G Fuel Creator Flavors
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A story about how G Fuel built their gaming energy drink business by partnering with top gaming creators.
"When I was at Twitch, I was looking at what creators were doing. One brand that stood out was G Fuel. The guy who started it is this 50-year-old bro who's jacked to the gills.
He saw that Twitch stars had influence but traditional brands weren't going to them - they were going to Instagram and YouTubers first. So he went to them and said 'Hey, I'll make a flavor for Doctor Disrespect, I'll make a flavor for Ninja.' He got like 9 of them to be sponsored athletes basically.
They grew pretty big - if I remember correctly it was definitely over $20 million, might be over $50 million in sales. They did this just off this one real niche channel by getting these 9-10 big gaming creators together and giving them each custom flavors and branded shakers to promote."
Shaan Puri
Host of MFM
Shaan Puri is the Chairman and Co-Founder of The Milk Road. He previously worked at Twitch as a Senior Director of Product, Mobile Gaming, and Emerging Markets. He also attended Duke University.