The demand for functional, transparent energy solutions has helped Nutrabolt and its C4 portfolio meet the needs of performance athletes and fitness enthusiasts, while appealing to consumers who are making healthy, active living a daily priority.

Consumers increasingly are turning to energy drinks and shots to get them through their day, helping drive the growth of the energy drinks market.

RŌMR, a new lifestyle beverage brand of Alliance Consumer Group (ACG), entered the marketplace with a full line of functional, 3-ounce wellness shots. Two years in the making, the RŌMR line is a dietary supplement, packed with a synergistic blend of natural ingredients, it says. 

PepsiCo Inc., Purchase, N.Y., and Celsius Holdings Inc., Boca Raton, Fla., maker of a global fitness energy drink CELSIUS, announced a definitive agreement forging a long-term strategic distribution arrangement. The distribution agreement initially transitions Celsius’ current U.S. distribution to PepsiCo’s best-in-class capabilities, the companies note. As part of the transaction, PepsiCo also will make an investment in Celsius in support of its growth agenda and will nominate a director to serve on Celsius’ Board of Directors.

Red Bull, a brand of Santa Monica, Calif.-based Red Bull North America, announced its global event series Red Bull Unlocked is headed to East Nashville’s Five Points neighborhood, taking place Aug. 21.
Red Bull Unlocked celebrates all things local, where music and flavor come to life, and now, it’s Music City's turn to seize the spotlight, as the event brings 10 bars together, the company says.

This year’s State of the Industry report on energy drinks and shots finds that the energy drink market is showing healthy growth, while energy shots look to find their footing in the “new normal.”

Alternative Biologics, Inc., whose founders and team created Muscle Milk, developed a hemp infused energy drink: GYM WEED. Available in the U.S. market with three flavors ― Pear Pineapple, Stone Fruit and Tropical Berry ― GYM WEED provides balanced energy without the jittery, anxious feeling typically associated with energy drinks, it says.

Corona, Calif.-based Monster Energy Corp. announced the launch of its newest Monster Energy Java innovation: Cold Brew. Infused with nitrous oxide to give a rich and creamy mouthfeel, Java Monster Cold Brew is available in two bold new flavors: Latte and Sweet Black, it adds.

As the most-followed Twitch channel, Blevins has over 17 million followers. Now, Blevins has teamed up with G FUEL, The Official Energy Drink of Esports, to bring fans a sweet flavor: Ninja Cotton Candy.

Monster Energy Corp. announced a new flavor is joining the Rehab Monster lineup: Watermelon. The new energy drink is packed with added functional benefits to restore energy and conquer fatigue, the company says.