In the crowded US energy drink market, flavour, function, and feeling define success. This case dives into review data from Red Bull, Monster, Rockstar, PRIME, and others to reveal what drives loyalty and disappointment. Top brands are winning with flavour variety and balanced sweetness, while weaker players suffer from bitter aftertastes and poor value perception. Learn how consumers describe their favourite drinks—and how that language can shape better product lines and campaigns.