Seven years after the energy drink category was launched in the United States by Austria’s Red Bull GmbH, the business grew by 50% to 60% in 2004, according to industry and data sources. Such growth would be enough to break out the champagne in almost any other grocery category. But in a segment that grew at a 200% pace for several years around the turn of the century, it was a sobering indication that the energy drink category is maturing.
“For a while, it was a cat
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