BUM Energy UK Market Launch | Rocket Fuel (Part of Infinity Blue Group)
17th August 2026
Daniel Hoare and the Infinity Blue Group team have been appointed to deliver BUM Energy’s UK market launch, marking another major retail win for the group’s growing portfolio of international brand partnerships.
Infinity Blue Group has been appointed by BUM Energy to lead its UK market launch and long-term commercial expansion strategy. The appointment sees Daniel Hoare, our Retail & Wholesale Growth Lead, take charge of every stage of the rollout, from rapid retail activation through to national distribution and long-term household penetration.
It’s a significant addition to our retail portfolio, and a clear signal of the momentum building behind our retail and wholesale offering since bringing Rocket Fuel Strategies into the Infinity Blue Group family.
BUM Energy UK Market Launch: A Fully Localised Strategy
BUM Energy arrives in the UK as an ambitious US energy drink brand looking to establish itself as a genuine challenger in one of the world’s most competitive beverage markets. Rather than take a conventional entry route, we’ve built the strategy around agility, speed and commercial performance, combining targeted localisation with strategic retail relationships and high-impact activation.
The plan is deliberately staged: fast activation across independent retail to build early presence and proof points, followed by a scalable roadmap into national distribution and strategic wholesale partnerships.
On The Ground In London
The launch programme kicked off with an intensive four-day market visit, bringing BUM Energy Vice President David Primmer to London alongside Daniel Hoare and Christian Derrick. The visit combined meetings with key retail and wholesale partners, customer insight sessions across multiple trading channels, and a run of high-profile activations designed to put BUM Energy in front of UK consumers from day one.
Highlights from the visit included:
- A mobile digital billboard campaign in Whitehall, placing BUM Energy in one of the UK’s most iconic advertising locations
- Strategic meetings with Costco to explore future wholesale opportunities
- A full digital takeover of the HT Drinks depot in Park Royal, with mega screens and digital displays showcasing the brand across the site
Together, these moments reflect the scale of investment behind the launch and the confidence both brands have in its long-term potential.
Building On Proven Retail Expertise
This appointment builds directly on the track record Daniel and the team bring to Infinity Blue Group, having driven retail growth for brands across the health, wellness and beverage categories. It’s exactly the kind of commercial firepower we set out to add to the group, and BUM Energy is a strong example of what that expertise can unlock for an ambitious brand entering a new market.
Al Baker, Founder of Infinity Blue Group, said:
“We’re absolutely thrilled to be supporting BUM Energy’s UK expansion. This is about much more than bringing a product to market, it’s about building a brand with long-term commercial potential. Daniel and the team have developed a strategy that combines local market expertise, targeted activation and scalable retail growth to create strong foundations for success in the UK.”
What’s Next
Further announcements on BUM Energy’s UK market launch and retail partnerships will follow in the coming months as the rollout progresses. It’s an exciting next chapter for the brand, and another proof point for what Infinity Blue Group can deliver as a global growth partner.
Want to explore what a UK retail launch could look like for your brand? Get in touch with our team to find out how Infinity Blue Group can help.
