![]() And you can really only find the bottles online-if you know where to look. Today it’s manufactured by Solvi Acquisition and continues to operate, but it’s minimally popular compared to, say, G Fuel, which boasts over a million Twitter followers while Bawls has about nine thousand. Even by the time he left the company in 2009, it was a fraction of its former self. Energy drinks like Monster were marketed as a way to push out that extra edge, and Bawls, with its lower caffeine content, was not ready for that.īuppert believes that Bawls is on its way out. This is where side-hustle culture kind of comes in,” says Young. “Along with the financial crisis of 2008, workers got more desperate. When Monster was released in 2002-with that big can, in-your-face logo, and higher caffeine content-it became a hit. “There's definitely a spectrum of how market and embrace the gaming community and try to make these appeal to certain fandoms,” Lyles says.īawls was not able to break out of its niche and into a wider market, according to Young. Last year G Fuel promoted survival video game Resident Evil: Village by creating a flavor based on the internet-famous character Lady Dimitrescu called “ Maiden’s Blood.” That same year Rockstar teamed up with Xbox to release limited-edition Halo Infinite-inspired cans that came with codes for unlocking in-game rewards. ![]() Today, though, the drink has all but nearly vanished, and its rise and fall tells not only its story but that of an entire community.īawls may have been the blueprint, but brands like Rockstar, G Fuel, and Mtn Dew Game Fuel now target gamers more aggressively than Bawls ever did. At the height of its popularity in the early 2000s, Bawls was the go-to energy source for computer gamers, its 64 milligrams of caffeine per bottle fueling those participating in all-night LAN, or Local Area Network, parties (read: friends playing together on their gaming PCs-actual desktop computers with CRT monitors, not laptops!). Unleashed upon the world in 1996, Bawls Guarana is a highly caffeinated soft drink that comes in six flavors-Original, Orange, Ginger, Cherry Cola, Cherry, and Cola-as well as a sugar-free version of Original. ![]() But for a generation of hardcore gamers and techies, it was the fuel that powered many an all-nighter. If your knowledge of gaming is limited to Overcooked or Stardew Valley ( raises hand shamefully), then Bawls probably means nothing to you. Look closely at a bottle and you’ll see the word “Bawls” written across the surface. It features a photo: Three tiers of Pizza Hut boxes, each one held up by tall columns of soda cans, and at the very top of the structure, four ribbed glass bottles in colors like cobalt blue and green. “The Tower of Bawls lives!” a Reddit post reads. This story is part of Junk Food, Redefined, our new collection of snack recommendations, recipes, and perspectives that celebrate an undervalued food group.
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