Wizards of the Coast is partnering with UK energy drink brand Sneak on an official Dungeons and Dragons line due to hit shelves in October 2026. Flavours, can designs, and pricing are still under wraps, but the two companies have confirmed a bigger reveal is coming by the end of spring.
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See how it worksSneak is the gamer-focused British brand you've probably spotted at your local shop, known for its rabbit mascot, sugar-free formulas, and previous pop-culture tie-ins with Transformers, Marvel's Daredevil: Born Again, and Lord of the Rings. Founded in 2018, the company has leaned hard into the streamer and TTRPG crowd, and a D&D line is arguably the biggest fit yet for its catalogue.
The collaboration is the first proper gaming-focused drinks partnership for D&D. A Boston America Corp cherry lime "Hero's Potion of Power" can landed in 2024, but that was more collector-shelf novelty than something you'd crack open during a session. Given Sneak's taste for bright, fruity flavours, the D&D line will probably lean playful rather than gothic. Although with 17 Darklords joining Ravenloft: The Horrors Within in June, a Strahd-themed can wouldn't be the worst marketing pitch.
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Find events near youFor UK gamers, this is rare home-turf drinks news. Sneak ships across Britain and plenty of high street game shops that carry dice bags and card sleeves already stock it, so UK-only releases or earlier launches are a real possibility. Keep an eye on the Sneak and D&D channels for the full reveal later this spring.
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Sources: Dungeons and Dragons Fan | EN World | Sneak Energy
