BUM Energy has appointed commercial strategist Daniel Hoare of Rocketfuel IB, part of digital and retail commercial growth strategist Infinity Blue Group, to deliver its UK market launch and long-term commercial expansion strategy.
The appointment marks a significant milestone in BUM Energy’s international growth, with Hoare tasked with developing and executing a fully localised go-to-market strategy to establish the brand as a recognised challenger within the UK energy drinks sector.
Hoare will oversee every stage of the UK rollout, which will seek to combine rapid activation across independent retail channels with a scalable roadmap for national distribution, strategic wholesale partnerships and long-term household penetration.
Rather than taking a conventional market entry approach, the strategy has been built around agility, speed and commercial performance. Through targeted localisation, strategic retail relationships and high-impact activation, the team aims to position BUM Energy for sustainable growth within one of the world’s most competitive beverage markets.
As part of the UK launch programme, BUM Energy VP David Primmer travelled to London for an intensive four-day market visit alongside Hoare and Rocketfuel commercial director Christian Derrick. The visit included meetings with key retail and wholesale partners, customer insight sessions across multiple trading channels and a series of high-profile activations designed to introduce BUM Energy to UK consumers.
The programme featured a mobile digital billboard campaign in Whitehall, placing BUM Energy in one of the UK’s most iconic advertising locations, alongside strategic meetings with Costco as the business explores future wholesale opportunities.
The campaign will also include a complete digital takeover of the HT Drinks depot in Park Royal, where surrounding mega screens and digital displays will showcase the BUM Energy brand throughout the site, demonstrating the scale of investment behind the UK launch and the confidence behind its long-term ambitions.
“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 Rocketfuel IB 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,” said Al Baker, CEO & founder of Infinity Blue Group.
