![]() | This article may contain an excessive amount of intricate detail that may interest only a particular audience.(January 2025) |
Industry | Food and Beverage |
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Founded | 2016 |
Founder |
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Headquarters | Henderson, Nevada , USA |
Key people |
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Brands | GHOST Lifestyle GHOST Beverages |
Owner | Keurig Dr Pepper (2024) |
Website | https://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 of 2024, GHOST is reported to sell products in over 40 countries. [5] [12]
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 experience 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]
The GHOST product range is split into three main categories; drinks, nutritional products (including sports nutrition and dietary supplements), and merchandise. [3]
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®, Swedish Fish®, Chips Ahoy!, Welch's, and Sour Patch Kids. [3] [5] [7] [24] Flavors include Blue Raspberry, [7] Sour Green Apple, [7] Bubblicious Strawberry Splash, [25] Bubblicious Cotton Candy, [25] Orange Cream, [26] [27] Sour Watermelon, Tropical Mango, and Cherry Limeade. [23]
In addition to energy drinks, GHOST offers a range of nutritional supplements, including:
GHOST has established several partnerships with sports teams and organisations to enhance its brand presence and engage with diverse audiences. Collaborations include:
GHOST has also engaged in collaborations with well-known brands to develop unique product flavors: