Anheuser-Busch and 1st Phorm are teaming up to take on the booming energy drink market. In this edition, we explore the new partnership between two companies with St. Louis roots. Plus, we note Chicago-based Buona's plans to bring its Italian beef sandwiches to franchise locations in St. Louis, RedKey Realty Leaders' relocation in Clayton, and more.
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Phorm Energy hits the market today. Courtesy photo
DEEP DIVE
A-B, 1st Phorm launch new line of energy drinks
Two companies with St. Louis roots are teaming up to enter the ever-growing energy drink market. Anheuser-Busch and the Fenton-based sports nutrition and supplements brand 1st Phorm today announced the launch of Phorm Energy, a new product line that allows both companies to plant their flags in the evolving—and competitive—beverage category.
In true St. Louis fashion, the relationship between Anheuser-Busch CEO Brendan Whitworth and 1st Phorm CEO Sal Frisella began when they met at a Cardinals game at Busch Stadium several years ago. In late 2024, the two connected about a possible collaboration.
For A-B, the new line represents the first large-scale partnership with a St. Louis brand. “It’s our hometown,” Whitworth says. “In terms of partnering with another St. Louis company, going to commercialization and having big plans of what we want to go do and achieve—as far as I’m concerned, in the history of over 165 years at Anheuser-Busch, I think this is the first.”
Phorm Energy is available in 16-ounce single cans in four flavors: Screamin’ Freedom (blueberry, cherry, and citrus), Blue Blitz (blue raspberry and cotton candy), Orange Fury (orange soda and candied orange), and Grape Smash (grape candy and grape soda). The drinks are derived from green tea extract and contain zero sugar and zero artificial flavors.
Why It Matters: Studies show that beer and alcohol consumption is declining, especially among young people. But the energy drink market has been growing—U.S. sales amounted to $11 billion in 2017, before growing to about $21 billion last year.
The energy drink space has a mix of well-established brands, such as Red Bull and Monster, and upstarts like Celsius. By joining forces, the companies behind Phorm Energy have the marketing and distribution power of A-B and the sports nutrition expertise and credibility of 1st Phorm. The combination of those factors could combine to help Phorm Energy become competitive in the space—and quickly. UFC CEO Dana White is also a partner in the brand’s launch, giving it an extra layer of marketing potential.
“The fourth partner [in addition to A-B, 1st Phorm, and White] is the Anheuser-Busch distribution network,” Frisella says. “It’s the strongest in the game. For us, one of the best strengths in the relationship is being pushed into that network. When you think about what makes Phorm Energy different, it’s the combination of best-in-class formulation and best-in-class distribution. Being able to have that capability is something that not everyone has access to. That’s a huge, huge advantage.”
What’s Next: In addition to the four flavors hitting shelves today, Frisella says there are plans for a fifth, limited-edition flavor to be released later this summer. —Mike Miller
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Buona will bring Chicago’s iconic Italian beef to St. Louis (SLM): Chicago-based Buona, known for its Italian beef sandwich, plans to expand into St. Louis within 18 months as part of a broader franchise push. The family-owned chain says it is targeting markets with high beef consumption and low Italian beef competition, helping its signature slow-roasted beef and house-made gravy stand out.
Congressional Republicans target tax that provides billions to Missouri Medicaid program (Missouri Independent): The state relies heavily on provider taxes to fund its Medicaid program, using $1.1 billion in such taxes to draw about $2.2 billion in federal funds for the coming year. A proposed federal cap on these taxes could leave Missouri facing major funding gaps.
In tornado's wake, Ameren won't cut off St. Louisans who are behind on bills (STLPR): Ameren Missouri will pause electric service disconnections for 60 days in areas heavily affected by the May 16 tornado in St. Louis. The company is also expanding aid programs, including waiving deposits and increasing assistance funds.
Watercooler
REDKEY REALTY RELOCATES IN CLAYTON
RedKey Realty Leaders is relocating its headquarters to a newly renovated space at 1034 S. Brentwood, Suite 102. Founder Jill Butler says the move will allow the company to execute its growth strategy in the years to come. RedKey’s flagship office had been located at 10333 Clayton. “I started RedKey in a single room at the Frontenac Hilton,” Butler said in a statement. “We then moved next door, and our flagship office has been there ever since. As we expand our agent network and enhance our services across the region, I wanted to create a flagship office that embodies our culture and meets the evolving needs of today’s real estate professionals. With offices now spanning the region—from Clayton to Tower Grove, Chesterfield, and O’Fallon—we’re strategically positioned along the key corridors of St. Louis’ real estate market. This flagship office serves as a vital presence as we continue to expand our luxury real estate services.”
SLUMBERLAND FURNITURE OPENS NEW METRO AREA LOCATION IN SUNSET HILLS
The Minnesota-based company announced Tuesday that it will open its latest St. Louis location in Sunset Hills on May 29. Slumberland, which specializes in mattresses, bedroom furniture, and other home furnishings, already has stores in South County and O’Fallon, Missouri. The Sunset Hills showroom will span 53,000 square feet in the space that formerly housed Bed Bath & Beyond and David’s Bridal. CEO Kenny Larson says the company is also in discussions to open three additional stores in the region. “St. Louis is the kind of community we were built to serve,” Larson said in a statement. “There’s a real focus here on family, home, and value—and that aligns perfectly with who we are. We see many similarities to our home market in Minneapolis–St. Paul.”
Opera Theatre's Die Fledermaus is open and the party’s on! See this comedy’s glittering disguises, bubbly music, and glamorous mischief. Pop some bubbles and toast to love–tickets start at $25. Purchase your tickets.
CLOCK OUT
If you could have dinner with any two area business leaders, who would you choose and why?
“Penny Pennington, managing partner of Edward Jones, and Sue McCollum, CEO at Eagle Brands and Double Eagle Distributing. I admire these women because their extraordinary business acumen is matched only by their philanthropic spirit and desire to make positive change in the region, across all sectors.”
—Lisa Melandri, Contemporary Art Museum St. Louis executive director
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