Anheuser-Busch and 1st Phorm, a sports nutrition and supplements company, are partnering to launch innovations in the growing energy drink and related beverage segments. Their first energy drink is expected to be available by this summer and will be distributed by Anheuser-Busch’s network of wholesaler partners.
The partnership also includes Dana White, CEO of Ultimate Fighting Championship (UFC).
“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.” Brendan Whitworth, CEO of Anheuser-Busch, said. “This brings together two American manufacturers with proud St. Louis roots and complementary expertise.”
St. Louis-based 1st Phorm is a sports nutrition brand that sells protein powder, energy drinks, creatine powders, workout apparel and more.
“1st Phorm brings over 20 years of category experience and deep relationships in the sports nutrition industry and fitness community. 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,” Sal Frisella, CEO of 1st Phorm, said.
St. Louis-based Anheuser-Busch has brewed beers for more than 165 years. Its portfolio of beverages includes Michelob Ultra, Cutwater Spirits, Stella Artois, Budweiser and Bud Light.
Anheuser-Busch isn't the only brewer getting in the energy drink game. Chicago-based Molson Coors in November announced it was taking a majority ownership stake in ZOA, the energy drink brand co-founded by Dwayne “The Rock” Johnson.
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