28 Black

What 28 Black does

28 BLACK, founded in 2008, is a premium German energy drink brand owned by Luxembourg-based Splendid Drinks AG and headquartered in Grevenmacher, Luxembourg. The company produces taurine-free, vegan-certified (V-Label) canned energy drinks enriched with vitamins, gluten-free and lactose-free, available in flavors including Açaí (signature), Açaí Zero (sugar-free, 3 kcal/100ml), Waldmeister/Woodruff, Sour Cherry, Sour Mango-Kiwi, Classic Energy Taste, Pineapple-Coconut, Berry Mix Zero, and Peach. A Dennis Schröder Edition special edition, anchored to a partnership with the NBA player, won a Red Dot Award for its can design. The portfolio is supported by a cocktail mixology platform of 13+ recipes using the drinks as mixers for both alcoholic and non-alcoholic occasions.

Revenue is generated entirely through consumer packaged goods sales of canned beverages, distributed omnichannel via owned e-commerce (28black-shop.com), quick commerce partnerships (Blinkit in India), country-specific exclusive importers (Yinbev for India; Rock Solid Distribution in the USA; DragonFly Vision in Hong Kong; Silent Energy in Japan; premium-drinks & more in Austria; Ruppert S.a.r.l. in Luxembourg), and traditional retail channels (supermarkets, convenience stores, drinks shops, hospitality). The customer base is split between B2C individual consumers and B2B distribution partners across 26 countries spanning Europe, Asia (Japan, Hong Kong, India, Turkey, Cyprus), Africa (Ethiopia, Morocco), and North America.

The go-to-market strategy combines three motions: direct-to-consumer e-commerce for branded experience and limited editions, country-partner distribution for international scaling without owned infrastructure, and event-driven demand generation through a dense portfolio of European sports and esports sponsorships (European League of Football, SK Austria Klagenfurt stadium naming rights, F.C. Hansa Rostock jersey sponsorship — since ended — Veolia Towers Hamburg main sponsorship, Hamburg Sea Devils exclusive partnership, Unicorns of Love esports) plus celebrity partnerships (Dennis Schröder, Twitch streamer Marc Gebauer). Marketing channels include sports sponsorships, organic social (Instagram, TikTok, YouTube), experiential sampling campaigns (50,000+ cans distributed to hospital and manufacturing night-shift workers in November 2020, plus touchpoint sampling in hairdressers, climbing halls, bowling centers, and laser tag arenas), and gamified sweepstakes (PS5 giveaways, Advent calendar quizzes). The brand is recognized as the second-best-performing German energy drink globally in the Six Continents Index study.

Name

28 Black

Legal name

Splendid Drinks AG

Website

https://28black.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

28 BLACK is a premium German energy drink brand owned by Luxembourg-based Splendid Drinks AG, founded in 2008. It produces taurine-free, vegan-certified canned beverages sold in 26 countries across Europe, Asia, Africa, and North America via retail, e-commerce, and exclusive distribution partners.

Ownership category

akta.pro rank

Product category

Energy Drinks

SIC

Beverages (2080), Food And Kindred Products (2000)

akta.pro primary industry

Energy Drinks & Energy Shots (CRADAHAJ)

akta.pro secondary industries

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Energy Drink & Energy Shot Production (AFAFABAG)

Keywords

• Energy drinks
• Taurine-free beverages
• Vegan energy drinks
• Sugar-free energy drinks
• Flavored energy drinks

Headquarters

HQ city

Luxembourg

HQ country

Luxembourg

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Consumer Packaged Goods Sales: 28 BLACK generates revenue through direct sales of canned energy drinks to consumers via retail, e-commerce, and quick commerce channels. Products are sold in individual cans and multi-pack trays (24-pack variants).

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

28 Black manufactures and sells premium canned energy drinks under its own brand. The portfolio includes taurine-free, vegan-certified (V-Label), gluten-free and lactose-free beverages enriched with vitamins, available in multiple fruit flavors and sugar-free variants. Products are sold as consumer packaged goods through retail, online, and quick commerce channels across 26 countries.

Product overview

28 BLACK is a premium German energy drink brand owned by Splendid Drinks AG, based in Luxembourg, launched in 2008. The product portfolio centers on taurine-free, vegan energy drinks certified with the V-Label, enriched with vitamins, and free from gluten and lactose. The core range includes multiple flavor variants: Açaí (original), Açaí Zero (sugar-free), Waldmeister (Woodruff), Sour Cherry, Sour Mango-Kiwi, Classic Energy Taste, Ananas-Kokos (Pineapple-Coconut), Berry Mix Zero, and Peach. Special editions include the Dennis Schröder Edition with Pineapple-Coconut flavor. The company also offers a cocktail program featuring recipes using their energy drinks. Distribution spans over 26 countries through retail partners and direct-to-consumer online channels.

Differentiator

Problem solved

Functional benefit

Products and services

• 28 BLACK Energy Drink - Açaí Original signature Açaí berry flavored energy drink for adult consumers seeking a taurine-free, vegan-certified functional beverage.
• 28 BLACK Açaí Zero Sugar-free, low-calorie Açaí flavor variant for consumers seeking a zero-sugar energy drink.
• 28 BLACK Waldmeister (Woodruff) Woodruff-flavored flagship energy drink variant for consumers preferring traditional German flavor profiles.
• 28 BLACK Sour Cherry Fruity-sour cherry flavor energy drink for consumers seeking tart flavor profiles.
• 28 BLACK Sour Mango-Kiwi Tropical sour mango-kiwi flavor energy drink for consumers seeking exotic fruit combinations.
• 28 BLACK Classic Energy Taste Traditional energy drink flavor profile for consumers preferring classic energy taste.
• 28 BLACK Dennis Schröder Edition (Ananas-Kokos) Special edition pineapple-coconut energy drink co-developed with basketball player Dennis Schröder; can design won the Red Dot Award.
• 28 BLACK Berry Mix Zero Zero-calorie berry mix energy drink launched in spring 2026 for calorie-conscious consumers.
• 28 BLACK Peach Peach-flavored energy drink launched in spring 2026 as a fruity refreshment option.
• 28 BLACK Lime-Mint & Blood Orange Lime-mint and blood orange flavor line extensions introduced in 2021 for flavor variety seekers.

Quantifiable outcome

• Ranked second among German energy drink brands globally
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered key, flagship, core and minor.

• BlinkitkeyChannel Partner/ Reseller/ Distributor · 28 May 2026Partnership with India's leading quick commerce platform Blinkit enables 28 BLACK to offer chilled instant delivery in Mumbai and Hyderabad. This is part of the brand's omnichannel expansion strategy in the Indian market. Yinbev, the exclusive importer, manages distribution through this partnership.
• Indicart Retail Services Private LimitedkeyChannel Partner/ Reseller/ Distributor · 29 April 2026Partnership with Indicart Retail Services Private Limited enabled the launch of 28 BLACK's Indian online store (www.28black.in), making products available nationwide for online purchase.
• Veolia Towers HamburgflagshipGTM or Marketing Partner · 31 August 2022Main sponsor for basketball Bundesliga and EuroCup. Logo on jersey, center circle in arena. Three-year contract with 'Sponsor of the Day' and 'Tower of the Game' social media features.
• Viktoria BerlincoreGTM or Marketing Partner · 29 June 2022Main sponsor for three years until June 2025. Jersey front sponsorship and warm-up outfit presence. Static boards in Friedrich-Ludwig-Jahn-Sportpark. Social media goals presenter.
• SV Darmstadt 98coreGTM or Marketing Partner · 21 June 2022Sleeve partner (left sleeve). Includes TV-relevant LED perimeter advertising and static TV banner. Partnership for three years until June 2025. Includes eFootball team partnership and limited edition product.
• Hamburg Sea DevilscoreGTM or Marketing Partner · 20 June 2022Exclusive partner for American football team in European League of Football. Present every match day.
• F.C. Hansa RostockflagshipGTM or Marketing Partner · 30 May 2022Main and jersey partner. The professional team wears 28 BLACK on the chest. Long-term collaboration initially for three years. Partnership also includes U23 jersey sponsorship and Hansa-themed special edition cans with portion of profits supporting youth team.
• European League of FootballflagshipGTM or Marketing Partner · 12 May 2022Partner alongside CHIO as largest league partner. Logo on left collarbone of all team jerseys. TV/Livestream LED perimeter, stadium presence, social media. Partnership until end of 2025 season. Special edition product planned.
• Unicorns of LovecoreGTM or Marketing Partner · 12 April 2022Exclusive energy drink partner for esports organization. 7 teams across 6 titles including League of Legends, Valorant, and SimRacing. Jersey presence, events, streaming, and video formats.
• SK Austria KlagenfurtflagshipGTM or Marketing Partner · 8 April 2022Main sponsor and stadium naming rights partner. The team's home games are played in the '28 BLACK Arena'. Contract runs until 2025. Partnership includes main sponsorship and stadium naming rights.
• Yinbev Beverages India Private LimitedcoreChannel Partner/ Reseller/ DistributorYinbev serves as the exclusive importer of 28 BLACK in India, managing distribution partnerships including Blinkit quick commerce and Indicart online store. Reports strong demand for Açaí and Gummibär flavors.
• Dennis SchröderflagshipGTM or Marketing PartnerBasketball superstar partnership. Dennis Schröder Edition with pineapple-coconut flavor. Exclusive special edition can design. Joint competitions and campaigns including 'Time to Score' and 'Love for the Game' women's basketball campaign.
• SK RapidminorGTM or Marketing PartnerPartnership with Austrian football club SK Rapid for tasteful energy partnership.
• VfL WolfsburgcoreGTM or Marketing PartnerTop partner with presence on back of training clothing.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Red Bull: Global energy drink leader and category-defining incumbent. Directly comparable as a premium energy drink brand with broad international distribution, sports sponsorship-heavy GTM, and multi-SKU flavor portfolio — though at vastly larger scale than 28 BLACK.
• Monster Energy: Second-largest global energy drink brand with extensive flavor variety and event/sports sponsorship-driven marketing. Comparable positioning to 28 BLACK as a multi-flavor energy drink targeting active-lifestyle consumers, but at significantly greater scale and broader distribution.
• Rockstar Energy: Energy drink brand owned by PepsiCo with broad international footprint and sponsorship-led marketing (motorsports, gaming, music). Comparable as a mass-market flavored energy drink targeting similar active-lifestyle consumers, but with parent-company distribution scale.

Direct peers

• HELL ENERGY: Hungary-based premium energy drink ranked as the #1 German energy drink brand globally in the Six Continents Index — directly comparable to 28 BLACK on geographic focus, premium positioning, multi-flavor innovation, and aggressive international expansion strategy.

Peers

• Burn (Coca-Cola):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights7 records

Customer concentration

• Instagraminstagram.com/28black
• TikToktiktok.com/@28black
• LinkedInlinkedin.com/company/calidris-28-ag

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 28 Black