Dubai, UAE — Barça Energy Drink, the official energy drink of FC Barcelona, makes its global debut at Gulfood 2026, marking a new milestone in the club’s expansion into everyday consumer products. Developed and brought to market by New Era Licensing & Merchandising, the product combines disciplined FMCG execution with the cultural power of one of the world’s most influential names in global sport. The initial launch features three core flavours — Original, Red Grape, and Watermelon — each produced in Europe to high quality standards and formulated to deliver clean, reliable energy for active, everyday consumption. Every can carries the iconic FC Barcelona crest alongside the brand message “Feel the Power of Barça,” creating immediate recognition and strong shelf presence across mass retail environments. New Era Licensing & Merchandising oversees the full end-to-end execution of Barça Energy Drink, including product formulation, manufacturing, supply chain, packaging, and international market rollout. The company is recognised for delivering complex, high-profile brand projects, including the development and commercial execution of the Jacob & Co × FC Barcelona collaboration — a benchmark example of transforming global brand equity into world-class consumer products. Barça Energy Drink enters the market supported by a structured, retail-first activation strategy designed to drive awareness, trial, and repeat purchase. The go-to-market approach integrates influencer-led amplification, in-store visibility, digital campaigns, and loyalty-driven consumer engagement — ensuring sustained demand and strong shelf rotation across diverse retail formats. Gulfood 2026 serves as the first international showcase of Barça Energy Drink to distributors, retailers, and industry leaders. With strong brand credibility, operational readiness, and a clear route to market, Barça Energy Drink is positioned as a compelling new entrant in the global energy drink category, built to perform across international markets.