After the death of his father in 2022, Mark Mateschitz took control of the closely held Red Bull, and seems to be placing more emphasis on sugar-free drinks. Meanwhile, Monster is also pivoting.

While Red Bull and Monster have offered sugar-free versions for some time, these were mainly aimed at calorie-conscious men as they aged, rather than the broader health-conscious market. “It was an ...

Both Monster and Red Bull have also introduced sugar-free flavors aimed more toward a broader set of customeers, while upstarts such as Alani Nu have gone after the Celcuis' segment energy drink ...