GHOST ENERGY Acquired by Dr Pepper for Approximately $1 Billion

The U.S. energy drink industry was shaken by a major announcement.

On October 24, it was revealed that GHOST ENERGY, a leading next-generation energy drink brand, will be acquired by Keurig Dr Pepper, the company behind Dr Pepper, for a total of approximately $1 billion.

The Keurig Dr Pepper official website now proudly features GHOST ENERGY among its family of brands, with vibrant product images celebrating the acquisition. Truly an American dream come true!

Founded in 2016, Acquired for $1 Billion in 2024 – A Journey of Less Than 8 Years

The GHOST brand started in 2016 as a supplement business launched by fitness influencers. Today, its most well-known division is the GHOST ENERGY series, the brand’s flagship energy drink line.

GHOST ENERGY is a zero-sugar fitness-oriented energy drink known for its collaborations with major brands to create unique flavors. The brand has gained a growing fanbase across the U.S. by releasing exclusive regional and festival collaboration products.

Check out our reviews if you’re new to GHOST ENERGY!

A Brand That Functions as an "Influencer Collective" – The Allure of the GHOST Family

The founders, who were IFBB PRO fitness influencers, built a brand that resonated with American youth through stylish and engaging social media promotions.

Having followed GHOST ENERGY since its launch, I’ve always admired their approach—not just promoting individual products, but elevating the brand’s overall appeal. Their ability to create excitement through their products and branding is a true reflection of the social media era.

Their video content, in particular, is exceptionally well-produced. Structured in a vlog format with seasons and episodes, the videos showcase the stunning GHOST headquarters in Chicago and follow the CEO, CMO, and key members as they travel across the U.S. for promotions. It’s a brilliant strategy that naturally turns viewers into fans. I’ve never seen an energy drink brand quite like this.

Over 4x Net Sales Growth in the Last 3 Years

GHOST ENERGY has been expanding its retail presence, with net sales growing more than fourfold in the past three years. In 2023, this store dedicated two full rows to GHOST ENERGY, surpassing Rockstar, which has been steadily losing shelf space.

While many fitness-oriented energy drinks remain confined to supplement stores, few brands have successfully expanded their footprint into mainstream convenience stores.

Personally, I’ve always loved the products they create. Among the many energy drink brands in the U.S., GHOST is undoubtedly one of my favorites.

Now, GHOST has been acquired by Keurig Dr Pepper for approximately $990 million, including GHOST Lifestyle and its core division, GHOST Beverages. The remaining 40% of the brand is set to be acquired in 2028, but GHOST will continue to be operated by its co-founders, which is reassuring for fans.

Keurig Dr Pepper Now Owns Two Fast-Growing Energy Drink Brands

Keurig Dr Pepper already owns Venom Energy and Xyience Energy, but these brands have a somewhat retro feel and have struggled to keep up with modern trends.

In addition to acquiring GHOST ENERGY, Keurig Dr Pepper also acquired C4 ENERGY in 2022. Both brands are rapidly growing and widely available in supermarkets and convenience stores.

C4 has been aggressively expanding its product lineup since 2023, launching a wave of unique new releases in 2024. Given this, GHOST ENERGY is also expected to continue delivering innovative products and exciting promotions under its new ownership.

Personally, I don’t see much risk of product quality declining under Keurig Dr Pepper’s ownership.

Keurig Dr Pepper has been prioritizing its energy drink portfolio, and with numerous emerging energy drink brands competing in the U.S. market, it wouldn’t be surprising to see more brands joining the Keurig Dr Pepper family in the future. The American energy drink scene is shaping up to be more exciting than ever.

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