Church said the brand has room within those partners to roughly double its existing store count of 25,000, and is backing up those efforts by spending “well above” the typical 10% to 20% range of revenue on marketing. Those gains will continue to come from broadline distributors, as Rowdy has sought to concentrate on proving out the concept at chains like 7-Eleven and Kwik Trip and CVS before seeking out DSD partners. Church noted that Busch’s high profile with racing fans and large following on social media helped Rowdy get off the ground, but now the company is looking to balance that ‘everyday’ proposition of its core line with the lifestyle and fitness appeal of Power Burn, which can play at supplement-focused channels like GNC and Vitamin Shoppe. Power Burn also represents an evolutionary step for the Rowdy brand. After surpassing $1 million in revenue in its first year, Rowdy did around $11 million last year and is set to hit the $20 million mark this year. core line, with both carrying a $2.99 suggested retail price. The brand is in discussions to bring on a celebrity ambassador to help build its awareness with women by next week, he added.Īlong with expanding its audience and occasion, Power Burn is expected to serve as Rowdy’s more premium-positioned entry relative to the 16 oz. Similar to how brands like Celsius and Alani Nu have successfully courted female consumers into the energy category over recent years, Church said Power Burn would also be primarily targeted towards women aged 25 to 45 with its smaller 12 oz. Power Burn is launching exclusively with 7-Eleven this month before launching online in the coming weeks.
The four-SKU line - available in Watermelon, Pineapple Passionfruit, Pink Lemonade and Mango Dragonfruit - swaps out the Allulose from the core formula in favor of green coffee bean extract, Guarana, L-Citrulline, L-Arginine and L-Glutamine. can (the drink itself contains 5 calories). Speaking with BevNET today, Rowdy CEO Jeff Church, who co-founded the brand with NASCAR star Kyle Busch in 2020, following Church’s departure from Suja Juice, said the brand invested in clinical trials in order to back up its claim that drinking Power Burn can help consumers burn 150 calories per 12 oz. With the release of its first line extension, Rowdy Power Burn, the brand is aiming to diversify both its consumer base and retail presence, while giving it a lifestyle focus. Within an energy drink category packed with competition, Rowdy Energy has managed to find a lane, offering an all-natural, better-for-you product with broadly appealing fruit flavors.
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