ZOA Energy has been an exciting story and brand to watch over the years, coming to market back at the beginning of 2021 with two variants, one with sugar and one without. Since then, the energy drink from The Rock has changed many things, including its branding, it moved exclusively to sugar-free offerings, and it even jumped into the supplement world with a pre-workout drink and powder. The latest news from the team is something that should have a noticeable impact on its ambitions and success.
Molson Coors Beverage Company has acquired a majority stake in ZOA Energy, the well-known energy drink brand co-founded by Dwayne “The Rock” Johnson, in a $53 million deal. The move allows Molson Coors to take full control of ZOA’s marketing, retail, and direct-to-consumer sales and development. The acquisition comes after a period of developments, including new packaging, a whole new look and feel, and, of course, the fun and creative marketing campaign Big Dwayne Energy, driven by The Rock himself.
The deal aligns with Molson Coors’ goal of expanding its non-alcoholic beverage portfolio and participating in more situations and lifestyles. According to the company’s announcement, ZOA Energy has shown promising performance, with strong initial success, repeat purchase rates of 50%, and the ability to attract entirely new consumers to energy drinks. The brand has also established a strong e-commerce presence, ranking in the top ten on Amazon, all of which sounds like it’ll get a boost up under Molson Coors.
