Overview

• Phorm Energy debuts May 28 in 16-ounce cans priced at $2.99 and offered in grape, orange, blue and Screamin’ Freedom flavors.
• The sugar-free formula uses green tea extract for natural caffeine and includes electrolytes without artificial flavors.
• The drink is the first product from a 2023 partnership linking Anheuser-Busch with UFC president Dana White and supplement maker 1st Phorm.
• Facing a more than 1% drop in beer sales in 2024, Anheuser-Busch is targeting a sector Mintel predicts will swell to $33 billion within five years.
• The launch follows earlier energy drink ventures by the brewer, including Hiball and a minority stake in Ghost, both of which ended without lasting success.