Energy drinks are marketed to give you wings. Apparently, robbers are helping them fly right out of stores.
According to to the NRF's Mellor, the more advertising that goes into a product -- and energy drinks are marketed like crazy -- the more valuable of a target it becomes. Thieves are all but guaranteed to resell them quickly.
"One can could retail for $3, but they will sell it to another store or to a customer for maybe $1 or $2," Mellor said. "That's found money for thieves, who can make away with the small, compact bottles fairly easily."
