In the 1980s, Americans got their first taste of super-caffeinated beverages with the arrival of Jolt Cola. Now a new wave of pick-me-up drinks is boosting sales for the industry and jump-starting the nervous systems of consumers the world over.

Popular energy drinks, with their rave-inspired labels and colorful brand names, are difficult to miss at local supermarkets. Brands like Monster, Red Bull, AMP, and Redline sound like main attractions at a tractor pull. Others like Starbucks' Frappuccino and Coca-Cola Blak have a coffeehouse sensibility, attracting a more cultured crowd. But whether developed for high or low culture, all energy drinks are formulated to meet the growing consumer demand for pick-me-up in a bottle.

Although the energy-drink craze has its origins among '90s partygoers, the fad's momentum continues to be fueled by an overworked, fitness-conscious, and frenzied adult population in search of higher octane. "NRG" colas and juices, with their bevy of unpronounceable nutritional supplements, claim to provide wide-ranging benefits: mental acuity, physical energy--even romantic stamina. And while health experts question such physiological claims, the drinks are as popular as ever. Perhaps for the average consumer, buying an energy drink is more about getting a caffeine fix than going on a health kick.