Crude Energy Beverages Inc., a North American beverage company that positions itself as a brand for the working class, will participate in the ECRM Vitamin, Weight Management & Sports Nutrition Session from September 14-17 in Palm Beach Gardens, Florida. The company will introduce its growing portfolio of energy drinks, flavored teas, and Crude Brew Coffee to retailers as it seeks to expand its footprint in the U.S. market.
The brand's target audience is specific: workers in oil and gas, construction, trucking, farming, welding, mechanics, skilled trades, and other professions that keep North America running. According to Cory Yeik, president of Crude Energy Beverages, the company was built for people who put in long shifts and get their hands dirty. "We built Crude for the people putting in long shifts, getting their hands dirty and getting the job done every day," Yeik said. "These are our people. We understand the work, we understand the lifestyle, and we wanted to build a beverage brand that actually speaks to them."
The roots of Crude Energy trace back to 2012 when the founders created Rig Pig Apparel, a clothing and personal protective equipment line for oil and gas workers. The brand's success inspired the idea of developing beverages for the same community. Formulations began in 2019, but the original U.S. market entry was delayed by the COVID-19 pandemic. The founders continued developing the business, expanding into Crude Brew Coffee and other beverages before resuming plans for broader North American distribution.
Today, the Crude Energy lineup features bold energy drink flavors such as Fossil Fuel, Heavy Crude, and Overtime Blues, along with flavored teas and Crude Brew Coffee. The coffee is made from Honduran beans sourced from a group of 72 farmers and is available in Dark Roast, Medium Roast, and Black Gold varieties.
CEO Kimberley Johnson emphasized the importance of the working-class demographic. "The working class is a huge part of this country, but you don't see many beverage brands built specifically around them," Johnson said. "Crude Energy is. Whether you're on a rig, behind the wheel of a truck, working a construction site or putting in hours on a farm, we want you to look at a can of Crude and know exactly who it's for."
The brand's message is captured in the question: What Fuels You? At ECRM, Crude Energy will engage in scheduled meetings with buyers from major health, specialty, food, drug, and mass retail channels to expand its retail presence. The company's participation signals a strategic move to tap into a market that has been underserved by beverage brands, potentially resonating with consumers who identify with the working-class ethos.
