Anheuser-Busch is teaming up with 1st Phorm, a sports nutrition and supplements company and UFC CEO Dana White to enter the energy drink market.
The first energy product is slated to launch this summer, targeting a market where consumers—especially Gen Z—are increasingly choosing non-alcoholic beverages and have a strong thirst for energy drinks.
“Building on our commitment to consistently deliver quality and innovation, Anheuser-Busch is excited to partner with 1st Phorm, a company and brand that shares our vision and passion for creating products that meet the evolving needs of consumers,” Anheuser-Busch CEO Brendan Whitworth said. “This brings together two American manufacturers with proud St. Louis roots and complementary expertise.”
While energy drinks are certainly a key focus, 1st Phorm CEO Sal Frisella indicated that additional offerings will also be developed.
“1st Phorm brings over 20 years of category experience and deep relationships in the sports nutrition industry and fitness community,” 1st Phorm CEO Sal Frisella said. “By combining our strengths with Anheuser-Busch’s experience in beverage innovation and scale, we look forward to creating a new wave of energy and other beverages.”
Anheuser-Busch’s move follows that of Molson Coors, which recently acquired a majority stake in ZOA—a “better-for-you” energy drink brand co-founded by Dwayne “The Rock” Johnson.
Molson Coors’ chief commercial officer, Michelle St. Jacques, emphasized that the non-alcoholic space is key in broadening the beer company’s portfolio.
“We’ve built a strong foundation with ZOA over the past three years and we see a ton of opportunity for this brand to achieve its next stage of growth and scale,” St. Jacques added.
In recent months, C4 owner Nutrabolt unveiled its new Frost collection, a line of zero-sugar and synthetic dye-free drinks, appealing to health-conscious consumers while Celsius acquired Charlotte, North Carolina-based Big Beverages Contract Manufacturing. The energy drink giant said the $75 million deal will enhance its supply chain control, accelerate innovation cycles and improve production flexibility while also supporting future expansion opportunities.
