GHOST

From a distance, GHOST may not appear all that unique. Similar to fast-growing players like Bang, C4, ZOA and Celsius, the company has emerged as part of a new class of energy drinks that balance strong fitness credentials with a modern, lifestyle oriented approach to branding. But while those names have taken a splashy approach to marketing, GHOST’s massive growth thus far — nearly $188 million in sales this year — has come with hardly any traditional advertising, which only hints at the company’s scary potential and cements its status as a leader in the set. While its powdered products keep turning over, the brand’s flagship RTDs, now in around 60,000 doors nationwide, are poised to outperform its supplements business for the first time ever this year, thanks to the success of licensing deals with iconic candy brands including Sour Patch Kids and Warheads. Fueled by a fervent online following, deep roots in the gaming community, a robust apparel business and minority investment from Anheuser-Busch, GHOST has proved to be a potent vehicle for selling beverages, supplements and clothes alike.