Dave Portnoy-Backed New Functional Beverage PHX Combines Hydration & Energy in One Drink
With 700mg of electrolytes, 200mg of natural caffeine and daily vitamins, PHX targets consumers seeking both performance and convenience in a single can
A new beverage called PHX has launched, with a hybrid approach that blends features of both energy and sports drinks. Launched by startup incubator One 11 Brands, PHX combines 700mg of electrolytes, 200mg of caffeine from green tea and 100% of the daily value of eight essential vitamins, with no sugar.
According to Circana sales data, 71% of energy drink shoppers also purchase sports drinks. PHX targets that intersection with a single drink that covers both hydration and energy needs.
“Consumers have had to choose between hydration or energy in functional drinks,” said Daniel Blake, founder and general manager of PHX. “PHX was created to deliver both in one product, along with daily vitamins for added support.”
Blake, a longtime figure in the beverage industry, launched PHX through One 11 Brands, a new venture focused on developing functional drink brands. The launch is also supported by Dave Portnoy, founder of Barstool Sports, who has joined the brand to help expand awareness.
“PHX is something I actually use,” Portnoy said. “It gives you a boost and tastes better than a lot of what’s out there.”
PHX is available in six flavors: Peach, Lemon Lime, Watermelon Lime, Blueberry Lemonade, Wild Berry and Orange. The product will be sold in select retailers across New York, Massachusetts, Ohio and nationally online at www.drinkphx.com.