Female-focused energy drink Gorgie welcomed influencer and “Dancing With the Stars” runner-up Alix Earle as a strategic investor today, bringing her 10 million-plus social media followers along.
The beverage brand has been courting influencers since it was launched by founder Michelle Cordeiro Grant in 2023. The line of 12 oz. drinks– with 150 mg of caffeine from green tea, B vitamins, L-Theanine and biotin in each can – has been built out in DSD with partners like New York’s Big Geyser, as well through wholesalers UNFI and KeHE. The brand is available in retailers such as Kroger, Albertsons, Sprouts, Erewhon, H-E-B and Whole Foods.
In Earle, the company has gained a high-profile ambassador with a track record of success in beverage, having previously worked with and invested in soda brand Poppi and ready-to-drink cocktail brand SipMargs.
Earle credited Gorgie for helping fuel her to a second-place finish on Season 34 of “Dancing With The Stars.”
“I’m so excited to partner with GORGIE,” said Earle in a statement. “I have been a consumer of the brand for years, but my time on ‘Dancing With The Stars’ really allowed me to stress-test the product. GORGIE didn’t just keep me awake – it sustained a demanding training schedule without the crash I’ve experienced from other energy drinks. I quickly realized that GORGIE is more than an energy drink;it’s a category disruptor, and I’m thrilled to work alongside Michelle to scale her vision for the brand.”
Grant praised Earle as “an ideal partner” thanks to her “authenticity, energy and dedication.”
“I’ve watched her evolve from a college student to a media mogul and fantastic representative of the next generation of business leaders,” said Grant. “We are just so thrilled to have her join our team, mission and journey in spreading energy with wellness to all. She has inspired all of America and our team with what she has accomplished thus far in her career and we know what is to come is just beyond our wildest dreams. Together, GORGIE will become the go-to energy drink for U.S.-consumers, and soon, the world.”
The announcement comes after Gorgie closed a $24.5 million funding round led by Notable Capital in April, bringing its lifetime funding total to $37 million. The fresh capital helped support the brand’s summer launch into 1,900 Target stores nationwide.
Earle’s investment comes as brands within the $125 billion energy drink market double down on expanding their reach with women, including Celsius’s acquisition of Alani Nu and the upcoming launch of Monster Energy’s FLRT line.