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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
,
U.S.
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 specializing 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]

History

[edit]

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]

In late April 2025, GHOST was sued by Mondelēz International for allegedly breaching licensing agreements for co-branded products, including Swedish Fish and Sour Patch Kids energy drink flavors as well as supplement products.[21]

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[22][23] derived from natural sources, such as coffee beans.[24] Additional components include nootropic ingredients[3] like Taurine,[23] Alpha-GPC[23] and NeuroFactor, as well as B vitamins.[23]

The GHOST ENERGY product line features a variety of flavors, including those inspired by collaborations with confectionery brands, such as Bubblicious, Warheads and Welch's.[3][5][7][25] Flavors include Sour Green Apple,[7] Bubblicious Strawberry Splash,[26] Bubblicious Cotton Candy,[26] Orange Cream,[27][28] Sour Watermelon, Tropical Mango, and Cherry Limeade.[24] Formerly produced and now discontinued include products based on Swedish Fish, Chips Ahoy!, and Sour Patch Kids.[29]

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.[30]
  • Protein Cereal: In April 2024, GHOST launched its first protein cereal line with its Peanut Butter and Marshmallow flavours.[31]
  • Pre-Workout Supplements: Pre-workout powders were one of the first products launched by GHOST in 2016.[32] These products, such as GHOST LEGEND,[33] 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.[25] Its new GHOST Hydration products launched in January 2024.[34][35]

Partnerships

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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

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  • 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.[36]
  • Philadelphia Phillies: Simultaneously, GHOST became the "Official & Exclusive Energy Drink" of the Philadelphia Phillies.[37][38][39] The partnership features product distribution at Citizens Bank Park and sponsorship of the "Strike Out the Stigma" initiative, promoting mental health awareness.[37][40]

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[41][42] 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.[43]
  • Phoenix Suns: A National Basketball Association (NBA) outfit signed GHOST as an official energy drink partner in 2023.[28][44]

Product Collaborations

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GHOST has also engaged in collaborations with other 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 is 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.[27]
  • 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.[45]
  • Beyond Wonderland Chicago: GHOST is sponsoring the Beyond Wonderland Chicago 2026 which is about to happen on 6th and 7th of June 2026.

References

[edit]
  1. ↑ Hanacek, Andy (October 24, 2024). "Keurig Dr Pepper Agrees to Buy 60% Stake in Ghost Energy for $990 Million". Food Processing. Retrieved November 20, 2024.
  2. ↑ Creswell, Julie (June 9, 2023). "Energy Drinks Are Surging. So Are Their Caffeine Levels". The New York Times. Retrieved November 19, 2024.
  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 November 19, 2024.
  4. 1 2 "Keurig Dr Pepper to Acquire Ghost Beverages". www.convenience.org. October 25, 2024. Retrieved November 20, 2024.
  5. 1 2 3 4 5 6 7 8 9 Johnson, Kevin (October 8, 2024). "Who Owns GHOST Energy?". Business Strategy Hub. Retrieved November 20, 2024.
  6. ↑ Cross, Greta. "Keurig Dr Pepper to purchase GHOST drink brand for nearly $1 billion". USA TODAY. Retrieved November 19, 2024.
  7. 1 2 3 4 Alverson, Chloe (March 20, 2023). "How GHOST ENERGY found success through transparency | Beverage Industry". www.bevindustry.com. Retrieved November 19, 2024.
  8. ↑ Thomas, Lauren (October 24, 2024). "Keurig Dr Pepper to Buy Energy-Drink Maker Ghost for Over $1 Billion". Wall Street Journal. Retrieved November 19, 2024.
  9. ↑ Bacon, Auzinea (October 24, 2024). "Keurig Dr Pepper will buy energy drink maker Ghost for more than $1 billion | CNN Business". CNN. Retrieved November 19, 2024.
  10. ↑ Hammond, Hannah (October 24, 2024). "Keurig Dr Pepper to Acquire Ghost Energy Drink for Nearly $1 Billion". CSP Daily News. Retrieved November 19, 2024.
  11. ↑ Doering, Christopher (October 24, 2024). "Keurig Dr Pepper to buy energy drink brand Ghost for more than $1B". Food Dive. Retrieved November 19, 2024.
  12. 1 2 Arthur, Rachel (October 24, 2024). "Keurig Dr Pepper to acquire energy drink business GHOST". beveragedaily.com. Retrieved November 20, 2024.
  13. 1 2 "Keurig Dr Pepper raises its bets on energy drinks with $990 million deal for Ghost". CNBC. October 24, 2024. Retrieved November 20, 2024.
  14. 1 2 3 4 5 Drewes, Emerson (November 14, 2024). "How a Las Vegas-based company became an energy drink powerhouse". Las Vegas Review-Journal. Retrieved November 20, 2024.
  15. 1 2 3 Guzmán, Andrea (October 25, 2024). "Keurig Dr Pepper acquires energy drink company in $1B deal". Chron. Retrieved November 20, 2024.
  16. ↑ "Keurig Buys Ghost Energy Drinks for More Than $1B". The Middle Market. Bloomberg. October 24, 2024. Retrieved November 20, 2024.
  17. ↑ "Keurig Dr Pepper to Acquire Ghost Energy: Details and Analysis | Beverage-Digest". www.beverage-digest.com. October 28, 2024. Retrieved November 20, 2024.
  18. ↑ "Keurig Dr Pepper Acquires Ghost Energy Drink". www.ceotodaymagazine.com. October 29, 2024. Retrieved November 20, 2024.
  19. ↑ Nunes, Keith (October 24, 2024). "Keurig Dr Pepper acquiring Ghost". Food Business News. Retrieved November 20, 2024.
  20. ↑ Rajesh, Ananya Mariam (October 24, 2024). "Keurig Dr Pepper raises its bets on energy drinks with $990 mln deal for Ghost". Reuters. Retrieved November 20, 2024.
  21. ↑ Roberto, Mike. "Mondelez Terminates Ghost Contract: No More Sour Patch Kids, OREO, Chips Ahoy, or Nutter Butter Flavors". blog.priceplow.com. Retrieved May 2, 2025.
  22. ↑ Cottell, Pete (August 8, 2024). "We Tried 30 Popular Energy Drinks. Here's How They Rank". Wired. ISSN 1059-1028. Retrieved November 20, 2024.
  23. 1 2 3 4 Zakrzewski, Julia (July 27, 2024). "Are Ghost Energy Drinks Bad for You? Expert Analysis". HealthNews. Retrieved November 20, 2024.
  24. 1 2 Leigh, Wendy (February 29, 2024). "How Much Caffeine Is In Ghost Energy Drinks?". Tasting Table. Retrieved November 19, 2024.
  25. 1 2 Sherman, Asia (February 7, 2024). "Ghost launches hydration beverage with full disclosure and zero caffeine". nutraingredients-usa.com. Retrieved November 19, 2024.
  26. 1 2 Gaitan, Gisselle (June 6, 2023). "Ghost celebrates 7th birthday with limited-edition energy drink flavors". Drug Store News. Retrieved November 19, 2024.
  27. 1 2 Kanesa, D (September 16, 2022). "Festival Energy Sponsors". TrendHunter.com. Retrieved November 19, 2024.
  28. 1 2 Nambiar, Rahul (November 22, 2023). "Phoenix Suns rope in GHOST® as official energy drink partner". SportsMint Media. Retrieved November 19, 2024.
  29. ↑ "GHOST Is Discontinuing These Flavors Immediately | Sporked". April 30, 2025. Retrieved May 2, 2025.
  30. ↑ GHOST (June 28, 2024). "A Collab That Was Mint To Be! GHOST® Launches Limited-Edition OREO® "Mint" Whey Protein Powder". www.prnewswire.com. Retrieved November 19, 2024.
  31. ↑ GHOST (April 10, 2024). "GHOST® Elevates the Breakfast Game With Crave-Worthy High-Protein Cereal". www.prnewswire.com. Retrieved November 19, 2024.
  32. ↑ Tenore, Haley (December 27, 2023). "Energy drink CEO says he sleeps with the blinds open to wake up with the sun". Business Insider. Retrieved November 19, 2024.
  33. ↑ GHOST (July 18, 2024). "GHOST® Takes Workouts to New Heights With a Bigger & Better Version of GHOST Legend®". www.prnewswire.com. Retrieved November 19, 2024.
  34. ↑ "Ghost Energy Joins Prime in Hip Hydration Race | Beverage-Digest". www.beverage-digest.com. January 31, 2024. Retrieved November 19, 2024.
  35. ↑ "GHOST Releases First Licensed Ready-to-Drink Hydration Product". License Global. January 30, 2024. Retrieved November 19, 2024.
  36. ↑ "Chicago Cubs and GHOST® ENERGY announce new multiyear partnership". MLB.com. May 3, 2024. Retrieved November 20, 2024.
  37. 1 2 Alexander, Timothy (May 7, 2024). "Philadelphia Phillies Partner with GHOST® to Energize Fans and Promote Mental Health Awareness". MyChesCo. Retrieved November 19, 2024.
  38. ↑ Pierce, Ashley (May 8, 2024). "West Chester Native's Energy Drink Becomes Phillies' Official Beverage". VISTA.Today. Retrieved November 19, 2024.
  39. ↑ Ned, Kalin (June 6, 2024). "Baseball-Inspired Energy Drinks Partnerships". TrendHunter.com. Retrieved November 19, 2024.
  40. ↑ "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. May 2, 2024. Retrieved November 19, 2024.
  41. ↑ Pryor, Matthew (October 31, 2024). "Faze Clan x GHOST unveil new "FaZe Up" drink flavor". esports.gg. Retrieved November 19, 2024.
  42. ↑ Fudge, James (February 21, 2024). "FaZe Partners With GHOST For 'FAZE UP' Drink". The Esports Advocate. Retrieved November 20, 2024.
  43. ↑ Pennington, Anne; Donnelly, Shannon; Kwasizur, Jillian (October 2, 2024). "Ghost® Joins the Inaugural College Basketball Crown as First Founding Partner and Official Energy Drink and Hydration Partner". Business Wire. Retrieved November 20, 2024.
  44. ↑ "GHOST ENERGY Named Official Energy Drink Partner of The Phoenix Suns". BevNET.com. November 21, 2023. Retrieved November 19, 2024.
  45. ↑ "New Products: GHOST Goes Punk, Monster Energy Teams With French Montana". BevNET.com. October 18, 2024. Retrieved November 19, 2024.
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