Hubbry Logo
Rich EnergyRich EnergyMain
Open search
Rich Energy
Community hub
Rich Energy
logo
7 pages, 0 posts
0 subscribers
Be the first to start a discussion here.
Be the first to start a discussion here.
Rich Energy
Rich Energy
Rich Energy
View on Wikipedia
from Wikipedia

Rich Energy was a British beverage brand[1][2][3] that was founded in 2015 by William Storey and an anonymous Austrian scientist. The energy drink project began in 2009 with the development of the product, and the UK distribution company[4] was founded six years later.[5] Information about Rich Energy and its energy drink is very limited. Due to this, the company has been the subject of controversy regarding the existence of its product.[6]

Key Information

On 16 July 2019, Rich Energy announced that they had renamed their company "Lightning Volt Ltd.",[7] and on 19 July 2019 a new company was incorporated under the name "Rich Energy Limited".[8] Information filed at Companies House also revealed that William Storey and Serbian colleague Zoran Terzic had apparently resigned as directors from the newly renamed Lightning Volt Ltd., before being reappointed on 29 August 2019.[7] Storey stated that he had "sold his stake in the legal entity of Rich Energy".[9] Matthew Kell was appointed as a new director of the company after Storey's apparent exit.[10][11] In August 2019, Storey bought back shares from Kell to retake a majority shareholding in the company.[12] Lightning Volt Limited was declared insolvent on 27 October 2020, following a petition by a creditor, and a liquidator was appointed on 13 January 2021.

Flavours

[edit]
  • Original (since 2015)
  • Sugar Free (since 2021)

Sponsorship

[edit]
Kevin Magnussen driving the Rich Energy-sponsored VF-19 at the Austrian Grand Prix

In October 2018, Rich Energy became the title sponsor of Haas F1 Team as Rich Energy Haas F1 Team.[13][14] Originally, the company intended to get a sponsorship deal with Williams. However, it was unclear whether the team rejected the offer[15][16] or Rich Energy simply changed their mind.[17] Rich Energy also attempted to purchase Force India for £100 million which had been put into administration by the High Court at the time. Storey claimed the deal had been finalised but this was denied by the Indian racing team.[18][19][20]

In February 2020, Rich Energy was announced as the new title sponsor of British Superbike Championship race entrant OMG Racing.[21]

In July 2020, Rich Energy was announced as a sponsor of BTCC driver Michael Crees, who drives for BTC Racing.[22]

In 2021, Rich Energy branding could be seen on the BTCC Vauxhall Astras of Jason Plato and Daniel Lloyd.

In April 2022, Storey did a deal for Rich Energy to become title sponsor of BTC Racing in the British Touring Car Championship.[23]

Controversies

[edit]

Company legitimacy

[edit]

Controversies regarding Rich Energy's credibility began to spread in the days following Rich Energy's attempt to purchase the Force India Formula One team. Internet forums and social media posts questioned the legitimacy of the company.[24] Then-CEO William Storey had denied the claims multiple times, stating that Rich Energy had produced 90 million drink cans, and that it was backed by £4 billion worth of endorsements[25] despite there being no financial information corroborating this claim and the company's financial documentation was available through Companies House.[24][26]

[edit]

In May 2019, Rich Energy Ltd. was involved in a court case with Whyte Bikes due to the stag-antler logo used by Rich Energy bearing too close a resemblance to the logo used by the bicycle company. Rich Energy lost the case, with the judge declaring that Rich Energy had misled the court by claiming they did not previously know about Whyte Bikes.[27][28]

On 18 July 2019, the Rich Energy Twitter account leaked alleged court documents, suggesting that the company, as well as William Storey, would be facing legal proceedings by Austrian energy drink company Red Bull GmbH in relation to Rich Energy's advertising slogan because Storey was regularly using Red Bull's own advertising slogans against them.[29]

Sponsorship with Haas F1 Team

[edit]

On 10 July 2019, the Rich Energy Twitter account announced that the company had ended its sponsorship deal with Haas F1 Team due to the team's poor performance and Formula One Group's politics and attitude.[30] The announcement from the energy drink brand came as "a surprise" to Guenther Steiner, Haas's team principal at the time.[31] The following day, the company's shareholders disowned the announcement, stating that the apparent termination of the sponsorship deal was "the rogue actions of one individual". The company also stated that it was "in the process of removing the individual from all executive responsibilities".[32][33] William Storey later accused his company's shareholders of "mounting a coup" in relation to the Haas F1 Team sponsorship.[34]

On 9 September 2019, a day after the Italian Grand Prix, Haas announced the termination of the deal with Rich Energy with immediate effect.[35]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Rich Energy

View on Grokipedia
from Grokipedia
Rich Energy is a British premium brand founded in 2015 by businessman William in , specializing in beverages made with pure mountain spring water and high-quality ingredients for enhanced energy and taste. rebranded an existing project as a luxury British product inspired by the stags of . Its flagship products include the original Rich Energy Classic in 250ml slimline cans, offering a blend of , , and vitamins for , and a sugar-free variant launched in 2016. The drinks are positioned as a choice, suitable for consumption chilled or as mixers in cocktails, targeting consumers seeking superior quality over mainstream competitors. Rich Energy has pursued aggressive marketing through high-profile sponsorships in sports, beginning in 2015 with endorsements in —such as champion —extreme sports, , , and football, including the West Ham United women's team. Its most notable venture was a multi-year title sponsorship deal with the Haas team announced in October 2018, valued at approximately £35 million, which introduced the brand's black-and-gold livery to the cars for the 2019 season. However, the partnership ended abruptly in September 2019 amid disputes over performance, contract breaches, and internal company turmoil, including a legal battle with bicycle manufacturer over logo similarities that resulted in Rich Energy being barred from using its stag emblem after July 2019. The company faced significant challenges in , including a corporate that led to Storey's temporary ousting as CEO and a to Lightning Volt Limited, though a new entity, Rich Energy Limited, was incorporated on 19 July ; Steven Weston has served as director since then, with Storey remaining publicly involved in the brand's activities. Classified under wholesale of soft drinks ( code 46341), the firm is active as of 2025 with its registered office at 71-75 Shelton Street, . Recent activities include a sponsorship return to motorsports, partnering with the C&L Fairburn Properties Look Forward Racing Honda team in the for the 2025 season. Despite past controversies surrounding its financial transparency and market presence, Rich Energy continues to emphasize global expansion in retail, hospitality, and elite sports partnerships.

History

Founding and early development

Rich Energy was founded in 2015 by British entrepreneur William Storey as a premium brand aimed at challenging industry leaders like . The company's roots trace back to a project initiated in 2009 by an anonymous Austrian scientist, which Storey acquired. The development emphasized a clean, invigorating flavor profile with elevated levels to appeal to consumers seeking an upscale alternative in the market. Rich Energy Limited was formally established as a UK-based on 23 September 2015, under company number 09791667, marking the official start of operations from . The initial product, the Original (also known as Classic) flavor, launched that year, with early marketing highlighting its natural composition, smooth taste, and performance-enhancing qualities as a beverage for discerning users. This positioning set the stage for subsequent growth strategies, including high-profile sponsorships in motorsports.

Financial challenges and restructuring

The company faced significant challenges starting in , including a corporate restructuring that led to Storey's temporary ousting as CEO and a name change of the original entity to Lightning Volt Limited on 16 July 2019. A new entity, number 12112427), was incorporated on 19 July 2019. Lightning Volt Limited (formerly Rich Energy Limited) entered compulsory following a creditor's filed on 29 August 2019, with winding-up proceedings commencing on 27 October 2020. Joint liquidators were appointed on 13 January 2021, marking the formal dissolution process of the entity and resulting in the cancellation of the original Rich Energy due to the owner's . To address these setbacks, the company pursued renaming and restructuring initiatives, including the incorporation of Rich Energy Systems Limited on 13 May 2021 as a new entity focused on beverage wholesale operations. William Storey was appointed director on 17 2021, serving as CEO and leading efforts to revive the brand under this structure. Financial statements for Rich Energy Systems Limited for the period ending 31 May 2024 reported intangible assets valued at £150,000, reflecting a degree of stabilization in the company's asset base following the prior collapse. These developments have supported limited recovery, though past financial instability constrained sponsorship opportunities in motorsports. As of November 2025, the original entity (09791667) remains in , while the 2019 Rich Energy Limited (12112427) is active but dormant according to Companies House records, with its last confirmation statement filed on 18 July 2025. Rich Energy Systems Limited (13393067) is active.

Products

Flavors and formulations

Rich Energy's original formulation, known as the variant, was launched in 2015 and features a blend of key ingredients including , at 80 mg per 250 ml can, and B-vitamins such as niacin, , , and vitamin B12. The drink is based on pure mountain spring water and incorporates natural flavors. Standard cans measure 250 ml, and early packaging prominently displayed an antler-inspired stag logo, reflecting the brand's origins in , near . In 2016, Rich Energy introduced its sugar-free variant, building on the original formula by replacing sugars with artificial sweeteners to appeal to consumers seeking low-calorie options while retaining the core energy-boosting elements like , , and B-vitamins. This version also uses the same spring water base. Packaging for both variants has evolved to emphasize premium British branding, typically sold in 24-can cases, with the stag remaining a key visual element in designs prior to any external modifications.

Marketing and distribution

Rich Energy initiated its sales through direct-to-consumer channels via its official website, richenergy.com, following the brand's launch in 2015. By 2018, the company broadened its reach in the UK market through an exclusive distribution agreement with Rock Point Leisure, enabling availability in supermarkets and licensed hospitality venues nationwide. The brand's promotional efforts heavily relied on aggressive campaigns, primarily driven by CEO William Storey via the company's account, which positioned Rich Energy as a premium British alternative to mainstream competitors. These initiatives highlighted an branding narrative, encapsulated in the "Forget the wings, Rich Energy gives you horns," a direct jab at rival , while emphasizing high-quality ingredients and a luxurious image for adult consumers. Marketing targeted young adults and fans, with strategies focusing on upscale sectors like clubs, bars, and hotels before expanding to broader retail outlets. Internationally, distribution was initially limited, concentrating on the while offering online purchasing options across through e-commerce platforms such as Amazon, but has since expanded to additional markets including the as of 2025.

Sponsorships

Formula One partnership

In October 2018, Rich Energy announced a multi-year title sponsorship agreement with the , effective from the 2019 season, renaming the outfit the Rich Energy . The deal, reportedly valued at £35 million (approximately $44 million) over five years, positioned Rich Energy as the team's primary partner and aimed to leverage the global reach of to elevate the brand's profile. This partnership marked a significant step for the British energy drink company, which sought to challenge established competitors in the motorsport arena through high-visibility exposure. The sponsorship encompassed extensive branding integration across the team's assets, including a redesigned for the VF-19 car unveiled in February 2019, featuring Rich Energy's signature black-and-gold and prominent stag . The appeared on the engine cover, , and front wing endplates of the cars, as well as on driver suits, team facilities, motorhomes, trucks, and overall team apparel, creating a unified visual identity that dominated Haas's presence at races and events. This overhaul replaced the team's prior red, grey, and black scheme, signaling a bold aesthetic shift aligned with Rich Energy's premium branding. Amid these developments, Rich Energy pursued broader ambitions in by submitting an unsuccessful £100 million bid to acquire the struggling team in mid-, which had entered administration due to financial woes. Although the offer was accepted in principle after negotiations and , it ultimately fell through, with a consortium led by completing the purchase instead. The partnership delivered an initial surge in visibility for Rich Energy during the early 2019 season, amplified by the company's aggressive strategy that included provocative posts targeting rivals such as , positioning the brand as a feisty challenger both on and off the track. These interactions, often shared via , generated buzz and engaged fans, contributing to heightened awareness of Rich Energy's antler-branded presence in the paddock and broadcasts.

Other motorsport involvements

Following its financial recovery, Rich Energy diversified its motorsport sponsorships into British domestic series to align with UK-based racing audiences. In February 2020, Rich Energy entered a multi-year, multi-million-pound title sponsorship deal with OMG Racing for the (BSB), rebranding the team as Rich Energy OMG Racing. The partnership featured prominent Rich Energy branding on the team's motorcycles, rider helmets, and apparel, integrating the brand's black-and-gold into the squad's design to evoke classic racing aesthetics. Expanding into touring cars, Rich Energy announced a sponsorship and brand ambassadorship agreement with (BTCC) driver Michael Crees in July 2020, supporting his campaign with BTC Racing for the remainder of the season. This deal included Rich Energy logos on Crees' , helmet, and personal gear, emphasizing the brand's presence in competitive tin-top racing. In April 2022, Rich Energy elevated its BTCC involvement by securing a multi-year title sponsorship with BTC Racing, renaming the Rich Energy BTC Racing and fielding entries for drivers including Josh Cook and . The agreement encompassed extensive branding on the race cars, uniforms, and support vehicles, positioning Rich Energy as a key supporter in the series' hybrid era transition. Rich Energy returned to BSB in February 2025 through a partnership with the C&L Fairburn Properties Look Forward Racing Honda team, providing sponsorship for the season with branding displayed on the CBR1000RR-R motorcycles, rider equipment, and team merchandise. This deal reinforced the company's focus on British superbike racing, targeting domestic fans with visible on-track exposure.

Brand legitimacy disputes

William Storey, founder and former CEO of Rich Energy, claimed in early 2019 that the company had produced 90 million cans of its , portraying it as a high-volume operation capable of competing with established brands. However, during testimony in a May 2019 case involving a logo dispute, Storey clarified that these cans remained unfilled and unsold, undermining the assertion and highlighting a disconnect between promotional and operational reality. Storey further asserted that the brand had achieved sales of 100 million cans across 40 countries, yet evidence indicated severely limited actual volumes, with the product rarely appearing on retail shelves and primarily reliant on online pre-orders through platforms like Amazon. Financial filings for revealed just £581 in the company's bank account, alongside liabilities of approximately £1.84 million, contradicting claims of substantial and production scale. Media investigations in 2019 scrutinized Rich Energy's origins, tracing Storey's entrepreneurial path to his time working and investing in a in during the early 2010s, where he reportedly built wealth through property dealings amid economic instability. These reports portrayed the company as potentially functioning as a shell entity, given its opaque structure, minimal tangible assets, and heavy dependence on sponsorship hype rather than verifiable commercial activity. In 2023, Storey's bid to purchase EFL club for £50 million faced significant opposition due to concerns over his history with Rich Energy, ultimately failing EFL fit-and-proper tests and underscoring persistent questions about . The brand's legitimacy faced further erosion in 2021 when Lightning Volt Limited—the entity into which Rich Energy had been renamed following internal turmoil—entered on October 27, 2020, with a liquidator appointed on January 13, 2021, resulting in the loss of ownership and intensifying doubts about the company's ongoing viability. These operational discrepancies eroded confidence in Rich Energy's sponsorship commitments, amplifying perceptions of instability in its motorsport partnerships.

Intellectual property conflicts

In May 2019, the UK High Court ruled that Rich Energy Limited had infringed the of by copying elements of their stag-head for use in its branding. The judgment, delivered by Judge Melissa Clarke, determined that Rich Energy's design was a substantial reproduction of Whyte's protected artwork, entitling Whyte to an prohibiting further use of the infringing , along with damages and legal costs. This decision stemmed from a claim filed by in late 2018, highlighting Rich Energy's unauthorized adaptation of the bicycle company's distinctive motif without permission or credit. An appeal was denied in March 2022. Compounding these issues, in July 2019, Red Bull GmbH initiated a trademark infringement action against Rich Energy Limited and its CEO William Storey in the English High Court. The claim centered on Rich Energy's promotional slogans, including "#givesyouwiiings" and "#stayswiiify," which Red Bull argued parodyed and diluted their registered "Gives You Wings" trademark (UK TM no. 3058007) and overall RED BULL branding (UK TM no. 3129030), both covering energy drinks in Class 32. Red Bull sought an injunction to halt the use of these phrases, damages, and delivery up of infringing materials, asserting that the similarities could confuse consumers and harm their market position during Rich Energy's high-profile Formula One sponsorship. Although the case did not proceed to a full trial amid Rich Energy's subsequent corporate turmoil, it underscored ongoing vulnerabilities in the company's intellectual property strategy. Following the liquidation of the original Rich Energy Limited in late 2019, the brand continued under a new entity, Rich Energy Limited, incorporated on 19 July 2019, with William Storey regaining control. This structure enabled the adoption of fresh trademarks and branding elements, deliberately designed to circumvent the prior logo and slogan infringements that had plagued the original entity. By operating through this successor company, Rich Energy aimed to establish a cleaner foundation, free from the encumbrances of ongoing litigation and court-ordered prohibitions. These disputes had significant repercussions for Rich Energy's sponsorship activities, compelling abrupt rebranding that altered visual identities on team liveries and promotional materials during their partnership with Haas in 2019. Similar adjustments were required for their later involvements starting in 2020, where new logo iterations ensured compliance but disrupted consistent brand exposure across motorsport assets.

Sponsorship fallout and terminations

In July 2019, amid mounting tensions, Rich Energy abruptly announced the termination of its title sponsorship with the Haas F1 Team via a tweet, citing the team's "poor performance" both on and off the track as the primary reason. This public declaration exacerbated internal divisions within Rich Energy, where the board ousted CEO William Storey in a contentious "palace coup" shortly thereafter, leading to the company temporarily renaming itself Lightning Volt Limited. Storey, who regained control later that month, intensified the conflict through aggressive social media posts targeting Haas, including mocking the team's car as a "milk float" and accusing it of contractual breaches by lobbying shareholders against him. These outbursts contributed significantly to reputational damage for both parties, highlighting the volatile dynamics of the partnership. By September 9, 2019, Haas and Rich Energy reached an amicable agreement to end the sponsorship with immediate effect, attributing the dissolution to Rich Energy's ongoing corporate restructuring process. The deal's collapse was later scrutinized in legal proceedings, though no formal breach was found on Haas's part, with Rich Energy ultimately bearing associated costs as part of the resolution. Underlying financial strains within Rich Energy, including unpaid obligations and liquidity challenges, played a key role in precipitating the fallout. Similar issues arose in Rich Energy's British Superbike Championship (BSB) sponsorship with OMG Racing, which began in March 2020 but deteriorated due to persistent payment disputes from the sponsor's distribution arm, culminating in a public split in July 2022. Storey publicly distanced the brand from the financial shortcomings, blaming a separate entity for the lapses, which further strained relations and led to conflicting statements over logo usage and ongoing commitments. In contrast, Rich Energy announced a sponsorship for the 2025 BSB season with the C&L Fairburn Properties/Look Forward Racing Honda team in February 2025, with no reported disruptions as of November 2025. This arrangement underscores a shift toward more reliable motorsport engagements following earlier terminations.

References

  1. https://richenergy.com/about/
  2. https://www.jalopnik.com/what-you-find-when-you-look-into-rich-energy-the-myste-1833303620/
  3. https://uk.linkedin.com/company/rich-energy-beverages
  4. https://www.espn.com/f1/story/_/id/27221746/the-bizarre-haas-rich-energy-saga-explained
  5. https://www.nytimes.com/athletic/5370129/2024/03/27/f1-football-william-storey-news/
  6. https://find-and-update.company-information.service.gov.uk/company/12112427
  7. https://find-and-update.company-information.service.gov.uk/company/12112427/officers
  8. https://www.crash.net/bsb/news/1062584/1/rich-energy-partners-bsb-team-2025-season
  9. https://www.visordown.com/news/william-storey-back-bsb-rich-energy-sponsors-look-forward-racing
  10. https://www.amazon.co.uk/Rich-Energy-Drink-80mg-Caffeine/dp/B0D9WKKQQK
  11. https://find-and-update.company-information.service.gov.uk/company/09791667
  12. https://find-and-update.company-information.service.gov.uk/company/09791667/insolvency
  13. https://www.thegazette.co.uk/notice/3712836
  14. https://motorsport.radio/bsb-rich-energy-omg-racing-saga-explained/
  15. https://find-and-update.company-information.service.gov.uk/company/13393067
  16. https://find-and-update.company-information.service.gov.uk/company/13393067/officers
  17. https://pomanda.com/company/13393067/rich-energy-systems-limited
  18. https://www.amazon.co.uk/Energy-Premium-Proudly-British-Drink/dp/B0CNRKQPFX
  19. https://www.morningadvertiser.co.uk/Article/2018/11/09/Rock-Point-Leisure-and-Rich-Energy-sign-exclusive-UK-distribution-deal/
  20. https://www.espn.com/f1/story/_/id/27182615/haas-rich-energy-saga-hurt-our-image
  21. https://www.telegraph.co.uk/business/2018/03/30/rich-energy-chief-fell-drinks-business-meeting-mad-scientist/
  22. https://www.amazon.co.uk/stores/RICHENERGY/page/E9B34259-AE03-4669-9FF3-13EF7305EF9B
  23. https://www.instagram.com/p/DFFUsrTNVgb/
  24. https://www.haasf1team.com/news/news-rich-energy-announced-haas-f1-team-title-partner
  25. https://www.espn.com/f1/story/_/id/25944926/haas-new-backers-looking-compete-red-bull-the-track
  26. https://www.formula1.com/en/latest/article/haas-unveil-new-black-and-gold-f1-livery-for-2019.3fIfnfT5NoMoLcuitzNJrt
  27. https://www.espn.com/f1/story/_/id/27162422/haas-rich-energy-odds-sponsorship-deal
  28. https://www.motorsport.com/f1/news/haas-new-livery-first-2019-car/4334014/
  29. https://www.telegraph.co.uk/formula-1/2018/06/09/100m-force-india-takeover-deal-could-completed-within-days/
  30. https://www.motorsport.com/f1/news/rich-energy-force-india-buyout/3152342/
  31. https://bikesportnews.com/british-superbikes/rich-energy-unveiled-as-omg-racing-title-sponsor/
  32. https://www.visordown.com/news/racing/bsb/omg-racing-lands-controversial-ex-f1-team-sponsor-rich-energy
  33. https://www.expressandstar.com/sport/2020/07/28/omg-smart-new-livery-unveiled-ahead-of-bsb-opener/
  34. https://bikesportnews.com/british-superbikes/rich-omg-bmw-reveal-colours-for-2020-bsb-season/
  35. https://www.kentsportsnews.com/crees-links-up-with-rich-energy-28-07-2020/
  36. https://www.touringcartimes.com/2022/04/12/btc-racing-announces-rich-energy-backing/
  37. https://btcc.net/donington-park-progress-for-btc-racing/
  38. https://bikesportnews.com/british-superbikes/rich-energys-new-partnership-with-cl-fairburn-properties-look-forward-racing-flies-under-the-radar/
  39. https://www.grandprix247.com/2019/05/15/storey-weve-have-90-million-cans-but-they-are-not-filled/
  40. https://www.reuters.com/article/sports/haas-f1-title-sponsor-rich-energy-terminates-contract-idUSKCN1U52GO/
  41. https://www.pinkbike.com/news/whyte-bikes-vs-rich-energy-what-happened-next.html
  42. https://www.dailymail.co.uk/sport/football/article-8575599/The-crazy-story-potential-Sunderland-owner-William-Storey.html
  43. https://www.planetf1.com/news/rich-energy-ceo-william-storey-reading-purchase
  44. https://racer.com/2019/05/14/haas-title-sponsor-rich-energy-loses-court-case-over-logo/
  45. https://www.motorsport.com/f1/news/haas-rich-energy-copyright-infringement-case/4388420/
  46. https://www.crash.net/f1/news/924676/1/haas-f1-sponsor-rich-energy-denied-appeal-after-court-case-loss
  47. https://www.autoracing1.com/pl/125959/
  48. https://www.lewissilkin.com/insights/2019/07/24/red-bull-gives-you-claims-102fodl
  49. https://ipkitten.blogspot.com/2019/07/red-bull-sues-rival-f1-sponsor-rich.html
  50. https://www.thedrive.com/news/32225/f1s-sketchiest-sponsor-rich-energy-is-somehow-backing-a-racing-team-again
  51. https://www.formula1.com/en/latest/article/haas-part-ways-with-title-sponsors.2prgGDi2hL6JTYo1OnkLvY
  52. https://www.haasf1team.com/news/haas-f1-team-statement-rich-energy
  53. https://www.sportsbusinessjournal.com/Daily/Global/2019/09/09/Haas/
  54. https://www.motorsport.com/bike/news/latest-rich-energy-saga-sponsor-superbikes-team/10340666/
  55. https://www.superbike.co.uk/article/rich-energy-not-to-blame-in-omg-racing-bsb-split-according-to-william-storey/
Add your contribution
Related Hubs
User Avatar
No comments yet.