Is BUM Energy the Next Energy Drinks Market Breakout Brand?

Can BUM Energy successfully make the move from “supplement store” niche product to the energy drink market’s next breakout superstar? Admittedly, while dubbing BUM Energy a “supplement store niche product” is probably unfair…it speaks to how the energy drink was launched as a collaboration between six-time Mr. Olympia Chris Bumstead (CBUM) and his fellow co-owners in the sports nutrition brand RAW Nutrition. And few supplement brands (especially in the last handful of years) have captured the zeitgeist of the fitness and lifestyle community quite like RAW Nutrition (and BUM Energy). Moreover, everyone has likely heard this “broken record” (by now), which expresses my long-held belief (proven correct) that the best and brightest sports nutrition brands could compete against any large CPG incumbent when it comes to functional food and beverage. So, if anything…I’d consider it a somewhat “badge of honor” earned within this journey navigating the rapidly evolving beverage landscape. But then, it’s important to establish my definition of a “breakout star” within the approximately $27 billion U.S. energy drinks market…which is currently growing somewhere between the low- to mid-teens percentage YoY range. But when referring to a “breakout star,” I’m talking about (1) being among the “top 15” energy drink brands based on last 52-week retail sales data, (2) growing at least five times the categorical average, and (lastly) not being partially/wholly owned by one of the Big 3 nonalcoholic beverage giants. But in my latest first principles thinking content piece, I'll explore various strategic reasons why I believe BUM Energy is currently positioning itself as one of the most credible challenger energy drink brands. Likewise, why this upcoming “Year 3” will be its most important…especially if BUM Energy wants to become the energy drink market’s next breakout superstar.