I disagree with the opinion that energy drink is the main concentration. They currently have 4 products, one of which is an energy drink. The niche here is the hemp and they will expand off of that. Harry Drnec mentions in one of his interviews that energy drinks had no niche so they created it. The hemp products are the niche they are going for. They'll take some of Monsters and red bulls clientele, but the other hemp products will funnel in dollars and cents that aren't even being spent in the market yet.