BAWLS marketed to students
Published March 8, 2005
Hoby Buppert hated the taste of drinks containing caffeine, so he decided during his college days at Cornell University to create his own caffeinated soft drink.
"I wanted to make a drink like this because I always liked caffeine, and I can't stand coffee," Buppert said. "Even the smell makes me nauseous. I thought soft drinks were too sweet and heavy, so I created a lighter and more refreshing drink with lots of caffeine."
That's when Buppert created BAWLS.
BAWLS Guarana contains 80 milligrams of caffeine per 12 ounces, according to a news release. Guarana berries used in the drink are 2 1/2 times stronger than the caffeine found in coffee, teas and soft drinks in the United States.
Buppert's company is marketing three items that contain the berry, which is found in the Amazon —BAWLS Guarana, BAWLS Guaranexx, which contains no sugar or calories and a BAWLS mint that contains small amounts of caffeine.
Buppert described the flavor of the drinks as lemon-lime with a hint of cream soda.
In Columbia, BAWLS is available at Schnucks and Hy-Vee stores, and the drink is sold elsewhere at 7-Eleven stores.
Buppert said he choose to name his company BAWLS in part because it appeals to a younger age group and sticks in people's minds.
"The name BAWLS is based off the slang term, which means bold and daring, so it fits the consumer group we are targeting," Buppert said.
Buppert said his company has been marketing to the 18- to 30-year-old age group by becoming the largest sponsor of electronic gaming in the United States, including PC, Xbox and PlayStation tournaments. The company sponsors 30 to 40 gaming events a month and is a sponsor of the National Paintball League.
The company also has developed an aggressive marketing and advertising campaign, selling its drinks as an "antidote to early morning classes."
Despite BAWLS's recent success and its introduction to 7-Eleven stores nationwide, competitors such as Red Bull have said they don't fear any loss of market share. Last year, Red Bull sold almost 2 billion cans worldwide, spokeswoman Patrice Radden said.
"We are developing an industry category that others are joining and movement by the other players on to the scene really just validates the category," Radden said. "Our growth has been spectacular, but we've done it slowly to build a loyal audience."
Red Bull has been on the market for 18 years and contains more caffeine per can than BAWLS, with 80 milligrams of caffeine per eight and a half ounces.
As far as the potential health risks of drinks such as BAWLS and Red Bull, the impact of super-caffeinated drinks depends on intake.
According to the American Heart Association, caffeine addicts can experience caffeine withdrawal 12 to 24 hours after their last dose of caffeine. Although most symptoms of caffeine withdrawal subside after 48 hours, the over-caffeinated can often experience headaches, anxiety, fatigue, drowsiness and depression.
Buppert said the key to caffeine consumption is moderation.
"The FDA says caffeine falls under the ''''''''¹"Å"Â"generally regarded as safe' category, so one BAWLS in an hour is not too much for most people to drink," he said.