- In February 2025, Celsius Holdings announced its acquisition of Alani Nu, a female-focused health and wellness drinks brand, for USD 1.8 billion in cash and stock. This strategic move aims to enhance Celsius's appeal to female consumers, a demographic underrepresented by larger energy drink brands
- In January 2025, Anheuser-Busch announced a partnership with 1st Phorm, a sports nutrition company, to launch a new energy drink. This collaboration aims to combine Anheuser-Busch's distribution capabilities with 1st Phorm's expertise in fitness-focused products.
- In early 2025, Jolt Cola, the highly caffeinated soda from the 1980s, is set to return to stores with over double its original caffeine content. Relaunched by sports supplement brand Redcon1, the soda will now contain 200 milligrams of caffeine per 16-ounce can, compared to its original 72 milligrams
- In May 2025, Monster Beverage reported its first-quarter results, highlighting a gross profit as a percentage of net sales improving to 56.5% and an operating income increase of 5.1%. These results reflect the company's continued growth and profitability in the competitive energy drinks market
