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Our Story

Our Story

Born from the Hustle,
Built for the Relentless.

LISTO is More than a Drink. It’s a Way of Life.

LISTO didn’t come from a boardroom. It was born from the grind, created by those who know what it’s like to push through 12-hour shifts, train until the lights go out, and never back down from a challenge. We saw the gap—energy drinks that promised a boost but left you crashing, unfocused, and burned out. So we built something different. Something that fuels the hustle, keeps you sharp, and respects your grind.

If You Don’t Quit, LISTO is the energy drink for You.

LISTO is for those who wake up hungry and go to bed still chasing more. Whether you’re on the job site, in the ring, or out hustling to make things happen, LISTO was made for you. It’s for the ones who thrive when things get tough, who push through when others tap out. If you’ve got that drive, that determination, then LISTO’s got your back.

Our vision: Fuel the unstoppable.

Our vision is simple—to fuel the relentless and redefine what energy drinks should do. We’re not just selling a drink; we’re empowering a mindset. LISTO isn’t about quick fixes or half measures. It’s about long-lasting energy, focus, and strength for those who demand the best from themselves every single day.

COmpany timeline:

Early 2000's
Early Life & Entrepreneurial Ventures
Concepcion Marin grew up in a low-income household and left high school at an early age. Despite the challenges, he embraced his entrepreneurial spirit early on. These ventures taught him the importance of resilience, ingenuity, and the value of hard work.
Early 2000's
2009-2023
Start in Warehousing & Operations
Marin's career began in 2009 during the financial crisis when he was hired as a sales intern at Sullen Clothing. He steadily climbed the ranks, moving through roles in operations and e-commerce. This experience, coupled with leadership positions at Direct Edge Media and LuLaRoe, helped him develop expertise in inventory management and supply chain logistics. His most challenging role came at Wayfair, where he earned over $180K annually as a Project Manager, overseeing complex inventory and supply chain operations.
2009-2023
Mid 2022
Conceptualizing LISTO Beverages
While still working at Wayfair, Marin began to conceptualize an energy drink brand that would honor Hispanic culture and its working-class roots. His early attempts, however, veered away from his original vision, causing the project to lose momentum.
Mid 2022
Mid 2023
Personal Setback & Refocusing the Vision
A personal tragedy nearly took the lives of Marin’s wife and daughter during childbirth, and shortly afterward, he was laid off from Wayfair. This difficult period led to a deeper reflection on the lack of representation in the energy drink market for the Hispanic construction community. It was during this time that Marin revitalized the concept of LISTO Beverages, aligning it more closely with his community and experiences.
Mid 2023
Late 2023 - Early 2024
Revival of LISTO Beverages
During a period of odd jobs, including private security work, Marin found himself spending more time in the construction industry. Seeing Hispanic workers regularly drinking energy drinks reignited his passion for LISTO. With a clear direction, he began sourcing manufacturers and developing unique flavors that would resonate with the construction community.
Late 2023 - Early 2024
Mid 2024 - 2025
Finalization & Launch Preparation
By mid-2024, Marin had finalized the product's design and formulation. The first proof of concept was completed by late 2024 and received positive feedback from initial tastings. With a solid distribution plan in place, LISTO Beverages is set for a full-scale launch in 2025, bringing a culturally resonant energy drink to market.
Mid 2024 - 2025

Meet the man
with the plan.

From the founder:

Growing up and working alongside hardworking blue-collar Latinos, I saw the same thing every day—people relying on energy drinks to get through long, grueling shifts.

But none of those drinks were made with us in mind, and worse, they were packed with sugar and chemicals that are hurting our health and killing us faster.

We’re underrepresented, ignored, and fed products that don’t reflect our culture or our needs. I started LISTO because I wanted something better for our community—a drink that fuels our hustle without destroying our health, something that respects who we are and where we come from.

¿LISTO?

El Original

12 x 12 oz

Cool cucumber and zesty lime for a crisp, refreshing energy boost that keeps you sharp.

Jamaica

12 x 12 oz

Refreshingly sweet hibiscus delivers a bold, fruity burst of energy that’s vibrant and refreshing.

Paleta De Sandía

12 x 12 oz

Sweet watermelon with a fiery Tajín kick for an energizing, bold flavor that packs a punch.

Store Locator

LISTO is on the shelves and ready to keep you going. Find a store near you, grab a can, and keep that momentum rolling. Whether it’s a local spot or a nationwide chain, LISTO is there, ready for the next round.

Join the waiting list:

By submitting the above form, you agree to be contacted by Listo. We send email, SMS, and phone communications to follow up with your inquiries. Read our Privacy Policy and Website Terms & Conditions to learn more about how we handle your information and your rights as a visitor of our website.

Become an ambassador:

By submitting the above form, you agree to be contacted by Listo. We send email, SMS, and phone communications to follow up with your inquiries. Read our Privacy Policy and Website Terms & Conditions to learn more about how we handle your information and your rights as a visitor of our website.