The clean-energy drink brand projects sales will double year-over-year as it adds beverage vets from Red Bull, Suja and Coca-Cola
Lucky Energy is powering up.
The fast-rising energy drink brand has closed an oversubscribed $25 million Series B round to fuel national expansion amid surging demand for zero-sugar, zero-calorie drinks with functional ingredients.
The round was led by Paine Schwartz Partners, with participation from North Fifth Services, Sequel Holdings, Joyance Partners and others.
Two Paine Schwartz operating directors, Suja Life founder James Brennan of Enlightened Brand Ventures and Bob DeBorde of Suja Life and Promix Nutrition, have joined the board, which includes longtime member Dan Ginsberg, former CEO of Red Bull North America.
Founded by beverage entrepreneur Richard Laver, Lucky Energy’s name isn’t just branding. Laver is the youngest survivor of Delta Flight 191, the 1985 crash that killed his father, tennis coach Ian Laver, and 136 others. He was just 12 years old at the time.
The experience shaped the brand’s purpose-driven, performance-focused ethos and has built a loyal following around its five-ingredient formula.
Each 16-ounce can contains a blend of caffeine, maca, beta-alanine, ginseng and taurine.
Next month, Lucky Energy will roll out to Walmart, Sheetz and Cumberland Farms stores nationwide. Sales are projected to double year-over-year, the brand said.
“Every now and again, a brand has an incredible story to tell,” Brennan said. “We, at Paine Schwartz Partners, think Richard’s and the story behind Lucky is one of the greatest of all time.”
The energy drink company plans to use the new capital to expand retail distribution, strengthen partnerships and marketing efforts and build its team.
“To now partner with James, along with DeBorde, whose experience as senior vice president of U.S. sales and operations at Coca-Cola and CEO of Suja brings unmatched expertise, is a full-circle moment and an incredible honor,” Laver said. “Lucky Energy is one of the fastest-growing beverage brands in America, and we’re just getting started. We’re building a modern energy powerhouse, and our ambition is as bold as the people who drink Lucky.”
Lucky Energy has also tapped Boston Celtics guard and reigning Sixth Man of the Year Payton Pritchard for its “Payton Isn’t Lucky. He’s Relentless.” campaign.
A Boston-focused rollout will launch this spring with out-of-home ads, retail activations and an in-store appearance as the brand deepens its East Coast presence.
Investor energy is buzzing across the category. This year alone, U.K.-based Neutonic, a nootropic drink founded by fitness influencer James Smith and Modern Wisdom host Chris Williamson, raised $3.7 million to scale its brain-boosting beverage line. Clean energy drink brand Gorgie raised $24.5 million in a Series A and Celsius finalized its $1.8 billion acquisition of Alani Nu, expanding its foothold in the functional beverage space. In 2026, Liquid Death will enter the space with its first zero-sugar sparkling energy line.
On the other end of the spectrum, calming drinks are cashing in, too.
U.K.-based Trip just raised $40 million from Coefficient Capital and celebrity backers including Joe Jonas, Alessandra Ambrosio and Ashley Graham, pushing its valuation past $300 million. The adaptogen-infused sparkling beverage brand, which has forged a partnership with mindfulness app Calm, is part of a parallel movement in functional drinks that is focused less on stimulation and more on relaxation.
