Wellness energy drink brand GORGIE, founded by entrepreneur Michelle Cordeiro Grant, has announced a major retail expansion into 863 Target stores nationwide, solidifying its position as the #1 fastest-growing energy drink in the natural channel. The move follows a meteoric rise since its 2023 launch, with the brand reporting 5x growth in year two and closing its first year with 7-figure revenue.
From iPhone Idea to Target Shelves: A Female-First Success Story
GORGIE, created by Lively founder Michelle Cordeiro Grant, began as a concept to redefine energy drinks with a focus on wellness, community, and female empowerment. The brand’s 150mg green tea caffeine-infused sparkling beverages—free from aspartame, erythritol, and sucralose—quickly gained traction, driving 20% category growth in the natural channel by 2024.
“GORGIE was an idea on my iPhone just two years ago,” said Grant. “To partner with Target, a retailer that aligns with our mission to make wellness fun, is a pinch-me moment.”
Product Innovation and Certifications
GORGIE’s drinks stand out in the crowded energy market with:
- 5 calories per 12 oz can and 0g sugar
- Added B vitamins, biotin, and L-theanine for sustained energy
- Certifications: Non-GMO Project Verified, NSF Contents Certified, Gluten-Free, Vegan, Kosher
- A “green” rating on Yuka, the viral health-label scanning app
The brand’s playful branding and focus on holistic benefits have resonated with health-conscious consumers, particularly women, who comprise 70% of its community-driven customer base.
Retail Expansion and Summer 2025 Launches
The Target partnership is part of a broader retail strategy that already includes Sprouts, Whole Foods, Kroger, and Erewhon. This summer, GORGIE will deepen its Target presence with:
- A Pink Lemonade flavor exclusive to 1,939 Target stores
- A Pink Lemonade-inspired swim collection on GETGORGIE.com
Priced at $2.59 per can, GORGIE aims to compete with traditional energy drinks by offering a cleaner, socially engaging alternative.
Community-Driven Growth
GORGIE’s success is rooted in its 1 billion organic social media impressions and direct dialogue with its community. Recent campaigns, like the Target launch celebration, garnered 10,000 sign-ups in days. Customers reorder every 7.9 days on average, with shipments reaching all 50 states monthly.
“We’re not just selling drinks—we’re building a movement,” Grant emphasized.
Market Context: The Rise of Functional Beverages
GORGIE taps into the $58 billion functional beverage market, where demand for products merging energy and wellness has surged post-pandemic. Competitors like Celsius and Prime have dominated mainstream retail, but GORGIE’s female-centric approach and clean formulations carve a unique niche. Analysts credit its agility and community focus for outpacing legacy brands.
What’s Next?
With plans to expand into apparel and lifestyle products, GORGIE aims to become a holistic wellness brand. Its Target rollout positions it for national recognition, while its DTC model ensures loyal followers stay engaged.
