Before the super-creatine lawsuits, the distribution divorce from PepsiCo, and the Orange Bang arbitration forced BANG into bankruptcy and created a free-for-all battle for share, the early years of the fitness energy category were really a BANG/Monster throwdown, with REIGN carrying the shield for Monster in both stores and the courts.

Recall that in many ways BANG’s early marketing to retailers and consumers was as a Monster alternative, and VPX founder Jack Owoc has long been the Monster’s chief antagonist. As REIGN rolled out in 2019, Owoc filed an ultimately unsuccessful lawsuit to kill the product, claiming it was a BANG knockoff. 

Even as BANG’s fortunes have waned, however, REIGN hasn’t exactly ruled: as of March 17, according to data from Circana, REIGN’s trailing 52 week total was at about $450 million, about half of BANG’s $980 million for the same period. As BANG declines, its share has instead gone to Celsius ($883 million), C4 ($375M), Alani Nu ($355M), and Ghost ($335M) – each of which have grown in triple digits this year. Up about 2% this year, REIGN might win the battle against free-falling BANG, but now it’s fighting a multifront war with all manner of high caffeine, zero-calorie workout fuels.

Still, there’s a big category to fight over here, and REIGN can dig into the deep pockets of its parent company. The strategy? Dominate fitness competitions. Hence REIGN’s announcement yesterday that it’s the official energy drink of torture-the-competitor obstacle bruisers Spartan Race and Tough Mudder. For the past five years, REIGN’s also literally been part of the event at the SBD World’s Strongest Man competition, with behemoths schlepping a 432-lb. REIGN Shield for distance.

Last month Mitchell Hooper of Canada (who carried that shield more than 65 meters) won the race and the overall WSM title. But like the battle for shelf space, the shield race wasn’t without controversy, either: Ukraine’s Pavlo Kordiyaka lost nearly 20 meters due to a technical rules violation. We wonder if Owoc is prepping a protest.

Whether it’s traditional staples of roasted turkey, buttered mash & pumpkin pie or more trendy options like fried turkey, cranberry bourbon sauce & jalapeno chili mash, flavor is the key element. A new holiday flavors guide from the flavor experts delivers tasty inspiration for the holiday season. Learn more

M&A Aftermath of Note:​ Anheuser-Busch InBev is dropping energy seltzer line Hiball six years after its 2017 purchase of the brand from entrepreneur Todd Berardi. Industry publication Beer Business Daily reported that the move was announced yesterday to Bud distributors via a letter from AB brass, who are also cutting off social-media centric Babe wine. Berardi, his wife Alissa Warnock, and their partner Dan Craytor built the brand up over more than a decade before selling out to AB, with Berardi moving on soon after the sale over a variety of disagreements on brand and sales direction. ABI is deeper in energy now via investments in both Super Coffee and GHOST, while Berardi has a new energy play, sparkling water Ardor, which uses both caffeine and l-theanine.

With luxury tequila driving growth for spirits, the beverage innovators behind Fuze, NOS, BodyArmor and Core, are looking to further their presence in agave spirits. Ferron Salniker talked to Casa Azul CEO Bryan Crowley about how the tequila soda and new tequila line from Lance Collins is betting on celebrity partners, organic agave, and a brand that centers modern Mexican luxury. The company debuted its tequila soda last year after the Summer season, and is gearing up to make a splash for Spring resets. Backed by a multi-million dollar campaign featuring actor and investor Eiza González, Casa Azul is gearing up to go against the seemingly unending wave of celebrity-backed premium tequilas.

There’s having “experience,” and then there’s Silvia Santiago, Don Q’s venerable maestra ronera who is celebrating her 50th year at the best-selling Puerto Rican rum label. We tapped into some of that extensive track record to hear her thoughts on the ways trends influence her release strategy, what’s changed for women in rum, and how to address misconceptions about the spirit. Upgrading the spirit’s reputation, according to Santiago, means responding to younger generations, putting the producers front-and-center, and constantly innovating. 

In this new spirits gallery, Sugarlands Distilling Co. teams up with nonprofit Folds of Honor to launch a Sour Blue Raspberry flavor, BHAKTA Spirits pays homage to civil rights activist Mahatma Gandhi and Glendalough unveils a fresh new look for its Irish gins. Explore the full gallery. 

It’s hard to say when exactly a startup brand has “made it,” but getting on the menu at an event hosted by POTUS certainly suggests its mainstream appeal is real. On LinkedIn yesterday, Sandro Roco, founder and CEO of Asian-inspired sparkling water brand Sanzo, shared a photo from an event at the White House this week with four cans of Sanzo on display, with former President Barack Obama’s official portrait in clear focus in the background. In his post, Roco said a friend sent him the photo on Wednesday night, so it may have been taken during the White House’s reception to celebrate AANHPI Heritage Month that day. Roco himself appeared to be surprised by the cameo: “Needless to say, could not have imagined in my wildest dreams that Sanzo would be served at The White House.”

Moving from cosmetics and pet care to coffee may seem like a stranger thing to do, but Millie Bobby Brown is making the jump. The actress and model's new Florence by Mills coffee line stretches across 11 SKUs, including coffee beans, concentrates, brew bags and flavored syrups , which are now available to order online. Brown stated that coffee has served not only as a pick me up during filming but also a “moment away from all the chaos that allows me to be present again.” Coffee has proven particularly popular with celebrity entrepreneurs as of late: see ventures from Snoop Dogg (Indo), Emma Chamberlain (Chamberlain Coffee), Hugh Jackman (Laughing Man) and Chris Olsen (Flight Fuel), to name just a few.

Emerging energy players C4 and GHOST both announced high adrenaline marketing partnerships this week. Austin, Texas-based C4 has teamed up with the Austin Football Club for the second annual edition of its Austin FC Energy Experience sweepstakes, offering consumers a chance to win a VIP experience and tour at the soccer team’s Q2 Stadium. Top players Daniel Pereira and Nick Limaand will participate in the promotion, which will select 50 winners.

As well, sports nutrition brand GHOST announced a new multi-year partnership with music festival and live events company Insomniac. The deal will kick off with brand activations at Insomniac’s Electric Daisy Carnival dance music festival in Las Vegas this month, where consumers will be able to purchase exclusive themed cans of GHOST Energy.

With summer finally revving up across the country, this week’s NPG is all about cans, as brands from across categories – sparkling water (Waterloo, DASH), CBD (Vybes) and functional drinks (Wet Hydration) – showcase new and in some cases first-time products in the convenience-oriented format. Not a can fan? Fear not: we’ve got the latest shot from GNGR Labs, plus HOIST in military pouches.