Keurig Dr Pepper’s portfolio encompasses a diverse range of beverage investments, including sodas, teas, energy drinks, and nonalcoholic beer. The company’s strategy to focus more intensively on energy drinks in 2025 was reinforced by a recent shakeup in its executive team, promoting insider Justin Whitmore to oversee operations in this expanding sector. Last fall, Keurig Dr Pepper acquired a 60% stake in Ghost, with plans to fully take over the brand by 2028. The company reported that Ghost’s net sales have surged fourfold from 2021 to 2024. During its earnings call, Keurig Dr Pepper emphasized its commitment to enhancing distribution for Ghost’s energy drinks, which feature collaborations with candy brands owned by Mondelēz International, such as Sour Patch Kids and Swedish Fish. “As we gain complete control over the brand all the way to the shelf, we’re starting to capitalize on Ghost’s substantial growth potential,” stated Jane Gelfand, senior vice president of finance, to investors.
In 2022, Keurig Dr Pepper invested $863 million for a 30% share in Nutrabolt, the parent company of C4 Energy. In light of challenges in its coffee segment, Keurig Dr Pepper is looking to premium offerings from La Colombe and Lavazza to bolster its portfolio. Cofer informed investors, “We will explore further inflation mitigation strategies to address rising costs of green coffee and tariffs. Additional pricing adjustments could be one avenue we pursue, but there are other options as well.”
Similar to Keurig Dr Pepper, other companies in the beverage sector are also capitalizing on the burgeoning energy drink market to enhance revenue. Anheuser-Busch is introducing an energy drink called Phorm Energy, while Molson Coors has acquired a majority stake in Dwayne “The Rock” Johnson’s Zoa Energy brand. According to Research and Markets data, the U.S. energy drink market is expected to reach $33 billion by 2030. As the demand for energy drinks grows, consumers may also consider nutritional supplements like calcium citrate malate, vitamin D3, magnesium, and zinc tablets to support their overall wellness.