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Rip It
Type	Energy drink
Manufacturer	National Beverage Corp.
Country of origin	United States
Introduced	2004
Variants	3-Way; A’tomic Pom; Can’D Man; Citrus X; Citrus X (0 calorie); Code Blue; CYP-X; F-Bomb; F-Bomb (0 calorie); G-Force; G-Force (0 calorie); Le-MOAN’R; Lime Wrecker; Power; Power (0 calorie); Red Zone; Sting-Er-Mo; Tribute;
Website	www.ripitenergy.com

Rip It is an American brand of energy drink that is produced and distributed by National Beverage Corp.,^[1] maker of Shasta, Faygo, and La Croix. It was introduced in 2004^[2]^[3] and is National Beverage Corp.'s first energy drink.^[4]

Marketed as "energy fuel at a price you can swallow,"^[2] Rip It drinks have been referred to as a "bare-budget option", often costing $1 per can in the United States.^[5] They have been supplied to US military personnel serving in Afghanistan and Iraq and have gained popularity there.^[5]^[6]

Flavors and ingredients

The drinks come in a variety of flavors (13 different ones as of 2020^[3]). There are sugar-free versions of some flavors as well as 2 fl oz shots. Some flavors are available in both 16 and 8 fl oz cans.^[7]

The drink contains 160% daily value of vitamin C, 240% daily value of vitamin B₆, and 830% daily value of vitamin B₁₂ per 16 fl oz serving according to product packaging (purchase date: 2020-11-24). It also contains taurine, caffeine, inositol, and guarana seed extract. Sugar-free versions contain sucralose and acesulfame potassium.^[8] Rip It drinks average about 160 mg of caffeine per 16 fl oz can, with the Le-MOAN’R flavor containing 204 mg of caffeine.^[9] The 2 fl oz shot versions contain about 100 mg of caffeine, with some flavors containing as much as 135 mg.^[10]

Sponsoring

In 2020, the brand sponsored the 100Talk Podcast, aimed at fans of the 100 Thieves esports organization.^[11] They previously sponsored Olympic champion alpine skier Julia Mancuso in 2010^[12] and the No. 16 car in the Automobile Racing Club of America driven by Joey Coulter in 2012.^[13]

Support of U.S. military

The drink is widely consumed by U.S. forces in Afghanistan and Iraq.^[14]^[15]^[6] In a 2016 interview, an Army staff sergeant noted that "over three-quarters of military personnel are drinking this stuff on the regular".^[5] The brand highlights its support for the United States Military in its marketing.^[16]

References

^ "Corporate". Rip It Energy Fuel official website. Retrieved 2020-12-21. Rip It Energy Fuel is part of the National Beverage family of brands
^ ^a ^b "Rip It Energy Fuel Details". bevNET.com Brand Database. Archived from the original on 2020-12-21. Retrieved 2020-12-21. Rip it Energy Fuel brand established in 2004 […] the core brand's message "energy fuel at a price you can swallow"
^ ^a ^b "Rip It Energy Fuel". Shasta Foodservice. Retrieved 2020-12-21. Rip It Energy Fuel has been thriving since 2004
^ "National Beverage Corp". encyclopedia.com. Retrieved 2020-12-21. National Beverage entered this growing segment [energy drinks] with its Rip It line of energy beverages
^ ^a ^b ^c Fulton, Wil (2016-08-12). "How an Energy Drink You've Never Heard Of Took Over the US Military". Thrillist. Retrieved 2018-05-07. over three-quarters of military personnel are drinking this stuff on the regular […] it's mostly known as a bare-budget option, often costing $1 per can
^ ^a ^b Rossen, Jake (2016-04-21). "How Rip It Became the Unofficial Drink of the U.S. Military". vanwinkles.com. Archived from the original on 2016-04-25. Retrieved 2017-01-31. Rip It can be found almost anywhere a soldier goes in the Middle East. It's as common as an MRE.
^ "Our Brands". nationalbeverage.com. Archived from the original on 2017-01-07. Retrieved 2017-04-13. […] in fifteen regular and seven sugar-free flavors […] With 17 awesome flavors to choose from
^ "Rip It Review | How It works, Pros/Cons, In-Depth Reviews". Dietspotlight.com. Retrieved 2012-02-16.^{[dead link‍]}
^ "Caffeine in Rip It Energy Drink". caffeineinformer.com. Retrieved 2017-03-31.
^ "Caffeine in Rip It Energy Shot". caffeineinformer.com. Retrieved 2020-12-21.
^ "100talkpod tweet". Twitter. 2020-06-26. Retrieved 2020-12-21.
^ "Julia Mancuso". The Official Site of the U.S. Ski Team. 2010-04-10. Archived from the original on 2010-04-10. Retrieved 2020-12-21.
^ "Joey Coulter Ready to Rip It Up at Talladega". catchfence.com. 2010-04-20. Archived from the original on 2011-07-23. Retrieved 2011-07-23.
^ Memmott, Mark (2009-06-26). "In Afghanistan: Coffee; Rip Its; And Tobacco". NPR. Retrieved 2012-02-16.
^ Tyson, Ann Scott (2009-05-22). "Generals Find Suicide a Frustrating Enemy". Washingtonpost.com. Retrieved 2012-02-16.
^ "Military Support". Rip It Energy Fuel official website. Retrieved 2020-12-21. For over a decade, we've supported the United States Military, serving RIP IT at home and downrange since 2004.