Hi*Ball Energy has officially launched in the UK, positioning itself as a frontrunner in the country’s fast‑accelerating clean‑energy movement.

The sparkling energy water brand — part of Tilray Brands, Inc. — enters the market at a moment when British consumers are actively seeking healthier, more transparent alternatives to traditional energy drinks.

Available now via Amazon UK and BrewDog.com, Hi*Ball delivers a functional lift through 100mg natural caffeine, B vitamins, guarana and ginseng, all in a 330ml sugar‑free, calorie‑free, sweetener‑free format.

The brand’s UK debut will be amplified with a high‑visibility appearance at the Barcode Festival on 2 July.

Why Hi*Ball is entering the UK

The UK soft drinks landscape is undergoing a structural shift. Functional waters and functional energy drinks are among the fastest‑growing segments, driven by consumers who want hydration, performance and clean labels in one product. More than a third of UK energy drink consumers believe conventional options contain too much sugar, too many calories or too many artificial ingredients — creating a clear opening for a brand built on simplicity and natural functionality.

HiBall says its entry is designed to meet this new generation of energy drink shoppers who want a lighter, more modern energy source that fits seamlessly into commuting, training, workdays and on‑the‑go lifestyles. With 78% of energy drink consumers drawn to natural ingredients, and 43% expressing interest in trying HiBall, the brand sees strong potential to expand the category and unlock new consumption occasions.

What Hi*Ball brings

Rajnish Ohri, president, International at Tilray Brands, says the launch represents a pivotal moment for the category:“The launch of Hi*Ball in the UK is far more than just another market entry – it exemplifies the evolution of the entire energy drink segment.”

He adds that consumers are moving away from traditional energy drinks and toward products that combine refreshment, functionality and transparency:“ With Hi*Ball, we are actively shaping the next generation of energy drinks and setting a new standard for what consumers expect from this category.”

Ohri also confirmed that the UK launch is the first step in a wider international rollout: “As we continue to build our presence in the UK market, our teams are already working on the next steps to expand the brand into other European countries, the Middle East, Africa, and the Asia‑Pacific region.”

All flavours are available in 330ml cans at an RRP of £1.90 (12‑pack): Hi*Ball Peach Hi*Ball Wild Berry Hi*Ball Lemon Lime Hi*Ball Vanilla

Hi*Ball will showcase the full range at the Barcode Festival on 2 July, offering tastings and interactive experiences to thousands of retail, foodservice, convenience and FMCG professionals.