The event, at the University of Sheffield's Bar One, saw some drinks sold at reduced prices and promotional offers on bottles.

BBC: Bar One

Electronic Arts plans to put a sample of The Need for Speed Underground videogame on fountain drinks sold at BP convenience stores.

FORBES: Pop Music

He said there were no plans to widen the use of breathalysers, but agreed that "irresponsible" sales of alcohol - particularly drinks sold at a loss - needed to be controlled.

BBC: Oral questions

Most drinks are also sold in returnable glass bottles, which are cheaper than cans.

ECONOMIST: Business in Africa

Many health officials are concerned highly caffeinated drinks are being sold to adolescents.

WSJ: Investors Get Jittery Over Monster

And there are many more deals to be done: Arnold likes to remind potential partners that 21 billion large fountain drinks will be sold in the U.S. this year.

FORBES: Pop Music

In other countries, various movements are afoot to change the way energy drinks are marketed and sold.

FORBES: Can Energy Drinks Kill? The FDA Investigates, Consumers Worry, A Business Under Fire

Appeal court judges have ruled Glasgow Licensing Board was wrong to suspend a Lidl store's drinks licence after it sold a bottle of wine to a teenager.

BBC: Lidl overturns five-day alcohol ban at Govanhill store

It also says the drinks shouldn't be sold or marketed in schools through grade 12.

WSJ: Monster Beverage Under Fire, Sued by San Francisco

They sacked their founding manager and abandoned all restraint, endorsing anything that plausibly could be sold to this market: snacks and drinks, cameras, toys, makeup, perfume--even a Spice Girls deodorant.

FORBES: Magazine Article

Before giving up their old jobs, the founders of innocent, a British drinks firm formed in 1998, sold an initial batch of smoothies from a market stall in London.

ECONOMIST: Corporate history