Eastroc Expands into U.S. Market with Sugar-Free Energy Drinks

United States 28.09.2026

Source: www.prnewswire.com

Eastroc Beverage is launching its Gold and White Zero Sugar Energy cans in the U.S. as part of their North American expansion strategy. Joey Nickell, with experience from Coca-Cola and Bang Energy, is leading the commercial development. The initiative focuses on consumer relevance and strategic execution.

Eastroc Beverage has announced the launch of its Gold and White Zero Sugar Energy cans in the U.S., marking a significant step in their North American expansion. The beverage company, known for its global operations, is aiming to establish a strong presence in the U.S. market. Joey Nickell, a veteran with experience at Coca-Cola and Bang Energy, is spearheading this initiative as the Chief Sales Officer for Eastroc North America and Pittston Co-Packers.

The introduction of these energy drinks is part of Eastroc's broader campaign named "Craft Your Legend." This initiative is intended to adapt to the local consumer preferences and support the brand’s growth through effective execution strategies. The company's operations include research and development, manufacturing, packaging, quality management, and distribution.

As of June 30, 2026, Eastroc has reported operating 12 production bases in China and has its products available in 36 countries and regions worldwide. In emphasizing the importance of local relevance, Joey Nickell stated, "Global scale can earn you a meeting. It doesn't earn you a place in someone's refrigerator." This underscores the company’s commitment to engaging and connecting with U.S. consumers.

Eastroc's strategy involves building strong partnerships with field sales teams, distributors, and retailers to ensure that their energy drinks not only reach the shelves but also meet consumer demand continually. The company aims to not just introduce new products but also to build a business model that supports sustained growth with their partners.

Joey Nickell highlighted the importance of adaptability and responsiveness in the business culture, stating, "Culture isn't what you put on a wall. It's what happens when someone in the field tells you the plan isn't working."

In addition to his role with Eastroc, Nickell continues to serve as Chief Sales Officer for Pittston Co-Packers, a firm based in Pennsylvania, which specializes in beverage production and packaging services. The collaboration between Eastroc and Pittston Co-Packers represents a strategic effort to leverage local manufacturing expertise for the U.S. market launch.