In the spring of 2023 I consumed so many energy drinks that I gave myself a rash. For the better part of four months, I was drinking three 473-millilitre cans of Monster Zero Ultra a day. The habit formed while I was juggling two jobs with intense deadlines – work sessions that often lasted late into the evening. One morning I woke up on my couch with my shoulders flush and itchy. Light pink scales stretched from my back to my trunk.
A trip to a walk-in clinic and subsequent blood tests showed that elevated B12 levels – about five times higher than a normal reading – was the likely cause. My doctor was sympathetic but confused. Was I consuming anything that could have triggered the spike? I knew that my preferred energy drink contained 600 per cent of the vitamin’s daily recommended dose – per can. I told the doctor I’d look into it.
According to Straits Research, the global energy drink market was worth US107.20-billion in 2024. Given the beverages’ popularity with millennials and Gen Z, that number is expected to more than double by 2033.
While many fans say the appeal lies in the high caffeine content, most energy drinks contain only slightly more caffeine than a regular cup of coffee. Others point to the added sugar, vitamins and supplements. Some studies have found that taurine, an amino acid commonly found in the beverages, can help with aerobic performance and mental alertness, and has improved longevity in mice. For me, the attraction was simple. I liked the taste and they gave me a kick of alertness. But after continued use, the boost felt like a baseline. I increasingly needed more.
If my preferred pick-me-up was espresso, I wouldn’t worry about it. It’s the perception that bugs me. Culturally, energy drinks are reserved for goths and teenagers unnaturally good at esports. As an adult man, admitting that I regularly consume Monster – let alone that I’ve had trouble quitting – feels deeply embarrassing.
I’m not the only connoisseur that has a love-hate relationship with the beverages. Comedians Mike Abrusci and Diego Lopez host a podcast called A Little Time. A long-standing segment is the energy drink corner. Each week the hosts – both in their thirties – review a new flavour, scoring the beverages on a scale of zero to five lightening bolts. Despite testing nearly 300 flavours, the drinks are not something they’d recommend for the majority of people.
“I think most are bad. I think even the ones that I like are not good,” Abrusci told me in a phone interview. “The intensity of flavour that you’re taking with energy drinks is not something most people are ready for. It’s like asking your grandma to listen to Slayer.”
Abusri estimates he drinks 15 to 25 energy drinks a week. He’s the only other person I know who has an energy drink with breakfast. For the comedian, the beverage helps with early morning gym sessions and mental alertness. A second or third energy drink in the afternoon is also standard. Though if Abrusci misses a workout, that extra jolt can be a problem.
“If I’m not going to the gym that day, the first energy drink makes me feel good and the second one makes me want to argue with my girlfriend. It’s like, okay. Time to feel weird for no reason.”
During our conversation, Abrusci and I went deep on the subject. We share an affinity for the sugar-free flavours though differ on our top brands. The conversation felt surprisingly intimate, like sharing a dirty secret. We’re both aficionados of something we’re kind of ashamed of.
“I allow myself this one disgusting vice. But the optics of walking down the street with a can of Monster aren’t good to me. I don’t want to put it in a paper bag like when you’re drinking a beer on the street. But I do wish there was an energy-drink-sized cozy to cover up the label.”
Nowadays I’ve regulated my energy drink intake to about one a day. Two on weekends). Despite the internalized stigma and knowing that drinks are bad for me, my attempts to cut the amount down further haven’t been successful. My skin rash is gone but I worry about what else the beverages could be doing to my health.
Individual cases have linked large amounts of energy-drink consumption to seizures and heart attacks. Nonclinical samples have shown hallucinations in people who have consumed more than 300 milligrams of caffeine, the equivalent of two large cans of Red Bull.
“There are a lot of studies that show that they can increase your heart rate and your blood pressure after drinking an energy drink,” said Alana Haggerty, a registered sports nutritionist with JM Nutrition. “Sometimes they can cause GI upset, anxiety or even a decreased appetite. It can be a bit of a slippery slope. If you have to start having lots of energy drinks, you might suppress your appetite, and that might lead to disorder behaviours depending on the individual.”
Caffeine intake for endurance athletes can be helpful during training and competition, she says. And while there is nothing wrong with energy drinks on occasion, large amounts are not required for anyone with a desk job. For anyone looking to kick the habit, Haggerty suggests addressing root causes.
“First thing is realizing why it’s not working for you. Maybe you’re having them and really crashing. Maybe it’s the long-term risk of energy drinks with added sugar, like obesity, type 2 diabetes or dental erosion. Or that you’re not getting what you need from your food.”
From there, it’s a matter of cutting back and trying to supplement with whole foods.
“I would start with recommending balanced meals throughout the day and paying attention to how your body feels. And maybe it doesn’t constantly crave that caffeine any more, because you’re fuelling properly.”
I still find something wonderful about the crisp pull of popping open a can. It’s the taste profile unlike anything found in nature. The alertness I feel immediately after finishing. I like looking for limited-edition bottles, and dream about the discontinued lychee flavour of Reign. I can wax poetic about a Japanese beverage called Tough Man Refresh.
I also think the idea of slamming sugar-free energy drinks while creeping into middle age feels a bit undignified. I know at some point I’ll probably stop entirely. But for now, cutting down is the best I can do.
