People make coffee at home but they usually don't make a thermos full and carry it around. It they're out, they'll buy a coffee at Starbucks, or a restaurant, or wherever. That fact that they buy coffee at a restaurant doesn't mean they don't want to make it at home. If SODA announces a partnership with Red Bull, it's going to be huge! You invite your buddies over for a pre-game, make them Red Bull and Vodkas, and head out to the club where you buy more RB&V. Considering the huge price difference, you're going to want a couple more at home and a couple less at the club.