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Advertising Age reports that Red Bull is the subject of an $85 million wrongful death suit after a 33-year-old man died while playing basketball after having consumed the energy drink. The cause of death was reported to be idiopathic dilated cardiomyopathy - meaning, his heart stopped.

According to the story, "A Red Bull spokeswoman declined to comment on the case. She pointed out, however, that Red Bull is available in more than 165 countries because health authorities have concluded it is safe to consume. About 35 billion cans have been consumed since Red Bull was created more than 25 years ago, she added."

The US Congress has held hearings into the safety of energy drinks, but most of the attention has been focused on limiting their consumption by kids 18 and younger.

And more bad news for the energy drink business: Ad Age says that "Dr. Oz is also expected to take on energy drinks during an episode airing this week."
KC's View:
This is one of those categories that I'm convinced at some point will implode. It just seems inevitable to me.