New York-based G Fuel Energy Formula, the official energy drink of Esports, announced the Sept. 12 launch of its new limited-edition raspberry lemonade flavor: HYPE SAUCE.

G FUEL teamed up with Emmy-winning, Brooklyn-based artist Mike Perry who channeled his artistic vision and psychedelic illustration talents into HYPE SAUCE's mind-bending packaging, the company says. "With a name like HYPE SAUCE, we knew we had to partner with a transcendent artist like Mike Perry to design our packaging, and of course, get you hyped," said G FUEL Founder and Chief Executive Officer, Cliff Morgan in a statement. "I wanted G FUEL's 35th flavor and its packaging to reflect the heart of our brand: fun, vibrancy, creativity, and energy. HYPE SAUCE embodies all of those characteristics while providing the increased energy, focus, and reaction time that gamers and quite frankly, all of us, could use more of in our busy lives."

To celebrate the collaboration, global creative studio HYPEMAKER is hosting a free pop-up party from 7 to 10 p.m. Sept. 12 at Hotel 50 Bowery in Manhattan, New York. Attendees will have the opportunity to taste and buy HYPE SAUCE, get free merchandise, eat snacks, and compete in a Super Smash Bros. tournament for a chance to win an exclusive pair of black Nike Air Presto Off-White sneakers, the company says.

Special party guests include multi-platinum artist T-Pain, YouTuber and hashtag #DramaAlert creator Keemstar, FaZe Clan member and professional Fortnite player Nate Hill, Faze Clan member and Call of Duty professional Doug "Censor" Martin, and FaZe Clan owner and founder, FaZe Temperrr.

To attend the event, fans will need to register at

HYPE SAUCE is available in tubs of 40 servings and limited-edition collector’s boxes, which include one HYPE SAUCE tub and one HYPE SAUCE shaker cup. The limited-edition flavor is available for sale through the company’s website beginning Thursday, Sept. 12.