McDonald's will debut its first energy drink, a Red Bull partnership called the Dragonberry Energizer, in U.S. restaurants on August 17. The launch accompanies a broader expansion of the company’s beverage offerings, including updated vanilla-flavored Coca-Cola options.
The move is part of McDonald’s push to capture a share of the $100 billion global beverage market, which executives have identified as a key growth opportunity. The company has recently revamped its McCafé sub-brand to appeal to a younger demographic with more playful drink options. Energy drinks and caffeinated refreshers have become increasingly lucrative for fast-food chains, with Starbucks reporting its $2 billion Refreshers line as its second-best-selling beverage platform after espresso.
In response, Greg Creed, former CEO of Taco Bell, criticized the new menu in a LinkedIn post, arguing that McDonald’s drinks lack distinctiveness. Creed, who helped introduce Taco Bell’s Baja Blast drink in 2004, suggested that the flavors and branding of McDonald’s new offerings could have been created by any brand. He emphasized that Taco Bell’s success with Baja Blast stemmed from its distinct Mexican-inspired flavor, bright blue color, and strong brand association—elements he claims McDonald’s new drinks lack.
McDonald’s has framed the Red Bull partnership as part of its strategy to increase customer frequency and drive higher-margin sales. The Dragonberry Energizer will join the existing beverage lineup, which includes traditional sodas, coffees, and McCafé drinks. The company has not publicly responded to Creed’s comments.