How Tenzing Are Taking On Red Bull & Monster With The Good Energy Revolution, Ft. Huib van Bockel #29

The energy drinks category has grown year-on-year for three decades. Red Bull and Monster have dictated play; their high-octane branding has written the rulebook for how energy drinks show up on shelf and in culture. But there’s a new wave of brands disrupting the category. Tenzing - like their Everest-conquering sherpa namesake – are pioneering a new route, leading the way in what is a burgeoning natural energy subcategory. With a pointed perspective that ‘life is too good for bad ener...