For some reason, gamers love energy drinks. Ever since video games have become legitimized as an actual sport, gamers have been trying to enhance their performance with highly caffeinated concoctions... because, you can't possibly break world records, achieve greatness, or nail the prom queen without some sort of chemical enhancement. It worked (allegedgly) for the likes of Barry Bonds, Mark McGuire and Jason Giambi... and they're famous record-holding sports legends, right?
Most energy drinks are targeted towards a general audience of Gen-Xers (and Y-ers), but Bawls is targeted specifically to gamers. You may not have heard of Bawls, but they are now the de-facto standard energy drink at any LAN party. Perhaps it is because of the high levels of caffeine, its unique taste, or its shapely bottle... or it could be the name: Bawls.