Start-up drink manufacturers like VitaminWater and Nantucket Nectars had their big wins when they were bought by Coca-Cola and Cadbury Schweppes. And in the crowded beverage industry, most companies aren’t in it to make a profit from selling drinks, but to get bought out. So spending dollars on marketing to build brand recognition and that coolness factor is what leads to success. Right now “energy drinks” have the biggest buzz.