About Us

Where Innovation Meets Real-World Hustle

Dirty Brand was built on decades of experience, hard lessons, and a deep understanding of how consumer products actually succeed. We’ve launched brands, scaled companies, watched thousands of new products enter the market each year — and we’ve seen most fail for the same simple reason:

They make a great product but forget the goal is to sell it.

A good formula is only the beginning. Knowing your lane… knowing your customer… knowing where they are… and knowing how they buy — that’s the difference between another forgotten beverage and a brand with staying power.

Our Philosophy: Go Where the Thirst Is™

We built Dirty Brand for real people in the real world — the hard-working backbone of America and the global workforce. These aren’t boutique-shelf shoppers. These are the folks who sweat, grind, build, drive, lift, fix, hustle, and make civilization run.

People who want bold flavor, real function, and a drink that doesn’t whisper… it hits.

And because our TAM is nearly 3 billion people worldwide, we don’t have to hope customers wander into a store. They’re everywhere — and they’re thirsty everywhere.

You’ll find Dirty Brand customers at:

• construction sites

• warehouses

• car washes

• truck stops

• factories

• stadiums

• beaches and boardwalks

• roadside events

• fairs, festivals, and outdoor markets

• amusement parks

• marinas and lakes

• college campuses

• airports

• sports fields and tournaments

• night markets

• race tracks and off-road events

• office complexes

• manufacturing facilities

• resorts and pool decks

• rural crossroads and small-town diners

Dirty Brand products are designed to meet people where they already are — not wait for them to come find us.

Why Dirty Brand Works: Every Piece Fits Together

We didn’t build a beverage company. We built an ecosystem — one that integrates product, placement, merchandising, technology, and opportunity.

Cans. Frozen. Drops. Soft-Serve. Vending. Carts. Kiosks. Barzeebo. My Truck Desk. Licensees. Franchises. Events. Retail. C-Stores. Stadiums.

Every piece serves the others.

Our omni-channel strategy ensures we’re not dependent on any single path. Instead, Dirty Brand surrounds the customer — at work, at play, on the road, in the stands, and everywhere in between.

This is how we win:

• We innovate relentlessly.

• We go where the demand already exists.

• We give licensees and operators tools that sell themselves.

• We focus on sell-through, not just placement.

• We design products that work in dozens of environments, formats, and price points.

• We build revenue systems, not just drinks.

The Dirty Brand Difference

Anyone can make a beverage.

Almost no one knows how to build a brand that actually sells — everywhere.

Dirty Brand does both.

Our Kick-Ass 77 formula, bold flavors, fulvic & humic minerals, and alkaline hydration set us apart nutritionally.

Our distribution systems, mobile carts, vending, soft-frozen programs, events strategy, and retail partnerships set us apart operationally.

Our culture — blue-collar, hardworking, unapologetically real — sets us apart emotionally.

This is the heart of Dirty Brand:

Simple product. Smart placement. Relentless execution.

Meet customers on their turf, at the perfect moment, with a drink bold enough to earn loyalty.

Dirty Brand isn’t just another beverage company.

It’s a movement built for the people who don’t sit still — and a business built for those who know opportunity when they see it.

Who is our customer ?

And what are we really building here

Click the image to learn a bit more about our vision and why we do what we do.