Red Bull is stampeding through gas stations and convenience stores across the USA.
Sales of the Austrian-owned energy drink in non-supermarket outlets have overtaken, in dollar terms, America's two biggest diet-cola brands.
Figures from the Beverage Digest newsletter show that Red Bull generated $282 million (€240m; £161m) in sales in the first nine months of 2005.
For the same period and in the same locations, Coca-Cola Company's Diet Coke and PepsiCo's Diet Pepsi respectively notched sales of $260m and $220m.
The energy drinks market in the US is booming, with sales up 75% in volume terms through the first eight months of this year. Coke and Pepsi have tapped into the potential with their own variations as demand for fizzy, sugary drinks slides.
Data sourced from Financial Times Online; additional content by WARC staff