Rip It is an American brand of

energy drink An energy drink is a type of non-alcoholic psychoactive functional beverage containing stimulant compounds, usually caffeine (at a higher concentration than ordinary soda pop) and taurine, which is marketed as reducing tiredness and improving pe ...

that is produced and distributed by National Beverage Corp., maker of Shasta,

Faygo Faygo Beverages, Inc., is a soft drink company headquartered in Detroit, Michigan. The beverages produced by the company, branded as Faygo or Faygo Pop, are distributed in the Midwestern, Mid-Atlantic, and Central Southern regions of the United ...

, and La Croix. It was introduced in 2004 and is National Beverage Corp.'s first energy drink. Marketed as "energy fuel at a price you can swallow," Rip It drinks have been referred to as a "bare-budget option", often costing $1 per can in the

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

. They have been supplied to US military personnel serving in

Afghanistan Afghanistan, officially the Islamic Emirate of Afghanistan, is a landlocked country located at the crossroads of Central Asia and South Asia. It is bordered by Pakistan to the Durand Line, east and south, Iran to the Afghanistan–Iran borde ...

and

Iraq Iraq, officially the Republic of Iraq, is a country in West Asia. It is bordered by Saudi Arabia to Iraq–Saudi Arabia border, the south, Turkey to Iraq–Turkey border, the north, Iran to Iran–Iraq border, the east, the Persian Gulf and ...

and have gained popularity there.

Flavors and ingredients

The drinks come in a variety of flavors (13 different ones as of 2020). There are

sugar-free A sugar substitute or artificial sweetener, is a food additive that provides a sweetness like that of sugar while containing significantly less food energy than sugar-based sweeteners, making it a zero-calorie () or low-calorie sweetener. Ar ...

versions of some flavors as well as 2 fl oz shots. Some flavors are available in both 16 and 8 fl oz cans. The drink contains 160% daily value of

vitamin C Vitamin C (also known as ascorbic acid and ascorbate) is a water-soluble vitamin found in citrus and other fruits, berries and vegetables. It is also a generic prescription medication and in some countries is sold as a non-prescription di ...

, 240% daily value of vitamin B₆, and 830% daily value of vitamin B₁₂ per 16 fl oz serving according to product packaging (purchase date: 2020-11-24). It also contains

taurine Taurine (), or 2-aminoethanesulfonic acid, is a naturally occurring amino sulfonic acid that is widely distributed in animal tissues. It is a major constituent of bile and can be found in the large intestine. It is named after Latin (cogna ...

caffeine Caffeine is a central nervous system (CNS) stimulant of the methylxanthine chemical classification, class and is the most commonly consumed Psychoactive drug, psychoactive substance globally. It is mainly used for its eugeroic (wakefulness pr ...

inositol In biochemistry, medicine, and related sciences, inositol generally refers to ''myo''-inositol (formerly ''meso''-inositol), the most important stereoisomer of the chemical compound cyclohexane-1,2,3,4,5,6-hexol. Its elemental formula, formula is ...

, and

guarana Guaraná ( from the Portuguese ''guaraná'' ; ''Paullinia cupana'', syns. ''P. crysan, P. sorbilis'') is a climbing plant in the family Sapindaceae, native to the Amazon basin and especially common in Brazil. Guaraná has large leaves and clu ...

seed extract. Sugar-free versions contain

sucralose Sucralose is an artificial sweetener and sugar substitute. In the European Union, it is also known under the E number E955. It is produced by chlorination of sucrose, selectively replacing three of the hydroxy groups—in the C1 a ...

and

acesulfame potassium Acesulfame potassium (, or ), also known as acesulfame K or Ace K, is a synthetic calorie-free sugar substitute (artificial sweetener) often marketed under the trade names Sunett and Sweet One. In the European Union, it is known under the E n ...

. Rip It drinks average about 160 mg of caffeine per 16 fl oz can, with the ''Le-MOAN’R'' flavor containing 204 mg of caffeine. The 2 fl oz shot versions contain about 100 mg of caffeine, with some flavors containing as much as 135 mg.

Sponsoring

In 2020, the brand sponsored the ''100Talk Podcast'', aimed at fans of the

100 Thieves 100 Thieves, LLC (abbreviated 100T) is an American lifestyle brand and Esports, gaming organization based in Los Angeles, California, founded in 2017 by Nadeshot, Matthew "Nadeshot" Haag. The organization competes in several video games, includ ...

esports Esports (), short for electronic sports, is a form of competition using video games. Esports often takes the form of organized, multiplayer video game competitions, particularly between professional players, played individually or as teams. ...

organization. They previously sponsored

Olympic Olympic or Olympics may refer to Sports Competitions * Olympic Games, international multi-sport event held since 1896 ** Summer Olympic Games ** Winter Olympic Games * Ancient Olympic Games, ancient multi-sport event held in Olympia, Greece bet ...

champion

alpine skier Alpine skiing, or downhill skiing, is the pastime of sliding down snow-covered slopes on skis with fixed-heel bindings, unlike other types of skiing ( cross-country, Telemark, or ski jumping), which use skis with free-heel bindings. Whether ...

Julia Mancuso Marie Mancuso (born March 9, 1984) is an American retired World Cup alpine ski racer, Olympic gold medalist and podcast host. She won the giant slalom at the 2006 Winter Olympics, and was the silver medalist in both downhill and combined i ...

in 2010 and the No. 16 car in the

Automobile Racing Club of America The Automobile Racing Club of America (ARCA) is an auto racing sanctioning body in the United States, founded in 1953 by John Marcum. A subsidiary of NASCAR since 2018, the current president of ARCA is Ron Drager, who took over the position i ...

driven by Joey Coulter in 2012.

Support of U.S. military

The drink is widely consumed by U.S. forces in

and

. In a 2016 interview, an Army staff sergeant noted that "over three-quarters of military personnel are drinking this stuff on the regular". The brand highlights its support for the

United States Military The United States Armed Forces are the Military, military forces of the United States. U.S. United States Code, federal law names six armed forces: the United States Army, Army, United States Marine Corps, Marine Corps, United States Navy, Na ...

in its marketing.

References

External links

* Energy drinks American soft drinks {{nonalcoholic-drink-stub