Rekt Drinks Expands to 7-Eleven Stores After 600,000 Cans Sold

Rekt Drinks, a brand that originated from a free NFT drop on the Ethereum blockchain, has expanded its reach significantly. Initially, the Rektguy NFT project did not mint out, but it has since grown into a leading Web3 brand. The brand has sold over 600,000 cans of its non-alcoholic, flavored sparkling water, and has now entered 7-Eleven stores, starting with three locations in Southern California.

Ovie Faruq, co-founder of Rekt Brands, reflected on the journey of Rektguy, noting that the project started as an art collection and a side quest. Despite not having a roadmap or promises, the brand developed a strong, tight-knit community that supported its growth. The idea to expand into beverages came during the summer of 2023, with the goal of getting the Rekt logo into as many places as possible. The connection to Rektguy’s imagery, featuring a hooded skeleton holding a drinking bottle, made drinks a natural fit.

Rekt Drinks faced initial challenges, as the team had no experience in the beverage industry. However, they brought on an advisor with experience starting a drinks company in the UK. The brand's first major sale of Liquidated Lime drinks in October 2024 sold out in 48 hours, indicating strong consumer interest. Prior to this sale, Rekt built out a rewards program to incentivize user engagement, rewarding Drank Points for social quests and drink purchases. Users could later claim Rekt Coin (REKT), an Ethereum-based token tied to the brand.

Rekt Drinks' success continued with collaborations, including a drop with Ethereum layer-2 network Abstract and partnerships with NFT marketplace OpenSea and Solana decentralized exchange aggregator Jupiter. These collaborations helped the brand gain momentum and reach beyond the crypto community. Despite initial skepticism from traditional beverage industry players, Rekt Drinks' strong pitch and successful events, such as the 7-Eleven activation, have proven its viability in the mainstream market.

Rekt Drinks' expansion into 7-Eleven stores marks a significant milestone for the brand, as it places Rekt alongside giants of the beverage industry. The brand's first 7-Eleven activation oversold its initial planned supply of 600 cans, priced at $2.80 each or $10 for a 4-pack. Early 4-pack buyers each day earned an allotment of REKT tokens, further incentivizing consumer engagement. The brand's success in the mainstream market demonstrates the potential for crypto-native brands to reach a broader audience and achieve significant growth.