Anheuser-Busch InBev (A-B) has revealed its new energy drink line Phorm Energy, as the beer giant seeks to make its presence felt in a category that has become increasingly important, and unstable, to beer distributors in recent years.
Using the tagline “We do the Work,” Phorm Energy aims to deliver “energy, hydration and focus” through a zero-sugar, four-SKU line of 16 oz cans in four flavors: Screamin’ Freedom, Blue Blitz, Orange Fury and Grape Smash. Each can contains 200 mg of natural caffeine from green tea, plus nootropics.
The product – available now in stores for $2.99 and online in 12-packs for $32.99, starting June 2 – was born from A-B’s partnership with sports nutrition brand 1st Phorm and Ultimate Fighting Championship (UFC) CEO Dana White. The partnership was first announced in January.
“With the launch of Phorm Energy, we’re bringing together two American companies based in St. Louis and Dana White – all united by a powerful commitment to brand-building, quality, innovation and meeting the evolving needs of consumers,” said Brendan Whitworth, A-B North American CEO. “This partnership is strengthened by our complementary capabilities and expertise, but it’s also driven by the amazing people and cultures that make our companies special.”
Founded in 2009, 1st Phorm produces a variety of nutrition supplements and powder mixes, and previously marketed a line of zero sugar, functional RTD energy drinks available in six flavors.
Phorm Energy’s launch underscores A-B’s commitment to energy drinks, a valuable non-alcoholic category for three-tier beer distributors to carry on their trucks. Independent houses within A-B’s system have played a key role in building brands that have subsequently moved to major strategics, including Celsius, C4 and Ghost, the latter of which A-B was a minority investor prior to its $990 million acquisition by Keurig Dr Pepper (KDP) last October.
A-B chief sales officer Simon Wuestenberg praised 1st Phorm’s work in the fitness world and teased consumer excitement for the energy drink earlier this month during a discussion at the Beer Marketer’s Insights Spring Conference.
“They have a great organization, a great brand, great marketing skills with influencers, all those things,” he said. “And obviously, we’re really good at putting things in cans and making unbelievable liquids.”
As beer sales slide, A-B’s rivals have also worked to shore up their energy portfolios, with Molson Coors taking full control of Zoa last year.