AB InBev forms energy-drinks “partnership” with 1st Phorm

Anheuser-Busch InBev is making a play in the US energy-drinks category through a tie-up with sports-nutrition and supplements group 1st Phorm.

The companies will work together to launch an energy-drinks brand in the middle of this year, with the beverage being distributed by the Bud Light maker’s wholesale partners in the US.

The collaboration is “aimed at fueling new innovations within the rapidly growing energy drinks and related beverage segments”, according to AB InBev’s US arm Anheuser-Busch.

The partnership will be based in St Louis, where 1st Phorm and Anheuser-Busch’s flagship brewery are based.

US businessman and Ultimate Fighting Championship CEO Dana White will also be working with both businesses to develop the new energy drinks brand.

Brendan Whitworth, CEO of Anheuser-Busch, said: “Building on our commitment to consistently deliver quality and innovation, Anheuser-Busch is excited to partner with 1st Phorm, a company and brand that shares our vision and passion for creating products that meet the evolving needs of consumers.

In a note last week, TD Securities analyst Robert Moskow said the initial brand would be known as Phorm Energy and would be sugar-free.

Anheuser Busch declined to confirm these details when asked by Just Drinks.

Sal Frisella, CEO of 1st Phorm, said: “1st Phorm brings over 20 years of category experience and deep relationships in the sports nutrition industry and fitness community. By combining our strengths with Anheuser-Busch’s experience in beverage innovation and scale, we look forward to creating a new wave of energy and other beverages.

“This brings together two American manufacturers with proud St. Louis roots and complementary expertise.”

Just Drinks