G Fuel

The G Fuel model: own-flavor influencer drinks for any niche

Shaan describes G Fuel, a gamer energy drink doing $30M-$80M+ a year, built by giving top Twitch streamers their own custom flavor and shaker. He pitches applying the same own-product influencer model — and a D2C pre-made gear-kit business — to other niches.

“And then he went to the top streamers, he was like, like, look, you're gonna have your own flavor and your own shaker, uh, that this thing comes in. And so like, uh, I— and you're my influencer and you need to put this in your Twitch bio and whatever. And at that time, Twitch streamers were like underpriced arbitrage. They had a lot of fandom, a lot of audience, and, uh, traditional sponsors didn't know how to work with them”

Steal thisGive each top influencer their own branded SKU (a flavor, a kit, a color) instead of a generic sponsorship, and own the D2C relationship.