Ghost Lifestyle CEO on new partnership with AB Inbev: ‘It’s a formidable one-two combo’

By Stephen Daniells

- Last updated on GMT

Related tags RTD Ab inbev Ghost Lifestyle Sports nutrition Energy Protein eSports gamers

Disruptive sports nutrition brand Ghost Lifestyle has announced a partnership with beverage giant Anheuser-Busch InBev for a new range of ready-to-drink products.

Speaking via Streamyard with NutraIngredients-USA, Daniel Lourenco, CEO of Ghost Lifestyle, said that one of his personal missions with Ghost is “to bring authenticity and more legitimacy to this industry that we all love so much. Partnering with Mondelez, Welch’s, Warheads, and now AB InBev hopefully does that.

“This partnership is all about the RTDs and the forthcoming energy and protein drinks from Ghost. At its best, this partnership really allows Ghost and AB InBev to put our strengths to the test,”​ said Lourenco.

“Ghost will focus on product innovation, product development, and partnerships – all the things you’ve seen from us over the past four years – and AB, we’ll leverage them for their expertise and their distribution muscle. I think it’s a formidable one-two combo.”

The deal opens up new markets and channels for Ghost. “We’re very proud of the limited distribution footprint that we have. It allows us to drive max value for our partners and preserve max brand value for us. That being said, it’s a really great experience if someone could walk through O’Hare airport and instead of seeing a chocolate, vanilla, banana protein drink, which is just not exciting, to see a Chips Ahoy! collaborative protein drink, that’s going to jump off the shelf.”

Ghost Gamer

Lourenco also discussed the impending launch of the brand gaming / esports product, Ghost Gamer. The product, which is launching this month, is formulated with nooLVL, Cognizin, and a host of other vitamins, minerals, and bioactives.

“Esports has been a growing category,” ​he said. “I think a lot of traditional sports nutrition brands have tried to figure out a way in over the past few years. I think you’ve seen a lot of brands try to position or market a pre-workout – a product designed for pre-exercise or for athletes – position it and say, ‘hey, you can take this before you game’. We wanted to do the opposite: We wanted to tailor make a product for gamers, and at some level by gamers… to approach this category with authenticity and legitimacy, not just as a brand but with our partner brands, Sour Patch Kids, Warheads, etc.”

Ghost Gamer
Image: Ghost Lifestyle

“Let’s also talk about efficacy and the partnerships on the back of the label, too,” ​Lourenco added. “We’re so proud to partner with nooLVL, which is a brand new ingredient that was studied specifically for gamers playing high-stress titles, and use the full efficacious dose of 1.6 grams, that’s big.

“Cognizin, a very expensive trademark ingredient but we didn’t cut any corners and spare any cost here, has great clinical data on finger tap test and psychomotor speed in adolescent males. Again, boom – gamers.

“So rather than position a pre-workout product with beta-alanine and citrulline and say gamers can use this, we built this for the gaming community, which is the most authentic and appropriate way forward.”

Lourenco also discussed on the state of the sports nutrition category in general. “A good formula only gets you a seat at the table. Living in an industry of full-disclosure labels, which we are very proud to be a pioneer in, means that your formula can’t be what you makes you special.

“If you can build a pre-workout or build any product with a great formula but also you have to have a message or a story or something that resonates with people even if the gym has closed, then you’re going to be somewhat successful.”

Watch the full video for more from Dan Lourenco.

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