Dive Brief:
- C4 is launching a beer-inspired energy drink without the alcohol.
- The new offering, All Hopped Up, mimics the taste of a light beer with a splash of orange, according to a press release. Instead of a buzz, the drink provides an energy boost with 200 milligrams of caffeine, or roughly two cups of coffee, plus added vitamin B12.
- Nutrabolt-owned C4 is making a simultaneous play for the nonalcoholic beer and energy markets with the new offering. It could also tap into health and wellness trends, with C4 marketing itself as a performance beverage for athletes.
Dive Insight:
As consumers moderate their alcohol intake, nonalcoholic beers have experienced increased interest and sales. As the category matures, beverages catering to a wellness niche, such as hop water, have also benefited. C4 is positioned to compete in the latter category.
All Hopped Up will be available on TikTok Shop and Amazon beginning Wednesday, and it will be available on C4’s e-commerce site on Sept. 30. A six-pack of 16-ounce cans sells for $14.99.
As new entrants continue to come into the energy drink market, C4 has looked to stand out with various flavor innovations and functional attributes. Earlier this year, C4 launched a sparkling alternative to traditional protein shakes as parent company Nutrabolt looks to get back to its roots as a health and wellness company.
