizing the experience and knowledge water blessed by a rabbi is added. (Property of Who’s Your Daddy, Inc.) gained in the distribution industry, Jones [Red Bull, the leader in the nearly $1 According to Debra Kamin, a writer for decided to create and distribute its own billion energy drink market, can’t say the San Diego Jewish Journal: “As a brands. Jones created two brands of its that – not that they care to.] student at Patrick Henry High School in San own: WAZU Natural Spring water, It comes in flashy red-and-silver- Diego, Edon Moyal would shout ‘Who’s launched in April 1995 and Jones Soda, on-blue 355 ml (12 oz.) or red-on- your daddy?’ whenever he tackled his launched with six flavors (in paper-labeled white cans that could fit nicely in friends on the football field. The phrase bottles) in January 1996 – orange, cherry, any collection of energy drink cans. was so catchy that other students were soon lemon lime, strawberry lime, raspberry, and As you might expect, religious scholars hollering it out to him as he walked through . Perhaps the most unusual and and mainstream Jews say the energy the halls. It became such a common tagline humorous of the company’s large line of drink and other items marketed that Moyal’s resourceful friend, Dan paper-labeled bottles were issued in 2003 under the “Kabbalah” rubric have Fleyshman, told him he should try to market and 2004: “Turkey and Gravy Soda” nothing to do with true Kabbalah it.” [Figure 16]. Even with paper labels these teachings, and everything to do with making Less than a decade later, Moyal and would look good on collectors’ shelves. (An money. Fleyshman were at the helm of Who’s Your anonymous blog comment speaks to that Who knew that a secret, esoteric Daddy, Inc. a global licensing company that point: “A woman I know works for Jones offshoot of Judaism whose earliest has its mark on some 300 products that run Soda – she made it very clear that these are documentation dates to 13th-century the gamut from sports not really to drink [?]. But they are Spain would become fashionable 1,000 apparel to children’s collectors’ items and if they are kept intact, years later. Or who knew that a books. Those products will be much more valuable in years to small cottage industry of trendy include Who’s Your come. Again, you shouldn’t drink them, Kabbalah paraphernalia would become Daddy energy drink they will not taste good, but they would be hot sellers? Pick up a magazine these [Figure 14]. Known as cool to have around and show people!”) days and Madonna, Demi Moore, the “King of Energy,” the The 2003 issue of Turkey and Gravy Soda Fig. 15 Ashton Kutcher and Paris Hilton can drink is endorsed by hip- was so much in demand that Jones sold out be seen in photos wearing the telltale red hop star Master P. (Most will recognize in two hours; the bottles (both full and string Kabbalah bracelets that some Master P [Figure 15] as one of the not-so- empty) fetched in excess of $10 apiece on fashionable adherents, and non-adherents, durable contestants on the recent popular auction sites such as eBay. In 2004, the wear. TV show, “Dancing With the Stars.”) company offered a complete, drinkable Darin Ezra, director of Kabbalah To get Who’s Your Daddy off the Thanksgiving dinner collection ––five Enterprises in Los Angeles launched ground, they managed to meet Elliot bottles–– to Turkey and Gravy soda Jones the energy drink in February of 2005 and Lavigne, then the CEO of the clothing added Green Bean Casserole, Cranberry, it quickly became a force in the energy drink company Jordache. Moral and Fleyshman Mashed Potatoes with Butter, and Fruitcake market. sold him on the idea of the Who’s Your soda. The limited edition sold out in under Bottles and Extras March-April 2007 47 an hour, temporarily crashing the company’s Collecting of any of the Jones Soda by an orange circle [Figure 27]. email and Internet servers. In both years, Company’s bottles or cans or caps seems to Because of its relationship to Snapple, people resold some of the seasonal bottles make good sense. Venom cans are bound to be quite popular on auction sites such as eBay, with 2004 with collectors. bids reaching as high as $100 a pack. (Jones GO FAST Soda’s profits in both years were donated (Go Fast Sports & Beverage Co. of SoBe No Fear / SoBe Adrenaline Rush / to the charity Toys for Tots.) Denver, CO) Mountain DewMDX A “2nd limited edition” was also created Go Fast Sports & Beverage Co. began (PepsiCo) in 2005. The collection was made available in Denver, Colorado in 2001 by Tom SoBe No Fear [Figure 28] was created in places across the U. S., including select Widgery. In 1992 Widgery was a member in 2003 and is one of three relatively new Speedway, Kroger, and World Market of the world-class competitive skydiving canned energy drinks placed on the market Stores. The 2nd edition flavors were team, “Airmoves.” The team’s skydiving by PepsiCo which has decided to join other different and included, besides the turkey plane crashed during a training session in major beverage manufacturing companies and gravy, a salmon pate´ and, for dessert, California. Sixteen people died; Troy was in producing energy drinks. SoBe No Fear a pecan pie blend drink. one of a few survivors. Sugar Free [Figure 29] was also launched Other unusual flavors, in paper–labeled In 1996, Troy while continuing his in 2003 – both drinks are reportedly selling bottles from Jones included Chocolate work with skydiving teams, he started well. Fudge, Love Potion #6 released in honor a company “Go Fast Sports” to represent SoBe Adrenaline Rush Energy Drink of Valentine’s Day; FuFu Berry; Happy; the lifestyle he and numerous sports [Figure 30] was created and first introduced Pineapple Upside Down; Berry White (a enthusiasts live. Go Fast Sports focused in 2000. It features “…a sweet and pun on singer Barry White); Fu Cran Fu’, on producing a line of T-shirts and refreshing passion fruit flavor.” It comes Bada Bing; and Purple Carrot drinks. accessories and establishing dealerships in an 8.3 oz can featuring two lizards as part To can collectors, an important year was around the world. of the logo – a visual treat to add to any 2000. It was in that year that the firm issued Beginning in 2001 Go Fast began energy can collection. its own version of an energy drink, named entering into others sports-interest markets. energy drinks MDX WhoopAss [Figure 17] and WhoopAss These additional markets included Original [Figure 31] and MDX Sugar Free Cola [Figure 18]. skiing, snowboarding, jet skiing, [Figure 32] were a 2005 addition to the The following year, in 2001, Jones wakeboarding, triathlon, mountain biking, PepsiCo line of energy drinks. In the Soda Co. launched its “Jones Juice” Flavor road cycling, auto racing, B.A.C.E. advertising, MDX Original is described as line series of energy drinks: Big Jones jumping, and other sports where people having more “melon” flavor than regular Energy [Figure 19]; Lemon Lime Energy want to go fast. Noticing the fast-growing Mountain Dew and is a lot more “green.” [Figure 20]; Mixed-Berry Energy [Figure market for energy drinks, Troy created and MDX Sugar Free is claimed to have a strong 21]; Orange Energy [Figure 22]; Jones began marketing Go Fast energy drink resemblance to the flavor of Mountain Dew Energy Sugar Free [Figure 23]; and Jones [Figure 24]. with “less of a chemical flavoring.” Energy. (All of the Jones products bear In 2004 because of initial success, Troy the slogan, “Drink more Jones and less introduced Go Fast Light [Figure 25] and Readers with computer access should go water.”) followed with Go Fast Sportsman’s Energy to the entertaining Website that shows a Jones Soda is famous for its “alternative drink in 2005 [Figure 26]. clever and humorous MDX commercial: distribution strategy” (similar to the http://video.google.com/ early years of the promotion of Red VENOM videoplay?docid=3667926884546208101. Bull). Jones placed its energy drinks (Cadbury ) in some truly unusual venues, such as What used to be the famous Snapple skate, surf and snowboarding shops, Beverage Corporation ––a company based & tattoo and piercing parlors, as well in Rye Brook, New York that, since (Coca-Cola Company) as in individual fashion stores and its inception in 1972, was famous for Entrepreneur Russ Weiner who called national retail clothing, music stores and selling tea, juice drinks, , and diet his new company, Rockstar, Inc, created restaurants. drinks. Rockstar the energy drink in January 2001. Jones Soda continually changes After being sold several times and The brand experienced triple-digit growth the photographs on its (soda) labels. undergoing several name changes, the firm year after year and was the first energy drink It encourages customers to submit photos in 2000 was sold to beverage giant Cadbury, to come in the now-popular 16-oz. can. The for consideration, and even allows the owner of Schweppes brands. The next four Rockstar beverages are: Rockstar people to order bottles with customized year in 2001 Cadbury entered the energy Juiced [Figure 33]; Energy Cola labels. Its website (www.jonessoda.com) drink market with “Venom.” Collectors [Figure 34]; Diet Rockstar Energy Drink features a database of several thousand should be aware that the historic Snapple [Figure 35]; and Rockstar Energy Drink submitted pictures, detailing which pictures brand does not appear on the 8-oz can, [Figure 36]. appeared when, and on what flavors instead, it is advertised as having been The Coca-Cola Company launched Full (good information for collectors). produced by Cadbury’s “Elements Throttle energy drink in October of 2004. Customers can also submit fortunes Beverage Company.” The company uses a Atlanta-based Coke noticed the success and to be printed underneath the bottle cap silver can with black /yellow/orange motif. large profits of the energy drink market and that are also desirable collectors’ items. The “Venom” logo is on black surrounded decided to add to its distribution system the 48 March-April 2007 Bottles and Extras popular Rockstar brand Full Throttle and Drink [Figure 44]; and Monster Energy Drink [Figure 45]. re-creating its own cola line as the Hansen’s Natural Corp. under Hansen’s Beverage Co.” distributes the energy drinks: energy drink – [Figure 37]. Hansen’s Energy Deuce [Figure 46]; Anti-Ox [Figure 47]; D-Stress [Figure 48]; Energy With these products the Coca-Cola [Figure 49]; and Stamina [Figure 50]. Company is targeting young men, in the 20 to 30-year-old range. Full Throttle energy < Fig. 49 drinks are: Full Throttle Fury [Figure 38]; and Full Throttle Energy [Figure 39]. The Fig. 50 > brand currently has 7.8 percent of the energy-drink market. The advantage it has over most other energy drinks is the fact that Hansen’s Monster Pumps Iron in Energy Drink Market: it’s from Coca-Cola. That means people are CORONA, Calif. – A small company here has created a monster in the pumped-up able to purchase Full Throttle, Rockstar, and market for energy drinks. TAB Energy in many locations where they Hansen Natural Corp., once an obscure seller of fruit juices and sodas, is growing wouldn’t find any other brands such Red at a furious pace thanks to it Monster Energy line of beverages. It has been a Bull, SoBe, Monster, etc. A perfect example welcome jolt for Hansen’s investors and spawned multimillion-dollar stock gains of a good location not available to most for its two executives. manufacturer/distributors would be vending Monster has become the second-best selling energy drink behind industry leader machines across the country. Red Bull, which is battling with several new rivals that hope to capture the market’s surging sales. Industry wide U.S. sales of the caffeine-laced drinks are expected to climb to Many of the big soda pop manufacturers nearly $3 billion this year from $2 billion in 2004, and should keep growing at least have entered the energy beverage market. 50 percent annually for the next several years, predicted John Sicher, editor and While most identify the lineage of their publisher of trade Journal Beverage Digest . . . products, some do not and it is up to the New energy-drink rivals include such giants as the Coca-Cola Co., which is collector to learn who actually owns the distributing Rockstar and Full Throttle, and PepsiCo Inc., which sells SoBe No various brands. In this article parent Fear and SoBe Adrenalin Rush . . . companies have been identified The drinks initially were bought mostly by men ages 18 to 30, especially at whenever possible. night, when the drinks also are used as cocktail mixers. But that age group has Monster Energy / Hansen’s Functional widened to 13-50, and women now account for one-third of Monster’s customers. Energy Drinks Monster is sold in black cans with neon-green claw marks on the side, (Hansen Natural Corporation) and Hansen describes the mixture as “the meanest energy supplement on the Hansen Natural Corp. markets, sells planet”. . . and distributes a wide variety of The company dates back to 1935, when Hubert Hansen started a juice business beverage category drinks. These include in Los Angeles. natural sodas, fruit juices, energy drinks, After a trip through bankruptcy in the late 1980s, the company was sold in 1992 sparkling and orangeades, non- to two South African businessmen –– Sacks and Hilton Schlosberg for $14.6 million. carbonated ready-to-drink iced teas and They targeted the energy drink market after Red Bull –– popularized by marketing others. executive Dietrich Mateschitz, who began selling the drink in his home country of The company markets Austria in 1987 –– rapidly expanded in Europe and plunged into the U.S. market. and distributes energy drinks Red Bull, which made Mateschitz a billionaire, is now sold in 130 countries and under the Monster brand name the company said it has no fear of Monster and the other new entrants. Their arrival and Hansen’s Functional “really validates the category,” and Red Bull “is committed to stay ahead of the Energy Drinks. Collectors of curve,” said Patrice Radden, a spokeswoman at Red Bull’s North American their cans will find them at headquarters in Santa Monica. For now, Sacks and Hilton Schlosberg are enjoying , Trader Joe’s, Sam’s the financial rush from Monster. The pair led a group if Hansen insiders who Club, Vons, Ralph’s, Wal-Mart, together own 25.6 percent of Hansen’s stock, according to the most recent proxy, a Safeway and Albertson’s stake now worth nearly $400 million. Fig. 41 stores. Hulk Energy adventure to the small screen as Hulk Company is owned by Hansen (Powered by SOCKO Energy) Energy made its debut on The Tonight Show Natural Corporation, which Early in May of 2006, in Los Angeles, making host Jay Leno the first distributes the Monster energy pop culture icon and wrestler Hulk Hogan consumer to try the energy drink. drinks. The Monster line [Figure 51] announced the According to the makers of consists of Lo-Carb Monster release of his new energy SOCKO, the successful energy XXL [Figure 40]; Monster drink “Hulk Energy” drink company that is producing Energy XXL [Figure 41]; [Figure 52] “Powered by Hulk Energy, Hogan’s drink has Monster Kahos Energy Juice Socko” [Figure 53]. been “… specifically designed [Figure 42]; Monster Energy Hogan took his to deliver an impact of energy Fig. 44 Assault [Figure 43]; Lo-Carb Fig. 51 enthusiasm for his latest Fig. 53 fortified with Taurine, vitamins Bottles and Extras March-April 2007 49

B12, B6 and Horny Goat Week to help available in a few years as the industry and Referemces endurance while increasing mental market complete their shakeout phase. To check current collector can or bottle awareness without unwanted Anyone interested in getting a prices, go to eBay and enter “energy drinks” .” representative gathering of these containers – http://www.ebay.com. Collectors don’t have to believe such is advised to not hold off! patent-medicine-type claims BUT they Photography Credit: Courtesy to cannot fail to notice the stunning collectible Canadian Energy Drinks BEVNET: (www.bevnet.com) can that contains Hulk Energy. The following are the known energy AND to those who want to know more drinks that are made and distributed in Books: about Hulk Hogan the icon, go to: http:// Canada. A number of them are also made Munsey, Cecil. The Illustrated Guide www.wrestling-caricatures.com/ and distributed in the U.S.: to the Collectibles of Coca-Cola. New id117.html. * Red Bull Energy Drink York: Hawthorn Books, Inc., 1972. * Impulse Energy Drink Munsey, Cecil. The Illustrated Guide IN SUMMARY: Energy drinks are * Dark Dog to Collecting Bottles. New York: Hawthorn relatively new phenomena in the beverage * Drink Books, Inc., 1970. industry. Like all other beverages, they * Hype Energy Drink Wahlquist, M. L. Food and Nutrition – come in some form of container. All * SoBe Adrenaline Rush Australia, Asia and the Pacific. New South containers have the potential of being of * EAS Piranha Energy Drink Wales: Allen and Unwin. Pty. Ltd., 1997. interest to collectors. Bottle and can * AMO Energy Drink collecting have become a respectable hobby * Red Rain Periodical: for many thousands of people. Energy * Red Dragon Energy Drink Peltz, James F. “Hansen’s Monster beverages are a very new category and * Diablo Energy Drink Pumps Iron in Energy Drink Market.” Los easily predicted to become an important one * YJ Stinger Angeles Times, December 24, 2005. in collecting. Unlike other products the energy drinks offer a collector the chance Cecil Munsey, 13541 Willow Run Road, Poway, CA 92064-1733 to get in on the ground floor of gathering (858) 487-7036 - [email protected] energy drink containers. Most of the containers available today will not be