MIAMI, FL -- Hoby Buppert has found a new genre of folks who need to stay awake for long hours with his Bawls energy drink.

Originally marketed to computer games enthusiasts, the Miami-based company "is focusing on another niche," reports Knight Ridder, as some Buppert's "most devoted customers" are now serving overseas in the U.S. military.

The news source writes that "with all soldiers needing to stay awake through extended periods of boredom," Buppert has created the Bawls "military pack."

"There is a huge crossover between our customers and the military," Buppert told the news source, adding, "More and more of our consumers are going overseas, and they miss Bawls." He notes that Bawls is not a health drink and specifically aims to taste good and help keep consumers awake.

Buppert founded Bawls in 1996. The products are distributed by Hoborama LLC, which hopes U.S. soldiers "will order Bawls from their faraway outposts." Since introducing the military pack in December, a six-pack of cans, Hoborama has shipped about 1,600 packs. Each pack also includes a tin of Bawls mints, lip balm, a drawstring backpack and a pack of playing cards.

Knight Ridder adds that later this year, 7-Eleven will test a SNO Bawls Slurpee in its Dallas-area stores.