Rising from the Ashes: The Story of Firebird Energy

How a Severe Injury From a Police Shootout Led to the Launch of an Innovative Protein-Coffee Blend

FORT LAUDERDALE, Fla., Feb. 5, 2025 /PRNewswire/ -- Some successful brands come from isolated ideas backed by anonymous founders. Other companies come from inspired stories that are integral to the creation of incredible products. Firebird Energy falls in the latter category. The New Zealand clean energy drink brand was born in the depths of struggle and came from the journey of one of the most inspiring founders alive: policeman Shaun Winstanley. Here is Winstanley's story and how it led to the creation of his protein-powered energy label.

On the morning of July 20, 2025, Winstanley was part of a police response to a gunman in downtown Auckland. In the ensuing firefight, he was shot in the face and evacuated from the scene before falling into a coma.

When Winstanley woke up, he needed to have several surgeries on his face and jaw. While these were successful, and he retained most of his function, the healing process led to an extended period of time when he couldn't eat solid food. Even coffee was not an option, as hot liquids were off-limits.

During this recovery, Winstanley came up with an innovative take on a clean energy drink. He experimented with combining filtered coffee with whey protein to create a low-sugar energy drink that satisfied hunger and nourished the body. The formula combined 20% whey protein for a quick hit of fast-absorbing protein. The remaining 80% was composed of casein protein, which lasts longer due to its slow-absorption properties.

The resulting protein-infused energy drink helped Winstanley through the recovery process, and before long, he received requests to make the drink available to others. Initial sales to friends and family quickly ballooned into a full-fledged company. The name of this new entity was clear from the beginning: Firebird Energy, a name that reflected Winstanley's own phoenix-like rise from the ashes of life's struggles.

"Firebird is a drink designed to help everyday people like myself rise up and win the day," said Winstanley. "It energizes and empowers you to overcome anything life throws at you."

Since its inception, Firebird Energy has grown like wildfire. It is available from select retailers across New Zealand and is already expanding into the United States, where it will be available in the coming months.

About Firebird Energy
Firebird Energy, Ltd. was created in May of 2024. The company operates out of Auckland, New Zealand and is 100% owned and operated by Kiwi police officer Shaun Winstanley. Shaun was severely injured in the line of duty, and his path to recovery led to his Phoenix-inspired brand. Firebird products have caffeine from real coffee, are low in sugar (less than one gram), and contain a blend of clean protein for quick absorption and long-lasting effect. Learn more about the brand's unparalleled energy solutions at firebirdenergy.co.nz.

Shaun Winstanley
P: +64 22 6309 108 
W: firebirdenergy.co.nz

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SOURCE Firebird Energy