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Wednesday, Feb 28, 2024

G Fuel Gets 8-Figure Investment

Energy drink brand G Fuel has found new investment from Brentwood-based Kingswood Capital Management LP and Century City-based First Beverage Group. The size of the “significant” funding has not been disclosed but is in the “8-figure range.” G Fuel also announced Bryan Crowley as its new chief executive.

G Fuel, which is based in New York, said its core audience is the video gaming community and has built its brand through collaborations with content creators and game franchises. The caffeinated drink manufacturer has previously partnered with gaming brands like Glendale-based World of Neopia Inc., Culver City-based Crunchy Roll LLC and the consumer products division of Warner Bros. Discovery Inc.

“G Fuel was built on a winning formula of quality product paired with hugely popular influencers and authentic content creators,” Crowley said in a statement. “That formula has cemented G Fuel as one of gaming culture’s bedrock brands (and) I am excited to work alongside the G Fuel team and our partners to leverage these assets to scale the company.”

Crowley previously co-founded alcoholic kombucha brand Flying Embers and recently served as chief executive at Irvine-based tequila manufacturer Casa Azul Spirits LLC. He also held leadership roles at Long Beach-based Zen Beverage LLC, The Pabst Brewing Co., Beverly Hills-based Veev Spirits and downtown-based Soylent Nutrition Inc.

“Bryan, Kingswood, and First Bev all understand the incredible wealth of opportunity that exists with this brand,” G Fuel founder Clifford Morgan said in a statement. “The confidence, capital and leadership they’ve injected into G Fuel will help catalyze our next wave of growth.”

Kingswood’s portfolio includes grocery and retail chains The Save Mart Cos. and World Market, as well as Irwindale-based Turbo Wholesale Tires. First Beverage Group has invested in a series of health and beverage companies including Torrance-based kombucha brand Health-Ade.

“We look forward to partnering with Bryan and G Fuel’s leadership team to help expand this business,” First Bev managing director Bob Nakasone said in a statement. “There’s still so much untapped potential, both for the category and the brand itself.”

Hannah Madans Welk
Hannah Madans Welk
Hannah Madans Welk is a managing editor at the Los Angeles Business Journal and the San Fernando Valley Business Journal. She previously covered real estate for the Los Angeles Business Journal. She has done work with publications including The Orange County Register, The Real Deal and doityourself.com.

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