The Most Manly Drink, Now for the Girls
The Atlantic
February 25, 2026
AI-Generated Deep Dive Summary
The rise of energy drinks as a cultural phenomenon has transformed from hyper-masculine marketing to a more inclusive approach. Once synonymous with bold flavors like "Hardcore Apple" and imagery of mythical beasts or military themes, these beverages were primarily targeted at young men in the 2000s. However, in recent years, energy drink brands have shifted their focus, introducing softer, fruitier flavors and pastel-colored packaging to appeal to a broader audience, including women. This evolution reflects changing perceptions about gender and wellness, with companies like Celsius leading the charge by emphasizing health benefits like metabolism boosts and fat burning.
The history of energy drinks dates back to the 1980s when Austrian businessman Dietrich Mateschitz discovered Krating Daeng, a Thai beverage known for its caffeine kick. He rebranded it as Red Bull, introducing the drink to an international market with a focus on catering to young men by associating it with extreme sports and masculinity. By the 2010s, energy drinks had entered the mainstream, adapting to changing consumer preferences. The rise of wellness culture and a desire for healthier options led companies like Celsius to reposition these beverages as tools for fitness, aligning their marketing with the growing demand for health-conscious products.
This shift in branding is significant because it challenges traditional gender norms tied to beverage consumption. Whereas energy drinks were once marketed almost exclusively to men, the new wave of products reflects a broader cultural trend toward inclusivity and health-focused lifestyles. For readers interested in politics, this evolution highlights how market trends can intersect with cultural shifts, offering insights into changing attitudes toward gender roles and consumer behavior. The transformation also underscores the adaptability of industries like food and beverage, which must evolve to meet shifting societal values while maintaining profitability.
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Originally published on The Atlantic on 2/25/2026