Energy Drinks & Shots

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Red Bull is commemorating the 20th anniversary of Oracle Red Bull Racing with the introduction of two initiatives: the exclusive Special Edition 2024 Red Bull Racing Can and the Red Bull All Terrain digital game.

Uncle Matt’s Organic announced the launch of its Ultimate Athlete Pre-Workout Shot, aimed to boost athletic performance, hydrate and reduce oxidative stress.

Rockstar Energy Drink announced the launch of Rockstar Focus, the newest addition to the brand’s energy portfolio.

Health and wellness brand VUUM announced the official launch of its carbonated plant-protein drinks.

With consumers’ ever-changing energy drink needs and wants, Nutrabolt and its C4 brand have resonated with shoppers thanks to its diverse portfolio. To build upon this, the company is embracing its nimble, innovative mindset for its Active Nutrition business.

Celsius Holding Inc. announced the launch of a new collection: CELSIUS ESSENTIALS.

L.A. Libations’ Co-Founder and CEO Danny Stepper details that relationships are the foundation on which the beverage incubator, creator and accelerator company is built on.

A report from Mintel notes that millennials are most heavily engaged with functional claims, but there is room for improvement among Gen Xers and Gen Z.

Dallas-based G.O.A.T. Fuel, a health-forward energy drink from Pro Football Hall of Famer and renowned NFL G.O.A.T.  Jerry Rice, announced that it is partnering with The Vitamin Shoppe, Secaucus, N.J., as the exclusive retailer of its new Pineapple Cream Soda and Black Cherry Ginger Ale flavors. 

West Babylon, N.Y.-based G FUEL Energy announced its collaboration with Warner Bros. Discovery Global Consumer Products to launch the Friday the 13th-inspired Hack 'N' Slash, now available for purchase at GFUEL.com.