Beer giant Anheuser-Busch InBev is taking another swing at Monster, Red Bull and other energy drinks. The brewer is poised to make a splash in the category as part of a new partnership with the sports nutrition and supplements company 1st Phorm and UFC mogul Dana White. The group’s first project is an energy drink launching this summer, distributed through the brewer’s wholesalers.
The as-yet-unnamed new product would presumably help to refill Anheuser Busch delivery trucks that are losing the energy drink Ghost to Keurig Dr Pepper distributors. KDP in October announced plans to acquire Ghost; AB InBev had been a joint venture partner to Ghost’s founders.