Group Created with Sketch.
Volume 26 No. 208
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Kyle Busch's Rowdy Energy Brand Borne Out Of Health Kick

Kyle Busch's Rowdy Energy brand "seemed to drop out of the sky with little fanfare or explanation" in January, but Busch since then has been "pushing the drink everywhere," according to Jeff Gluck of THE ATHLETIC. Busch ended last season still endorsing Monster Energy, but is now promoting Rowdy Energy on his "social media feeds, his clothing, at Super Bowl parties, in media appearances, in media photographs." Busch said of why he launched the brand, "I'm an energy drink drinker, and I want to drink something that I like to drink, that tastes good and that I feel is healthier for me than the shit that's out on the market. So I did it for me." Busch added, "I also did it for the consumer so they know there's another option out there that gives them a healthier choice than the shit they're currently drinking." Gluck notes as the 34-year-old Busch "began to see the clock ticking on his career," he started "following a stricter workout regimen and eating plan." In doing so, he became "frustrated with the current energy drink selections -- even though he was endorsing some of them." Busch then "linked up with Jeff Church -- the man who founded cold-pressed juice company Suja" and made it into a $100M company. Church "agreed to be Rowdy Energy's CEO and was able to produce a formula that relied only on natural ingredients, including its caffeine and sweeteners" (THEATHLETIC.com, 2/13).