The Atlantic
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Energy Drinks Are Coming for the Girls
Posted
March 12, 2026
Views
3,829
Likes
156
Comments
2
Engagement
4.13%
March 12, 2026
3,829
156
2
4.13%
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1:54Now PlayingEnergy drinks were once marketed to the manliest of young men, Ellen Cushing writes. Now beverage companies have figured out that girls are tired, too—and they’re capitalizing on it.
Energy-drink sales at convenience stores jumped 10 percent last year, and not because what’s inside these beverages is changing. The new interest is largely being driven by female-coded brands; cans are slimmer, and many are pastel and elegant looking. “Energy drinks are saying, ‘be hot, be thin, and have all the energy to do it,’” Cushing argues.
Read more about shifts in the energydrink market
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