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26 Jun 25 News & Analysis for the Beverage Industry SPECIAL EDITION Special edition: Energy drinks Energy drinks are booming. There’s the big powerhouse brands who remain as strong as ever: but watch out for the up-and-coming entrepreneurs who say they can challenge the status quo. But what do consumers really want when it comes to energy? Is it about natural ingredients, sustained energy, or lifestyle branding that goes well beyond the core energy proposition? We explore the category. SPONSORED MESSAGE Power Your Drink with Freemen Innovation Elevate your beverages with Freemen Nutra’s cutting-edge ingredients—natural sweeteners, energizing blends, and clean-label actives designed to power flavor, function, and innovation. Let’s create the next big drink together!... Click here Trendspotting in better-for-you energy Entrepreneurial brands are challenging the status quo and transforming the energy drink category..Read more How to build a beverage brand: Zoa Energy on the value of ‘intrapreneurship’ Zoa Energy, the better-for-you energy drink co-founded by Dwayne ‘The Rock’ Johnson and snapped up by Molson Coors last year, reveals its growth strategy..Read more From zero to hero: How Keurig Dr Pepper has sprung onto the energy drink scene Just three years ago, KDP’s share in energy was close to zero. In 2025, it expects more than $1bn in retail sales from energy brands: with its energy portfolio led by the hot acquisition of Ghost Energy...Read more Missions made possible with all-natural energy drinks Founder of caffeine-free energy drinks brand Mission Tea describes how a personal passion developed into a thriving brand backed by first-class athletes and industry giants.  ..Read more Hi*Ball capitalizes on clean energy drink boom Tilray Brands gives energy drink pioneer Hi*Ball a second life, amid clean label boon..Read more Alani Nu sets the path for future growth after passing $1bn milestone The better-for-you energy drink brand – which was acquired by Celsius earlier this year - has hit the billion dollar milestone. What’s next?..Read more Truce reached after Mondelēz haunts GHOST with lawsuit The snack giant accused the flavor collab kings of breach of contract. Now the two companies have come to an agreement, with GHOST eyeing “exciting new flavors”— sans Mondelēz...Read more Study: Liquid I.V.’s Hydration Multiplier outperforms water in key hydration markers Participants using Liquid I.V. exhibited extended hydration duration by retaining fluids for up to four hours, longer than those who drank water alone, says a new study...Read more Related Products & Suppliers SPONSORED MESSAGE Lifting Consumers Up With "Feel Good" Energy Not all caffeine is created equal. This Amazonian 'super leaf' is revolutionizing functional beverages thanks to its exceptional antioxidant and caffeine content that delivers a brighter and cognitively uplifting energy experience... Click here SPONSORED MESSAGE Lead the charge in hydration with ADM innovation Modern consumers expect more than just hydration from their beverages. They want functional benefits such as energy and digestive support, electrolytes, and more. Deliver on these demands with ADM innovation, technical ingenuity, and expertise... Click here SPONSORED MESSAGE Next-Level Beverage Ingredients by Freemen From clean sweeteners to powerful premixes, Freemen Nutra delivers everything you need to launch standout beverages. Energize, fortify, and innovate—your next hit drink starts here... Click here "Free Newsletters for Food, Beverage & Nutrition Choose from more than 20 industry newsletters" Sign Up To continue to recieve this newsletter in your inbox, please whitelist our newsletters. Unsubscribe | Privacy Policy | Contact the Editor | Advertise with us © William Reed Ltd 2024. All rights reserved. Registered Office: Broadfield Park, Crawley RH11 9RT Registered in England No. 2883992. VAT No. 644 3073 52. www.william-reed.com