- In April 2024, PepsiCo India introduced Sting Blue Current, a limited-edition flavor of its Sting Energy drink, designed to electrify consumers with a refreshing new taste. The launch was accompanied by a quirky brand campaign, reinforcing Sting’s mantra of "Kamaal ka Current"—inviting consumers to experience its exhilarating energy firsthand. Available in 200 ml single-serve packs across India, Sting Blue Current continues the brand’s commitment to delivering bold flavors and high-energy experiences
- In April 2024, GURU Organic Energy Corp., Canada's leading organic energy drink brand, introduced Peach Mango Punch to the Canadian market, backed by a national marketing campaign. This refreshing drink is low in calories and packed with natural ingredients designed to boost focus and brain performance. It contains 140 mg of natural caffeine and is certified organic, free from sucralose and aspartame. The drink features L-theanine, monk fruit, and stevia, offering both health benefits and natural sweetness
- In February 2024, Red Bull GmbH unveiled its Summer Edition Curuba Elderflower, a refreshing energy drink blending curuba and elderflower flavors. Available in 250ml cans, this limited-time edition was launched in multiple formats, including sugar-free options, catering to diverse preferences. Red Bull's 'Editions' range played a key role in expanding its customer base by 50%, reflecting the growing demand for flavored energy drinks. To further meet consumer needs, the brand introduced an 8x250ml mixed sugar-free multipack, ensuring more variety for energy drink enthusiasts
- In January 2024, Celsius Holdings, Inc. expanded its presence into Canada, the UK, and Ireland, strengthening its global footprint. PepsiCo became the exclusive distributor in Canada, extending its 2022 U.S. agreement. Meanwhile, Suntory Beverage & Food Great Britain and Ireland was chosen as the exclusive sales and distribution partner for the UK, the Isle of Man, the Channel Islands, and the Republic of Ireland. This strategic move aims to bring Celsius energy drinks to a broader audience
- In July 2023, Monster Beverage Corporation completed its acquisition of Bang Energy, strengthening its foothold in the Asia-Pacific energy drink market. The deal, valued at approximately USD 362 million, included Bang Energy's beverage production facility in Phoenix, Arizona. This strategic move aims to expand Monster's consumer base in the region while integrating Bang Energy's distinct market positioning into its broader portfolio
