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Key Takeaways:
- Phorm Energy is a new zero-sugar energy drink from Anheuser-Busch and 1st Phorm, aimed at everyday athletes and high-performers.
- The campaign is backed by Dana White and highlights grit, discipline, and community.
- The drink is now available online and in retail, in four flavors packed with green tea caffeine and electrolytes.
There’s a new challenger in the energy drink arena, and it’s coming straight out of St. Louis.
Anheuser-Busch and fitness brand 1st Phorm have teamed up to launch "Phorm Energy."
It's a zero-sugar, no-artificial-flavors energy drink aimed at consumers who “do the work.”
The drink hit shelves this week, backed by a campaign that celebrates grit, hustle, and everyday resilience.
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Phorm Energy is the first product from the recently announced three-way partnership between Anheuser-Busch, 1st Phorm, and UFC President Dana White.
“With the launch of Phorm Energy, we’re bringing together two American companies based in St. Louis and Dana White — all united by a powerful commitment to brand-building, quality, innovation and meeting the evolving needs of consumers," Anheuser-Busch CEO Brendan Whitworth shared.
All three are betting big on the growing energy category, with each staking their claims on a product grounded in shared values and regional pride.
Four Flavors, One Focus
Available in 16-ounce single cans, Phorm Energy comes in four bold flavor combos:
- Screamin’ Freedom (blueberry, cherry, citrus)
- Blue Blitz (blue raspberry and cotton candy)
- Orange Fury (candied orange and soda)
- Grape Smash (grape candy meets grape soda)
Each can contains natural caffeine from green tea extract, electrolytes for hydration, and ingredients aimed at boosting mental focus that don't come with the sugar crash.
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Phorm Energy is now available online and will soon be rolling out in stores nationwide.
The brand’s launch campaign is built around the tagline “We Do the Work," spotlighting people who work hard at the gym, on their jobs, and in life.
It's straightforward messaging that gets the brand's point across.
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The packaging is just as no-nonsense as the message.
The product design is bold, with vibrant colors and a no-BS aesthetic that fits right into gym bags and work trucks alike.
The move also lets Anheuser-Busch, traditionally a beer powerhouse, expand its presence in the non-alcoholic beverage space.
It does this with a performance-first product that doesn’t stray far from the company's distribution strengths.
Our Take: Will Phorm Take the Industry by Storm?
What stands out to me is how this campaign keeps branding simple but strong.
No overproduced anthem film or celebrity-packed spot was needed, just a clear call to action for high performers and grinders.
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And I'm sure this message is something that its target audience could well resonate with.
Overall, the launch of Phorm Energy is a smart example of how visual identity in tandem with product design can carry a brand launch without needing to say too much.
White has been busy lately. He just recently signed a landmark deal with Meta to transform UFC entertainment with AR and VR tech.
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