Beer Marketer's Insights - Collins' Quietly Rebuilding Accelerator Energizer Adds 150 MG Natural Extension; Core Line Due for Reskinning Soon

Bounced from Keurig Dr Pepper system after numerous restagings, energy brand now known as Accelerator Active Energy is working on a quiet revival back in hands of its creator Lance Collins. Under stewardship of LA-based entrepreneur and CEO Andrew Wilkinson, a Monster and Body Armor vet, it's been rebuilding indie DSD network, working key retail banners like Walmart, Kroger, HEB and QuikTrip and prepping key extension that should get brand into natural channel that's been severely underserved in energy segment. After Accelerator scored revenues above $25 mil during early days of KDP partnership in 2020 and 2021, they bottomed out at $14 mil in 2024 after departure from system and are anticipated to stay flat in 2025, per update deck that Accelerator has compiled. But Collins is aiming to triple sales in coming year as new authorizations kick in and DSD network fleshes out. Over 3 decades now he's delivered breakout brands to distribs, starting with Fuze and NOS and continuing thru likes of Body Armor and Core Hydration. The new-product news first: Spotting opportunity in natural channel that's generally off-limits to sucralose-sweetened energy entries, Collins' team is readying a stevia-sweetened Accelerator Natural Energy flanker to be offered both in a 16-oz resealable aluminum bottle and conventional 12-oz sleek can used by core line at SRPs of about $2.99 and $2.49 respectively. Sweetened with Reb-A stevia and touch of cane sugar, it's a multifunctional entry that contains 150 mg of caffeine plus apple cider vinegar and prebiotic fiber, looking to clock in at about 5 calories as Accelerator team finalizes formula. That's in contrast to core zero-sugar line that's thermogenic (calorie-burning) entry with 200 mg caffeine dosage and 5 calories. As Lance noted to us, natural channel has generally missed out on energy boom, populated by smaller brands like organic Guru line, tho Sprouts has been willing to violate its no-sucralose stance for Celsius.Tho Collins has enjoyed high-flown exits in recent years with Core and Body Armor brands (to KDP and Coke respectively), he continues to ply an array of other unaligned brands including Recover 180 sports drink and Zen WTR packaged water brand among indie distribs, offering easy on-ramp to those houses for Accelerator as it forges its post-KDP identity. Most are Bud houses, with Donaghy in Northern Calif, Hensley in Ariz and Heidelberg in Ohio among partners who've lately taken on Accelerator, Lance told us in update today. As flock of new retail partners come on during resets, he's determined to serve as many as possible, including Walmart, via DSD, excluding only those that require direct shipment. By Jan, he anticipates having 45 DSD partners in mix, with full coverage in 11 states including Ariz, Colo and Wis. He's unusually taking a pass on exhibiting at NACS c-store expo in Chicago next week tho several of his lieutenants will be walking show floor.The core line itself is headed for a reskinning by Apr, and is upping its seasonal LTO action, starting with a Citrus Freeze entry in Jan followed by two more, including one tied to college golfer Kai Trump in time for Independence Day celebrations.As with all Collins properties these days, Accelerator is backed by A-list celebs, including NFL star Travis Kelce, often seen carrying the brand in game-day coverage (even as his fianc&eacute;e Taylor Swift has been spotted at games drinking Zen WTR). Also in mix are gymnast/influencer Livvy Dunne and Kai Trump, Accelerator's first major NIL partner. (By now, Accelerator maintains roughly 100 paid college athlete ambassadors.) Cotton Candy flavor tied to Dunne has proved strong seller on Amazon and the 3 LTOs planned for next year include the one tied to Trump, whose orange-haired grandfather Collins strongly supports.Originally launched with partner KDP as Adrenaline Shoc, Accelerator has had star-crossed path that included litigation with its founding CEO that Collins won but that still derailed first year in 2019. Brand regrouped just in time to be whacked by pandemic. Thru various permutations as A Shoc and then Accelerator Active Energy, the brand picked up a stigma as underperformer in vibrant category and parted ways with KDP. There may have been more going on than meets the eye, with rumors circulating that Accelerator won settlement from KDP over execution issues. Collins today wouldn't confirm or deny that rumor, saying only that he's happy to be in sole control of brand again. Recent bev history shows that disbanded alliances with KDP are not necessarily a death knell for entrepreneurs. After all, Dyla Brands recently forged an equity partnership with KDP on water enhancers even after its Forto energy shot exited that system. Other departures from KDP portfolio have included likes of Neuro functional bevs and High Brew Coffee.

Collins' Quietly Rebuilding Accelerator Energizer Adds 150 MG Natural Extension; Core Line Due for Reskinning Soon

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