BeyondNRG, the mental performance drink brand that struck partnerships with several esports entities in the UK, has announced it’s going offline.
The brand posted an update on social media this afternoon, announcing plans to wind the business down.
While it’s ‘not a complete goodbye, but a pause for today to power up another day’, with a chance of a reboot ‘likely’ in the future, BeyondNRG is clearing out its final stock for now, and offering some discounts on it soon.
BeyondNRG launched three years ago, and made some big waves in UK esports and elsewhere.
In June 2021, BeyondNRG became the UK’s most widely distributed gaming energy drink after reaching 375 Holland & Barrett stores, and a year later, Tesco became the first supermarket to stock Beyond NRG drink.
The brand struck partnerships with teams including Endpoint, Excel, Clique and Rize in the UK, as well as Germany’s SK Gaming, and it also organised a livestreamed Beyond NRG paintball tournament with several orgs in the summer of 2021.
Beyond NRG also flew six of their Space Rocks tubs into space around the same time, claiming the title of ‘first ever gaming energy drink sent into space’.
BeyondNRG CEO explains decision to wind down the business
BeyondNRG founder and CEO Billy Webb said in a thread: “It’s goodbye from us, for now. It’s not exactly the third birthday announcement you wish to make for something you have poured so much into. Three years of relentless passion, innovation, and dedication. Today, we hit the pause button on BeyondNRG officially.
“I am sad to say Beyond failed to navigate the ever-changing landscape of the supplement and drinks sector, and I don’t think we were prepared for just how much budget needed to be thrown at a direct to consumer brand to gain the mass traction we needed.
“Beyond was always self-funded, and never had an ounce of investment. To achieve what we achieved in retail in such a short space of time, is something we will forever hold our heads high about.”
Billy Webb, BeyondNRG
“Our journey may have encountered a hurdle, but remember, every pause is a chance to recharge for an even more brilliant comeback.
“Boy did we have some fun. Maybe too much which caused some of the downfalls of the brand, but nonetheless, memories of a lifetime were made.”
BeyondNRG’s announcement was met with a mix of sadness and thank yous from the community, plus well wishes for the future.
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
