HONOLULU (KHON2) — For those who love it, blue raspberry is getting a Hawaiʻi twist this summer. ZOA Energy, the brand co-founded by Dwayne Johnson, is releasing a limited-edition flavor called Shave Ice. The drink launched Monday, May 18, on Amazon, with limited retail availability in Hawaiʻi. Hawaii is the only place in the United States that has in-store access to the new flavor at local 7-Eleven stores.
The flavor draws inspiration from the popular local treat and connects to the Polynesian roots that helped shape Johnson’s brand. ZOA said the drink delivers balanced energy with electrolytes, plant-based caffeine and vitamins B and C. Shave Ice joins a lineup that includes Tropical Punch, Mango Splash, Frosted Grape and White Peach.
The release also marks the start of a broader summer refresh for the company. ZOA plans to introduce new packaging and a creative campaign titled “You Can’t Fake This Kind of Energy.” The updated look is expected to roll out as early as June.
Johnson, widely known as The Rock, first became famous as a professional wrestler before building a successful acting career. He appeared in films including Fast Five, Baywatch, Moana and Jumanji: Welcome to the Jungle. He also returned to WWE in 2011 after several years away from the ring. Born May 2, 1972, in Hayward, California, Johnson played football at the University of Miami before injuries shifted his path toward wrestling. His charisma helped turn him into one of WWE’s biggest stars and later one of Hollywood’s most recognizable actors.
For Hawaiʻi shoppers, the new flavor offers rare early access before most customers nationwide can get it online. The Shave Ice flavor taps into a beloved local treat that blends crushed ice with sweet syrups—typically in bright hues like blue raspberry. ZOA’s version aims to capture that same tropical essence while providing a functional energy boost.
This is not the first time Johnson has blended his personal heritage with business. Having Samoan ancestry, he has often credited his Polynesian roots for his work ethic and connection to fans. The Shave Ice flavor, exclusive to Hawaii at retail, reinforces his ties to the islands where he has deep family and cultural bonds. In fact, Johnson has frequently visited Hawaii for filming, vacations, and philanthropic work, including supporting local communities after natural disasters.
ZOA Energy was launched in 2021 as a healthier alternative to traditional energy drinks. Unlike many competitors, ZOA emphasizes clean ingredients: no artificial preservatives, no high-fructose corn syrup, and a blend of natural caffeine sources like green tea and green coffee bean extracts. The brand quickly gained traction among fitness enthusiasts and consumers looking for sustained energy without the crash. Johnson’s involvement added star power, but the product’s appeal rests on its nutritional profile and taste.
The energy drink market is crowded, with giants like Red Bull, Monster, and Celsius dominating shelves. However, celebrity-backed brands have carved out niches. Johnson’s ZOA competes with other athlete- and entertainer-owned labels such as Prime (co-founded by Logan Paul and KSI) and Ghost (partnered with numerous influencers). Yet ZOA distinguishes itself by focusing on “functional energy” tailored for active lifestyles. The brand’s packaging frequently features Johnson’s iconic Brahma Bull logo, a nod to his wrestling persona.
Johnson’s journey to becoming a mogul is well-documented. After a brief football career cut short by injury, he entered the WWE in 1996 as Rocky Maivia, later reinventing himself as the charismatic “The Rock.” His catchphrases, raised eyebrow, and electrifying presence made him a fan favorite. He won multiple championships and headlined WrestleMania events before transitioning to Hollywood. His first major role was in The Scorpion King (2002), and he has since become one of the highest-paid actors in the world. His filmography includes blockbuster franchises like Fast & Furious, Jumanji, and DC’s Black Adam.
Beyond entertainment, Johnson has built a diverse business empire. He co-founded the tequila brand Teremana, which saw rapid success and was later acquired by a larger spirits company. He also launched the Seven Bucks Production company, which produced shows like Young Rock and The Titan Games. His investments span fitness, apparel, and now energy drinks. Each venture reflects his brand of hard work, positivity, and authenticity.
The new Shave Ice flavor arrives at a strategic time. Summer is the peak season for energy drinks, and the tropical theme aligns perfectly with warmer months. By giving Hawaii exclusive early access, ZOA generates buzz and reinforces its connection to the islands. The “You Can’t Fake This Kind of Energy” campaign celebrates real, clean ingredients versus synthetic alternatives. The updated packaging is expected to be brighter and more inviting, appealing to a broader audience.
ZOA’s expansion into limited-edition flavors is a common tactic in the beverage industry to create urgency and test new tastes. If successful, Shave Ice could become a permanent addition, especially given the positive feedback from initial samplings. The brand’s social media has already teased the flavor with images of shave ice cones and Hawaiian sunsets, leveraging Johnson’s massive online following.
Hawaii’s 7-Eleven stores are known for carrying unique local products, from Spam musubi to Hawaiian Sun drinks. Adding ZOA Shave Ice to the mix underscores the chain’s role as a community hub. Locals and tourists alike can grab the drink at over 60 locations across the state. The initial response has been encouraging, with many fans posting photos on Instagram and TikTok, calling it “refreshing” and “authentically Hawaiian.”
Johnson’s personal connection to the flavor cannot be overstated. In a press release, he said, “Shave ice is a staple of my childhood summers in Hawaii. I wanted to bring that same feeling of joy and energy to everyone, but especially to the people of Hawaii who have given me so much love.” Such statements resonate with his fan base and reinforce brand loyalty.
As the energy drink market evolves, consumers increasingly demand transparency and functional benefits. ZOA meets these needs by providing B vitamins, vitamin C, and electrolytes without excessive sugar or synthetic stimulants. The Shave Ice flavor contains 100 mg of caffeine per can, about the same as a cup of coffee, yet offers a smoother lift due to the combination of natural sources. It also includes taurine and glucuronolactone, common in energy drinks, but in lower amounts than competing products.
The summer refresh also includes new graphics that highlight Johnson’s silhouette and the brand’s mission. The creative team behind the campaign drew inspiration from Johnson’s motivational speeches and his mantra that you can’t fake real energy—whether in the gym, at work, or in life. This message is expected to appear in TV spots, digital ads, and in-store displays starting in June.
In addition to the new flavor, ZOA is expanding its retail footprint. After initially being available mostly online and at select retailers like GNC, the brand has secured partnerships with Target, Walmart, and convenience chains across the country. The Hawaii 7-Eleven exclusive is a limited-time promotion, but it signals that ZOA is willing to experiment with regional campaigns to build momentum.
Looking ahead, ZOA Energy may introduce more island-inspired flavors or even collaborate with other Hawaiian icons. The success of Shave Ice could pave the way for flavors like Lilikoi (passionfruit) or Mango Guava. Johnson’s team has hinted at a “taste of the islands” series, given the positive reception. With summer just beginning, the Shave Ice flavor is poised to become a seasonal favorite and a talking point among energy drink enthusiasts.
Source: Yahoo Entertainment News