Detroit’s 5-Hour Energy became a global beverage-industry legend by pioneering the energy-shot format and building a $1-billion business out of it within just a few years. Now, another upstart company based in metro Detroit, LXR Biotech, is intent on becoming the next big thing in the worldwide energy-shot business.
Launched by former 5-Hour operations executive Andrew Krause in 2011, LXR now employs about 25 people in a 40,000-square-foot plant in Auburn Hills, Michigan, and a 40,000-square-foot warehouse across the road, producing and packaging Eternal Energy shots and then distributing them in Michigan and throughout the Upper Midwest.
Many other energy-shot contenders have come and gone in the last several years, and dozens of small brands continue to nibble at the margins of the market. The biggest players in the beverage business, including… READ THE FULL ARTICLE HERE.