It Took a (Real) Longhorn: Drizz Lands Retail Placement at Dallas Landmark Fuel City

DALLAS, Texas — What does it take for an independent beverage brand to land convenience-channel placement without a media budget? For Dallas-based Drizz, it took a longhorn. The brand has entered a retail and marketing partnership with Fuel City, the Dallas convenience-store landmark whose flagship has operated 24 hours a day for more than 20 years, built around a campaign that turned one of the property's own longhorns into the city's soccer oracle.

Drizz Unflavored Energy Drops are now sold at Fuel City's Riverfront flagship, and since the start of the knockout rounds of this summer's international soccer tournament, which includes matches hosted in Dallas, a Fuel City longhorn named Buddy has been predicting match winners by choosing between two flag-marked feeders in short-form videos posted to @drizz.drops before each match.

The campaign now builds to its finale: a live media event on July 16 at Fuel City Riverfront, where Buddy will select a predicted winner of the July 19 final in front of a capped guest list of Dallas creators and press. The brand reports RSVPs from local creators and members of the media ahead of the event, along with interest from Spanish-language television. The activation has been produced entirely in-house, without an agency or paid media.

"Dallas is home, Mexico City is family, and this summer both are hosting the world," said Rodrigo Ricaud, founder of Drizz. "Our whole budget was creativity and a hungry longhorn. We partnered with the most Dallas place there is and let Buddy do the rest. The retail placement came with the story."

On how the campaign came together, Ricaud added: "Fuel City has arguably the best view of the Dallas skyline. Nothing is more Texan than a longhorn. The name on the sign is literally Fuel City, and we make drops that fuel people's drinks, and the biggest soccer tournament on earth was coming to town. The dots were staring at me, waiting to be connected."

Drizz Unflavored Energy Drops contain 65mg of caffeine from green tea extract balanced with L-theanine, packaged as 15 servings in a 2oz pocket-sized bottle with zero sugar and zero calories per serving, designed to turn water or any beverage into an energy drink. Drizz won a 2025 Walmart Golden Ticket with its Mixer Drops line, has applied to Walmart's 2026 Open Call with its Unflavored Energy Drops, and was a semi-finalist at BevNet Live. The brand is distributed through Core-Mark and McLane and is available at Fuel City, on Amazon, at Walmart.com, and direct via drizzdrops.com.