Mixed martial arts superstar Conor McGregor — himself a budding beverage entrepreneur via Proper No. 12 Irish Whiskey and Forged Irish Stout — is embracing his “Notorious” side as the new face of energy drink and nutrition supplement brand Bucked Up. The Utah-based company announced the partnership with McGregor earlier today, accompanied by the launch of a two-SKU sub-line dubbed “Notorious Buck,” which will make its public debut at the National Association of Convenience Stores (NACS) show in Las Vegas next week starting Tuesday, October 8.
“I don’t partner with just anyone,” said McGregor, previously an ambassador for Monster Energy, in a press release. “Bucked Up is the real deal—no nonsense, no shortcuts, just straight power and performance, exactly how I operate. They’ve got that same unstoppable drive, that hunger to be the best.
” Moving mainly through regional DSD distribution, Bucked Up has emerged as an unlikely player in RTD energy. It only entered the sector in 2019 — its original product was deer antler spray, sold as a recovery supplement — but those products are now generating over $45 million year-over-year (+86.9%) in MULO plus c-store, according to data from Circana (through Sept.
6, 2024). The company markets a core 16 oz. line with 300mg of caffeine per can, as well as zero-sugar Low-Stim (100mg caffeine) varieties that contain branded functional ingredients like Teacrine, Dynamine and AlphaSize.
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