Las Vegas – October 07, 2026 -- Lucky Energy debuted a complete brand overhaul at the NACS Show, swapping its old can design for a stark black-and-white look that will hit shelves at select retailers, Amazon, and luckyenergy.co starting in the fourth quarter of 2026.
The redesign, developed with creative agency Dayjob, keeps the brand's signature tape graphic but strips away color except for flavor-specific accents. The company says the minimalist approach makes the simple, zero-sugar, zero-calorie formula easier to understand at a glance.
The company adopts a new mission statement built around gratitude
Lucky's updated tagline, "Every day is a miracle," reframes luck as something consumers create rather than wait for. Founder Richard Laver said the new identity is "cleaner, sharper, and more grown-up" while keeping the brand's original emotional core intact.
Formula and pricing stay the same, but gummies get a fiber boost
The energy drink's caffeine content, can size, and price remain unchanged. Lucky did add more fiber to its energy gummies as part of the relaunch.
Lucky bets on 16-ounce cans while rivals shrink to slim formats
As several newer entrants move toward 12-ounce slim cans, Lucky is keeping the 16-ounce can as its primary format, reserving 12-ounce versions for club channels only. The company argues this core format has seen little innovation recently and wants to differentiate with its stripped-down, zero-sugar approach.
Retail footprint is set to hit 17,000 locations by the end of 2026
Lucky is already sold nationally at Walmart and has expanded through EG America into grocery and convenience stores across 31 states, including 218 H-E-B locations and 380 Walmart Fuel Centers. The brand's energy gummies are also rolling out at Walmart and roughly 800 Sheetz locations.