Ghost (company)

Last updated
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)
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.

Contents

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]

History

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]

Products

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

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]

Ghost Nutritional Products

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

Partnerships

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

E-sports Organisations

American College and National Basketball

Product Collaborations

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

Event Collaborations and Partnerships

References

  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. 1 2 3 4 5 6 7 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. 1 2 "Keurig Dr Pepper to Acquire Ghost Beverages". www.convenience.org. 2024-10-25. Retrieved 2024-11-20.
  5. 1 2 3 4 5 6 7 8 9 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. 1 2 3 4 5 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. 1 2 Arthur, Rachel (2024-10-24). "Keurig Dr Pepper to acquire energy drink business GHOST". beveragedaily.com. Retrieved 2024-11-20.
  13. 1 2 "Keurig Dr Pepper raises its bets on energy drinks with $990 million deal for Ghost". CNBC . 2024-10-24. Retrieved 2024-11-20.
  14. 1 2 3 4 5 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. 1 2 3 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. 1 2 3 4 Zakrzewski, Julia (2024-07-27). "Are Ghost Energy Drinks Bad for You? Expert Analysis". HealthNews. Retrieved 2024-11-20.
  23. 1 2 Leigh, Wendy (2024-02-29). "How Much Caffeine Is In Ghost Energy Drinks?". Tasting Table. Retrieved 2024-11-19.
  24. 1 2 Sherman, Asia (2024-02-07). "Ghost launches hydration beverage with full disclosure and zero caffeine". nutraingredients-usa.com. Retrieved 2024-11-19.
  25. 1 2 Gaitan, Gisselle (2023-06-06). "Ghost celebrates 7th birthday with limited-edition energy drink flavors". Drug Store News. Retrieved 2024-11-19.
  26. 1 2 Kanesa, D (2022-09-16). "Festival Energy Sponsors". TrendHunter.com. Retrieved 2024-11-19.
  27. 1 2 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. 1 2 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.