C4 puts twist on energy with All Hopped Up
New flavor delivers the taste of a light beer with functional energy
C4 Energy, part of the Nutrabolt portfolio of performance brands, Austin, Texas, has officially launched All Hopped Up, an energy drink inspired by the crisp taste of light beer with a splash of orange.
Delivering the flavor of beer without the buzz, the unexpected launch marks a new direction for C4 as the brand stretches beyond its performance roots to meet consumers embracing the sober-curious movement without sacrificing functionality, the company says. Arriving in time for tailgating season, Oktoberfest, Sober October and fall festivities, C4 is giving consumers a new way to trade the buzz for an energy boost, it adds.
Each can of All Hopped Up delivers 200 mg of caffeine and vitamin B12, with zero sugar, zero fat and no artificial colors.
“As more consumers embrace sober-curious lifestyles and seek non-alcoholic choices, they still want products that fit naturally into beer-led social occasions,” said Emily Hoyle, senior vice president of marketing at Nutrabolt, in a statement. “All Hopped Up was created with that shift in mind, bringing the crisp, refreshing taste of a light beer into an alcohol-free energy drink format. It reflects how C4 is innovating around changing consumer needs, expanding beyond expected flavors and occasions. The result is a fresh way to spark curiosity, create conversation and give consumers a new way to experience C4 this fall.”
The launch also marks C4 Energy's first new flavor debut on TikTok Shop, bringing product discovery, creator content and purchase together in one seamless experience. The strategy is designed to meet Gen Z consumers where they are, tapping into the generation’s enthusiasm for energy drinks and preference for social-first discovery and shopping, the company says.
C4 also is taking All Hopped Up on the road, bringing the new brew-inspired energy drink directly to consumers at some of college football’s biggest game-day destinations. Across three stops, C4 will tap into the energy of college football season with interactive fan experiences, appearances from former athletes and plenty of ice-cold All Hopped Up to sample.
Stop 1: Columbus, Ohio | Oct. 10 | Riverwatch Tower Parking Lot - 364 West Lane Ave.
Stop 2: Bloomington, Ind. | Oct. 17 | Kilroy's Sports Atrium - 319 N. Walnut
Stop 3: Madison, Wis. | Oct. 24 | Edward Klief Park – 1200 Milton St.
All Hopped Up is available in six-packs of 16-ounce cans for $14.99 on TikTok Shop and Amazon, with C4Energy.com following Sept. 30, it notes.
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