AMP Energy is an energy drink

Energy drink

Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....

 brand produced and owned by PepsiCo

PepsiCo

PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...

. At the time of its introduction in 2001, AMP Energy was initially distributed under the Mountain Dew

Mountain Dew

Mountain Dew is a citrus-flavored carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee. A revised formula was...

 soft drink

Soft drink

A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent...

 brand. Since 2009, it has been produced and labeled under its own stand-alone trademark

Trademark

A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...

 name. The beverage is packaged in both 16-ounce and 24-ounce cans, and is sold in the United States

United States

The United States of America is a federal constitutional republic comprising fifty states and a federal district...

 and Canada

Canada

Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...

. As of 2009, AMP Energy was the number four energy drink brand in the U.S. in terms of overall retail sales.

Flavors

The original formulation of AMP Energy was positioned as a flavor extension of the Mountain Dew

Mountain Dew

Mountain Dew is a citrus-flavored carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee. A revised formula was...

 brand, and in 2001 its label read "Amp Energy Drink from Mountain Dew". In 2008 the label design was changed to contract the product name to a more concise "AMP Energy", with the Mountain Dew logo

Logo

A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition...

 being shifted to the lower portion of the cans. According to beverage industry commentators at the time, this labeling update was enacted with the intent of "placing a stronger emphasis on the 'Amp Energy' brand and less on its Mountain Dew roots". AMP Energy Original contains taurine, B-vitamins, guarana

Guarana

Guarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...

, ginseng

Ginseng

Ginseng is any one of eleven species of slow-growing perennial plants with fleshy roots, belonging to the genus Panax of the family Araliaceae....

 and maltodextrin

Maltodextrin

Maltodextrin is a polysaccharide that is used as a food additive. It is produced from starch by partial hydrolysis and is usually found as a creamy-white hygroscopic spraydried powder. Maltodextrin is easily digestible, being absorbed as rapidly as glucose, and might be either moderately sweet or...

. 8.4 fluid ounces of AMP contains 74 milligrams of caffeine.

The AMP Energy product line has since expanded to a broader range of flavors and variants, which as of 2011 included AMP Energy (Original), Sugar Free, Overdrive (cherry), Relaunch (discontinued) (orange), Elevate (mixed berry), Traction (grape), Green Tea, Lightning (lemonade) and Sugar Free Lightning. There was also a limited edition flavor named Tradin Paints which was a Orange/Lime/Berry drink. In February 2010 a new series of juices was launched under the name AMP Energy Juices, which are made with B-vitamins, taurine, ginseng and guarana. These juices are produced in two flavors: Orange and Mixed Berry, and are packaged in 12-ounce bottles. Also introduced at this time was AMP Energy Gum, which is made from a blend of B-vitamins, taurine and caffeine.

Sponsorship

Since 2007, AMP Energy has sponsored NASCAR

NASCAR

The National Association for Stock Car Auto Racing is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of the late Bill France Sr...

 Sprint Cup Series driver Dale Earnhardt Jr and his No. 88 car. In 2009, AMP Energy released Tradin’ Paint, a limited edition Dale Earnhardt Jr. themed energy drink which was a combination of three flavors: orange, lime and berry. The product was available in 16-ounce cans and featured the same paint scheme as Hendrick Motorsports’ No. 88 AMP Energy/National Guard Chevrolet car.

PepsiCo has sponsored the Talladega Superspeedway

Talladega Superspeedway

Talladega Superspeedway is a motorsports complex located north of Talladega, Alabama, United States. It is located on the former Anniston Air Force Base just outside the small city of Lincoln. It was constructed by International Speedway Corporation, a business controlled by the France Family, in...

 race for multiple years, resulting in the race being titled the "AMP Energy 500" in 2008 and 2009, and the "AMP Energy Juice 500" in 2010. In October 2010, AMP Energy Juice produced a short film about Talladega Superspeedway titled “The Legend of Hallowdega” which starred David Arquette

David Arquette

David Arquette is an American actor, film director, producer, screenwriter, fashion designer, and occasional professional wrestler. A member of the Arquette acting family, he first became known during the mid 1990s after starring in several Hollywood films, such as the Scream series, Wild Bill and...

, was directed by Terry Gilliam

Terry Gilliam

Terrence Vance "Terry" Gilliam is an American-born British screenwriter, film director, animator, actor and member of the Monty Python comedy troupe. Gilliam is also known for directing several films, including Brazil , The Adventures of Baron Munchausen , The Fisher King , and 12 Monkeys...

 and included appearances by Dale Earnhardt Jr. and Darrell Waltrip

Darrell Waltrip

Darrell Lee Waltrip is a 3-time NASCAR Cup Series champion , 3-time runner-up , winner of the 1989 Daytona 500 and 5-time winner of the prestigeous Coca-Cola 600 ,...

.

AMP Energy sponsors a snowboard team which includes athletes Mason Aguirre

Mason Aguirre

Mason Singer Aguirre is an American snowboarder. He competes in halfpipe, slopestyle and superpipe, but consistently places higher in halfpipe and superpipe competitions.-Career:...

, Keir Dillon

Keir Dillon

Keir Dillon professional snowboarder specializing in Halfpipe. With his smooth style and big airs, he is considered by many to be one of the world's best riders.-Career:...

, Kevin Pearce

Kevin Pearce (snowboarder)

Kevin Pearce is an American snowboarder. He was born in Hanover, New Hampshire, and raised in Hartland, Vermont before moving with his parents to Norwich, Vermont.-Career:...

, Jack Mitrani, Luke Mitrani and Scotty Lago. In 2009, AMP Energy joined Burton Snowboards to sponsor the 27th Annual US Open Snowboarding Championships at Stratton Mountain

Stratton Mountain (Vermont)

Stratton Mountain is a mountain located in Windham County, Vermont, in the Green Mountain National Forest.The mountain, a monadnock, is the highest point of Windham County, and of the southern Green Mountains generally. A fire tower located on the summit is generally open for climbing by the public...

 in Vermont

Vermont

Vermont is a state in the New England region of the northeastern United States of America. The state ranks 43rd in land area, , and 45th in total area. Its population according to the 2010 census, 630,337, is the second smallest in the country, larger only than Wyoming. It is the only New England...

 Other snowboarding events in which AMP Energy is a primary sponsor include the Burton Am Series, Burton Demo Tour, Burton World Tour, and the Canadian Open Snowboarding Championships.

A 2009 promotion involved graphic designers, musicians and artists creating custom AMP-branded refrigerator

Refrigerator

A refrigerator is a common household appliance that consists of a thermally insulated compartment and a heat pump that transfers heat from the inside of the fridge to its external environment so that the inside of the fridge is cooled to a temperature below the ambient temperature of the room...

s which were placed in designers' homes and retail stores that included Crooks and Castles, Rogue Status

Rogue Status

Rogue Status is a clothing company based in Los Angeles. Created by designers Johan Esbensen and Rex Holloway in 2005, it was soon endorsed by celebrity investors Travis Barker and Rob Dyrdek and Scott Emmer. Profits from the clothing line go across seas to American soldiers so they can send out...

, Huf Clothing and Reed Space. Designers that participated in the promotion included Topher Chin, Steve Aoki

Steve Aoki

Steve Aoki is an American electro house musician, record producer and the founder of Dim Mak Records.-Early life:...

, Omar Epps

Omar Epps

Omar Hashim Epps is an American actor, singer, songwriter, and record producer. His film roles include Major League II, Juice, Higher Learning, Scream 2, The Wood, In Too Deep, and Love and Basketball. Epps' television work includes the role of Dr. Dennis Gant on the US medical drama series ER,...

 and Han Cholo. According to Women’s Wear Daily, this initiative was carried out “as part of Pepsi's bid to recast the image of its AMP Energy drink as the beverage of choice for the fashion, art and lifestyle crowd.” In 2010, AMP Energy became the official energy drink of the World Extreme Cagefighting

World Extreme Cagefighting

World Extreme Cagefighting was an American mixed martial arts promotion. It was purchased by Zuffa, LLC, the parent company of Ultimate Fighting Championship , in 2006. In its final incarnation, it was made up of 3 weight classes: 135, 145 and 155 lbs. To accommodate the smaller...

 (WEC) series. It is also the sponsor of UFC athletes Urijah Faber

Urijah Faber

Urijah Christopher Faber is an American mixed martial artist currently fighting as a bantamweight in the Ultimate Fighting Championship organization. Faber won the WEC featherweight championship at WEC 19 on March 17, 2006 and held the title for over two years until his loss to Mike Brown at WEC...

, Chad Mendes

Chad Mendes

Chad Edward Mendes is an American mixed martial artist who competes in the Ultimate Fighting Championship.-High school:Mendes finished 8th in the state of California , wrestling for Hanford High School. In 2002, he finished 5th at 114 lbs. and in 2003, he finished third at 121 lbs...

 and Joseph Benavidez

Joseph Benavidez

Joseph Rolando Benavidez is an American mixed martial artist. After fighting in smaller shows while working as a screen printer in Las Cruces, New Mexico, he joined up with Urijah Faber's Team Alpha Male in 2007. He has since fought in Dream and most recently the World Extreme Cagefighting promotion...

.

External links

• ampenergy.com The website of AMP Energy Drink