G Fuel Is Seemingly Shutting Down, But There’s a Catch

G Fuel, the energy drink popular among gamers and Twitch streamers, has announced the end of an era for the company, making it sound like it’s shutting down. The news has sent a shockwave through the gaming community in particular, as G Fuel is known for its focus on eSports and collaborations with well-regarded games and famous Twitch personalities. However, there’s a big catch with this “end of an era” announcement that fans shouldn’t ignore.

In the past few years, G Fuel has been one of the fastest-growing private companies in the US, earning a spot on the Inc. 5000 list for five consecutive years. G Fuel has also partnered with popular figures in the gaming industry, securing collaborations with industry giants like Ninja and PewDiePie. With such success, it’s no surprise that many fans are struggling to understand why G Fuel would ever need to shut down.

G Fuel Is Unlikely to Shut Down

After G Fuel’s Twitter account shared a goodbye-like post, fans worried that their favorite energy drink company might actually be shutting down. Many expressed disappointment, saying the company was the only energy drink brand that truly cared about gamers, while others were shocked by the news and said they would miss G Fuel’s collaborations with games. However, the catch is that G Fuel had teased major changes back in June, signaling that the brand would enter a completely “new era” soon. In other words, the recent social media post seems to be an attempt to create a viral marketing campaign ahead of a major announcement, likely involving rebranding or a new product or formula.

While there’s been no official word from the company to confirm or deny the rebranding theories, there are several clear clues. For one, G Fuel recently announced a new collaboration with the well-known YouTuber PewDiePie. In that announcement, the company said it was fueling up to start a fresh journey: “We’re ushering in a whole new era of G Fuel!” More importantly, the brand’s official website is still active and accepting preorders for upcoming products, which wouldn’t make sense if the company were truly preparing to shut down.

A shutdown also wouldn’t make sense financially. Caffeinated beverages like G Fuel have become so popular in recent years that there’s even an Energy Drink Simulator game on Roblox. G Fuel’s annual revenue is about $50 million, according to Growjo, placing it among the largest privately owned energy drink companies in the US. While the company’s earnings aren’t public, these estimates indicate there’s no reason for G Fuel to disappear.