Bing Beverage

What Bing Beverage does

Bing Beverage Company, LLC is a privately held, family-owned packaged beverage producer headquartered in Lakewood, Colorado, founded in 2006 by Lamont and Susan Seckman. The company manufactures and sells lightly-carbonated juice beverages fortified with B-vitamins and a moderate caffeine dose (roughly equivalent to a cup of coffee per 12 oz serving), positioning the product between traditional energy drinks and sparkling juice. The core line includes six flavors — Bing Cherry (original), Bing Black, Bing Raz, Bing Crisp, Bing Blu (with L-theanine), and Bing Citrus — sold in 12-pack and 24-pack formats at $25.95 and $42.99 respectively, with 25-40 calories per serving.

The business operates a multi-channel go-to-market: direct-to-consumer e-commerce at bingbeverage.com (with an email-subscription discount of 15% off the first order), major online marketplaces (Amazon, Walmart, Instacart), regional grocery chains anchored by King Soopers in Colorado, and a dedicated wholesale program reaching retailers in at least eight U.S. states. Marketing is driven by social media (Instagram, TikTok, Facebook), a TikTok Shop influencer affiliate program spanning Sports & Fitness, Recipes & Cooking, and Health & Beauty verticals, and a lifestyle-oriented merchandise line (apparel, tumblers, tote bags, lip balms). Retailer-reported evidence indicates Bing generates incremental sales to the energy category by drawing consumers from coffee and low-margin sodas rather than cannibalizing existing energy drink SKUs.

The operating model is bootstrapped: no institutional funding, acquisitions, or leadership changes have been disclosed; founders retain C-suite roles; and the company has built state-specific retail sales coverage (Retail Sales Specialists in CO, IL, CA, MO, NC, SC, OR, TX) under a National Sales Manager. Revenue is undisclosed, and the company carries registered trademarks across all flavor lines and the "Real Juice. Real Good." tagline.

Name

Bing Beverage

Legal name

Bing Beverage Company, LLC

Website

https://bingbeverage.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Bing Beverage is a family-owned Colorado-based producer of lightly-carbonated, B-vitamin-fortified juice energy drinks sold in six flavors across six core SKUs to health-conscious consumers through DTC e-commerce, Amazon, Walmart, Instacart, King Soopers, and regional grocery retailers in eight U.S. states.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)

akta.pro secondary industries

Sports Drinks & Hydration Beverages (CRADAHAK), Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

Keywords

• Lightly-carbonated beverages
• Energy juice drinks
• Real fruit juice beverages
• Vitamin-enhanced drinks
• Low-calorie energy drinks

Headquarters

HQ city

Lakewood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Beverage Product Sales: Direct-to-consumer and wholesale sales of lightly-carbonated energy juice beverages in multiple flavors. Products sold in 12-pack and 24-pack formats through website, Amazon, Walmart, Instacart, and regional retailers.
2. Merchandise/Gear Sales: Branded merchandise including apparel (t-shirts, hoodies, hats), accessories (tumblers, tote bags, frisbees, stickers), and lip balm products sold through e-commerce platform.
3. Influencer Commission Revenue: Commissions paid to influencers on Bing sales generated through their TikTok Shop referrals, creating a performance-based revenue sharing model.
4. Wholesale/B2B Sales: Wholesale distribution to retailers with volume-based pricing, targeting incremental category sales for grocery and convenience stores.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Bing Beverage produces and sells lightly-carbonated energy juice beverages made with real fruit juices, multiple B-vitamins, and approximately one cup of coffee's worth of caffeine per serving. The product line includes six flavors (Bing Cherry, Bing Black, Bing Raz, Bing Crisp, Bing Blu, Bing Citrus) sold in 12-pack and 24-pack formats, plus a range of branded merchandise (apparel, drinkware, accessories). Products are sold direct-to-consumer via the company website, through major online marketplaces (Amazon, Walmart, Instacart), and via regional grocery retailers and a wholesale program.

Product overview

Bing Beverage offers a line of lightly-carbonated, vitamin-enhanced energy drinks made with real fruit juices. The core product line consists of six distinct flavors (Bing Cherry, Bing Black, Bing Raz, Bing Crisp, Bing Blu, and Bing Citrus), each containing multiple B-Vitamins and approximately a cup of coffee's worth of caffeine. The beverages range from 25-40 calories per 12-ounce serving and are positioned as a healthy, low-calorie energy drink alternative. In addition to the beverage line, Bing Beverage sells branded merchandise including apparel (t-shirts, hoodies, polos), accessories (tote bags, hats, fanny packs), drinkware (stainless steel tumblers), and lifestyle products (lip balms, stickers, frisbees). The company operates as a direct-to-consumer e-commerce business, with products also available through retailers including Amazon, Walmart, Instacart, and King Soopers.

Differentiator

Problem solved

Functional benefit

Products and services

• Bing Cherry (Original)

Quantifiable outcome

• 85% of buyers on Amazon give Bing 5 stars
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TikTok ShopcoreGTM or Marketing PartnerBing partners with TikTok Shop to enable influencer commissions on sales. Influencers can earn contracted amounts for specific content and receive commissions on Bing sales through TikTok Shop, creating a performance-based affiliate marketing program.
• King SooperscoreChannel Partner/ Reseller/ DistributorKing Soopers, the largest grocery chain in Colorado, was the first major retailer to carry Bing after the brand's initial success at Denver farmer's markets. This partnership marked Bing's transition from farmer's market vendor to retail presence.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as Bing's primary e-commerce marketplace with a dedicated Amazon Store page, generating 85% 5-star customer ratings and significant online visibility for the brand.
• WalmartminorChannel Partner/ Reseller/ DistributorWalmart lists Bing beverages in their online store, providing additional retail visibility for the brand.
• InstacartminorChannel Partner/ Reseller/ DistributorInstacart provides grocery delivery services for Bing products, enabling convenient home delivery through their platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Alani Nu: Alani Nu is a better-for-you, low-calorie energy drink brand with strong female and lifestyle consumer targeting, sold across grocery, Amazon, and DTC. Its positioning and channel mix closely mirror Bing's growth playbook.
• Zevia: Zevia produces zero-calorie, naturally sweetened carbonated beverages with multiple flavor lines sold through national grocery and DTC. Its low-calorie carbonated beverage positioning overlaps directly with Bing's 25-40 calorie lightly-carbonated juice line.
• Celsius: Celsius sells better-for-you, moderate-caffeine fitness-positioned energy drinks through similar retail and DTC channels. It is the most direct scaled competitor in the 'healthier energy drink' category Bing occupies.
• GURU Organic Energy: GURU makes organic, plant-based energy drinks with moderate caffeine and clean ingredients, sold through natural and mainstream retail. Its real-ingredient, moderate-caffeine positioning is highly comparable to Bing's value proposition.
• Jocko Fuel: Jocko Fuel markets energy drinks and supplements targeting active and fitness-oriented consumers with clean-label claims. Its audience and channel mix (DTC, Amazon, fitness retail) align with Bing's Sports & Fitness-adjacent positioning.

Emerging players

• Olipop: Olipop is a fast-scaling better-for-you prebiotic soda brand sold nationally across grocery and DTC. Its consumer profile (health-conscious, low-calorie, real-ingredient) overlaps with Bing's target customer base.
• Health-Ade: Health-Ade is a leading better-for-you kombucha brand sold across natural and mainstream grocery. Its premium, functional, real-ingredient positioning in the broader functional beverage space is comparable to Bing's.
• RISE Brewing Co. RISE produces nitro cold brew coffee and oat milk functional beverages with clean-ingredient positioning. It overlaps with Bing's real-ingredient, low-calorie, moderate-caffeine niche from a coffee-adjacent angle.
• Recess: Recess markets sparkling water with adaptogens and hemp for mood, focus, and calm. It shares Bing's functional-ingredient, lifestyle-positioning DNA, though from a sparkling-water rather than juice base.

Broad incumbents

• PepsiCo (Bubly / Rockstar): PepsiCo's Bubly (zero-calorie flavored sparkling water) and Rockstar energy portfolio compete for the same shelf space and consumer occasions Bing targets, but as part of much broader beverage portfolios with vastly larger distribution and marketing budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BingBeverage
• Instagraminstagram.com/bingbeverage
• TikToktiktok.com/@bingbeverage
• Xx.com/bingbeverage
• LinkedInlinkedin.com/company/bing-beverage

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 Bing Beverage