A preliminary look at NACS State of the Industry data for 2025 shows that energy drinks are moving in a positive direction and holding their position as a driving force within the packaged beverage space.
Energy drinks consistently deliver excitement to c-store cooler doors with top brands and new entrants launching new flavors, formulations, ingredients and exclusive promotions. Here’s some of the latest new product launches in 2026:
- Anheuser-Busch released the fifth flavor in its Phorm Energy portfolio, the Silver Lightning flavor.
- Monster Energy introduced Monster Energy Strawberry Shot and launched Punk Punch exclusively at Circle K stores before its nationwide availability in April.
- Celsius released its Fizz-Free lineup for consumers who prefer bubble-free beverages.
- Bodyarmor launched a new caffeinated product, Flash I.V. Caffeine Zero Sugar.
For total pack beverage sales contribution, energy drinks and carbonated soft drinks typically duke it out for the top spot within the category. Preliminary sales data shows the two subcategories are once again neck-in-neck.
More Than a Caffeine Boost in a Can
When energy drinks were making headway in the c-store channel over two decades ago, customers gravitated to them for caffeine. Today, energy drinks are far more than a morning wake-up or afternoon pick-me-up. These products cater to the brand identity energy drink companies are building — everything from health and wellness to enhancing physical and mental performance.
Nappy Boy Drinks and its founder and CEO — rapper, singer and actor T-Pain — introduced Good Game energy shots to the convenience industry during the 2024 NACS Show. The brand, marketed through Acosta, originally rolled out the drinks to c-stores nationally in two flavors: Strawberry Surge and Orange Vanilla Vortex.
“We’re looking to introduce this to an audience that has never tried a shot or currently consumes shots and has been looking for something a little different or a little cleaner,” said Jason Tucker, president of Nappy Boy Dranks.
More brands are also launching better-for-you options with sugar-free, low-calorie and natural or plant-based ingredients, as well as ambitious flavor profiles.
So, what’s next for the category? NACS will share key industry metrics behind packaged beverages overall when Andrew Baill, senior category manager — fresh beverages at Wawa Inc., delivers the latest inside merchandise and foodservice benchmarks at the NACS State of the Industry Summit in April. See you there.