Costco has begun rolling out a Kirkland Signature Sparkling Energy Drink in 12-ounce cans, and several reports say the formula includes 200mg of caffeine, zero sugar, and about 10 calories per can. Coverage also says the drink is landing in flavors such as Tropical, Peach, and Orange, with a 24-pack priced at $16.99, which works out to roughly 71 cents per can.

Those specs immediately invite comparisons to brands like Celsius, but the real hook here is price. Costco is entering a category where convenience-store and premium brand pricing have become normal, then using private-label economics to blow past that pricing structure.

This is the kind of launch that can reset expectations. Consumers may not need Kirkland to make the best energy drink on the market. They may just need it to be good enough at a far lower cost. That is where Costco is strongest.

It also says something important about the maturity of the category. Energy drinks have become mainstream enough that a private-label version from Costco now feels inevitable rather than surprising.

Private label keeps moving deeper into functional food and beverage. Protein, hydration, and energy are no longer safe from retailer-owned competition. If Kirkland’s drink performs, it will be because it turns a category built on branding into one built on value.

Sources:
Men’s Fitness – https://www.mensfitness.com/news/costco-debuts-new-kirkland-energy-drink
Stack3d – https://www.stack3d.com/2026/03/costco-kirkland-energy-drink.html
GuruFocus – https://www.gurufocus.com/news/8743419/costco-cost-unveils-kirkland-energy-drink-amid-rising-interest
Sporked – https://sporked.com/article/costco-kirkland-energy-drinks/