Kyle Busch, a two-time champion of the NASCAR Cup Series, is shuttering his energy drink brand, Rowdy Energy, according to a statement posted on social media Wednesday.
In the statement, addressed to fans in Rowdy Nation, Busch says: “Unfortunately, I’m here to say that Rowdy Energy will be ceasing operations and closing its doors in the coming weeks. Like many other new consumer brands, the headwinds have proven to be too strong and it makes the most sense to end the journey so I can remain focused on my family and my racing career. While the news is sad to announce, I’ll always appreciate what I learned along the way. It was a fun ride and only fueled my passion for better-for-you energy drinks.”
— Kyle Busch (@KyleBusch) January 10, 2024
The brand, created by Kyle Busch and beverage entrepreneur Jeff Church, aimed to make a better-for-you alternative to energy drinks on the market at that time, with Rowdy Energy featuring 60 percent less sugar than other popular brands.
“I’m really proud of our efforts and appreciate all the investors that stood behind me to help make my dream become a reality. We had quick success getting into 50,000 doors in just two short years thanks in part to relationships I’ve been lucky enough to build during my years in racing,” Busch added in his statement. “From its start, there’s no doubt that the popularity and success of Rowdy Energy was due to each you. I cannot thank you enough for your support – from posts on social media, to telling me in-person, to seeing it in your hands at racetracks – that has meant a lot to me and I’m forever grateful.”
Throughout its lifespan, Rowdy Energy also dipped into sponsorship in motorsports, including NASCAR Craftsman Truck Series driver Camden Murphy, who piloted the No. 30 Rowdy Energy Toyota Tundra TRD Pro at Nashville Superspeedway in 2022.
Other sponsorships, outside of the NASCAR world, include Formula Drift competitor Ken Gushi and sprint and midget car driver Rico Abreu. Additionally, the brand had naming rights for races like the Southern Super Series Twin 100s at Five Flag Speedway and the TRD KKBM Giveback Classic.