Energy drinks have long played a role in NASCAR sponsorship beginning with Team Red Bull, from 2006–2011. Other companies eventually began sponsoring drivers such as Monster Energy's sponsorship of Kyle Busch and Kurt Busch, Amp Energy's partnership with Dale Earnhardt Jr., and 5-hour Energy's sponsorship of Clint Bowyer, Erik Jones and Martin Truex Jr.. Some companies such as PepsiCo and NOS Energy made drinks especially for Jeff Gordon and Kyle Busch, respectively. Beginning in the 2017 NASCAR season, Monster Energy became the Cup Series' title sponsor, which named the entire series Monster Energy NASCAR Cup Series and made them the official energy drink of NASCAR. This also prevented other energy drink competitors from entering sponsorship agreements in the top series. In 2020, the agreement ended and competitors were allowed to once again enter into car sponsorship. Being involved with energy drink companies and sponsorship, Kyle Busch decided to create his own brand of energy drink with beverage entrepreneur Jeff Church in 2020.
About
Rowdy Energy is named after its founder, Kyle Busch's nickname, which is "Rowdy". It was launched in 2020 by both Busch and Jeff Church, who had co-founded Suja Juice in 2012. In an interview with Autoweek, Busch said he created the drink, "Just to have a healthier option for the fans, for myself." According to the company's YouTube channel, the first run of drinks were produced in January 2020.
Products
The drinks is available online in four flavors, including two sugar free options that are Keto certified. The traditional drinks have 60 percent less sugar than other popular energy drink brands. The current flavors are:
The drinks can be seen during at-track interviews of Kyle Busch. It was first seen during Busch's 2020 24 Hours of Daytona performance when in the opening hour Busch was seen with a can of the Cherry Limeade flavor and wearing a Rowdy Energy branded hat. The logo also appeared on Busch's 2020 Daytona 500 helmet and he was seen drinking one of the beverages following his exit from the race. Rowdy Energy is listed as an associate partner on KyleBusch.com.
