Rebel energy drink
Sources:
Rebel Energy Drink, created by Dutch Bros., started as a strategic move to diversify their offerings beyond hot coffee. Initially, they served Red Bull with various flavors over ice, a concept introduced by a franchisee. However, due to conflicts with Red Bull about branding and pricing, Dutch Bros. decided to create their own version. This led to the development of Dutch Bros. Blue Rebel, which rapidly became a top seller and a key growth driver for the company 1 .
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