October 26, 2012
It was spring 2008 and the stock market was still near its highs. Garbage was strewn across my backyard. The plastic trash can, riddled with massive, powerful bite marks, was tightly jammed between two trees down in the woods—the only reason the big black bear didn’t keep dragging it. As I picked up the trash, I found the stout aluminum bottle (pictured), my son’s energy drink, munched by the bear. It was an omen of what was to come.
Society seems intent on regaining the buzz of the previous bull market. People are chugging enhanced beverages so much that Monster Energy drinks may have killed five people, according to the FDA. A half-teaspoon of Mio Energy now contains the caffeine of a six-ounce cup of coffee. Thursday, a new report claimed that some energy drinks contain 20% more caffeine than their labels claim. Regulators, on the other hand, are doing the FDA version of tightening margin requirements on stocks — Canada is set to regulate caffeine in Red Bull, Monster Energy and Rockstar, while France, India and Mexico are considering taxing the drinks to discourage consumption. And in a related move, NYC has regulated super-sized sodas. Click here to read more.
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