One interesting phenomena to note in the area of singleserve &ldquobeverages&rdquo is the advent of the energy shot&mdasha product that addresses the consumer&rsquos hectic lifestyle and need for supplemental energy. Packaged in miniature bottles most often made of pet, these liquid products typically provide 2 oz of concentrated energy beverage and include such ingredients as caffeine, taurine, and guarana. Available in 28 different energyshot brands 5hour energy® from novi, is one of the first in the category, 5hour energy was launched in late 2004 for 2.99 per bottle and employs packaging with a highend appearance that has set the example for competing products..&rdquo primary packaging is a 2oz boston roundstyle pet bottle from a proprietary supplier was chosen for its convenient, portable size and its marketability. The bottle gave us a shape that was not only appealing, but it also provided enough billboard space to tell the story of the product. A bold, eyecatching color palette decorates a fullbody shrinksleeve label, which is gravureprinted by an unnamed supplier. Shrink sleeves, as well as gravure technology, were selected for their ability to create a premium appearance, the label&rsquos graphics show a black silhouette of a figure running up a mountain,an experience that everyone can aspire to, against a background of vivid red, yellow, and blue streaks.