Energy drinks JUST trying to appeal to the Hispanic market are nothing new. In fact, they seem to be the only US targeted market out there. Why is it I don’t see a big target for other markets out there? Sure, there is the occasional Crunk!!! or Pimp Juice, but Nelly left the Hip Hop energy drink world for mainstream ZizzZazz with nary a replacement in sight. I have yet to see the Native American energy drink, the Asian American soda or any drink celebrating any Norwegian heritage ( although I would Totally go for Thor’s Hammer Energy – with real Swedish Bitters)
In my trips to convenience stores across the US, I came across a can of Exto energy drink – a marketing gimmick from the telenovela Rebelde. The 2004 TV show followed six students at an elite boarding school in Mexico City who rebelled against their aristocratic classmates by starting a band. Just like the Partridges or the Monkees, the actors became a real pop music band releasing #1 hits, while the TV show turned into a sensation that drew 23 percent of all Mexican households. It became so popular that musicians from the Gorillas and Lenny Kravitz to Hilary Duff appeared on Rebelde to promote their tunes to a “wider” audience. When Rebelde ended, it was the country’s longest-running telenovela with 440 episodes, which continue to air in the U.S., Asia, Indonesia, and in over a dozen other countries.

Crass merch is all over the place for this group. Notebooks, backpacks, lip gloss and even Barbies in their likeness were soon to follow – so you know an energy drink HAD to be in the works somewhere. Why they named it EXTO is anyone’s guess. It was put out by Mexican soft drink maker Jarritos in 2006, the same ones that make those odd tamarind flavored sodas, along with Sangria and the best hot sauce you can find outside of your Mexican grocery store, Cholula.

You would think – if this drink is THE drink for the show, they would have done better than this.

Packaging:2
It would very hard to get MORE lame than this package. Not knowing the show – all you see is 2 hot sluts in cutoff shirs and a red bra pouting, while a dude with tattoos on his face glares at you. Not to mention, the printing job is HORRRRIBLE, looking worse than the print off a newspaper ad. And the logo is barely readable, eXept for the “eXtreme flavor” and “sabor eXtremo” underneath which is about the only thing you can make out from the overuse of grunge fonts. And what is Exto anyways? Exito, sure, but Exto???
Taste:8
Yay Chemical Preservatives! And even 3 years past, it tastes pretty good! That is this product’s one saving grace. It is Guarana flavored, which is certainly unique in therms of energy drink flavors. It reminds me of melted Sweet Tarts, more than anything else. I would not even mind having this flavor again, in some other form. The aftertaste is one of candy and slightly sour – to a very nice effect. Even the smell of the drink is nice.
Buzz/Nutrition:4
Using the Red Bull Standard, this drink is way below par. Even if it does have a standard 160mg in the can ( an educated guess – it is not listed on the can anywhere), it has a teeny bit of Vitamin B and E and gives about as much boost as a mountain dew.
What it lacks in energy, however, it makes up in Super High Calories and preservatives. 240 calories in here along with 62 carbs, thanks to the fructose sweeteners. It is also loaded with preservatives, so I could still enjoy the flavor, more than 3 years after the expiration date.

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http://www.energyfiend.com/