2019-2020, The Second Energy Drink Boom Has Arrived!? (Japan)

Where I Realized the Energy Drink Boom Was Coming

I first thought "the energy drink boom might be coming in 2019..." on April 1, 2019. It was when I was writing about the news that Coca-Cola Energy was being launched worldwide, starting in Europe.

At that point, it was easy to imagine that it would be released in Japan as well, and the energy drink mania community was buzzing with excitement about Coca-Cola's energy drink being launched worldwide. Can you think of any other beverage industry news with such an impact, where the world’s top beverage maker is releasing an energy drink!?

By the way, Coca-Cola Energy didn’t need to dominate the market, the mere fact of its release is what made a difference.

Looking Back, 2019 Was a Year of Energy Drink Releases

Signs of the Energy Drink Boom Starting in 2018

Do you remember when energy drinks started becoming a topic on the internet in 2018?

Matsukiyo’s energy drink became a hot topic on social media, Suntory's Kickstart was released in vending machines only, and Monster Energy's bottle cans were launched. The buzz surrounding energy drinks gradually increased.

2019 Marked the Full-blown Rush of New Energy Drink Releases

When 2019 arrived, Matsukiyo, Peaker's renewed design, Real Gold energy drink labeled products were released in quick succession, and the new products kept coming.

Seeing the continuous release of new products over the months, I couldn’t help but get excited, thinking that the energy drink boom might actually be here!

Although Red Bull didn’t release any new flavors, it was a year marked by notable collaborations. I think the campaigns helped attract even those who weren’t particularly interested in energy drinks.

The Shock of Pipeline Punch

And the game-changer was Monster Energy’s Pipeline Punch release. It buzzed on Twitter, and the product sold out so quickly that it was discontinued within a month, making headlines again.

For people who had never drank energy drinks before, Pipeline Punch received unexpectedly high praise, erasing the "energy drinks are bad-tasting" stereotype. In Japan, where the image of energy drinks is tied to nutritional drinks, this type of product was exactly what was needed.

The popularity of Pipeline Punch was shockingly high in a hashtag campaign held in May 2017 by Energy Drink Mania, where participants tweeted their hopes for new Monster Energy Japan products, and when it was released, it became even more popular than expected.

Single-Release Energy Drinks Keep Coming

As summer approached, there was a steady stream of smaller energy drinks like Ion PB, Sting, and Mega Pachi being released. The first half of 2019 was truly a period of non-stop new energy drink launches.

And it was only halfway through 2019!

Did Coca-Cola Energy Spark the Energy Drink Boom?

On July 1, Coca-Cola Energy was released in Japan, slightly later than expected, and the timing of its launch with the 2020 Tokyo Olympics was perfect, making waves in the fan community once again.

Coca-Cola Energy was covered by nearly all online news outlets before its release, and TV commercials aired daily, giving the energy drink boom a massive boost. This felt similar to what happened with major releases in 2014-2015... it’s like the fuel for the boom.

Furthermore, another Coca-Cola product, Real Gold Dragon Boost, was released with a large-scale PR campaign, including heavy TV commercials.

Towards the end of 2019, as the cold season approached, we saw the release of Seiyu’s PB energy drink Makiberry, Keya Punch, and Suntory’s Zone Energy Drink, which launched earlier than planned. Even energy drinks in collaboration with Monster Strike were released. The energy drink boom had clearly arrived.

What’s in Store for Japan’s Energy Drink Scene in 2020?

As we’ve already reported in the news at Energy Drink Mania, new energy drink releases for 2020 are already underway. I predict that new products will continue to be released by various companies throughout 2020.

Additionally, since Monster Energy will be produced at Asahi Beverage’s own factory starting in 2020, it’s clear that Monster Energy will continue to lead Japan’s energy drink scene, and new releases will continue to make a big splash.

I’m curious if Red Bull will release new products, whether other companies will strengthen their series, or if there will be a flood of single-release products. And I wonder when the inevitable "clearance rush" will begin, signaling the end of the boom.

By the way, when a new energy drink boom starts and the rush of new products continues, online columns tend to ask, "Can Red Bull and Monster’s stronghold be broken?" but honestly, that’s not likely to happen. If you look at history and the global market, it’s clear that this isn’t going to happen. What’s more likely is that we’ll see "how long products can survive in the market." That’s the right way to look at it.

The dramatic rise and fall of certain products, with discounted items appearing in clearance bins at discount stores, will be another symbol of the energy drink boom.

I’m hoping that the energy drink scene will keep getting bigger in 2020. Personally, I’d be happy if we could enjoy a boom even bigger than what we saw around 2014.