# Ghost (company)

GHOST Lifestyle LLC is a consumer brand specialising in energy drinks, nutritional supplements and apparel. Located in Henderson, Nevada, USA, the company was established in 2016 by Dan Lourenco and Ryan Hughes. The brand emphasises fitness, lifestyle, and nutritional support.
In 2024, GHOST became partially owned by Keurig Dr Pepper, which acquired a majority stake for over $1 billion.
As over 2024, GHOST is reported to sell products in over 40 countries.

## History

GHOST Lifestyle LLC was established in 2016 by co-founders Dan Lourenco and Ryan Hughes as a lifestyle brand. The company initially focused on developing nutritional supplements, including pre-workout and amino acid powders designed to support physical performance and hydration. Lourenco, who previously worked for a supplement company, was inspired by this experience to start GHOST. Hughes, a former professional bodybuilder, and Lourenco, a former flight instructor with experience flying private charter planes, drew on their respective careers' demands for mental focus as a basis for their interest in fitness and nutrition.
As an extension of the brand's offernings, GHOST Lifestyle launched GHOST ENERGY in 2020. By 2022, the brand had achieved significant growth, securing distribution in over 50,000 locations, facilitated by a partnership with AB InBEV.
In December 2023, CEO Dan Lourenco announced GHOST'S plans to expand its market presence and product offerings to Australia and New Zealand. The company also introduced GHOST HYDRATION in January 2024, a bottled hydration product that marked its entry into the hydration beverage category.
The brand is known for its transparency in listing all active ingredients and nutrition facts on its products, a practice consistent with the company's commitment to full disclosure.
In October 2024, Keurig Dr Pepper announced that it had entered an agreement with GHOST to purchase a 60% stake in the business for US$990 million, with a plan to acquire the remaining 40% shares in 2028 pending review of its financial performance.

## Products

The GHOST product range is split into three main categories; drinks, nutritional products (including sports nutrition and dietary supplements), and merchandise.

### GHOST Energy Drinks

Established through a partnership with Anheuser-Busch InBev in 2020, GHOST ENERGY drinks are sugar-free caffeinated beverages aimed at enhancing energy and mental focus. Each 473 ml can contains 200 mg of caffeine derived from natural sources, such as coffee beans. Additional components include nootropic ingredients like Taurine, Alpha-GPC and NeuroFactor™, as well as B vitamins.
The GHOST ENERGY product line features a variety of flavors, including those inspired by collaborations with confectionery brands, such as Warheads®, and Swedish Fish®, Chips Ahoy!, Welch's, and Sour Patch Kids. Flavours include Blue Raspberry, Sour Green Apple, Bubblicious Strawberry Splash, Bubblicious Cotton Candy, Orange Cream, Sour Watermelon, Tropical Mange, and Cherry Limeade.

### Ghost Nutritional Products

In addition to energy drinks, GHOST offers a range of nutritional supplements, including:
* Protein Powders: GHOST produces whey protein blends containing digestive enzymes and available in several flavors, including options developed in partnership with other brands, such as CINNABON® and Oreo.
* Protein Cereal: In April 2024, GHOST launched its first protein cereal line with its Peanut Butter and Marshmallow flavours.
* Pre-Workout Supplements: Pre-workout powders were one of the first products launched by GHOST in 2016. These products, such as GHOST LEGEND®, are designed to improve physical performance and are available in multiple flavors.
* Hydration Products: GHOST provides hydration supplements enriched with electrolytes (including magnesium, calcium, sodium, and potassium), offered in flavors like Lemon Crush and Kiwi Strawberry. Its new GHOST Hydration products launched in January 2024.

## Partnerships

GHOST has established several partnerships with sports teams and organisations to enhance its brand presence and engage with diverse audiences. Collaborations include:

### Major League American Baseball (MLB) Teams

* Chicago Cubs: In May 2024, GHOST entered a multi-year partnership with the Chicago Cubs, becoming the "Official Energy Drink Partner" of the team and Wrigley Field. This collaboration includes product availability at concession stands and branded signage within the stadium.
* Philadelphia Phillies: Simultaneously, GHOST became the "Official & Exclusive Energy Drink" of the Philadelphia Phillies. The partnership features product distribution at Citizens Bank Park and sponsorship of the "Strike Out the Stigma" initiative, promoting mental health awareness.

### E-sports Organisations

* FaZe Clan: In 2022, GHOST announced a multi-year partnership with FaZe Clan, a prominent esports organisation. This collaboration led to the creation of co-branded products, such as the "FAZE POP" flavor and FaZe Up for GHOST ENERGY and GHOST GAMER supplements.

### American College and National Basketball

* College Basketball Crown: In October 2024, GHOST became the first Founding Partner and the Official Energy Drink and Hydration Partner of the College Basketball Crown, a postseason tournament set to take place in Las Vegas from March 31 to April 6, 2025. This partnership includes providing hydration support to athletes and engaging fans through various activations.
* Phoenix Suns: A National Basketball Association (NBA) outfit signed GHOST as an official energy drink partner in 2023.

### Product Collaborations

GHOST has also engaged in collaborations with well-known brands to develop unique product flavors:
* Welch's: In July 2024, GHOST announced an authentic Welch's Grape flavor for its energy drink, expanding its lineup of co-branded flavors.

### Event Collaborations and Partnerships

* Life is Beautiful Festival: GHOST is an official drink partner for the Life is Beautiful festival, offering attendees various amenities including a lounge space, video game booths, and branded products.
* When We Were Young Festival: GHOST attended the WWWY Festival in 2024, offering attendees exclusive flavoured drinks including GHOST Energy Sour Punk Lemonade and GHOST Hydration Kiwi Strawberry.