Matched against category giants like Red Bull and Monster, G FUEL has consistently sought to prove that its deep credibility and traction with the global gamer community can provide all the fuel needed to power its continued growth. And after producing the evidence to back that thesis, the Los Angeles-based brand is ready to move to the next level.
This morning the company announced new “significant growth equity” in the form of an eight-figure cash investment from Kingswood Capital Management and First Bev, the exact terms of which were not immediately released.
That deal also comes with new management: veteran CPG executive Bryan Crowley — whose track record includes stints leading Soylent, KeVita, Pabst Brewing, eco-water venture ZenWTR and, most recently, Lance Collins’ tequila company CASA AZUL — is joining as G FUEL’s chief executive.
G FUEL founder Clifford Morgan and President/COO Jack LoParco will be sticking around as “key members of the company’s leadership team,” according to a press release.
G FUEL was “built on a winning formula of quality product paired with hugely popular influencers and authentic content creators,” according to Crowley, lauding an approach that has borne fruit for digital-driven brands like PRIME and Chamberlain Coffee. The company’s existing portfolio offers a range of RTD and powdered products and holds licenses to integrate popular IPs — Lucasfilm, Disney, Activision, Capcom and Warner Bros., among many others — into their flavors and offerings.
Of course, Red Bull and Monster have previously sought to ingratiate themselves with the gaming community through promotions and packaging; on the emerging side, names like NERD Focus and Sly are working to gain a foothold with early adopters. For fast-rising GHOST, there’s a direct connection: the Anheuser Busch-backed brand landed a multi-year contract with esports team FaZe Clan, a longtime G FUEL partner, in May 2022.
Meanwhile, G Fuel is seeking to leverage that momentum to expand its platform: in August, the company launched its first snack product, G Fuel Protein Puffs.
For First Bev, aligning with G FUEL gives the group a firm foothold within energy drinks and a brand that brings with it a robust digital presence and strong social following.
“As we evaluated the opportunity, we were blown away by G FUEL’s incredible social following with over 5 million followers across their social channels,” said Andrew Kovach, Managing Director at Kingswood.