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  • Club-Mate’s underground appeal is the secret to its success
  • Club-Mate’s underground appeal is the secret to its success
    Leolumix, Creative Commons (2013) ©
CASE STUDY

Club-Mate: an energy elixir for Berlin’s youth

Energy drink sales are on a caffeine high at $27.5 billion worldwide. But in the depths of Germany's underground scene, naturally caffeinated Club-Mate is the only one to be found in the hands of clubgoers and hackers. How has it won the hearts and minds of the young with barely any advertising?