A Very Energized Cross-Over Product

In this era of cross-beverage convergence, anything is possible, even a beer-flavored energy drink. Nutrabolt SVP of marketing Emily Hoyle joined the Brewbound Podcast to discuss, All Hopped Up, the limited-edition offering from energy brand C4.

Hoyle, a Pabst Brewing alumna, explained C4’s strategy behind the citrusy, beer-flavored, non-alc beverage, which the company designed to be "really accessible to a lot of different people.”

“It is crisp, light lager-inspired, but with a citrus note of orange,” she said. “It comes across a little bit more flavor-forward with fruit notes that are more common in the energy space, more like a summer shandy. It's just something that's highly drinkable, highly sessionable.”

All Hopped Up is available for a limited time via TikTok Shop, Amazon and C4’s website.

Before the interview, the Brewbound team discusses Stone Brewing founders Greg Koch and Steve Wagner’s plans for their former brewery’s former flagship location in Escondido, California; hard sports drinks’ potential 2027 ceiling, according to Circana; and final takeaways from the National Beer Wholesalers Association’s Annual Convention. 

Listen here or on Apple Podcasts or Spotify.