Starbucks Corp. entered the energy category for the first time with the introduction of Starbucks BAYA Energy, a ready-to-drink (RTD) beverage, which is crafted from caffeine naturally found in coffee fruit. 

Rowdy Energy, created by beverage entrepreneur Jeff Church and 2x NASCAR Cup Champion Kyle Busch, announced the brand’s newest product line: Power Burn.

ZOA has expanded is healthy energy drink portfolio with a pre-workout supplement: ZOA+. Launching exclusively with GNC, ZOA+ reimagines the traditional powder-based pre-workout options with its zero sugar, 12-ounce ready-to-drink supplement packed with 200 mg of natural caffeine, while maintaining a fruit-forward flavor profile, the company says.

Rockstar Energy Drink, a brand of Purchase, N.Y.-based PepsiCo, is creating a new kind of energy drink with the launch of Rockstar Unplugged. Rockstar Unplugged focuses less on providing a big hit of energy and more focus on enhancing good vibes with ingredients like hemp seed oil and B vitamins, the company says. 

CELSIUS, a brand of Boca Raton, Fla.-based Celsius Holdings Inc., announced a new flavor exclusively available at participating 7-Eleven and Speedway stores. Sparkling Mango Passionfruit CELSIUS energy drink is a combination of sweet and tart for an afternoon pick-me-up, or as the ideal beverage to pair with 7-Eleven snacks, the company says.

IQBAR announced the launch of IQMIX hydration mixes, a hydration stick pack that combines three times the electrolytes found in the average sports drink with mood and clarity boosting compounds, the company says. 

Monster Beverage Corp., Corona, Calif., has entered into a definitive agreement to acquire CANarchy Craft Brewery Collective LLC, a craft beer and hard seltzer company for $330 million in cash. The transaction will bring the Cigar City, Oskar Blues, Deep Ellum, Perrin Brewing, Squatters and Wasatch brands to the Monster beverage portfolio. 

Minneapolis-based So Good So You launched its newest blend: Happy. The organic blood orange guava cold-pressed juice shot is powered by ashwagandha, an adaptogen that helps the body regulate its functions, including mood and mental clarity, the company says.

Optimum Nutrition, a brand of Glanbia Nutritionals, launched a new flavor of its AMIN.O. ENERGY + ELECTROLYTES Sparkling Hydration drink: Orange Blast.