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G Fuel has secured a “significant growth equity” through an eight-figure cash investment from Kingswood Capital Management and First Bev. Alongside the investment, G Fuel has appointed Bryan Crowley as the company's new CEO, who is also the co-founder of Flying Embers Hard Kombucha. Crowley also served as the CEO of Casa Azul Spirits from 2021 to 2023, and held several leadership positions at Mars from 2003 to 2010. As Crowley assumes the position, G Fuel's founder, Clifford Morgan, and president and COO, Jack LoParco, will remain integral members of the company's leadership team. Morgan said: “Bryan, Kingswood and First Bev all understand the incredible wealth of opportunity that exists with this brand. The confidence, capital, and leadership they’ve injected into G Fuel will help catalyze our next wave of growth.” Bob Nakasone, managing director at First Bev, said: “We look forward to partnering with Bryan and G Fuel's leadership team to help expand this business. There’s still so much untapped potential, both for the category and the brand itself.”