Rowdy Energy Hits the Gas with C-Store Retailers
Backed by new innovation, Rowdy Energy is looking to hit the gas with C-store retailers this summer.
The two-year-old brand, co-founded by NASCAR star Kyle Busch and ex-Suja founder Jeff Church, is shoring up its presence in the Midwest and South with a slate of new retail placements, according to an email from the company. Four flavors from Rowdy’s core line — Strawberry Lemonade, Blue Raspberry, Peach Mango and Cherry Limeade — entered a variety of new stores this month, including:
- Hucks locations in Illinois, Indiana and Tennessee
- Newcomb locations in Kentucky and Tennessee
- Global locations in Massachusetts, Rhode Island, Connecticut and Vermont
- Minute Mart locations in Arizona
Later this month, the brand will also be launching three SKUs — Strawberry Lemonade, Peach Mango and Cherry Limeade — at Winn Dixie stores in Alabama, Florida, Georgia, Louisiana and Mississippi. Meanwhile, five flavors — Strawberry Lemonade, Blue Raspberry, Peach Mango, Cherry, Chiseled Ice and Grape — will enter all WEIS stores across New Jersey and Pennsylvania by the end of July.
Elsewhere, Rowdy’s recently launched Power Burn line — available in available 12 oz cans in Watermelon, Pineapple Passionfruit, Pink Lemonade and Mango Dragonfruit — is now available at all Lifetime Fitness locations nationwide.
In an email, Church said Rowdy is focusing its resources on supporting merchandising, shopper marketing and in-store execution. The brand’s success thus far has come mainly in c-store coolers, and on ambient shelves next to other better-for-you drinks in grocery and other outlets. After doing $11 million in revenue, Rowdy is set to hit the $20 million mark this year, and has no plans to follow competitors Red Bull and Monster in raising prices.
“Our strategy from the beginning has been to be at price parity with the top players,” said Church. “Historically, the better-for-you products were price prohibitive, so we knew that if we could get close to the top players, we would be able to tip the scale in our favor. Now that they have taken pricing, we are in a more advantageous position, and we plan to stay there to drive momentum for the brand and to help democratize better-for-you/functional energy options.”
That process includes product innovation: Church said “disruptive” shots and powdered sticks are in the works for 2024. But the immediate focus will be building the core line and Power Burn, of which last year the brand spent “considerable funds” on clinical studies to support its functional claims. More “creative flavors” are set to come with that line, while the entire core line will be revamped to include zero sugar. A new website is in the works as well.
BIOLYTE Continues Retail Expansion with Dierbergs Markets
Hydration beverage BIOLYTE announced its continued expansion with the addition of 25 Dierbergs Markets locations across the St. Louis area as the brand pushed further into the sports drink category.
The retail growth comes amidst a period of rapid expansion for BIOLYTE. The brand has entered the sports drink set in select Publix stores throughout the Southeast, as well as several hundred additional QuikTrip and RaceTrac locations earlier this year.
“Debuting in Dierbergs – all 25 of them – is another key moment for BIOLYTE’s growth,” said Jason Miller, BIOLYTE VP of sales, in a press release. “As we work to integrate BIOLYTE into more daily lives and routines across the country, expanding into the St. Louis area and being readily available at a market like Deierbergs helps us introduce ourselves to a new audience and build our customer base.”
Founded in 2017, the Atlanta-based brand claims to provide the same amount of electrolytes as IV rehydration therapy, containing around 6.5x the amount of electrolytes as leading sports drink brands with one-third of the sugar.
GoodSport Makes Retail Debut in Wisconsin
Illinois-based sports drink maker GoodSport announced it will be making its retail debut this summer at Festival Foods and other retailers across Wisconsin.
Largely developed at the Center for Dairy Research at University of Wisconsin-Madison, GoodSport harnesses naturally occurring electrolytes and carbohydrates through an ultrafiltration process that enables the brand to rescue and upcycle its key ingredient, ultra-filtered deproteinized milk (milk permeate), while contributing to the sustainability efforts of the dairy industry.
“Having spent my career in hydration and exercise performance research, I’ve known milk has the ingredients to provide superior hydration, but never before has anyone found a way to transform milk into an extremely effective and refreshing sports drink,” said Dr. Bob Murray, former director of Gatorade Sports Science Institute, who helped oversee GoodSport’s formulation. “It’s exciting to be part of a team that’s bringing something entirely new with superior hydration to the sports drink category.”
Available in four flavors – Fruit Punch, Wild Berry, Lemon Lime and Citrus – contains three times the electrolytes and 33% less sugar than traditional sports drinks, the brand claims. In addition to Wisconsin retailers, GoodSport’s 16.9 oz. bottles can be found online through the brand’s website and Amazon.
Icelandic Glacial Adds 32 New Accounts Across the U.S.
Icelandic Glacial continues to gain traction across on-premise, convenience and grocery channels, this time picking up 32 new accounts, comprised of over 3,000 doors nationwide. The new gains bring the brand’s total retail count to over 56,000.
The new doors include Albertsons/Safeway (Portland, Denver, Southwest), Balducci’s, Kings, Acme Fresh Market, Vons Pavilions and Shaws in addition to gains within QuikTrip & Circle K stores. As well, Icelandic Glacial signed agreements with Areas to service 12 additional airports and the Atrium group with over 87 luxury hotels.
“We are thrilled to introduce the Purest Tasting Water on Earth to many new households and consumers across the country,” said Jon Olafsson, co-founder and chairman of Icelandic Glacial, in a press release. “Our exceptionally pure, sustainably sourced Icelandic Glacial water will help drive the premium water category in these new accounts.”
Icelandic Glacial’s water will be offered in 500ml single units and 1000 single units at these new locations, as well as in 6-packs at select retailers.
Machu Picchu Energy Lands in Central Market, Teams Up with NAF Partners
Machu Picchu Energy has landed its energy drinks in all 10 Central Market locations throughout Texas. The news comes on the heels of Machu Picchu’s expansion through Amazon and Gopuff.
Founded in 2021, the Florida-based brand officially launched its organic beverages and seltzers at Natural Products Expo West in March 2022. Available in four flavors – Classic, Pineapple Mango, Zero-Sugar Pineapple Blueberry and Zero-Sugar Ginger Peach – Machu Picchu’s Elevate 120 series is the brand’s take on the classic energy drink with 120mg caffeine per 12 oz. can. Its Refresh 40 Series is a line of low-energy seltzers with 40mg caffeine and 15 calories per 12 oz. can.
As a testament to its “Feel Good and Do Good” ethos, Machu Picchu Energy also announced its new partnership with NAF, a national network of education, business and community leaders working together to ensure high school students are college and career ready.
“Machu Picchu Energy is committed to helping children have a more promising future. In 2021, we developed BevLaunch, a hands-on simulator that empowers students to become socially conscious entrepreneurs,” said Daniel Scharff, CEO of Machu Picchu, in a press release. “Our pilot program in Miami featured highly engaged student teams developing unique drinks, social missions and marketing strategies, building up to a final investor pitch.”
Marquis Partners with Erewhon
Marquis brought its full line of tri-blend caffeinated yerba mate beverages to all seven Erewhon locations across Southern California.
“At Erewhon, we take pride in providing a great selection of tasty, health-driven products that prioritize innovation and have a compelling story to tell,” said Erewhon CEO, Tony Antoci, in a press release. “As the demand for yerba mate and better-for-you beverages continue to climb, we are thrilled to offer our shoppers a unique beverage, like Marquis, that aligns perfectly with our ethos of believing nutrition is the key to a radiant lifestyle.”
Available in four varieties – newly-launched Lychee Peach, Super Berry, Citrus Yuzu and Mango Ginger – each 12 oz. can packs 100mg of caffeine. The single cans will retail for $2.99 each at Erewhon stores.
United Sodas of America Rolls Out at Sprouts Nationwide
In conjunction with Sprouts’ 20th anniversary celebration, United Sodas of America is rolling out eight of its 12 flavors in all 378 Sprouts Market locations. The launch comes after an initial 50 store test at select Sprouts stores in California.
“We are proud to be partnering with Sprouts and extremely grateful for the support shown to United Sodas by every member of the Sprouts team from the executive suite to store level,” said Alex Fisher, Head of Revenue at United Sodas, in a press release. “Shopper reaction to the United Sodas brand has been truly exciting. Our strategy has been to partner with leading natural grocery, food service, corporate accounts, and direct-to-consumer platforms.”
Launched in 2020, United Sodas of America produces a lineup of 12 soda flavors, including Lemon Verbena, Toasted Coconut, Extra Peach and Orange Nectarine. Each 12 oz. can contains 30 calories and features a blend of organic cane sugar, organic stevia and organic erythritol.
As well, United Sodas recently launched a $3 million seed financing round to scale the brand both nationally and internationally. According to the release, the brand will use the capital “to establish bi-coastal manufacturing operations, add key sales personnel, and continue to fuel United Sodas award-winning marketing.”
More Notable Distribution News:
- Women-owned AAPI small business TWRL Milk Tea has landed in Costco stores with its plant-based Taiwan-Style Black Milk Tea. The new addition expands the brand’s presence in Southern California.
- Talking Rain Beverage Company’s essential hydration line, Talking Rain AQA, is now available on Amazon. The news comes on the heels of the brand’s relaunch of AQA last September. Talking Rain AQA is available for $13.77 per 12-pack of 20 oz. bottles.
- California-based energy drink brand RIOT Energy is now available in Costco stores in Los Angeles and Hawaii, the brand announced in a LinkedIn post. Costco’s 12-pack of RIOT will feature six 16 oz. cans of Citrus and six cans of Mango for $19.99.
- Better Booch is now available at 180 Hyvee Grocery locations nationwide. With this new expansion, Better Booch now has distribution across every state in the U.S. except for Alaska, according to a LinkedIn post.
- Protein shake and powder maker OWYN launched its new 15-pack cases at BJ’s Wholesale Club nationwide. Additionally, the brand rolled out its 20g protein shakes in 4-pack cartons in Market Basket stores across New England.
- The Alkaline Water Company this week announced that over 6,000 stores of a “Fortune 200 national discount retailer” will soon carry its Alkaline88 1-liter.