As beer sales remain flat (or worse), Anheuser-Busch is branching out.
The company has teamed up with Dana White, CEO of Ultimate Fighting Championship, to release Phorm Energy, a new line of non-alcoholic energy drinks. This is the first product in the beer giant’s previously announced partnership with White.
Phorm, releasing Wednesday, has zero sugar and is filled with electrolytes and caffeine, courtesy of green tea extract. It comes in four styles—grape, orange, blue and one called “screaming freedom,” which is a mix of blueberry, cherry, and citrus.
Rival Molson Coors, however, has seen success in the field, particularly with its ownership stake in Zoa, which was founded by actor Dwayne Johnson.
Anheuser Busch is working with Missouri-based 1st Phorm, a sports nutrition company, to create and market the drink, as well as White.
