"According to a March 2026 report by The Wall Street Journal, customized energy drinks now account for 25% of Dutch Bros' sales profits, which total $1.6 billion. WSJ reports that Dutch Bros is now the third largest coffee chain in the U.S., which is definitely due in part to its popularity with Gen Z - and the Rebel drinks are spearheading the craze."
"These beverages start with a plain energy drink base that is mixed with fruity syrups and sometimes add-ins like popping boba or flavored floats. Rebel drinks can be made simply iced or blended into a slush, and when ordered in a medium size, most flavors deliver around 100 grams of caffeine."
"Chief marketing officer Tana Davila told The Wall Street Journal that it's all about customization. You would be hard-pressed to find a Gen Z'er who doesn't love spiffing up their drinks, then sharing their orders among friends or on social media."
Dutch Bros coffee chain has expanded beyond traditional coffee to offer 15 varieties of customized Rebel energy drinks, which now represent 25% of the company's $1.6 billion in sales profits. The chain ranks as the third largest coffee company in the U.S., driven largely by Gen Z popularity. Rebel drinks feature a plain energy drink base mixed with fruity syrups and optional add-ins like popping boba or flavored floats, available iced or blended. Medium sizes contain approximately 100 grams of caffeine. The company's success stems from strategic customization options that appeal to Gen Z consumers who enjoy personalizing beverages and sharing their orders on social media.
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