One clear message from Circana’s latest Pacesetters report, published in June, is that Americans need more energy to get through the day than ever before. The report, which highlights the most successful product launches of the past year, featured three energy/sport drink products in the top-10 this year. That means that nearly one third of the most successful US product launches last year were energy drinks. The combined sales of these brands totalled $615.1 million – 40% of the top-10 brand’s total sales. In 2022 the combined sales of the sports and energy drinks in the top-10 were just $380.5 million and accounted for 32% of the total sales. 

Achieving stand-out in such a crowded market is of course difficult, but that doesn’t stop brands like Ancient Drinks from trying. With marketing that is anything but conventional, the brand offers drinks that are said to originate from the Roman Empire and Ancient Persia by combining water, apple cider vinegar and maple syrup with roots, herbs, spices, fruits and probiotics. The brand claims to deliver “the elixirs of our ancestors”, promoting its products for energy, gut health, immunity and hydration.

Founded in 2022 by Josh Rogers, who came from a background in brand building consultancy, Ancient Drinks’ key aim is to offer a healthier alternative to “pollutively plastic-packaged ‘Sports Drink’ sugar bombs.” The drinks are available on Amazon only at the moment, with the brand saying it will be in retailers “soon”.