That price point is way to high. The average energy drink is 1.50 (2 for 3) - 2.75. That is for the mass market energy drinks like monster, rockstar & redbull. The only way the price point for Rico Suave would be that high over $3, is if our product is considered niche with the ingredients it contains. They are marketing it as containing Hemp & Taurine so it's 50/50. Hemp is niche and Taurine is mass market. Personally, I would never buy anything over $3. This is coming from someone who averages 2 Monsters a day.