Agent Action: As the article about the Top 10 Energy Drinks 2008 lays out right at the beginning. “These top 10 energy drinks have been identified based on their sales numbers, their increase in popularity over the past year, and also with regards of taste, flavor and how much punch they deliver.” Spike shooter may taste great and also deliver a good punch but it clearly lack popularity and market share in order to qualify in the top ten in this market. Also the product is not well positioned right now. The market now looks to drinks that are either large – 15 and 16 oz – or minimal with micro shots that are all around two ounces. The 8 oz can which was started by Red Bull is no longer a popular size. Also if you measure the caffeine content of 300 mg per 8 oz the per oz content of 37.5 mg falls considerably short of the real loaded products like AMMO that packs 171 mg of caffeine per oz which is almost 5 times as potent as the Spike shooter. So you end up with a product that is not really competing with the “big” drinks and clearly has not enough punch to compete with the small shots. Sorry!