Amazing what marketing can do

Profile of the inventor of "5-Hour Energy," which is supposedly doing $1 billion per year in sales with a net margin of 30%.

All for a lousy tasting wallop of caffeine. 

Comments

[Joe R.]

A few years ago, I flew out to visit an old friend in Arizona, and was on the golf course within 90 minutes of exiting the plane. After about 10 holes, the jet lag kicked in, and my friend sugegsted I try an energy drink.

So I bought one from the drink cart, and before I tried it, my friend said "Tell me what you think this tastes like".

The taste was different but vaguely familiar. When he said one word, I instantly recognized the taste from my childhood: "Fizzies!"

[Joe R.]

A few years ago, I flew out to visit an old friend in Arizona, and was on the golf course within 90 minutes of exiting the plane. After about 10 holes, the jet lag kicked in, and my friend sugegsted I try an energy drink.

So I bought one from the drink cart, and before I tried it, my friend said "Tell me what you think this tastes like".

The taste was different but vaguely familiar. When he said one word, I instantly recognized the taste from my childhood: "Fizzies!"