Kill Cliff
Kill Cliff is a veteran-owned beverage company that makes clean-label energy, recovery, and CBD-infused functional drinks for athletes, fitness enthusiasts, and the military/veteran community, sold direct-to-consumer, by subscription, and through wholesale channels in the United States.
- Company typePrivate
- Founded2007
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kill Cliff does
Kill Cliff is a veteran-owned beverage company headquartered in Atlanta, Georgia, founded in 2007 by former Navy SEAL Todd Ehrlich. The company manufactures and sells clean-label energy drinks, recovery beverages, and CBD-infused functional drinks organized across four lines — IGNITE (energy, 150mg caffeine from green tea), RECOVERY (zero-sugar hydration with electrolytes), RECOVERY+CBD and ENERGY+CBD (premium combinations using a proprietary HempCell™ nano-encapsulation system claimed to deliver up to 8x faster CBD absorption) — supplemented by an RTM (ready-to-mix) powder SKU and branded merchandise. Products are formulated without sugar or artificial sweeteners, sweetened with erythritol and stevia, and positioned against mainstream energy drinks on a clean-ingredient basis.
The company generates revenue through three primary streams: direct-to-consumer sales of 12-packs (priced $35.99 standard; $58 for CBD 12-packs) via its owned Shopify storefront, a wholesale/reseller program accessed through a B2B portal, and a subscription offering with free shipping above $125; a Navy SEAL Foundation donation rail (tiers $1–$100) sits alongside these commercial transactions as a cause-marketing layer. Customer segments center on athletes, CrossFit and MMA participants, and the military/veteran community, with the Joe Rogan endorsement and collaborations (Flaming Joe, Elk Blood with Cam Hanes) extending reach into a broader podcast-listener audience. Distribution is US-only.
Operationally, Kill Cliff is structured as Kill Cliff, LLC, has raised approximately $26 million across five disclosed rounds (notable investors include Sherbrooke Capital in 2013 and Sunrise Strategic Partners in 2017), and operates with a lean executive team (Founder Todd Ehrlich, CFO Chris McNeil, CMO Jesse Altman, COO Katie Shirah). The brand has accumulated notable earned media (TMZ, Sports Illustrated, ESPN, GQ, Forbes, Bleacher Report) and a long-running Navy SEAL Foundation partnership that has generated over $1 million in donations, sponsorship, and product equivalents.
Kill Cliff firmographics
Firmographics- Name
- Kill Cliff
- Legal name
- Kill Cliff, LLC
- Website
- https://killcliff.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Kill Cliff is a veteran-owned beverage company that makes clean-label energy, recovery, and CBD-infused functional drinks for athletes, fitness enthusiasts, and the military/veteran community, sold direct-to-consumer, by subscription, and through wholesale channels in the United States.
- Ownership category
- akta.pro rank
Kill Cliff industry classification
Industry- Product category
- Functional Beverages
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Energy Drinks & Energy Shots (CRADAHAJ)
- akta.pro secondary industries
- Sports Drinks & Hydration Beverages (CRADAHAK), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Energy Drink & Energy Shot Production (AFAFABAG), Sports & Isotonic Drink Production (AFAFAFAB)
Keywords
Where Kill Cliff is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kill Cliff business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Beverage Product Sales: Kill Cliff generates revenue through the direct sale of energy drinks, recovery drinks, and CBD-infused beverages. Products are sold in 12-packs through e-commerce and wholesale channels. The company offers a subscription model for recurring deliveries.
- Wholesale/Reseller: Kill Cliff distributes products through wholesale channels to retailers and resellers who apply through the wholesale portal and receive access to B2B pricing.
- Donations: Kill Cliff facilitates donations to the Navy SEAL Foundation through its platform, offering donation amounts from $1 to $100.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kill Cliff RECOVERY Tasty Blood Orange 12-pack |
| Unit Pricing | Pay-as-you-go | Kill Cliff CBD Orange Kush 12-pack |
| Unit Pricing | Pay-as-you-go | Navy SEAL Foundation Donation |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Kill Cliff product offering
Product offeringCore offering
Kill Cliff produces and sells clean-label functional beverages — primarily energy drinks, zero-sugar recovery drinks, and CBD-infused recovery/energy drinks — packaged in 12-pack cans and sold directly to consumers through its own e-commerce site with subscription options, plus a wholesale/reseller program. The lineup includes ENERGY (IGNITE) products with 150mg natural caffeine, RECOVERY drinks with electrolytes and antioxidants, and CBD lines using proprietary HempCell nano-encapsulation for faster absorption.
Product overview
Kill Cliff is a veteran-owned beverage company offering clean energy and recovery drinks organized into four product lines: IGNITE (Energy drinks with 150mg caffeine including Cherry Lime Grenade, Joe Rogan's Flaming Joe, and Smashing Citrus); RECOVERY (zero-sugar hydration drinks with electrolytes and antioxidants including Tasty Blood Orange, Berry Legit Lemonade, and Lemon Lime Lightning); CBD (recovery drinks infused with 25mg HempCell nano-encapsulated CBD including Orange Kush, Joe Rogan's Flaming Joe CBD, and THE G.O.A.T.); and ENERGY+CBD (premium performance drinks combining caffeine with CBD such as ELK BLOOD and KILLER CLIFFSICLE). The company also offers RTM Powders and partners with the Navy SEAL Foundation for charitable donations.
Differentiator
Problem solved
Functional benefit
Companies that use Kill Cliff
Customer profileSegments2 records
Ideal customer profiles3 records
Kill Cliff technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Kill Cliff partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- Navy SEAL FoundationcoreKill Cliff became an official partner of the Navy SEAL Foundation in 2011, marking the first corporate partnership of its kind for the Foundation. To date, Kill Cliff has raised and donated over $1 million in cash, event sponsorship funds, and product equivalencies. The company is owned and operated by Navy SEALs and is committed to supporting service members, veterans, and their families.
- Joe RoganflagshipJoe Rogan is a prominent backer and collaborator of Kill Cliff. Products include Joe Rogan's Flaming Joe (Spicy Pineapple) in both Energy and CBD versions, as well as the Joe Rogan x Cam Hanes Elk Blood collaboration. Rogan promotes Kill Cliff products through his podcast and social media presence.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Kill Cliff competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Kill Cliff social profiles
Digital presenceKill Cliff compliance and trust
Trust signalCompliance1 record
Kill Cliff financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kill Cliff leadership team
Management profileNumber of profiles
Profiles4 records
Kill Cliff funding detail
Funding detailFunding overview
Funding rounds5 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kill Cliff M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kill Cliff
What does Kill Cliff do?
Kill Cliff produces and sells clean-label functional beverages — primarily energy drinks, zero-sugar recovery drinks, and CBD-infused recovery/energy drinks — packaged in 12-pack cans and sold directly to consumers through its own e-commerce site with subscription options, plus a wholesale/reseller program. The lineup includes ENERGY (IGNITE) products with 150mg natural caffeine, RECOVERY drinks with electrolytes and antioxidants, and CBD lines using proprietary HempCell nano-encapsulation for faster absorption.
Is Kill Cliff a public or private company?
Kill Cliff is a private company. It is classified as venture growth investor backed and is currently operating.
When was Kill Cliff founded?
Kill Cliff was founded in 2007. It employs 1 to 10 people.
Where is Kill Cliff based?
Kill Cliff is headquartered in Atlanta, United States, in the North America region.
How does Kill Cliff make money?
Three revenue lines are on record. Beverage Product Sales are the primary driver. The others are wholesale/Reseller and donations.
Does Kill Cliff have an API?
No public API is recorded for Kill Cliff.
What industry is Kill Cliff in?
Kill Cliff's product category is Functional Beverages. Its primary akta.pro industry code is CRADAHAJ, Energy Drinks & Energy Shots, with a secondary code of CRADAHAK, Sports Drinks & Hydration Beverages. Its SIC code is 2080.