Energy Drinks & Shots

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The beverage market has seen more non-alcohol brands embark on licensing partnerships with food and candy brands.
Meanwhile, brand licenses also are crossing lines with non-alcohol products venturing into alcohol.

Celsius announced CELSIUS Energy+ Hydration, a new energy drink that combines 200 mg of caffeine with 670 mg of combined electrolytes, and unveiled redesigned cans for ROCKSTAR Energy.

Java Monster unveiled Dubai Chocolate, bringing the indulgent flavors of Dubai-style chocolate together with the bold attitude and energy of Monster.

Following the launch of its signature lineup of herbal energy drinks, Heroot, founded by Tomas Prucha, unveiled its Herbal Tonic Shot.

Red Bull announced the Red Bull Advent Calendar for 2026, a limited time offering available beginning Sept. 28. 

C4 Energy, part of the Nutrabolt portfolio of performance brands, has officially launched All Hopped Up, an energy drink inspired by the crisp taste of light beer with a splash of orange.

GHOST is shaking up the energy drink category with the launch of GHOST Energy x A&W Root Beer, a new flavor that pairs the taste of A&W with GHOST’s innovative approach to energy, it says.

BUM Energy announced a limited-edition collaboration with breakout country music star Ella Langley. 

7 Brew announced an expansion of its ready-to-drink beverage portfolio with the launch of its canned 7 Brew Coffee and five 7 Brew Energy beverages.

Red Bull announced that its Winter Edition Fuji Apple & Ginger now will be a permanent addition to the Red Bull Editions lineup.