Ridiculous History: The Ridiculously Energetic History of Energy Drinks!

Podcast: Ridiculous History (iHeartPodcasts)
Hosts: Ben Bowlin & Noel Brown
Episode Date: August 22, 2025
Super Producer: Max Williams

Episode Overview

In this lively, caffeine-fueled episode, Ben, Noel, and Max dive into the wild, bizarre, and occasionally dangerous history of energy drinks. They trace the cultural evolution of energy-boosting beverages from Victorian tonics (and Coca-Cola’s “zippier” days) through Japanese innovation, to the flashy, extreme-sport-powered global brands of today. The episode is packed with personal anecdotes, unexpected historical facts, and reflections on the science and marketing of “getting a buzz.”

Key Topics & Insights

1. Energy Drinks in Modern Culture

• Caffeine-powered Episode: The hosts admit upfront that they’re running on caffeine due to different time zones.
• Gen Z and Energy: Modern energy drinks like Celsius are the “energy drink du jour” for younger generations (01:39). However, Gen Z is less interested in alcohol compared to previous generations.

  “Drinking alcohol is no longer cool for western kids and Gen Z.” — Noel Brown (02:13)

• Nostalgic Shout-Outs: They reminisce about Red Bull, Jolt Cola, and the infamous Four Loko—a dangerously caffeinated and alcoholic beverage that was ultimately reformulated due to health concerns (02:48-03:12).
• Energy Drink Lovers: Anecdotes about friends who stockpile energy drinks, especially among adult gamers.
• Work Culture Fuel: Caffeine as an indispensable ally in work and creative industries:

  “Our favorite executive producer: coffee caffeine.” — Benjamin Boleyn (07:06)

2. Caffeine’s Ubiquity & Consumption Stats

• Daily Intake: 80% of the world’s population consumes caffeine daily (07:06).
• Caffeine Escalation:
  • Average cola: 33 mg
  • Coffee: 96 mg
  • 16oz Red Bull: 160 mg (08:50)
• Energy Shots: 5-Hour Energy contains 200mg caffeine and high vitamin B (09:35).
• Maximum Dose: The Mayo Clinic recommends no more than 400mg caffeine daily—any more risks unwelcome side effects (10:56).

3. Marketing, Regulation & Risks

• Energy vs. Soft Drinks: The term “energy drink” is more marketing than science; early “energy drinks” were colas and tonics (07:06-07:53).
• Regulation Loopholes: In the US, the FDA considers energy drinks “dietary supplements,” not medicines—so oversight is minimal (13:35-14:08).
• Youth Risks: The hosts express concern that young people are consuming highly caffeinated and potentially addictive drinks with little oversight (14:23-14:47).

4. The Wild Beginnings: Cocaine, Cola Nuts & Wartime Stimulants

• Coca-Cola’s Origins:
  • Created by Dr. John Pemberton in 1886, originally contained both caffeine (from kola nuts) and cocaine (from coca leaves) (15:36).

  • “Coca-Cola today would contain cocaine if they did not decocainify the coca that goes into it. And apparently the cocaine…is a revenue stream in and of itself.” — Benjamin Boleyn (16:09)

• Prohibition & Exceptions: Legislation in the 1920s banned coca leaves in the U.S., but Coca-Cola lobbied successfully for a loophole, substituting with caffeine and sugar (17:33-18:24).
• Amphetamines in WWII: US soldiers were prescribed amphetamines for energy and morale—leading to addiction problems post-war (22:07-22:45).

5. American “Energy Tonic”: Dr. Enough

• Invented in 1949 in Chicago, Dr. Enough was a vitamin B/caffeine soda marketed as a midday pick-me-up, especially for tired housewives and laborers (22:07-24:15).
• Remains a regional favorite in parts of Tennessee, NC, Virginia, and WV (25:00).

• “Older relatives…would tell me this could do all sorts of things. It was like a light panacea.” — Benjamin Boleyn (25:00)

6. The Science Behind the Buzz

• Caffeine’s Mechanism: Blocks adenosine (a sleep chemical), leading to increased neuron firing, adrenaline (fight-or-flight), and dopamine release (29:20-30:04).
• Side Effects: Overconsumption leads to “jimmies,” anxiety, palpitations, and “the jitters” (30:33-30:49).
• Taurine: Common in energy drinks but not essential for humans. Its benefits as a stimulant additive are questionable (31:01-31:30).
• Glucose: Added for quick energy, but also responsible for energy “crashes” (32:08-34:45).

7. Japanese Innovation: Lipovitan D & the Rise of Red Bull

• Japan’s First Modern Energy Drink: Lipovitan D, released in 1962 by Taisho Pharmaceutical (39:07). Originally marketed to “salarymen” to cope with the country’s grueling work culture (39:19-41:09).
• Overwork Culture: Discussion of the extreme demands on Japanese employees and the “happy hour” tradition keeping workers out late (39:57-41:09).
• American Celebrities in Japanese Ads: Bizarre commercials starring Arnold Schwarzenegger, Nicolas Cage, Dennis Hopper—made for Japanese audiences and rarely seen in the West (41:55-43:19).
• Going Global: Japanese firms looked to expand across Asia, but Red Bull, inspired by an energy drink in Thailand (“Krating Daeng”), beat them to global markets (44:08-44:30).
• Red Bull Launch:
  • Dietrich Mateschitz, an Austrian, formed Red Bull in 1987 after discovering Thai energy drinks (44:30-45:34).
  • Red Bull hit Europe first (1987), the U.S. only in 1997.
  • Became popular with truck drivers and young people; remains the world’s top-selling energy drink.

8. The Energy Drink Industry Today

• Industry Size: Worth $193 billion worldwide (12:35).
• Second Most Popular Supplement: In the US, energy drinks are the #2 supplement behind multivitamins with young people (46:45).
• Red Bull’s Marketing Mastery: Extreme sports, music events, and creative content keep Red Bull relevant (47:49-49:00).
• Urban Legends & Facts:
  • Taurine in Red Bull is not from bull testicles (51:53)!
  • Caffeine’s half-life is 2–4 hours, so that afternoon cup may not be the only thing keeping you up (51:53-52:39).
• Correlation with Risk:

  “If you report that you have six or more energy drinks over the course of a month...You are statistically more likely to also report that you got in a fight over the previous year, that you have sex without a condom, or that you drive without a seatbelt.” — Noel Brown, quoting Dr. Kathleen E. Miller (53:09)

Notable Quotes & Moments

• On America’s Energy Obsession:

  “The United States is the country where cocaine didn’t have enough pep. Someone was walking down the street and they said, what if we make crack meth?”
  — Noel Brown (13:06)

• On the marketing shift:

  “While coffee, tea and soda could technically be considered energy drinks… [‘energy drink’] seems relatively a recent phenomenon in terms of advertising.”
  — Benjamin Boleyn (07:06)

• On Japanese salarymen:

  “You’re not supposed to leave before your boss leaves. And when your boss leaves…you’re required to go have a happy hour that can last for multiple hours.”
  — Noel Brown (39:57)

• Arnold Schwarzenegger in Japanese ads:
  Described as “bonkers bananas” and “a delight”—YouTube is your friend here! (43:19)

• On energy drinks’ dangers and appeal:

  “There’s almost no federal oversight, which means that the makers of these beverages don’t have to play by the same set of rules that soda manufacturers have to play by… it’s only a matter of time before another dangerous chemical makes its way into your favorite energy drink.”
  — Noel Brown (50:34)

Fun Facts & Segment Timestamps

• Personal energy drink anecdotes: 03:12–04:47
• Caffeine content rundown & “wiggly wobblies”: 07:53–10:56
• Energy drinks as “dietary supplements”: 13:35–14:23
• Coca-Cola's origin story: 15:36–18:24
• Dr. Enough & WWII amphetamines: 22:07–25:00
• How caffeine works in the brain: 29:20–30:33
• Japanese energy drinks & work culture: 39:07–41:55
• Red Bull’s international leap: 44:08–46:10
• Modern supplement stats & Red Bull’s marketing: 46:45–49:00
• Debunking taurine myths & risky behavior stats: 51:53–53:22

Memorable/Lighthearted Moments

• “Vintage” five-hour Energy left in a hot car:

  “That just makes it stronger, right? Just makes it better.” — Benjamin Boleyn (10:26)

• Japan’s sugar moderation vs. America’s sweet tooth:

  “One of the main things…when they travel to the US for the first time is, holy crap, why is everything so sweet?” — Noel Brown (32:49)

• "Max with the Facts" jingle:
  Max, the resident fact-checker, gets a musical intro (46:18–46:30).
• Red Bull’s marketing: “It gives you wings!” (46:10)

Takeaways & Closing Wisdom

• Energy drinks are a modern global phenomenon, rooted in a long legacy of chemical, cultural, and marketing experiments.
• Despite their popularity, the regulatory gray area and aggressive marketing towards youth raise important concerns about consumption and health.
• The U.S. is the world leader in consumption but was not the “inventor”; credit goes largely to Japanese and Southeast Asian innovators.
• The history of “getting a buzz” is tied to larger questions of work culture, advertising, and social behavior—as well as surprising moments in medical, military, and celebrity history.
• Remember moderation—and maybe just drink some water.

End Note:
This episode is a classic Ridiculous History blend of humorous banter, genuine curiosity, and sharply researched facts. For anyone interested in why we love to “get amped,” and the sometimes wild places that desire has taken humanity, this is an energizing listen.

For further info or to listen, check out Ridiculous History on the iHeartRadio app, Apple Podcasts, or wherever you find your favorite shows.