Energy Drinks & Shots

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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.

Rockstar Energy Drink launched Proud Hasta Los Huesos (Proud to the Bones), a national campaign that invites consumers to participate in the Mexican holiday that takes place during the first two days of November each year. To kick-off the campaign, Rockstar Energy released a limited-edition collection of Día de los Muertos-themed cans designed by Mexican artist and illustrator Joaquín Nava.

Monster Energy unveiled the latest innovation to join its Rehab Monster line: Wild Berry Tea. 

Purchase, N.Y.-based PepsiCo and Microsoft’s Xbox, Redmond, Wash., have joined forces to reward fans for the sipping, snacking and gaming they already do.