BPM Energy

BPM is a drink produced by Monster Beverage and sold solely in Ireland. It was launched in 2003, and features two flavours, marketed as "BPM Hydrate" and "BPM Focus", which are citrus and red berry flavoured respectively.

The product was launched with a large media campaign associating it with an archetypal young (specified to be 19 by marketing material) male lifestyle, including a promotional character for the brand known as "Jaxx".

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