AB InBev plans energy drink with Dana White backing

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. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today White is the CEO of UFC, which is supported by AB InBev’s Bud Light brand. White played himself in last year’s Bud Light Super Bowl ad. White, along with 1st Phorm CEO Sal Frisella and AB InBev U.S. CEO Brendan Whitworth, announced the partnership during AB InBev’s annual SAMCOM (sales and marketing communications) meeting Wednesday in Florida, according to reports in beer trade publications Beer Marketer's Insights and Beer Business Daily. Like Ghost, 1st Phorm’s products, which include energy beverages, protein powders, vitamins and weight-loss products, are marketed to health and nutrition enthusiasts. 1st Phorm also has an apparel business. “1st Phorm brings over 20 years of category experience and deep relationships in the sports nutrition industry and fitness community,” Frisella said in a press release. “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.” 1st Phorm currently makes an energy drink that will be reformulated and rebranded for launch this summer, Beer Marketer’s Insights reported. At the SAMCOM meeting, Whitworth said the partnership would have the capability to chip away at a $16 billion industry led by Red Bull and Monster, Beer Marketer’s Insights reported. “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,” said Whitworth. “This brings together two American manufacturers with proud St. Louis roots and complementary expertise.”

AB InBev plans energy drink with Dana White backing

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