Energy Drinks & Shots

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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.

Gopuff, Philadelphia, and Juvee, an energy drink created by Sam Keene and Matt “Nadeshot” Haag, founder of 100 Thieves, a premier gaming organization and lifestyle brand, announced the launch of their co-branded flavor, Peachy Mangopuff. 

As America’s youth consistently consume sugary drinks on any given day, PLEZi Nutrition launched with a goal of creating beverages with less sugar, less sweetness and more nutrients for kids’ to enjoy.

Monster Energy unveiled its latest addition to their signature Java Monster family: Café Latte. 

PHOCUS is expanding its partnership with The Vitamin Shoppe through an exclusive release of a new pineapple flavor in stores and on vitaminshoppe.com.

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.