CHICAGO -- Four months after retiring from the largest convenience-store chain in the United States, Jesus Delgado-Jenkins has taken a role leading a fledgling energy-drink brand.
Delgado-Jenkins is the former executive vice president and chief merchandising officer of Irving, Texas-based 7-Eleven Inc. and president of its 7-Ventures LLC investment arm. He announced his retirement from the retailer in June to spend more time with his family.
This past week, he was back in familiar territory, walking the NACS Show floor, but this time as the CEO of Outlaw Energy, which confirmed Delgado-Jenkins' new post at its show booth.
"I was looking for a growing category where I could improve the product, disrupt the category and play a significant role in continuing to propel its growth," Delgado-Jenkins told BevNet.com. "I found that in Outlaw.”
Chicago-based Outlaw Energy is a brand that was created by beverage-industry veterans Doug Weekes and Lance Collins in 2016, according to the brand's website.
Recently repackaged, the drinks are enhanced with electrolytes and are available in five flavors: Fruit Punch, Passion Fruit, Peach Mango, Fresh Zero and Passion Fruit Zero. The brand is phasing out its Original flavor and will roll out Peach Mango Zero in December.
The brand positions itself as a disruptor to the category by "offering a proprietary blend of clean energy ingredients with more electrolytes than leading sports drinks, all while delivering less than half the carbs and sugar of leading [energy-drink] brands."
Photograph courtesy of Outlaw Energy
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.