Robby Gordon introduced a new energy drink Friday that he developed as a potential revenue source for his race team.
Gordon said Speed Energy will be in stores soon, and he marked the launch by featuring the product on the No. 7 Toyota he'll race this weekend at Talladega Superspeedway.
"We're going to sell (so much) product that you're going to shake your head wondering how it happened," Gordon said. "It's so easy for me to promote this brand. It's our brand. It's about a lifestyle that so many people dream about going fast."
Gordon has experience in the energy drink market. He has partnered previously with both Red Bull and Monster energy drinks during his long career.
This time, he said he's invested millions of his own money into the drink, but did not disclose specific costs. He's partnered with his longtime attorney Steven Nichols as owners of the drink company.
"I understand this marketplace really well," Gordon said. "I know what we need to do. My life is about speed, and that's what we do. The product is similar but different than the others, but at the same time, we did it with the highest quality we could possibly do in every part of the manufacturing side of it."
Gordon plans to use Speed Energy as a sponsor of his team, but he was noncommittal on how much he'll race next year. His initial goal is to run the first five races of 2011, and then the "fun" events and large markets.
But it's not clear if by "fun" events, Gordon meant the Indianapolis 500, the Dakar Rally or the Brickyard 400.
"Running a 36-race schedule doesn't work for Robby Gordon," Gordon said. "It's over as far as that goes. We're going to have a lot of fun."