Crude Energy Beverages Inc., a North American beverage company that positions itself as the brand for the working class, is set to participate in the ECRM Vitamin, Weight Management & Sports Nutrition Session from September 14-17 in Palm Beach Gardens, Florida. The company will introduce its beverage portfolio to retailers as it seeks to expand its U.S. market presence.
The lineup includes Crude Energy energy drinks, flavored teas, and Crude Brew Coffee. But the company emphasizes that its products are designed for a specific audience: the men and women in oil and gas, construction, trucking, farming, welding, mechanics, skilled trades, and other demanding jobs.
“We built Crude for the people putting in long shifts, getting their hands dirty and getting the job done every day,” said Cory Yeik, president of Crude Energy Beverages. “These are our people. We understand the work, we understand the lifestyle, and we wanted to build a beverage brand that actually speaks to them.”
The company’s roots trace back to 2012 with the creation of Rig Pig Apparel, which provided clothing and personal protective equipment for oil and gas workers. The brand’s resonance inspired the development of beverages for the same community. Formulations began in 2019, but the original U.S. launch was delayed by the COVID-19 pandemic. During that time, the founders continued developing the business, expanding into Crude Brew Coffee and other beverages before resuming broader North American distribution plans.
Today, Crude Energy’s flagship products include bold energy drink flavors like Fossil Fuel, Heavy Crude, and Overtime Blues. The company also offers flavored teas and Crude Brew Coffee, which is made with Honduran coffee beans sourced from a group of 72 farmers. Crude Brew is available in Dark Roast, Medium Roast, and Black Gold varieties.
CEO Kimberley Johnson sees the ECRM session as a key step toward connecting with more of the consumers the brand was created to serve. “The working class is a huge part of this country, but you don't see many beverage brands built specifically around them,” Johnson said. “Crude Energy is. Whether you're on a rig, behind the wheel of a truck, working a construction site or putting in hours on a farm, we want you to look at a can of Crude and know exactly who it's for.”
The brand’s message is summed up in the question: “What Fuels You?” At ECRM, Crude Energy will have scheduled meetings with buyers from major health, specialty, food, drug, and mass retail channels as it works to expand its U.S. retail footprint. For more information, visit crude-energy.com.
