Energy Drinks & Shots

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With the continued blurring of lines in the functional beverage space, experts highlight how the energy drink category can rise above the clouds by expanding on wellness attributes, variety and accessibility.

Red Bull is expanding its offerings in their zero-sugar lineup, launching two new Red Bull Sugarfree Editions.

Celsius Holdings Inc. announced two new refreshing flavors inspired by summertime: CELSIUS Sparkling Watermelon Lemonade and CELSIUS Sparkling Kiwi Strawberry.

This year’s State of the Industry report on energy drinks highlights how brands can remain relevant in a competitive market by responding to consumers’ shifting energy needs.

Living Essentials’ 5-hour ENERGY Shots, Farmington, Mich., is partnering with actor and BBQ pro Brian Baumgartner to get people into the grill zone with a BBQ sauce that delivers a caffeinated kick.

Nutrabolt’s C4 unveiled its C4 x Hawaiian Punch collaboration with the launch of its Hawaiian Punch flavor C4 Pre-Workout Powders and C4 Energy drink.

To kick off summer, 5-hour ENERGY shots unveiled Main Character Energy, a Watermelon Chili Lime flavor, co-created with Jamie Varon, influencer and author of “Main Character Energy.”

Red Bull is celebrating the season with the introduction of its newest flavor: Red Bull Summer Edition Curuba Elderflower. 

Innovation Ventures LLC announced an update to its popular 5-hour ENERGY product line. The refresh features a bold redesign of its 16-ounce beverage, enhancements to classic fan favorite flavors and an introduction of two new flavors to the lineup.

7-Eleven Inc. has joined forces with ZOA Energy to bring big flavor and bigger energy to participating 7-Eleven, Speedway and Stripes stores nationwide. Consumers can head to their local 7-Eleven store to try the new flavor ― Mango Splash ― only available at 7-Eleven.