Crude Energy Beverages Inc., a North American beverage company with a focus on the working class, is set to participate in the ECRM Vitamin, Weight Management & Sports Nutrition Session from September 14-17 in Palm Beach Gardens, Florida. The company will introduce its growing beverage portfolio to retailers as it seeks to expand its U.S. market presence. The lineup includes Crude Energy energy drinks, flavored teas, and Crude Brew Coffee.
The brand was created with a specific audience in mind: the men and women working in oil and gas, construction, trucking, farming, welding, mechanics, skilled trades, and other jobs that keep North America running. "We built Crude for the people putting in long shifts, getting their hands dirty and getting the job done every day," said Cory Yeik, president of Crude Energy Beverages. "These are our people. We understand the work, we understand the lifestyle, and we wanted to build a beverage brand that actually speaks to them."
The roots of Crude Energy trace back to 2012 when the founders created Rig Pig Apparel to provide clothing and personal protective equipment for workers in the oil and gas industry. The brand's success inspired the development of beverages for the same community. Formulations began in 2019, but original U.S. market entry plans were delayed by the COVID-19 pandemic. The founders continued developing the business, expanding into Crude Brew Coffee and other beverages before resuming plans for broader North American distribution.
Today, Crude Energy's lineup is led by bold energy drink flavors including Fossil Fuel, Heavy Crude, and Overtime Blues. The company also offers flavored teas and Crude Brew Coffee. Crude Brew is made with Honduran coffee beans sourced from a group of 72 farmers and is available in Dark Roast and Medium Roast, with a Black Gold roast also developed.
For CEO Kimberley Johnson, participating at ECRM is a step toward getting products in front of more consumers the brand was created to serve. "The working class is a huge part of this country, but you don't see many beverage brands built specifically around them," Johnson said. "Crude Energy is. Whether you're on a rig, behind the wheel of a truck, working a construction site or putting in hours on a farm, we want you to look at a can of Crude and know exactly who it's for."
The brand's message is summed up in the question: "What Fuels You?" At ECRM, the company will have scheduled meetings with buyers from major health, specialty, food, drug, and mass retail channels to expand its U.S. retail footprint. For more information, visit crude-energy.com.
