Austin, Texas-based Nutrabolt, owner of the C4 brand, and the WWE announced an expansion to its multi-year partnership with the launch of its first-ever co-branded product collaboration: WWE-inspired flavors of C4 Ultimate Pre-Workout Powder and C4 Ultimate Energy Drink. The products will be available exclusively at GNC ahead of WWE SummerSlam in Detroit on Aug. 5.

Loyalty from energy drink consumers have helped this market thrive, but efforts to appeal to the fitness lifestyle community and gamers is giving the category an opportunity to expand.

Health and wellness brand Plexus Worldwide, announced adding a new limited-edition flavor to its classic nutrition product lineup: Hydrate Cucumber Melon.

Louisville, K.Y.-based Alani Nu, a “better-for-you” health and wellness brand founded by entrepreneur and influencer Katy Hearn, announced its partnership with entrepreneur and celebrity Kim Kardashian. The collaboration, Alani by Kim K, features an exclusive, limited-edition energy drink called "Kimade," which offers a refreshing twist on a classic flavor, Strawberry Lemonade.

kumquat Energy unveiled its new energy drink during the kickoff of the goldRush Rally Full Throttle GRXV.

Red Bull exclusively released its Red Bull Racing Cans at U.S. locations of convenience store chain Circle K. The cans feature racing champion Max Verstappen and teammate Sergio Perez.  

HELL ENERGY, Budapest, Hungary, unveiled its first energy drink entirely powered by artificial intelligence (AI). Every aspect of the energy drink has been crafted by advanced AI systems from the design, recipe, tasting and taste evaluation, predictive intelligence, security measures and marketing elements, the company says.

This year’s State of the Industry report on energy drinks notes that with increased popularity and a wide variety of products, the U.S. energy drinks market continues to show its dominance.

Beverage Industry provides an in-depth look into the performances and trends in the alcohol and non-alcohol categories within the last year. The report includes update statistics from Chicago-based Circana as well as industry trends and forecasts into what’s next.

Liquid I.V. announced an expansion of their product portfolio with its new Hydration Multiplier Sugar-Free launch.