IMO what THCZ has over Monster and Redbull is that you can also classify it as a health food. You can drink these and not feel too guilty about it, and I'm not even talking about the diet flavors. And THCZ's energy drink doesn't even give you the crash that you get with other energy drinks. RMH doesn't come with the stigma of normal energy drinks, and they're trying to work with that. What's important isn't how the drinks are similar to other brands, but how they're different. They're not simply trying to out-market other energy drinks. They have a product that is categorically unique.

Also, keep in mind the unstable legal state of Cannabis right now. Interestingly, even though they're referred to as sports drinks, 'relaxation' (chilling out) has been a major marketing point. I wouldn't be surprised if all of this is actually Phase 1 of a larger plan. Establish a strong customer base now on the hemp, and then if/when decriminalization of marijuana really takes root, make way for the pot-infused drinks. The big dogs will never know what hit them.