Recently, energy drink A SHOC Energy raised US$29 million in Series B financing. The company's latest round features MLB All-Stars Aaron Judge and Freddie Freeman, golfers Lexi Thompson and Brooks Koepka, NFL defensive lineman Chase Young, NASCAR driver Chase Elliot and Pro Football Hall of Famer Michael Strahan.
Existing investor Keurig Dr Pepper, co-founder Lance Collins and venture capital firm 7-Ventures also participated in the round. Collins, co-founder of
, has extensive experience in the beverage market. He founded Fuze Beverage, which Coca-Cola acquired in 2007 in a deal worth $225 million to $250 million.
A SHOC Energy, founded in 2019, is a line of beverages formulated with plant-based functional ingredients, including caffeine from coffee cherry, guarana seed, yerba mate and green coffee beans, as well as electrolytes and amino acids to increase Endurance, improved performance and enhanced muscle recovery. These products contain no sugar, artificial flavors, colors or preservatives.
Collins and De Lorme position A SHOC as a healthy alternative to Monster Energy, Rockstar, Red Bull and other energy drinks.
SHOC has sponsorship deals with NASCAR driver Chase Elliott and his Hendrick Motorsports team and Thrill One Sports & Entertainment, the action sports company that owns the Nitro Circus, Street League Skateboarding and Nitro Rallycross brands and hosts more than 80 events annually tournament year. The deal with Thrill One began this year and is worth more than $10 million and spans several years.
It is reported that the funds will support the expansion of the brand's sales team, execution of sports and entertainment partnerships, creation and distribution of digital content, and development of new products.
