The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Adult beverage private equity firm InvestBev has announced a six-figure investment in clean energy drink brand Lucky Energy Drinks.

The move aligns with InvestBev’s broader expansion into the arena of functional, wellness and ‘low and no’ beverages, aligning with shifting consumer demand. It forms part of the firm’s strategic initiative to widen its portfolio as more consumers actively seek better-for-you alternatives to traditional alcohol products.

Lucky Energy Drinks, founded by Richard Laver, develops cleaner label alternatives to traditional energy drinks. Its products are designed for more health-conscious consumers, containing no artificial additives and made with functional ingredients such as ginseng and maca.

Brian Rosen, general partner of InvestBev, said: “We have long sought out the next big thing in consumer consumption and Lucky Energy Drinks represents exactly that”.

“Their product, brand identity and mission align with where the global drinker is headed. Add to that a seasoned leadership team with decades of industry experience, and it became a very easy decision for us to get behind them.”

Lucky Energy Drinks’ founder Laver added: “InvestBev represents the best equity firm in the alcohol space, and we are thrilled to have them on board for this energy journey. Their credibility, experience and strategic insight will be instrumental as we scale Lucky to new heights.”

Last month, Lucky Energy celebrated a $14 million funding raise as part of its oversubscribed Series A1 round. The investment brought the company’s total funding to over $40 million, enabling the company to focus on broadening distribution, launching more products and hiring in key business areas.