Anheuser-Busch, 1st Phorm launch energy drink partnership

Anheuser-Busch has partnered with St. Louis-based 1st Phorm to develop a new range of energy drinks, with an initial product expected to hit the market this summer. This collaboration also includes UFC CEO Dana White, signaling a strong push into the energy drink sector, which is currently dominated by brands like Monster and Red Bull. Anheuser-Busch aims to leverage 1st Phorm's extensive experience in sports nutrition to innovate within this $21 billion market as traditional beer sales decline. Brendan Whitworth, CEO of Anheuser-Busch, expressed excitement over the partnership, emphasizing shared values and expertise between the two companies. The partnership comes after Anheuser-Busch's previous ventures in the energy drink space, including the acquisition of Hiball. Additionally, 1st Phorm faced controversy last fall due to comments made by one of its founders about female police officers, which led to backlash and some severed ties with local organizations.