Amway's™ Energy and Sports Nutrition brand XS™ Celebrates 20 Years of Adventure

Manufacturing plant tour highlights Michigan-based XS beverage facility

In honor of the energy drink’s 20th birthday, XS introduced limited edition products, including: XS™ Energy Drink – Watermelon Lemonade. (Photo: Business Wire)

ADA, Mich.--()--Entrepreneur-led health and wellness company Amway today celebrated 20 years of the company’s XS™ Energy Drink and Sports Nutrition brand. The in-person and live-streamed birthday party invited Amway Independent Business Owners (IBOs) and employees from around the world to participate in the festivities, which included special messages from Amway CEO Milind Pant, Amway Co-Chairman of the Board Doug DeVos, and both live and virtual tours of the state-of-the-art XS Manufacturing Plant.

XS Brand

Sold in 60 countries around the world, the XS brand of energy and sports nutrition products reflects the entrepreneurial spirit of Amway’s founders, who were always seeking to combine their passion for adventure and opportunity.

“XS is both a lifestyle and a community open to anyone who wants to get more out of every day,” said Amway Director of the Global XS Brand Brandi Huyser. “Celebrating 20 years of adventure, which all began with the launch of an energy drink and has now expanded into a portfolio of sports nutrition products, continues to fuel excitement and inspire the next generation of Amway IBOs.”

XS Manufacturing Facility

The celebration was held inside the XS Experience Center at Amway World Headquarters, which provides a front-row seat to the XS Manufacturing Plant. Built in 2020, Amway invested $15 million in redesigning a 90,000-square-foot manufacturing facility that produces the first exclusively sugar-free energy drink brand sold globally. The XS Manufacturing Plant runs 500 cans of XS Energy Drinks every minute, manufactures 34 flavors of energy drinks, and distributes them to the U.S., Canada, and Latin America.

“The XS Manufacturing Plant is part of Amway’s $300 million global manufacturing investment over the last 10 years,” said Amway Chief Supply Chain Officer Brian Kraus. “Producing XS Energy Drinks in our own facility allows us to respond quickly to market dynamics, while ensuring the high quality our customers expect of us.”

Limited Edition XS Products

In honor of the energy drink’s birthday, XS introduced limited edition products, including:

  • XS™ Energy Drink – Watermelon Lemonade
  • XS™ Energy Drink – Maple Lemonade (Canada only)
  • XS™ Protein Bars – Birthday Cake
  • XS™ Protein Pods – Strawberry
  • XS Gear – T-shirts, hoodies, and tanks

Fuel up! Visit Destination XS to get the full brand experience.


Amway is an entrepreneur-led health and wellness company based in Ada, Michigan. It is committed to helping people live better, healthier lives across more than 100 markets worldwide. According to Forbes magazine, it is among the Top 50 privately held, family-owned companies in the United States. Top-selling brands for Amway are Nutrilite™, Artistry™, and XS™ Energy Drinks – all sold exclusively by entrepreneurs known as Amway Business Owners. Amway is the No. 1 direct selling business in the world, according to the 2022 Direct Selling News Global 100 list. For company news, visit


Phone: 616-724-7751


Phone: 616-724-7751