Rekt Drinks Enters 7-Eleven, Targets Wider US Expansion
Southern California-based Rekt Drinks, a crypto native brand built on a cult community, is expanding beyond the Web3 sphere with a physical retail presence. The brand recently secured placements in select 7-Eleven stores starting this week, marking its latest step into the mainstream beverage market.
Key Developments
- Launched its initial 7-Eleven rollout in three Southern California locations.
- Reports sales exceeding 600,000 cans of its non-alcoholic, flavored sparkling water since its inception.
- Expanded from a failed 2022 NFT launch into a recognized brand.
Journey Beyond Crypto
The Rekt brand began with a notable NFT drop that failed to mint, but its community-driven approach and branding (featuring a hooded skeleton) eventually led to product diversification.
According to co-founder Ovie Faruq (OSF), the idea of Rekt as a broader brand emerged organically. “We sort of had a decision to make… it sort of felt like this Rekt thing could be a brand,” he shared.
The brand’s entry into beverages began through collaborations and community engagement. A successful test at NFT Paris in 2024, followed by a limited launch of 222,000 units, confirmed market reception.
Faruq noted the challenge in transitioning from a Web3-centric audience to traditional retail channels. “No one’s really heard of us outside of crypto,” he acknowledged. “You tell people the story, they expressed some interest, but there wasn’t really a ton of movement.”
Retail Strategy
Faruq emphasized the suitability of 7-Eleven as a distribution channel: “This is the perfect product.” Initial 7-Eleven pop-up events saw brisk sales, with the brand temporarily overselling its inventory ($2.80 per can or $10 for a 4-pack) at its first activation Thursday.
The strategy appears to be working. The brand is offering REKT token airdrops to early 4-pack buyers, aiming to leverage both physical and Web3 engagement.
Future Outlook
After successful collaborations within crypto (including with OpenSea, Jupiter, and Abstract), Rekt is now targeting wider retail acceptance, potentially aiming to replicate its initial success in other physical locations.