Anheuser-Busch and 1st Phorm, a sports nutrition and supplements company, announced plans to form a new partnership aimed at driving innovation in the energy drinks and related beverage segments, according to a press release.
Brendan Whitworth, CEO of Anheuser-Busch, stated, “Building on our commitment to consistently deliver quality and innovation, Anheuser-Busch is excited to partner with 1st Phorm, a company and brand that shares our vision and passion for creating products that meet the evolving needs of consumers. This brings together two American manufacturers with proud St. Louis roots and complementary expertise.”
The partnership’s first energy product is expected to hit the market by summer 2025 and will be distributed by Anheuser-Busch’s network of wholesaler partners, said the company. The collaboration also involves “sports and entertainment mogul Dana White,” well-known for building prominent brands in the fitness and combat sports industries, Anheuser-Busch added.
“1st Phorm brings over 20 years of category experience and deep relationships in the sports nutrition industry and fitness community,” said Sal Frisella, CEO of 1st Phorm. “By combining our strengths with Anheuser-Busch’s experience in beverage innovation and scale, we look forward to creating a new wave of energy and other beverages.”
In other recent energy drink news, Celsius, Zoa Energy and Red Bull all kicked off 2025 with new products and flavors. Celsius launched its first 2025 flavor, sparkling strawberry passionfruit, while Zoa Energy “is taking two fan favorite flavors with limited footprints national: its wildly popular mango splash and green apple.”
Red Bull Energy Drink, meanwhile, unveiled Red Bull Zero in the U.S., featuring monk fruit extract, other sweeteners, and zero sugar for what the brand calls a “distinct and exciting taste.”