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Ghost (company)

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GHOST Lifestyle LLC
IndustryFood and Beverage
Founded2016
Founder
  • Dan Lourenco
  • Ryan Hughes
Headquarters
Henderson, Nevada
,
USA
Key people
  • Dan Lourenco
  • Ryan Hughes
BrandsGHOST Lifestyle GHOST Beverages
OwnerKeurig Dr Pepper (2024)
Websitehttps://drinkghost.com/

GHOST Lifestyle LLC[1] is a consumer brand specialising in energy drinks,[2] nutritional supplements and apparel.[3][4] Located in Henderson, Nevada, USA,[5] the company was established in 2016 by Dan Lourenco and Ryan Hughes.[6][7] The brand emphasises fitness, lifestyle,[3] and nutritional support.

In 2024, GHOST became partially owned by Keurig Dr Pepper, which acquired a majority stake for over $1 billion.[8][9][10][11]

As over 2024, GHOST is reported to sell products in over 40 countires.[5][12]

History

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GHOST Lifestyle LLC was established in 2016 by co-founders Dan Lourenco and Ryan Hughes[13] as a lifestyle brand.[5][4] The company initially focused on developing nutritional supplements, including pre-workout and amino acid powders designed to support physical performance and hydration.[14] Lourenco, who previously worked for a supplement company, was inspired by this experence to start GHOST. Hughes, a former professional bodybuilder, and Lourenco, a former flight instructor with experience flying private charter planes, drew on their respective careers' demands for mental focus as a basis for their interest in fitness and nutrition.[5]

As an extension of the brand's offernings, GHOST Lifestyle launched GHOST ENERGY in 2020.[15][14] By 2022, the brand had achieved significant growth, securing distribution in over 50,000 locations, facilitated by a partnership with AB InBEV.[5][15][16]

In December 2023, CEO Dan Lourenco[17] announced GHOST'S plans to expand its market presence and product offerings to Australia and New Zealand. The company also introduced GHOST HYDRATION in January 2024, a bottled hydration product that marked its entry into the hydration beverage category.[5]

The brand is known for its transparency in listing all active ingredients and nutrition facts on its products, a practice consistent with the company's commitment to full disclosure.[5][18]

In October 2024, Keurig Dr Pepper announced that it had entered an agreement with GHOST to purchase a 60% stake in the business for US$990 million,[13][19] with a plan to acquire the remaining 40% shares in 2028 pending review of its financial performance.[20][15]

Products

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The GHOST product range is split into three main categories; drinks, nutritional products (including sports nutrition and dietary supplements), and merchandise.[3]

GHOST Energy Drinks

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Established through a partnership with Anheuser-Busch InBev in 2020,[5][7] GHOST ENERGY drinks are sugar-free caffeinated beverages aimed at enhancing energy and mental focus. Each 473 ml can contains 200 mg of caffeine[21][22] derived from natural sources, such as coffee beans.[23] Additional components include nootropic ingredients[3] like Taurine,[22] Alpha-GPC[22] and NeuroFactor™, as well as B vitamins.[22]

The GHOST ENERGY product line features a variety of flavors, including those inspired by collaborations with confectionery brands, such as Warheads®, and Swedish Fish®, Chips Ahoy!, Welch's, and Sour Patch Kids.[3][5][7][24] Flavours include Blue Raspberry,[7] Sour Green Apple,[7] Bubblicious Strawberry Splash,[25] Bubblicious Cotton Candy,[25] Orange Cream,[26][27] Sour Watermelon, Tropical Mange, and Cherry Limeade.[23]

Ghost Nutritional Products

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In addition to energy drinks, GHOST offers a range of nutritional supplements, including:

  • Protein Powders: GHOST produces whey protein blends containing digestive enzymes and available in several flavors, including options developed in partnership with other brands, such as CINNABON® and Oreo.[28]
  • Protein Cereal: In April 2024, GHOST launched its first protein cereal line with its Peanut Butter and Marshmallow flavours.[29]
  • Pre-Workout Supplements: Pre-workout powders were one of the first products launched by GHOST in 2016.[30] These products, such as GHOST LEGEND®,[31] are designed to improve physical performance and are available in multiple flavors.
  • Hydration Products: GHOST provides hydration supplements enriched with electrolytes (including magnesium, calcium, sodium, and potassium), offered in flavors like Lemon Crush and Kiwi Strawberry.[24] Its new GHOST Hydration products launched in January 2024.[32][33]

Partnerships

[edit]

GHOST has established several partnerships with sports teams and organisations to enhance its brand presence and engage with diverse audiences. Collaborations include:

Major League American Baseball (MLB) Teams

[edit]
  • Chicago Cubs: In May 2024, GHOST entered a multi-year partnership with the Chicago Cubs, becoming the "Official Energy Drink Partner" of the team and Wrigley Field. This collaboration includes product availability at concession stands and branded signage within the stadium.[34]
  • Philadelphia Phillies: Simultaneously, GHOST became the "Official & Exclusive Energy Drink" of the Philadelphia Phillies.[35][36][37] The partnership features product distribution at Citizens Bank Park and sponsorship of the "Strike Out the Stigma" initiative, promoting mental health awareness.[35][38]

E-sports Organisations

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  • FaZe Clan: In 2022, GHOST announced a multi-year partnership with FaZe Clan, a prominent esports organisation. This collaboration led to the creation of co-branded products, such as the "FAZE POP" flavor[3] and FaZe Up[39][40] for GHOST ENERGY and GHOST GAMER supplements.[3]

American College and National Basketball

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  • College Basketball Crown: In October 2024, GHOST became the first Founding Partner and the Official Energy Drink and Hydration Partner of the College Basketball Crown, a postseason tournament set to take place in Las Vegas from March 31 to April 6, 2025. This partnership includes providing hydration support to athletes and engaging fans through various activations.[41]
  • Phoenix Suns: A National Basketball Association (NBA) outfit signed GHOST as an official energy drink partner in 2023.[27][42]

Product Collaborations

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GHOST has also engaged in collaborations with well-known brands to develop unique product flavors:

  • Welch's: In July 2024, GHOST announced an authentic Welch's Grape flavor[14] for its energy drink, expanding its lineup of co-branded flavors.[12]

Event Collaborations and Partnerships

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  • Life if Beautiful Festival: GHOST is an official drink partner for the Life is Beautiful festival,[14] offering attendees various amenities including a lounge space, video game booths, and branded products.[26]
  • When We Were Young Festival: GHOST attended the WWWY Festival in 2024,[14] offering attendees exclusive flavoured drinks including GHOST Energy Sour Punk Lemonade and GHOST Hydration Kiwi Strawberry.[43]

References

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  1. ^ Hanacek, Andy (2024-10-24). "Keurig Dr Pepper Agrees to Buy 60% Stake in Ghost Energy for $990 Million". Food Processing. Retrieved 2024-11-20.
  2. ^ Creswell, Julie (2023-06-09). "Energy Drinks Are Surging. So Are Their Caffeine Levels". The New York Times. Retrieved 2024-11-19.
  3. ^ a b c d e f g Clan, FaZe. "GHOST® and FaZe Clan™ Launch Epic GHOST® ENERGY and GHOST® GAMER Flavor: FAZE POP™". www.prnewswire.com (Press release). Retrieved 2024-11-19.
  4. ^ a b "Keurig Dr Pepper to Acquire Ghost Beverages". www.convenience.org. 2024-10-25. Retrieved 2024-11-20.
  5. ^ a b c d e f g h i Johnson, Kevin (2024-10-08). "Who Owns GHOST Energy?". Business Strategy Hub. Retrieved 2024-11-20.
  6. ^ Cross, Greta. "Keurig Dr Pepper to purchase GHOST drink brand for nearly $1 billion". USA TODAY. Retrieved 2024-11-19.
  7. ^ a b c d e Alverson, Chloe (2023-03-20). "How GHOST ENERGY found success through transparency | Beverage Industry". www.bevindustry.com. Retrieved 2024-11-19.
  8. ^ Thomas, Lauren (2024-10-24). "Keurig Dr Pepper to Buy Energy-Drink Maker Ghost for Over $1 Billion". Wall Street Journal. Retrieved 2024-11-19.
  9. ^ Bacon, Auzinea (2024-10-24). "Keurig Dr Pepper will buy energy drink maker Ghost for more than $1 billion | CNN Business". CNN. Retrieved 2024-11-19.
  10. ^ Hammond, Hannah (2024-10-24). "Keurig Dr Pepper to Acquire Ghost Energy Drink for Nearly $1 Billion". CSP Daily News. Retrieved 2024-11-19.
  11. ^ Doering, Christopher (2024-10-24). "Keurig Dr Pepper to buy energy drink brand Ghost for more than $1B". Food Dive. Retrieved 2024-11-19.
  12. ^ a b Arthur, Rachel (2024-10-24). "Keurig Dr Pepper to acquire energy drink business GHOST". beveragedaily.com. Retrieved 2024-11-20.
  13. ^ a b "Keurig Dr Pepper raises its bets on energy drinks with $990 million deal for Ghost". CNBC. 2024-10-24. Retrieved 2024-11-20.
  14. ^ a b c d e Drewes, Emerson (2024-11-14). "How a Las Vegas-based company became an energy drink powerhouse". Las Vegas Review-Journal. Retrieved 2024-11-20.
  15. ^ a b c Guzmán, Andrea (2024-10-25). "Keurig Dr Pepper acquires energy drink company in $1B deal". Chron. Retrieved 2024-11-20.
  16. ^ "Keurig Buys Ghost Energy Drinks for More Than $1B". The Middle Market. Bloomberg. 2024-10-24. Retrieved 2024-11-20.
  17. ^ "Keurig Dr Pepper to Acquire Ghost Energy: Details and Analysis | Beverage-Digest". www.beverage-digest.com. 2024-10-28. Retrieved 2024-11-20.
  18. ^ "Keurig Dr Pepper Acquires Ghost Energy Drink". www.ceotodaymagazine.com. 2024-10-29. Retrieved 2024-11-20.
  19. ^ Nunes, Keith (2024-10-24). "Keurig Dr Pepper acquiring Ghost". Food Business News. Retrieved 2024-11-20.
  20. ^ Rajesh, Ananya Mariam (2024-10-24). "Keurig Dr Pepper raises its bets on energy drinks with $990 mln deal for Ghost". Reuters. Retrieved 2024-11-20.
  21. ^ Cottell, Pete (2024-08-08). "We Tried 30 Popular Energy Drinks. Here's How They Rank". Wired. ISSN 1059-1028. Retrieved 2024-11-20.
  22. ^ a b c d Zakrzewski, Julia (2024-07-27). "Are Ghost Energy Drinks Bad for You? Expert Analysis". HealthNews. Retrieved 2024-11-20.
  23. ^ a b Leigh, Wendy (2024-02-29). "How Much Caffeine Is In Ghost Energy Drinks?". Tasting Table. Retrieved 2024-11-19.
  24. ^ a b Sherman, Asia (2024-02-07). "Ghost launches hydration beverage with full disclosure and zero caffeine". nutraingredients-usa.com. Retrieved 2024-11-19.
  25. ^ a b Gaitan, Gisselle (2023-06-06). "Ghost celebrates 7th birthday with limited-edition energy drink flavors". Drug Store News. Retrieved 2024-11-19.
  26. ^ a b Kanesa, D (2022-09-16). "Festival Energy Sponsors". TrendHunter.com. Retrieved 2024-11-19.
  27. ^ a b Nambiar, Rahul (2023-11-22). "Phoenix Suns rope in GHOST® as official energy drink partner". SportsMint Media. Retrieved 2024-11-19.
  28. ^ GHOST (2024-06-28). "A Collab That Was Mint To Be! GHOST® Launches Limited-Edition OREO® "Mint" Whey Protein Powder". www.prnewswire.com. Retrieved 2024-11-19.
  29. ^ GHOST (2024-04-10). "GHOST® Elevates the Breakfast Game With Crave-Worthy High-Protein Cereal". www.prnewswire.com. Retrieved 2024-11-19.
  30. ^ Tenore, Haley (2023-12-27). "Energy drink CEO says he sleeps with the blinds open to wake up with the sun". Business Insider. Retrieved 2024-11-19.
  31. ^ GHOST (2024-07-18). "GHOST® Takes Workouts to New Heights With a Bigger & Better Version of GHOST Legend®". www.prnewswire.com. Retrieved 2024-11-19.
  32. ^ "Ghost Energy Joins Prime in Hip Hydration Race | Beverage-Digest". www.beverage-digest.com. 2024-01-31. Retrieved 2024-11-19.
  33. ^ "GHOST Releases First Licensed Ready-to-Drink Hydration Product". License Global. 2024-01-30. Retrieved 2024-11-19.
  34. ^ "Chicago Cubs and GHOST® ENERGY announce new multiyear partnership". MLB.com. 2024-05-03. Retrieved 2024-11-20.
  35. ^ a b Alexander, Timothy (2024-05-07). "Philadelphia Phillies Partner with GHOST® to Energize Fans and Promote Mental Health Awareness". MyChesCo. Retrieved 2024-11-19.
  36. ^ Pierce, Ashley (2024-05-08). "West Chester Native's Energy Drink Becomes Phillies' Official Beverage". VISTA.Today. Retrieved 2024-11-19.
  37. ^ Ned, Kalin (2024-06-06). "Baseball-Inspired Energy Drinks Partnerships". TrendHunter.com. Retrieved 2024-11-19.
  38. ^ "GHOST® rings the bell in new official & exclusive energy drink partnership with the Phillies, bringing its feel-good energy to Citizens Bank Park". MLB.com. 2024-05-02. Retrieved 2024-11-19.
  39. ^ Pryor, Matthew (2024-10-31). "Faze Clan x GHOST unveil new "FaZe Up" drink flavor". esports.gg. Retrieved 2024-11-19.
  40. ^ Fudge, James (2024-02-21). "FaZe Partners With GHOST For 'FAZE UP' Drink". The Esports Advocate. Retrieved 2024-11-20.
  41. ^ Pennington, Anne; Donnelly, Shannon; Kwasizur, Jillian (2024-10-02). "Ghost® Joins the Inaugural College Basketball Crown as First Founding Partner and Official Energy Drink and Hydration Partner". Business Wire. Retrieved 2024-11-20.
  42. ^ "GHOST ENERGY Named Official Energy Drink Partner of The Phoenix Suns". BevNET.com. 2023-11-21. Retrieved 2024-11-19.
  43. ^ "New Products: GHOST Goes Punk, Monster Energy Teams With French Montana". BevNET.com. 2024-10-18. Retrieved 2024-11-19.
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