As it continues to seek ways to amplify the messaging for its brand and specifically its line of CBD-infused natural energy drinks, Atlanta-based Kill Cliff has aligned itself with one of the country’s most popular voices: podcasting’s $100 million man, Joe Rogan.
The beverage company today revealed “The Flaming Joe,” a new spicy pineapple-flavored SKU in its CBD-infused energy line developed in collaboration with Rogan, best known as the host of The Joe Rogan Experience. The flavor features 25 mg of CBD (from 125 mg of hemp extract) per 12 oz. can, plus B-vitamins, electrolytes, plant extracts and no sugar or artificial flavors.
After a year in which the business has grown by over 300%, according to president John Timar, the launch of Flaming Joe is intended to help Kill Cliff carry its momentum into the new year. Much of that increase has been fueled by the brand’s four-SKU CBD-infused recovery drink line, which debuted in 2019 and has been primarily sold via its website. There, the company claims a repurchase rate of over 50% and a 30% overlap of customers from its other non-infused energy drinks. By those indicators, Kill Cliff’s commitment to “pure authenticity” in its approach, as noted by chief brand officer John Brenkus, who said its roots in military culture seems to be attracting a growing audience.
In aligning with Rogan, Kill Cliff has a partner that speaks directly to that audience. Rogan has enjoyed a long career as a stand-up comic, TV host (Fear Factor) and live commentator for the mixed martial arts league Ultimate Fighting Championship (UFC). But his fame and influence has soared in recent years thanks to the success of The Joe Rogan Experience. True to its title, the show explores a wide range of topics and ideas from Rogan’s perspective through discussions and celebrity interviews, guided by a host willing to wade into controversial topics. This week, streaming music giant Spotify — which paid over $100 million for exclusive licensing rights to The Joe Rogan Experience in May — announced the show was its most popular podcast of 2020, despite debuting on Sept. 1.
Kill Cliff’s association with Rogan began informally; according to Timar, Rogan, a vocal health and fitness enthusiast and CBD advocate himself, Rogan had been consuming the brand’s products “for years.” After establishing an informal relationship, the brand pitched Rogan on a potential collaboration and began exchanging ideas on flavor and packaging. In both areas, the final result takes a unique approach, from the sweet-spicy balance of the flavor to the psychedelic vibes on the label design.
“(Joe is) an edgy guy, he’s a creative guy,” Timar said. “Anything we put around the product will be that.”
But beyond the product itself, Kill Cliff is proceeding carefully with regards to its association with Rogan. Although his name and likeness is featured on the package, Timar said the podcasting star will not be splashed across print media or outdoor signage to promote the product. Having started the relationship organically, the two parties will seek to continue on that path; Kill Cliff has permission to reuse public domain content created by Rogan, who has over 11 million followers on Instagram, and over 5 million followers on both Facebook and Twitter.
“We are very conscious and very gracious of the relationship we have with Joe. He organically loves our products,” said Timar. “We don’t want to diminish his brand in any way, even inadvertently.”
The initial success of Kill Cliff CBD has “opened up conversations with big distributors,” Timar noted, and the aim is for The Flaming Joe to further drive that expansion. When COVID-19 hit earlier this year, he said, the disruption in operations for some CBD product distributors caused larger customers to seek out other options, such as Kill Cliff. As a result, the company gained more customers this year than in the past three years combined, Timar said, and aligned with large DSD distributors to grow its on-shelf retail presence.
Though 2021 will see the launch of innovations across all three product lines, Timar indicated that CBD will continue to be an area of particular interest and investment.
“We’ve created a lot of distance between ourselves and the next competitors in CBD,” he said. “It would be foolish not to create more distance (between us).”