G Fuel, a brand of caffeinated drink mix sold by Gamma Labs, appointed Bryan Crowley as CEO while securing a “significant cash investment” from Kingswood Capital Management and First Bev.
“G Fuel was built on a winning formula of quality products paired with hugely popular influencers and authentic content creators. That formula has cemented G Fuel as one of gaming culture’s bedrock brands,” said Crowley. “I am excited to work alongside the G Fuel team and our partners to leverage these assets to scale the company.”
Crowley, a veteran of the beverage industry, was, most recently, the CEO of Casa Azul Spirits. Before that, he was CEO of ZenWTR, CEO of Soylent, chief strategy officer for KeVita, president of VEEV Spirits, chief marketing officer for Pabst Brewing Company, and VP of Marketing and Sales at Mars, Inc. Crowley also co-founded Flying Embers Hard Kombucha, serving on its board.
As Crowley steps in as CEO, G Fuel Founder Clifford Morgan and President/COO Jack LoParco will remain members of the company’s leadership team.
“Bryan, Kingswood and First Bev all understand the incredible wealth of opportunity that exists with this brand,” said Morgan. “The confidence, capital, and leadership they’ve injected into G Fuel will help catalyze our next wave of growth.”
“As we evaluated the opportunity, we were blown away by G Fuel’s incredible social following with over 5 million followers across their social channels,” said Andrew Kovach, managing director at Kingswood. “This highlights the incredible passion and loyalty for the brand.”
“We look forward to partnering with Bryan and G Fuel’s leadership team to help expand this business,” said Bob Nakasone, managing director at First Bev. “There’s still so much untapped potential both for the category and the brand itself.”
Photo courtesy G Fuel: Bryan Crowley (left) with G Fuel Founder Clifford Morgan
