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Zevia Energy bottle

Energy market maturing, growth expected to slow

Organic, functional innovation essential for energy drink and shot growth
Amanda Del Buono
August 10, 2017
During the past decade or so, the energy drinks and shots category has experienced solid growth. In 2016, wholesale dollar sales for energy drinks grew 7.3 percent to $7.8 billion, according to Roger Dilworth, senior editor at New York-based Beverage Marketing Corporation (BMC).
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Rockstar Destiny 2 Cans

Rockstar Energy Drink partners for “Destiny 2” launch

International collaboration included limited-edition “Destiny 2” cans
August 8, 2017

Bungie and Activision Publishing Inc., a wholly owned subsidiary of Activision Blizzard Inc., announced it has partnered with Rockstar Energy Drink and Pop-Tarts toaster pastries for “Destiny 2.” The partnership leads up to the Sept. 6 launch of “Destiny 2” on PlayStation4 and Xbox One (PlayStationPlus or Xbox Live Gold subscription, respectively, required for significant features), the company says. 


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Anheuser-Busch acquires Hiball Energy

Acquisition expands A-B’s non-alcohol portfolio
July 21, 2017

St. Louis-based Anheuser-Busch (A-B), a division of Anheuser-Busch InBev, announced its acquisition of San Francisco-based Hiball, maker of the organic energy drinks and sparkling energy waters by the same name, as well as Alta Palla ("high ball" in Italian), a brand of organic sparkling juices and sparkling waters. 


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5-hour Energy Throwback Series

5-hour Energy launches Racing Throwback Sweepstakes

Grand-prize winner’s photo to be featured on race car
July 18, 2017

Farmington Hills, Mich.-based Living Essentials LLC, the makers of 5-hour Energy shots, announced the company's Racing Throwback Sweepstakes, where the grand prize is a trip to a premier series race, and the winning photo is featured on the hood of the 5-hour Energy No. 77 Throwback-themed race car at Darlington Raceway in Darlington, S.C.


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Tweaker energy drink

Tweaker Energy Drink

July 12, 2017

Haider Corp., doing business as Tweaker Energy Drink Co., introduced Tweaker Energy Drink, the newest product joining its energy portfolio. 


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Celsius Heat

Celsius Heat

June 5, 2017

Celsius Holdings Inc. introduced its newest line of fitness drinks: Celsius Heat. 


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Celsius Holdings

Celsius gains sales, distribution

Dietary supplement brand launches packaging redesign, brand extensions
Amanda Del Buono
May 10, 2017
Maintaining overall fitness used to be considered a niche interest. Founded in 2004, Boca Raton, Fla.-based Celsius Holdings Inc. has experienced the impact of the growing demand for health-and-wellness products in the mainstream market.
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