BevUSA acquired Texas-based NERD in July 2020. The brand, which is available at approximately 2,000 retailers currently, had built a loyal following of consumers in its home state where it was created by a University of Texas student looking to enhance focus and energy while applying to medical school.
After four years, NERD was generating was generating more than $1m in annual sales, according to Davner, and now under BevUSA’s umbrella the brand is expected to hit between $7m to $10m in revenue by 2022 with expanded retail distribution in Texas, New Jersey, Las Vegas, and Nashville, Tennessee, and online launches on Amazon and Walmart.com, as well as revamped branding, according to Davner.
“One of the things that we thought was vital for the brand was to do a rebranding and relaunch it right away,” he said. “The can did not have the visibility that could create a national brand.”
Keeping the same black and bright green color scheme, NERD dropped the brain image on its can and switched to an actual character on the cans that would resonate more strongly with consumers, said Davner.
Available in Green Original and Blue Zero Calorie (zero sugar sweetened with sucralose) 12-fluid-ounce cans, NERD’s national expansion plans will be supported by a national sampling program in which the brand will ship free products to interested consumers.
“We plan to specifically target cities with booming colleges and universities as we continue our expansion. After seeing the brand explode at the University of Texas, we know there is a need for students and other high-demanding professionals to refocus their mental and physical energy,” said Davner.