Ghost Lifestyle CEO on new partnership with AB Inbev: ‘It’s a formidable one-two combo’ – NutraIngredients-usa.com

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Speaking via Streamyard with NutraIngredients-USA, Daniel Lourenco, CEO of Ghost Lifestyle, said that one of his personal missions with Ghost is “to bring authenticity and more legitimacy to this industry that we all love so much. Partnering with Mondelez, Welch’s, Warheads, and now AB InBev hopefully does that.​

“This partnership is all about the RTDs and the forthcoming energy and protein drinks from Ghost. At its best, this partnership really allows Ghost and AB InBev to put our strengths to the test,”​ said Lourenco.

“Ghost will focus on product innovation, product development, and partnerships – all the things you’ve seen from us over the past four years – and AB, we’ll leverage them for their expertise and their distribution muscle. I think it’s a formidable one-two combo.”​

The deal opens up new markets and channels for Ghost. “We’re very proud of the limited distribution footprint that we have. It allows us to drive max value for our partners and preserve max brand value for us. That being said, it’s a really great experience if someone could walk through O’Hare airport and instead of seeing a chocolate, vanilla, banana protein drink, which is just not exciting, to see a Chips Ahoy! collaborative protein drink, that’s going to jump off the shelf.”​

Ghost Gamer​

Lourenco also discussed the impending launch of the brand gaming / esports product, Ghost Gamer. The product, which is launching this month, is formulated with nooLVL, Cognizin, and a host of other vitamins, minerals, and bioactives.

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