Alix Earle is adding another drink brand to her investment portfolio.
The 25-year-old social media influencer, with more than 13.5 million followers across Instagram and TikTok, has been announced as a new strategic investor in the clean energy drink brand, Gorgie, founded by Michelle Cordeiro Grant in 2022. Earle’s existing market investments include the gut-friendly soda brand, Poppi, and the ready-to-drink cocktail brand, SipMargs.
The news of her latest business endeavor follows her appearance on season 34 of “Dancing With the Stars,” during which she routinely guzzled cans of the sugar-free, sparkling beverage to help her power through the rehearsals and live show performances.
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“I’m so excited to partner with Gorgie. I have been a consumer of the brand for years, but my time on ‘Dancing With the Stars’ allowed me to stress-test the product,” Earle said in the official press release. “Gorgie didn’t just keep me awake, it sustained a demanding training schedule without the crash I’ve experienced from other energy drinks. I quickly realized that Gorgie is more than an energy drink, it’s a category disruptor, and I’m thrilled to work alongside Michelle to scale her vision for the brand.”
Packaged in patterned 12-ounce cans, Gorgie drinks are made with 150mg of green tea, B vitamins, L-theanine and biotin. The flavors range from Watermelon Splash to Cranberry Party Pop.
“What started as a product for intense fitness performance is now evolving to become a go-to want and need for all day, everyday life,” Grant previously told WWD, adding that Gorgie was founded as a women-led brand with women’s wellness in mind.
In just three years, Gorgie has solidified its position as the fastest-growing energy drink brand within the category, sold at Target stores nationwide. Grant is now hoping that Earle’s involvement will help fast-track plans to expand its retail footprint and bring brand awareness to a wider community online in the year ahead.
“We are just so thrilled to have her join our team, mission and journey in spreading energy with wellness to all. She has inspired all of America and our team with what she has accomplished thus far in her career and we know what is to come is just beyond our wildest dreams. Together, Gorgie will become the go-to energy drink for U.S. consumers and, soon, the world,” Grant said in the press release.
Earle’s entry into the drink category began with her investment in Poppi, the brand founded by husband-and-wife duo Stephen and Allison Ellsworth. She announced her stake in the company back in 2024, about a year before PepsiCo revealed that it would acquire Poppi for $1.95 billion.