CBD beverages are steadily becoming one of the most dynamic categories in functional wellness. But to move from niche to mainstream, brands must look beyond formulation and focus on marketing mastery. Some of the world’s most successful energy drink companies—Monster, Red Bull, and Rockstar—didn’t just sell caffeine. They sold culture. By understanding how these giants built loyal fanbases, CBD drink brands can discover the blueprint for long-term success.
Build a Lifestyle, Not Just a Product
Red Bull and Monster are more than beverages—they’re badges of identity. Red Bull symbolizes adventure and ambition, while Monster speaks to rebellion and self-expression. For CBD drink companies, the same philosophy applies. Instead of simply advertising milligrams of CBD or extraction methods, focus on what the drink represents: calmness, creativity, recovery, or mindful energy.
CBD beverages should speak to who the consumer wants to be. Whether targeting busy professionals, fitness enthusiasts, or wellness seekers, the goal is to turn the product into a lifestyle choice—something people are proud to share, gift, or display.
Turn Branding into Experience
Energy drink brands are known for building immersive experiences that make their products unforgettable. Red Bull’s extreme sports events and Rockstar’s music sponsorships transformed simple cans into cultural icons.
CBD beverage companies can do this on their own terms—through wellness-centered activations that align with their audience’s values. Think “CBD Reset Bars” at fitness expos, beach yoga pop-ups, or hydration lounges at summer festivals. These moments create real-world engagement that digital ads can’t replicate and forge an emotional link between brand and consumer.
Master the Art of Consistent Storytelling
One of the most powerful lessons from the energy drink world is consistency. Red Bull has delivered the same tone, energy, and visual language for decades. Its marketing doesn’t wander—it reinforces the same aspirational message every time.
Many CBD brands, however, still struggle with clarity. Some position themselves as medical, others as luxury, and others as relaxation-focused. To build trust and brand recognition, companies must define their lane and stick to it. A cohesive voice, logo, and packaging style build credibility—especially in an industry that still faces skepticism and regulatory confusion.
Empower Ambassadors, Not Just Influencers
Energy drink companies pioneered influencer marketing long before social media exploded. They didn’t rely on celebrity endorsements—they created communities. Athletes, musicians, and gamers weren’t just brand faces; they embodied the product’s values.
CBD brands should approach partnerships the same way. Work with people who genuinely use CBD for recovery, wellness, or creativity. Authenticity drives conversion. When customers see relatable ambassadors integrating CBD drinks into their daily lives, it turns curiosity into loyalty.
Design that Captures Attention
Walk down any beverage aisle and it’s clear: energy drink packaging commands attention. The cans are bold, dynamic, and unapologetically branded. CBD drinks can learn from this by blending modern minimalism with bold visibility.
Too many CBD products look sterile or medicinal, which can alienate everyday consumers. A visually striking design that communicates relaxation or vitality can instantly separate a brand from competitors. Packaging should not only appeal to the wellness crowd but also invite newcomers into the category.
Inspire a Movement, Not a Moment
The success of Monster, Red Bull, and Rockstar wasn’t built overnight—it was built through consistency, emotion, and identity. For CBD drink brands to follow suit, they must move beyond selling relaxation and instead stand for something.
In a market where ingredients and formulations can be replicated, brand story is the ultimate differentiator. The next CBD beverage leader won’t just calm people down—it will lift them up.