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Why Coke and Amazon are chasing the energy-drink buzz

Nicole Lyn Pesce
Why Coke and Amazon are chasing the energy-drink buzz

Americans are thirsty for energy drinks, so brands like Coke and Amazon are giving industry titans like Monster and Red Bull a run for their money. Energy drinks are non-alcoholic beverages with high levels of caffeine or other stimulants (like guarana), plus amino acids (like taurine), herbs (like ginkgo) and vitamins to give busy people a quick boost. Coca Cola Co. (KO) which has a 16.7% ownership interest in Monster Beverage (MNST) rolled out its first energy drink in Europe in April, and on Thursday a flash mob of dancers in partnership with Spotify (SPOT)  surprised Londoners with energetic performances and free samples of the new Coke Energy in front of the Piccadilly Circus Lights.