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OUR STORY
GURU was born in Montréal with a clear idea: to offer a more natural kind of energy, made with natural ingredients. Over the years, we’ve evolved, but we’ve stayed true to what matters. Creating a drink that fits real life, supports your well-being, and helps you move toward your goals.
OVER THE YEARS
1995 — GOOD ENERGY WAS BREWING ON THE DANCEFLOOR
SONA Nightclub owner and Art Director Justin started blending plant-based alternatives to synthetic energy drinks
1999 — GURU WAS BORN
It was the first natural energy drink, using proven ingredients to boost energy without compromise.
2005 — GURU EXPANDS TO NEW MARKET
GURU becomes the Good Energy drink of savvy movers and creators across Canada and the US.
2021 — WE LAUNCHED GURU PUNCH
These island-inspired blends deliver natural caffeine and tropical flavor to knock out the midday slump with a focus boost of energy.
2024 — WE LAUNCHED GURU ZERO
Packed with natural caffeine and zero sugar, these wild fruit-flavoured blends deliver metabolism-boosting energy without the sugar crash.
WE GIVE GOOD ENERGY, ALWAYS.
Good Energy starts with proven natural ingredients and nothing more. We add zero sucralose and zero aspartame so you can feel good about choosing GURU.
FINDING A GURU IS EASY WHEN WE SEARCH FOR RIGHT VALUES
GOOD ENERGY
We believe that when you choose good, you get good. Concrete goals, consistent action, and genuine kindness lead to meaningful results.
CONSISTENT EFFORT
We choose long-term success over short-term gain—we don’t compromise what matters most for fleeting results.
GROUNDEDNESS
We are rooted in the real — by being true to who we are, we empower ourselves and others to show up fully, to do good, and be good. It’s why we’re called GURU to begin with.
PURPOSEFUL ACTION
Our curiosity and self-awareness power growth, forward momentum, and intentional action.
CARL GOYETTE
PRESIDENT & CEO
“GURU's mission to clean up the energy drink industry is a journey that started with clean, plant-based, sustainably sourced organic ingredients, and it's also about putting our planet and our people first. As a team, we are committed to staying true to our mission by striving to have a good impact wherever we can, always driven by the good energy of our people”