Brand Owner Shares How He Built His Energy Drink Empire

2 Dec 2025 · 0 min

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Short monologue by a brand owner describing the company’s core product (the brand’s focus/energy morning ritual), its contribution to revenue (~80%), experiments into broader functional/taste-led beverages that may have been too broad, and an upcoming rebrand scheduled for January centered on the slogan “fuel for daily momentum.”

Questions this video answers

Approximately 80%.

In January.

“fuel for daily momentum.”

That's like our core product, probably 80% in revenue. We tried a few things this year and expanded into more like broader functional beverage or being like taste led all in one function for XYZ things. I think we've gone too broad with that. The core of the brand is like the focus and energy morning ritual brand. And we're doing this rebrand in January, which is all about fuel for daily momentum. That's like this slogan I came up with in the gym one day. I quite like that because that's where the brand started.