Pyure Brands will launch a zero-calorie organic energy shot under the name of Pyure Organic Energy Optimization, or O.E.O. for short.

Hero Associates LLC launched Hero Energy Shot to honor and support the armed forces, police officers, firefighters and emergency medical technicians in the United States.

GungHo co-founders Danny Mason and Ryan Goodwin launched an energy gel shot to help consumers focus and stay alert.

Celestial Seasonings launched Kombucha Energy Shots, all-natural 2-ounce shots that combine live, raw kombucha with B vitamins and energizing botanicals, such as ginseng and guarana.

Pure Growth Partners, a New York City-based company that conceives and markets consumer brands, announced the launch of Street King, an energy shot made in collaboration with rapper, actor and entrepreneur Curtis “50 Cent” Jackson.

Although energy drinks were not immune from the effects of the economy, the category has shown its ability to grow in sales. Energy drink sales increased 14 percent to more than $5.9 billion in sales for the 52 weeks ending June 12 in supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Walmart, according to SymphonyIRI Group, Chicago. The energy shots category also posted strong numbers with a 31.6 percent increase generating $1 billion in sales during the same time period.