"energy drinks are about unsustainability. They’re about just maxing it out and crashing and burning. Energy drinks are un-DIY, profoundly not homemade, and often seem like humans were only barely involved in their creation… The task of branding an energy drink is about articulating the relevance and dynamics of “energy” in a consumer market — which is vertiginously similar to branding the market itself. I believe that energy drinks, as a category, demonstrate the logic and aesthetics of collapsonomics – a silly word that I love, designating the study of economies and societies (like ours) that are on the verge of a nervous breakdown."
Full article: DIS