![]() We had this access to national distribution overnight, in a category that was so hot that I knew even if we could be the next guys to make a play, we’re gonna go in and take a little piece of that. Scot Delorme: I look at it now like it was a blessing and a curse having an incredible national distribution partner. Oli Russell-Cowan: What was it like launching A SHOC during the pandemic? At the time it was called Adrenaline Shoc. Pepper straight out for a national distribution deal and launched A SHOC. I ended up leaving Monster and partnered up with with Lance. He also started core water and sold it Dr. He was founder of Body Armor that recently sold to coke for like, 8 billion I think. We knew if we just played a card we’re gonna take this other huge chunk.Ī really good friend of mine, who I’m partners with now, Lance Collins, he started NOS and Fuze. Bang was the only one sitting in there at the time. That’s how prime this space was for this new category that was emerging. Not to say it wasn’t successful, I think we rolled it out and it did about 400 million the first year. I had a different vision, I think for what I ultimately thought that product would be. I’d have an idea, he has an idea and it went on, like that for 10 years. Mark and I would always have our moments. We created that product when I was at Monster. So we came up with the name Reine, like reigning champ. Joe will be running us through their fitness center and Scot will give us the lowdown on what campaigns A SHOC has coming up. Joining us is sports performance trainer Joe Cancellieri who runs the onsite athlete gym and program at A SHOC. They got NSF Certified started an athlete team including Paul Rodriguez (P Rod), Chase Elliott, Billy Kemper, Dashawn Jordan. ![]() Scot wanted to launch a brand that was health, had no sugar that athlete’s could drink. He then partnered with Lance Collins who foundered FUSE and BodyArmor to launch A SHOC in 2019 which at the time was called Adrenaline Shoc. He knew how to create beverage brands which down the road lead to working with Monster Energy where he became VP of Innovation and would come up with all of Monster’s flavors. He started another brand called 24C, an emergency vitamin c packet. Scot learnt all aspects of the business and eventually took over the company. Whilst away travelling a family friend reached out about a business opportunity to become a partner in a drinks company when he was 25. Scot Delorme grew up in Orange County and after college fell into the beverage business by accident. Scot Delorme, Serial Beverage Entrepreneur and Co-Founder of A SHOC Energy ![]()
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