Demographics and Psychographics.

Demographics - age, gender, ethnicity, etc

A new energy drink, targeted towards the demographic of 14-30 year olds, teenagers and adults, towards the class of C1 or C2.



Also, the energy drink is aimed at Reformers, the Strugglers, the Mainstreamers;

resigned.
struggler.
mainstreamer.
Aspirer.
Succeeder.
Explorer.
Reformer.
I'd choose the mainstreamers, the strugglers and the reformers, because those three psychographics mostly target the young audience, which means it'll be a bigger audience towards the energy drink