After spending over a decade helping build Rockstar into one of the energy category’s cornerstone brands, Daytrip president Joey Cannata is aiming to replicate that success within the context of CBD drinks.
This month, the San Francisco-based brand, which launched last September with a line of CBD infused sparkling water, is rolling out its first line extension, Daytrip Go. Available in two flavors, Rippin’ Raspberry and Orange Joyride, each combines 15 mg of broad spectrum hemp CBD and 185 mg of natural caffeine (sourced from green tea and guarana) per 12 oz. can. The product is available now for $4.99 per can at retailers in New York, New Jersey, California, Oregon, Michigan and Washington, as well as online at wearedaytrip.com in 12-packs ($59.99).
The inspiration for Daytrip Go came from witnessing customers ordering CBD as a coffee add-on in a Brooklyn cafe, Cannata said, after which he turned to Daytrip’s R&D team to explore developing an energy drink. Using 15 mg of CBD, compared to 10 mg in Daytrip’s sparkling water line, helps curb caffeine crashes, he said, while the drink also ticks the boxes for no sugar (it’s sweetened with allulose) and natural caffeine (sourced from green tea and guarana).
While CBD has carved out space of its own within ready-to-drink beverages, its movement into energy products has also reflected a change in that category. According to Cannata, it’s exemplified by the rise of broadly functional brand platforms, such as Bang and Celsius, which offer a variety of different benefits and experiences across their portfolios. Of those, the former has launched its own hemp-infused energy drink, Stoked, while brands like Kill Cliff, O2 and LifeAID have also introduced CBD beverages tied to athletic performance and recovery. On the other side of the caffeine spectrum, coffee brands like Soul Grind and Good Day have released CBD-infused cold brews.
“The energy category has turned into such a functional assortment now, which is what consumers want,” said Cannata. “That wasn’t really what energy was all about years ago with Red Bull, Rockstar and Monster, which focused on B Vitamins, taurine and caffeine. Now the consumer wants less sugar for the most part and a lot more functionality, and I think there is a space for these types of (CBD-infused) products to go with functional energy products out there today.”
As the set continues to develop, CBD energy drinks have yet to find a natural place on-shelf; Cannata said that, depending on the account, his preference is to see Daytrip’s line merchandised with energy drinks. But the brand is also exploring further potential innovations such as CBD gummies and non-infused versions of its drinks, the latter of which, he noted, offers a path to keep expanding even as federal reform efforts via the FDA have slowed as the pandemic response takes priority in Washington.
While the company’s e-commerce sales have soared 900%, Cannata added, it is also beginning to see positive trends with regards to sales and foot traffic in brick-and-mortar stores. And with Bang’s recent distribution pact with PepsiCo, that brand’s former distribution partners, including many Anheuser-Busch InBev affiliates, may present Daytrip with an opportunity to grow its DSD network, which currently includes Big Geyser.
“These are some great wholesalers who have lost Monster and now Bang,” he said. “There’s a lot of unhappy wholesalers out there looking for good products to fill that pipeline.”