New Bedford Feast Served Up Massachusetts-Made Energy Drink

While broadcasting at the 2025 Senhor de Pedra Feast in New Bedford last Friday, I got to talking with one of the bartenders, Doug Pinard, about a revolutionary new energy drink he was offering.

Let's just say it did not disappoint.

From Feast Food to Feast Drinks

This year’s feast brought with it a surprising new addition behind the bar: Underdog Energy, a Massachusetts-made energy drink created by 24-year-old CEO and co-founder Joey Stanizzi of Chelmsford. For the first time, feast-goers could sip on a cocktail featuring Tito’s vodka and Underdog for just $8, an alternative to those who aren't a fan of Portuguese vinho.

READ MORE: New Bedford Feast Sparks Debate: Cacoila in Pops or Sub Rolls?

Stanizzi, who launched the beverage line in October 2022, said the opportunity came through a family connection.

“It was through my brother-in-law and his dad, Doug Pinard,” he explained. “He brought me onto the idea of bringing the product down there and testing it out with that local audience. It seemed like a pretty big opportunity, and I heard it went really well with a lot of engagement.”

From Clothing Brand to Clean Energy

Underdog Energy wasn’t always a drink. Stanizzi originally started the brand in 2019 as a motivational clothing company aimed at athletes and those chasing personal growth. Three years later, the Chelmsford native pivoted into the beverage space, fueled by the belief that health-conscious consumers deserved a better energy option.

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“Our product is all naturally flavored, colored, and sweetened with no sucralose, no aspartame, no artificial additives,” Stanizzi said. “We use a streamlined formula with five performance ingredients, including both a fast and slow-release caffeine to prevent the crash you get from other brands. Plus, we added nootropics like Lion’s Mane Mushroom and Alpha GPC to enhance focus.”

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From Massachusetts to the Northeast

Though still in its early stages, Underdog Energy has made a strong regional impact.

The drink is available online through its website and Amazon, and in roughly 450 retail locations across the Northeast, including the entire Hannaford Supermarket chain. Locally, the brand has also partnered with junior hockey programs, including the Northeast Generals in Attleboro.

Three Underdog Fueled Flavors

Underdog currently comes in three flavors: Strawberry Lemonade, Blue Raspberry, and Patriot Pop: a red, white, and blue bomb-pop-inspired blend that has quickly become a fan favorite.

“We’re the lowest carbonation level you can have in commercial production,” Stanizzi said. “That was important to us, because a lot of energy drinks are too heavy and candy-like.”

The Future of the Underdog

For Stanizzi, who balanced building the brand through college after starting it in high school, the future is clear: keep growing in Massachusetts and beyond.

“Our goal for the next one to two years is to get into Stop & Shop, Market Basket, and Shaw’s... to become the energy drink of the Northeast,” he said. Beyond that, the company hopes to expand into recovery and hydration products.

 

 

 

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While Stanizzi wasn’t able to attend the feast this year, Underdogs' addition to the menu marked a milestone: a Portuguese feast in New Bedford showcasing a Massachusetts-made brand. For Stanizzi, that local support means everything.

“It’s where we started, and it’s where we want to grow," he said.