Bang Energy

Bang Energy is an American brand of energy drinks made by Vital Pharmaceuticals, a corporation located in Florida. As of 2020, Bang was the third highest selling energy drink in the United States, behind Monster and Red Bull.[1]

Bang Energy
The logo for Bang Energy, stylized in the Rainbow Unicorn flavor
Product typeEnergy drink
Produced byVital Pharmaceuticals (2012–2023)
Monster Beverage (2023–present)
CountryUnited States
Introduced2012 (2012)
TaglineFuel Your Destiny!
Websitebangenergy.com

On July 31, 2023, Monster Beverage acquired Vital Pharmaceuticals for $362 million. Including the Bang Energy brand and a beverage facility in Phoenix, Arizona, the deal comes months after the company filed for Chapter 11 bankruptcy protection.[2]

History

Founded in 1993 by Jack Owoc, Bang's parent company manufactured and distributed sports supplements and performance beverages under the brand name VPX. Other products distributed by Vital included Redline, Noo Fuzion, and Meltdown.[3]

In 2012, Vital created Bang, marketed as a low sugar carbonated energy drink[4] and with the mission to make high-quality nutritional supplements backed by scientific research.[5] In 2017, it was announced that Bang would offer a caffeine-free variant of the beverage, using beta-alanine in place of caffeine.[6]

In 2019, the company opened a manufacturing and distribution facility in Phoenix, Arizona, which operates alongside their facility in Pembroke Pines, Florida.[7]

In April 2020, PepsiCo entered an exclusive distribution agreement with VPX to distribute Bang in the United States.[8] On November 17, 2020, it gave PepsiCo a notice of termination;[9] an emergency arbitrator ruled in December 2020 that Pepsi remained the exclusive distributor of Bang drinks until 2023.[10] VPX resolved their disputes with PepsiCo and transitioned away from their distribution in June 2022.[11]

In August 2022, it was reported that Keurig Dr Pepper was in talks to purchase VPX;[12] these talks fell apart shortly after the reports surfaced.[13]

On October 10, 2022, Bang's parent company filed for Chapter 11 bankruptcy protection.[14] Three months after Owoc was removed and John DiDonato was named interim CEO of VPX,[15] Monster Beverage reached an agreement for its purchase on June 28, 2023,[16] this was completed one month later.[17]

Products

The Bang energy drink lineup includes over 40 flavors.

Alongside its mainline energy drink, Vital Pharmaceuticals produced several products under the Bang brand; after the company was purchased by Monster Beverage, all other products were phased out.[18] Other Bang Energy products included:

  • Natural Bang, marketed as an all-natural alternative to mainline Bang.[19]
  • Bang Keto Coffee, a high protein coffee drink.[20]
  • Bang Shots, similar to that of 5 Hour Energy[21]
  • Bang Pre-workout[22]
  • Bang Sweet Tea[23]
  • Bang ThermIQ, a liquid capsule dietary supplement marketed as a fat burner.[24]
  • Bang MIXX Hard Seltzer, an alcoholic drink under the Bang brand. Contains no caffeine.[25]
  • Vooz Hydration Sensation, marketed as a sports hydration drink[26]

Vital Pharmaceuticals was sued by competing energy drink manufacturer Monster Beverage, who alleged that Vital engaged in consumer deception and anti-competitive business practices. Vital countersued, alleging that Monster infringed their copyright by use of similar trade dress.[27][28]

In a separate lawsuit, Monster Beverage and Orange Bang sued Vital Pharmaceuticals for trademark infringement. Orange Bang previously sued Vital Pharmaceuticals in 2009, and the two companies settled the next year, with restrictions placed on Vital Pharmaceuticals' use of the Bang trademark, limited to "creatine-based" drinks and products sold exclusively at fitness venues such as gyms. The introduction of the "Bang Energy RTD" drink infringed on this settlement, as it contained 'Super Creatine'. The suit found that 'Super Creatine' was not actually creatine, and did not raise the body's creatine levels. The trademark case was ruled in favor of Monster and Orange Bang by an arbitrator, with Vital Pharmaceuticals owing $175 million in damages.[29][30] Monster later won a false-advertising case regarding Bang's 'Super Creatine' supplement, and was awarded $293 million.[31]

The company was sued by Sony Music in October 2021, claiming that Bang Energy's social media platforms were infringing their copyright by using their music without licensing it.[32]

In August 2022, the estate of musician Prince won a lawsuit against Bang Energy for their usage of the "Purple Rain" trademark.[33]

Vital Pharmaceuticals engaged in legal action with PepsiCo for alleged misconduct and foul play. After terminating their exclusive distribution agreement with PepsiCo, Bang alleged that PepsiCo was misrepresenting itself as the exclusive distributor of their products, and threatened lawsuits against suppliers and distributors who did not purchase Bang products directly from them.[34] An emergency arbitrator ruled in December 2020 that Pepsi remains the exclusive distributor of Bang.[10] Bang and PepsiCo mutually transitioned from their exclusive distribution agreement in June 2022, with then-CEO Jack Owoc claiming that "all disputes with PepsiCo have been fully settled and resolved".[11]

The brand's founder is a supporter of former president Donald Trump,[35][36][37] and has donated $250,000 to America First Action, a super PAC endorsed by Trump.[35][36][38] Bang has been the subject of controversy for its attendance at Turning Point USA conferences, including a stunt in which the brand's marketers fired cash out of a 'money cannon' towards the audience.[39][40] The company also drew criticism for its response to the COVID-19 pandemic, ordering employees to attend a mandatory in-person meeting, a 'dance party' promoting their Redline Noo-Fusion product, without proper social distancing or security protocols.[41]

References
  1. Conway, Jan (November 26, 2020). "Leading energy drink brands in the United States in 2020, based on sales (in million U.S. dollars)*". Statista. Archived from the original on March 6, 2021. Retrieved December 9, 2020.
  2. "Monster Beverage Completes Acquisition of Bang Energy". Bakersfield.com. July 31, 2023. Retrieved August 5, 2023.
  3. Staff, C. S. D. (November 17, 2020). "Bang Energy Ends Exclusive Distribution Partnership With PepsiCo". CStore Decisions. Retrieved July 13, 2023.
  4. "The Bang Revolution". May 10, 2017. Archived from the original on November 25, 2020. Retrieved November 17, 2020.
  5. "About". Bang Energy. Archived from the original on December 27, 2019. Retrieved December 27, 2019.
  6. "Caffeine free Bang gets beta-alanine in place of caffeine". Stack3d. November 28, 2017. Archived from the original on May 16, 2022. Retrieved January 23, 2020.
  7. Energy, Bang (November 5, 2019). "Bang® Energy New State-of-the-Art Manufacturing Facility to Bring 300+ New Jobs to Phoenix, AZ". Globe Newswire. Retrieved June 22, 2023.
  8. Prokop, Hannah (April 28, 2020). "PepsiCo, Bang Energy Maker Enter Into Exclusive Distribution Agreement". CSP Daily News. Archived from the original on July 20, 2020. Retrieved July 19, 2020.
  9. "UPDATE - Bang Energy Terminates Distributor Partnership With PepsiCo". GlobeNewswire News Room (Press release). November 17, 2020. Archived from the original on November 17, 2020. Retrieved November 17, 2020.
  10. "PepsiCo remains 'exclusive distributor' of Bang Energy drinks, arbitrator rules". Archived from the original on June 24, 2021. Retrieved June 23, 2021.
  11. "Bang to transition from PepsiCo distribution deal in favor of new DSD partners". Food Dive. Archived from the original on July 5, 2022. Retrieved July 10, 2022.
  12. "Keurig Dr Pepper Is in Talks to Buy Bang Energy Owner VPX". Bloomberg.com. August 18, 2022. Archived from the original on August 18, 2022. Retrieved August 18, 2022.
  13. "Keurig Dr Pepper's Talks With Bang Energy Fall Apart". Bloomberg.com. August 19, 2022. Archived from the original on August 19, 2022. Retrieved September 2, 2022.
  14. "Bang Energy files for bankruptcy, eyes revamped distribution". Bloomberg News. October 10, 2022.
  15. "Bang Energy's parent company ousts controversial founder and names interim CEO". Food Dive. Retrieved March 11, 2023.
  16. "Monster Close to Acquiring Rival Bang Energy For $362 Million". Bloomberg.com. June 29, 2023. Retrieved July 1, 2023.
  17. "Monster Beverage Completes Acquisition of Bang Energy". Yahoo Finance. July 31, 2023. Retrieved August 12, 2023.
  18. "Monster to cut some products from Bang Energy portfolio". FoodBev Media. August 7, 2023. Retrieved August 10, 2023.
  19. "Natural Bang® Energy Drinks 12 Pack | 16oz Cans | Bang-Energy.com".
  20. "Bang Keto Coffee 12 Pack". Archived from the original on November 25, 2020. Retrieved November 17, 2020.
  21. "Bang® Shots 12 Pack * 3 oz Creatine BCAA Aminos, B-Vitamins & CoQ10 | Bang-Energy.com". Archived from the original on November 25, 2020. Retrieved November 17, 2020.
  22. "Bang® Pre-Workout Master Blaster® 20 Servings | Supplements | Bang-Energy.com". Archived from the original on October 24, 2020. Retrieved November 17, 2020.
  23. "Bang® Sweet Tea 12-Pack - Super Creatine® - No Sugar 16 oz - 300 mg Caffeine | Bang-Energy.com". Archived from the original on December 4, 2020. Retrieved November 17, 2020.
  24. "Bang ThermIQ® - Rapid Body Redesign™ Matrix | Bang-Energy.com". Archived from the original on November 24, 2020. Retrieved November 17, 2020.
  25. "First Look: Bang Energy's MIXX Hard Seltzer". December 12, 2020. Archived from the original on July 31, 2021. Retrieved July 24, 2021.
  26. "VOOZ™ Hydration Sensation™ - 12-pack". Archived from the original on February 7, 2022. Retrieved February 7, 2022.
  27. Peltz, James F. (April 3, 2019). "Monster energy drink maker expands lawsuit against rival Bang". LA Times. Archived from the original on February 15, 2020. Retrieved December 28, 2019.
  28. Cohen, Howard. "Monster Energy sues FL drink company over Bang's health claims". Miami Herald. Archived from the original on January 25, 2020. Retrieved December 28, 2019.
  29. Brittain, Blake (July 1, 2022). "Monster's blockbuster $175 mln trademark win against Bang Energy upheld". Reuters. Archived from the original on July 10, 2022. Retrieved July 10, 2022.
  30. Wasel & Wasel Arbitrator Services Inc. - Abdulla Abuwasel (July 4, 2022). "BANG for your Buck: Largest U.S. Trademark Verdict Upheld in USD 175 Million Arbitration". Lexology. Archived from the original on October 1, 2022. Retrieved July 10, 2022.
  31. Brittain, Blake (September 30, 2022). "Monster Energy wins $293 mln false-advertising verdict against rival Bang". Reuters. Archived from the original on October 1, 2022. Retrieved September 30, 2022.
  32. "Sony Music Hits Bang Energy Drink With Copyright Suit Over Influencers' Use of 132 Songs". Daily Business Review. Archived from the original on September 2, 2022. Retrieved September 2, 2022.
  33. "Purple Rain, you will NEVER be an energy drink, says Prince's estate". The A.V. Club. September 1, 2022. Archived from the original on September 1, 2022. Retrieved September 2, 2022.
  34. "Bang® Energy Sues Pepsi, Claiming Vindictive Misconduct". Bloomberg. November 25, 2020. Retrieved December 9, 2020.
  35. "How Bang Energy's flashy, neon world of influencers conquered TikTok". Morning Brew. Archived from the original on May 16, 2022. Retrieved April 28, 2022.
  36. "Does a Portion of Each Bang Energy Sale Go Toward Trump's Campaign?". Snopes.com. August 6, 2019. Archived from the original on July 10, 2022. Retrieved July 10, 2022.
  37. Eisen, Aryeh Mellman and Norman (July 22, 2020). "Addressing the other COVID crisis: Corruption". Brookings. Archived from the original on July 10, 2022. Retrieved July 10, 2022.
  38. A 501tax-exempt; NW, charitable organization 1300 L. St; Washington, Suite 200; Dc 20005857-0044 (July 7, 2020). "Company that gave six figures to pro-Trump super PAC got PPP loan worth at least $5 million". OpenSecrets News. Archived from the original on July 10, 2022. Retrieved July 10, 2022.
  39. "Cash Cannons, Election Conspiracies, and Thousands of Mask-less Teens: A Conservative Youth Orgy Takes Florida". Vanity Fair. December 21, 2020. Archived from the original on July 21, 2022. Retrieved July 10, 2022.
  40. Petrizzo, Zachary (December 21, 2020). "Conservatives fume after Charlie Kirk has 'Bang Girls' blast cash into TPUSA crowd". The Daily Dot. Archived from the original on July 10, 2022. Retrieved July 10, 2022.
  41. "BANG Energy Threw a Dance Party During the Coronavirus Outbreak to Launch a Drink Called 'Noo-Fusion'". www.vice.com. Archived from the original on July 10, 2022. Retrieved July 10, 2022.
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