Rowdy Energy

Rowdy Energy is a drink industry business based out of Del Mar, California that specializes in energy drinks. The business is co-owned by two-time NASCAR Cup Series champion and one-time NASCAR Xfinity Series champion, Kyle Busch.[1]

Rowdy Energy
TypePrivate
IndustryDrink industry
FoundedJanuary 30, 2019 (2019-01-30) in Del Mar, California, U.S.
FoundersKyle Busch
Jeff Church
Headquarters
San Diego, California
,
U.S.
ProductsEnergy drink
OwnersKyle Busch
Jeff Church
ParentRowdy Beverage, Inc
Websitewww.rowdyenergy.com

History
Kyle Busch before a race in 2020

Energy drinks have long played a role in NASCAR sponsorship beginning with Red Bull Racing Team, from 2006–2011.[2] Other companies eventually began sponsoring drivers such as Monster Energy's sponsorship of Kyle Busch and Kurt Busch,[3] Amp Energy's partnership with Dale Earnhardt Jr., and 5-hour Energy's sponsorship of Clint Bowyer, Erik Jones and Martin Truex Jr.. Some companies such as PepsiCo and NOS Energy made drinks especially for Jeff Gordon[4] and Kyle Busch.[5]

Beginning in the 2017 NASCAR season, Monster Energy became the Cup Series' title sponsor, which named the entire series Monster Energy NASCAR Cup Series and made them the official energy drink of NASCAR. This also prevented other energy drink competitors from entering sponsorship agreements in the top series.[6]

Being involved with energy drink companies and sponsorship, Kyle Busch decided to create his own brand of energy drink with beverage entrepreneur Jeff Church in 2019.[7]

About

Rowdy Energy is named after its founder Kyle Busch's nickname "Rowdy". It was launched in 2019 by both Busch and Jeff Church, who had co-founded Suja Juice in 2012. In an interview with Autoweek, Busch said he created the drink, "Just to have a healthier option for the fans, for myself."[8] According to the company's YouTube channel, the first run of drinks were produced in January 2020.[9]

Products

The drinks is available online in seven flavors, including five sugar free options that are Keto certified. The traditional drinks have 60 percent less sugar than other popular energy drink brands.[10]

The current flavors are:[11]

  • Cherry Limeade
  • Orange Citrus
  • Sour Green Apple (zero sugar)
  • Strawberry Lemonade (zero sugar)
  • Peach Mango (zero sugar)
  • Chiseled Ice (zero sugar)
  • Cotton Candy (zero sugar)

Sponsorship

The drinks can be seen during at-track interviews of Kyle Busch. It was first seen during Busch's 2020 24 Hours of Daytona performance when in the opening hour Busch was seen with a can of the Cherry Limeade flavor and wearing a Rowdy Energy branded hat.[12] The logo also appeared on Busch's 2020 Daytona 500 helmet and he was seen drinking one of the beverages following his exit from the race. Rowdy Energy is listed as an associate partner on KyleBusch.com.[13]

Outside of NASCAR, Rowdy Energy sponsored became a sponsor of Formula Drift driver Ken Gushi in late 2020.[14] The brand has also served as the naming rights for races such as the Southern Super Series' Rowdy Energy Twin 100s at Five Flags Speedway in July and sprint car racing's TRD KKBM Giveback Classic presented by Rowdy Energy in November.[15][16]

References
  1. Engle, Greg (2020-02-08). "NASCAR Champ Kyle Busch Develops Energy Drink for His 'Tom Brady Years'". Autoweek. Retrieved 2020-02-21.
  2. "Vickers Gets First Red Bull NASCAR Win and Kahne Has Final Flourish". Red Bull. Retrieved 2020-02-21.
  3. "Kurt Busch Is Ready For Daytona". www.monsterenergy.com. Retrieved 2020-02-21.
  4. "Jeff Gordon Energy Drink | #1728303159". Worthpoint. Retrieved 2020-02-21.
  5. "NOS Rowdy High Performance Energy Drink 16 Oz Cans - Pack of 24". taldepot.com. Retrieved 2020-02-21.
  6. Gluck, Jeff. "Monster Energy replaces Sprint as title sponsor for NASCAR's top series". USA TODAY. Retrieved 2020-02-21.
  7. "Our Story". Rowdy Energy. Retrieved 2020-02-21.
  8. Engle, Greg (2020-02-08). "NASCAR Champ Kyle Busch Develops Energy Drink for His 'Tom Brady Years'". Autoweek. Retrieved 2020-02-21.
  9. "Rowdy Energy Drink | The First Run". YouTube. January 18, 2020. Retrieved February 21, 2020.
  10. "Our Story". Rowdy Energy. Retrieved 2020-02-21.
  11. "Flavors". Rowdy Energy. Retrieved 2020-02-21.
  12. Christie, Toby (2020-01-25). "What is Rowdy Energy Drink? And How Can You Buy it?". TobyChristie.com. Retrieved 2020-02-21.
  13. Busch, Kyle. "Kyle Busch Official Site". www.kylebusch.com. Retrieved 2020-02-21.
  14. "Rowdy Energy to Sponsor Ken Gushi for Remainder of Formula Drive Pro Season". Speedway Digest. September 26, 2020. Retrieved December 29, 2020.
  15. Weaver, Matt (June 24, 2020). "Rowdy Energy Twin 100s Feature Big Payday in Pensacola". Short Track Scene. Retrieved December 29, 2020.
  16. Seelman, Jacob (November 3, 2020). "Coons Looking To Shine During KKM Classic". Sprint Car and Midget. Speed Sport. Retrieved December 29, 2020.
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