CULT was founded in 1998 by a young man named Brian Sørensen, who at the time owned and operated one of the largest nightclubs in Denmark. He had noticed that the guests got tired and went home at 04. A sixth of the turnover was therefore lost in the last hour. He set out to develop a caffeinated drink mixer that could make people stay a little longer at the disco. CULT Energy Activator was a reality. CULT Energy Activator was an energy drink in a glass bottle with a flavor of cherry cola, which was packaged and distributed from Brian's father's garage in Aarhus. In 2000, CULT changed the flavor to the one we know today, and the product is today known as CULT Energy. CULT was previously known for its remarkable and often very boundary-pushing marketing campaigns. For many years, CULT had its own event crew called "CULT Pigerne."