Coca-Cola and Bang Energy veteran Joey Nickell leads U.S. commercial development with consumer relevance, disciplined execution and long-term partnerships at the center of the strategy.
PITTSTON, Pa., Sept. 28, 2026 /PRNewswire/ — Pittston Co-Packers today highlighted Eastroc Beverage’s North American energy expansion as the international beverage company introduces Gold and White Zero Sugar Energy cans to the U.S. market.
Helping lead the effort is Joey Nickell, Chief Sales Officer, Eastroc North America, and Chief Sales Officer, Pittston Co-Packers. His career spans Coca-Cola, Bang Energy and executive leadership at emerging consumer brands.
“I’ve had the opportunity to work inside some extraordinary beverage businesses,” Nickell said. “The lesson I keep coming back to is that infrastructure creates opportunity, but people and execution create momentum.”
Global Capabilities. Local Relevance.
Eastroc’s operations encompass beverage research and development, manufacturing, packaging, quality management and distribution. As of June 30, 2026, the company reported 12 operating production bases in China and exports to 36 countries and regions.
“Global scale can earn you a meeting. It doesn’t earn you a place in someone’s refrigerator,” Nickell said. “Consumers don’t owe us their attention because Eastroc has been successful elsewhere. We have to give them a reason to care in every market we enter.”
Building an Energy Brand That Earns Its Place
Eastroc’s U.S. introduction centers on local consumer preferences and sustained execution, with field sales, distributor relationships, merchandising and consumer engagement supporting the brand.
“There’s no shortage of brands that want to be the next big thing,” Nickell said. “The harder question is whether you’re building a business that deserves to be. Getting onto a shelf is an accomplishment. Getting the consumer to come back is how you build a brand.”
“We understand what it takes for a distributor to build a beverage brand, and what it takes for a retailer to keep it on the shelf,” Nickell said. “Our responsibility is to bring more than product. It’s to help create consumer demand, support execution and build a business our partners can grow with.”
Manufacturing Expertise and a Culture of Execution
Consumers experienced Eastroc’s energy cans at FanCon and VidCon ahead of the broader launch.
“Culture isn’t what you put on a wall. It’s what happens when someone in the field tells you the plan isn’t working,” Nickell said. “Do you listen? Do you adapt? Do you give people the ability to solve the problem? That’s where culture becomes real.”
Nickell also serves as Chief Sales Officer of Pittston Co-Packers, an independently operating U.S. beverage manufacturer with production, packaging and quality management capabilities in Pittston, Pennsylvania.
“The cans are an exciting milestone,” Nickell said. “But a launch doesn’t define a company. What you build around it does.”
About Pittston Co-Packers
Pittston Co-Packers is an independent U.S. beverage manufacturing and co-packing business in Pittston, Pennsylvania, providing production and packaging services to beverage customers. https://pittstoncopackers.com/
About Eastroc Beverage
Eastroc Beverage is a global beverage company with research, manufacturing and distribution capabilities. Its flagship energy business supports domestic and international markets. https://DrinkEastroc.com.
Media Contact
Flora Lau
Pittston Co-Packers / Eastroc North America
575 Research Drive, Pittston, PA 18640
423586@email4pr.com
(646) 329-2033
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SOURCE Eastroc North America
