US EditionAnheuser-Busch taps UFC’s Dana White for a new energy drink
- Anheuser-Busch is launching Phorm Energy, a non-alcoholic caffeinated drink, nationwide on Wednesday as its newest product in partnership with Dana White.
- This launch follows several years of declining beer sales, which fell over 1% in 2024, prompting Big Beer to seek alternatives such as energy drinks.
- Anheuser-Busch aims to expand in the $24 billion energy drink market, following less successful prior ventures like Hiball and Ghost, while rivals like Molson Coors thrive with brands like Zoa.
- The partnership includes 1st Phorm, whose cofounder Andy Frisella made offensive podcast comments, but CEO Sal Frisella condemned them, stating they do not represent the company, with no reported blowback from wholesalers.
- Phorm Energy's launch further solidifies Anheuser-Busch's move beyond beer into energy drinks, leveraging Dana White's UFC popularity and social media reach to attract new consumers.
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Anheuser-Busch and UFC’s Dana White roll out a new energy drink
Anheuser-Busch is launching a new energy drink. The beer giant is teaming up with UFC CEO Dana White for the debut. Bud Light became the official beer of UFC two years ago. As beer sales remain flat (or worse), Anheuser-Busch is branching out. The company has teamed up with Dana White, CEO of Ultimate Fighting Championship, to release Phorm Energy, a new line of non-alcoholic energy drinks. This is the first product in the beer giant’s previousl…
·New York, United States
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