BevNET Magazine November/December 2024

Sparkling Water Captures Cocktail Consumers

Alt Dairy Shifts Gears

Spotlight on Cider

The First Drop

By Jeffrey Klineman

Holiday Wishes for the Beverage Industry

It’s been a bruising fall for a lot of people and as we round the corner into 2025, I thought it might be a good time to offer some gifts to people within the industry.

To the founders of sub-$10 million businesses: I wish you profitability, working capital, and lower interest rates, so that it’s easier to ramp up production and hiring, but with a set of reasonable expectations that have allowed you to survive even as tourist capital has left the marketplace.

To the VC investors: I wish you a speedy rebalancing of Limited Partner portfolios such that they find a need for alternative investments once again. Maybe the booming stock market and the record highs at Bitcoin will bring a need for diversification into different asset classes, and we’ll see a speedy close yet again. Maybe a drop in interest rates will help. Whatever it takes.

To the distributors: more guaranteed buyouts of the size of the KDP is planning to shell out for Ghost Energy.

To the distributor clients: may the work ethic on the part of the distributors that got Ghost to that position now fall to YOUR brand.

To Lance Collins: A dressage-inspired horse hydration beverage laden with all of the IP you can handle.

To Coke & Pepsi: A renewed thirst for innovation following the latest round of zombie brand elimination.

To KeHE: A warehouse for every box, a box for every shelf, a shelf for every bottle, and a long string of RFID codes to speed payment all the way around.

To UNFI: I wish you 2% more stability, and hope it’s worth it.

To the coconut water companies: may your tariff structure be low, and your supply chain active.

To the bourbon makers: samesies.

To Seth Goldman and Quentin Vennie: a special “BalTEAmore” Kiosk at Progressive Field (nee Camden Yards) - and a long playoff run to amplify it all.

To the Consumer: a big raise, lots of discounting and a sense that you’re getting your money’s worth.

To Celebrity Founders: Good CEOs.

To the Class-Action Attorneys, combing the beverage aisle: Class.

To the Supply Chain: The workers to get it all done, through some stroke of sanity.

To the Craft Brewers: A renewed love affair with your products, both internally and externally. You do great work – don’t forget it.

To the beverage industry overall: Clarity. Will the incoming Trump regime be a bag of rolled-up hundreds for the beverage business (i.e. slashed regulations on worker safety and cheaper fuel, increased opportunity for GRAS ingredients that purport to have properties that might have been left to the drug companies), or if it’s bringing with it brainworm-infested lumps of coal in the form of attacks on processed food, BPA, and price increases on supplies that move slower due to a lack of agricultural workers.

In either case, though, it’s got to be fairly reassuring to have a tobacco-company lobbyist as the new chief of staff, as well as a McDonald’s-loving president. The way nominations are going, however, we should see the Hamburglar nominated to lead the Bureau of Prisons any day now.

One final holiday wish: that the hard working reporters at BevNET, Nosh, Brewbound find juicy scoops and tasty ledes in the New Year, and that all you readers crack them open with joy and relish.

By Barry Nathanson Publisher Toast

Looking Back

I’m about to enter my 33rd year publishing a beverage magazine, so I often like to take a look back. Chronicling the industry has been the joy of my life, workwise. The years have flown by so fast. When I started, it seemed there were only the big brands and big companies, as well as smaller, local offerings. I met and worked with legends of the industry. (In those days, I was able to have access to them much more easily than now, but that’s a rant for another day). The dynamics of business were personal connections and relationships. I got to see their creativity close-up. It was an exciting, yet kinder and gentler, time.

Brands were stable then, and most of the fighting came from the “rock n’ roller cola wars.” Innovation was marginal and risk taking minimal.

Then the world opened up with Snapple, Gatorade, and Perrier. “New Age” beverages, as coined by Michael Bellas, of Beverage Marketing Corp., changed the industry forever. Now there were hundreds of brands entering the market, the ones we chronicle daily.

We all know the numbers on the failures of beverage brands. For every Arizona, Snapple, Monster, Red Bull

and the like, there are thousands of brands that don’t make it. New categories draw new players, and shortterm, they might grow based on category heat before settling back into small-time, marginal brands. I have always admired those who continued on and realized that they didn’t have to hit a home run, but could sustain a comfortable living with a double. After all, it’s the consumer who benefits from these brands sticking it out and offering variety.

We also saw the acquisition monster from the big guys that swallowed up the brands that had achieved great success, to add to their portfolios. For the principals cashing in, it was better than winning the lottery, but for the brands, it was often a slow and painful death. The industry is littered with the bones of great brands that languished under corporate neglect. The growth of these brands was due to the entrepreneurial spirit of their founders. The acquirers simply didn’t have the passion to sustain that success, and the consumer was the loser in the proposition.

It has been an exciting ride. I’ve seen the highs and lows, but through it all, I’ve loved every minute of it.

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By Gerry Khermouch

Beer DSDs Have Got Them Baby Done

In my newsletter Beverage Business Insights a few weeks ago, I riffed on that Albert King blues classic, “Born Under a Bad Sign.” You know, the one with the lament, “If it wasn’t for bad luck, I wouldn’t have any luck at all.” For the beer systems singing the blues on their non-alcoholic fortunes, it should really be, “I wouldn’t have NA luck at all.”

The context was the flight of Ghost Energy from the AnheuserBusch system to Keurig Dr Pepper, a cutover that will take place a few months into 2025. For Bud wholesalers, here was a brand they’d help build beyond half a billion in retail sales in no time at all, yet it would be departing for a spot on the Dr Pepper trucks alongside C4 Energy. What added insult to injury was that AB’s CEO, Brendan Whitworth, was a co-creator of the RTD line: back in his days as chief commercial officer, he approached the supplement marketer about doing a RTD version of the Ghost supplements he purchased at nutrition stores. (The Ghost team blew him off the first time, assuming the approach was a prank.) It seems Ghost soured on its partner some time ago, despite the unquestionably strong results on the energy RTD.

The pending exit was frustrating enough on its own, but it was just the latest aggravation for beer wholesalers who’ve seen a flock of terrific NA brands they incubated flee their systems for the soft drink guys: Monster, Rockstar, Bang, Celsius and C4 Energy drinks, as well as Body Armor and Electrolit hydration drinks. (OK, if we want to go back to the paleolithic era, Vitaminwater, Fuze . . . you get the picture.) Among the other big beer strategics, Molson Coors forged a tie with La Colombe, one of the elite RTD coffees in the space, and somehow couldn’t make it work; it’s now ensconced in the KDP network and seems to be doing fine. And Constellation made a bet on a BioSteel hydration brand that spent way too much ahead of the curve and sputtered out.

Ghosted Me Blues

Personally, I’m a big advocate for the beer networks. Many of the most perceptive people I’ve encountered in all these years tracking beer and NAs have been wholesalers rather than the smug but disconnected-from-reality types I often encounter at the strategics who cite consumer “insights” that their brands’ performance in the marketplace prove to be off the mark. Aside from some NA-only distributors like Big Geyser in New York, Honickman in the Mid-Atlantic, Polar in New England and Intrastate in Detroit, they comprise the heart of the incubation network where innovative brands get their first serious traction. (Kalil in Arizona was another but they just got acquired by youknow-who – KDP.) As I like to remind people, it’s hard to think of any shelf-stable brands that haven’t employed that DSD network in their breakout phrases, aside maybe from some multipack water brands like La Croix, Waterloo and Zevia. (Though Zevia’s pushing into DSD now.)

So those of us who like to see fertile ideas garner traction have reason to root for the beer guys. But there is some serious dysfunction there too. While many beer houses of all sizes have proved to be superb incubators of promising new brands (I’d name names, but then they’ll get blamed the next time I print a leak), there are just as many that are basically mailing it in on NAs. Given the headwinds beer is facing, this is inexplicable to me, but it’s a fact of life. So much so that key retailers like Walmart are putting severe pressure on suppliers to skip the beer wholesalers and just go direct. It seems they have lost patience with the inconsistency across the Bud and Miller/Coors networks, where service can be superb in one territory and completely AWOL across the county line. Man, beer houses need that volume and need to get their act together!

So what else is going on, NA-wise, in beer-land? Here’s a good one: it seems Molson Coors spent the better part of a year per-

fecting a new sports drink that would go out under the name of Leo Messi, arguably the best player of his generation. Then, guess what? Mark Anthony Brands somehow filched the deal from under Molson Coors’ nose and now is running with it, under the brand name Mas+ by Messi. So, OK, the silver lining here is that we can’t blame Big Soda for this one. But it’s not a good look for Molson Coors’ efforts to play in NAs.

Remember, Molson Coors changed its corporate name from “Brewing” to “Beverage” to signal its serious intent in NAs and other beyond-beer categories. So where does that stand now? It’s going all in on Zoa Energy, the Rock-fronted stimulator. On the surface, the company made some rookie mistakes in incubating it – or actually, in not incubating it but rather rolling out a flawed concept – but its faith hasn’t wavered and it just took a majority stake at a seeming enterprise valuation exceeding $500 million. On the surface that seems absurd for a brand with a half-point share three years in, but apparently there’s more going on than meets the eye: the brand seems to do big numbers at Costco and on Amazon to justify that valuation. That suggests that if MC wholesalers put their shoulder to the wheel, it could prove to be a Ghost-level success in energy. How inspired they are after the earlier fumbles remains to be seen. And MC seems to be soldiering on with its sports drink, albeit without the Messi affiliation. Since it shares many wholesalers with Mark Anthony, it will be offering this new brand to houses that already are running with Mas+, but we still don’t know how successful that launch will prove.

Of course, the elephant in the room where the beer houses are concerned is that flight risk. That’s what made the Ghost exit from Bud so aggravating: they figured that, with their core supplier an inception partner and equity holder, they would be safe. Clearly, Molson Coors is hoping that the move to take majority control will allay that concern over Zoa, assuming the wholesalers see enough value there to have any concern. Of course, buyouts and, sometimes, equity stakes help mitigate the loss of hot brands but the exits often happen too early for those numbers to be sizable. Volume siphoned off to direct customers like Walmart can also erode the payout.

Are there any safe harbors? As I noted to my newsletter readers recently, this issue of brand flight may provide another reason to look at the nascent hemp-derived Delta-9 THC category with an open mind. After all, things remain highly unsettled on the regulatory front, thus keeping Big Soda rooted to the sidelines. True, that uncertainty makes the segment difficult to navigate, but for those in D9-friendly states, the growth and high margins offset the complexity. And if legislators and regulators in Washington continue to kick the can down the road on federal legalization, the segment may be safe from the soda-pop poachers for a few years longer.

Longtime beverage-watcher Gerry Khermouch is executive editor of Beverage Business Insights, a twice-weekly e-newsletter covering the nonalcoholic beverage sector.

Lemon Perfect: New CEO Says Scaling Top Priority as Brand Looks to

‘Go Anywhere’

In September 2024, Lemon Perfect named former Mast-Jägermeister US head Jeff Popkin as its CEO, marking the first chief executive move at the enhanced water startup since it was founded in 2017. Speaking to BevNET in October, Popkin says his priority is to scale a brand he believes has the ability to “go anywhere” from c-stores to golf shops.

Popkin assumed the role from founder Yanni Hufnagel, who has since stepped into the position of executive chairman and will continue to “be the face of the brand” and “push the innovation engine,” Popkin told BevNET in a phone call.

According to Popkin, who’s past experience includes executive roles at Vita Coco and Red Bull Distribution Company, he was brought into Lemon Perfect to scale operations and help “divide and conquer” as the brand aims to firmly establish itself as an omnichannel competitor.

“I’d been watching Lemon Perfect because it’s a brand that’s doubled its business the last three years in a row, and those things tend to get noticed,” Popkin said.

He added that it was Hufnagel’s decision to step aside as the top day-to-day decision maker, opting to bring in a seasoned “operator” who could guide the brand as it works to build out its DSD network and make headway in small format channels like convenience and gas.

Data firm Circana reported dollar sales of Lemon Perfect’s flavored waters in U.S. retail, MULO plus convenience, grew 4.4% in the 52-week period ending July 14, 2024 to over $32.6 million. However, that statistic may not reflect all of the company’s product lines or channels, such as foodservice.

Much of Lemon Perfect’s retail presence to date has been in conventional and mass accounts, with only some select convenience channel presence, Popkin said, meaning there’s significant white space to grow in “cold channel” grab-and-go accounts.

He also views foodservice and on-premise (FSOP) as another key target, with office accounts and restaurants being a sizable opportunity for the brand. But there’s also an opening for the brand to make headway in alternative accounts as well, Popkin suggested, believing that Lemon Perfect’s simple branding focused on hydration and refreshment gives it a rare ability to “go anywhere.”

“Whether it’s a venue, whether it’s at a barber shop, whether it’s in any restaurant that you go into,” he said. “I was in, over the weekend, a TravisMathew shop – a golf shop – and I was talking to him thinking ‘Man, you could serve some Lemon Perfect in here.’ Every single place you go, Lemon Perfect could be there.”

As the business grows, Popkin said he expects to be “staffing up” its field and insights teams as Lemon Perfect’s DSD network expands.

Besides Popkin the Atlanta-based brand also saw several other key executive moves this fall. At the beginning of October, president, chief revenue member and board member Jim Brennan announced that he was retiring from full time responsibilities with Lemon Perfect, but would continue to work in the beverage industry in board and advisory roles. As well, the company recently announced Gui Weaver as its new chief sales officer, bringing 15 years of experience at Monster Energy with him to the role.

Looking ahead, innovation will be another pillar in growing the brand and drawing in new consumers. Although Popkin didn’t share any specifics on future products, he said the company will “follow the data” and is focusing on appealing to Gen Z and is weighing an array of R&D options including new flavors, line extensions and “occasion-based” products.

He also noted that Lemon Perfect makes a canned version of its drinks for foodservice already, which could potentially be extended into other channels as well as a sustainable alternative to its standard PET packaging.

The company previously updated its packaging, moving to a larger 15.2 oz. bottle from its previous 12 oz. pack, and reformulated the drinks to remove erythritol. It also debuted new flavors at the beginning of 2024, including Blueberry Coconut and Watermelon.

“As you scale, innovation is one of the key drivers,” Popkin said. “Because the consumer today needs to be somewhat entertained and needs to be blown away by what you put in front of them as an extension of the brand.”

Molson Coors Takes Majority Stake in ZOA Energy

Molson Coors in November acquired a majority stake in energy drink brand ZOA in a $53 million cash transaction, expanding its growing non-alcoholic beyond beer portfolio and adding to rising M&A interest across the energy space.

The deal, announced during Molson Coors’ Q3 earnings call, closed in October. The transaction will be recorded as a business combination.

“We believe ZOA is well-positioned, particularly as it plays in the better-for-you segment that is outpacing energy category growth,” said Gavin Hattersley, CEO of Molson Coors, speaking on a conference call. “With the support of its co-founder, Dwayne ‘The Rock’ Johnson, we have built a strong foundation for ZOA over the past three years, and it’s time to pursue the next stage of growth and scale. Taking this increased stake allows us to lead the entirety of the brand’s marketing, retail and direct-to-consumer sales development as we drive brand awareness and distribution, leveraging the strength of our network.”

At its launch in 2021, ZOA was expected to drive Molson Coors’ “Beyond Beer” ambitions outside alcoholic drinks. Leveraging the massive reach of actor/entrepreneur Dwayne “The Rock” Johnson – a cofounder alongside his business partner Dany Garcia, fitness coach Dave Rienzi and Juggernaut Capital Partners managing partner John Shulman – ZOA quickly established a presence in the highly competitive energy category, stating its intentions with a splashy Super Bowl ad. The energy brand’s retail business has been serviced by incubator L.A. Libations, in which Molson Coors also owns a minority stake.

ZOA’s introduction came just a few months after Molson Coors signed a 10-year distribution agreement with another major non-alcoholic beverage marker, La Colombe Coffee.

Yet after passing $100 million in sales in its first year, ZOA has since contracted; sales declined 6.1% to around $61 million (Total US – Multi-Outlet+ with convenience) in the 52 weeks ending Sept. 6, according to data from Circana. Over the years the core line has been rebranded and reformulated to up the caffeine and cut sugar (along with a move from 16 oz. to 12 oz. cans), and a second preworkout line of RTDs and powders, called ZOA+, arrived in 2022. Still, Molson upped its initial stake in the brand last year and is deploying Johnson in a major ad campaign unveiled in February.

Molson Coors and La Colombe agreed to end their contract last March; the coffee brand has since aligned with Keurig Dr Pepper.

During Molson Coors’ distributor summit in September, the company said its goal is to sample 1 million cans of ZOA in 2025. The company also announced a “strategic partnership” with Naked Life, an Australia-based, non-alcoholic ready-to-drink cocktail line as part of its premiumization strategy.

Keurig Dr Pepper To Acquire GHOST, Expanding Energy Business

Keurig Dr Pepper agreed terms in late October to acquire energy drink and sports nutrition business GHOST, bringing one of the category’s fastest growing brands into its expanding energy portfolio.

KDP is paying $990 million for an initial 60% stake in GHOST – representing supplement arm GHOST Lifestyle and its drink business, GHOST Beverages – with the remaining 40% to be acquired in 2028. The deal is expected to close in late 2024 or early 2025.

“GHOST is a differentiated brand with significant growth potential, and we are excited to partner with its founders to take the business to the next level,” said KDP CEO Tim Cofer in a press release. “This acquisition strengthens our position in the attractive energy drink category, accelerating our portfolio evolution toward consumer-preferred, growth-accretive spaces through a disciplined deal structure.”

“The energy category is poised for continued long-term growth, which KDP expects to increasingly capture through our platform-based approach,” he added. “KDP’s portfolio of complementary energy brands is aligned against distinctive consumer need states, and, together, these offerings will unlock significant growth and scale benefits across our entire DSD portfolio.”

Co-founders Dan Lourenco and Ryan Hughes are staying on with GHOST and will operate as part of KDP’s U.S. Refreshment Beverages segment.

“We could not be more excited to build the future of GHOST together with KDP. As we thought about our company’s next chapter, KDP’s track record of cultivating disruptive brands, similar challenger mindset, and shared vision for the energy category and beyond made it the right home for our brand and team,” said Lourenco. “We are excited to pair KDP’s insights and capabilities with our products and people and know that together we will continue to scale and build GHOST towards our vision of a 100 year brand.”

While GHOST’s acquisition wasn’t a total surprise to industry watchers, Keurig Dr Pepper as the buyer was. For starters, KDP’s acquisition means the end of GHOST’s relationship with Anheuser-Busch, a minority investor and the brand’s energy drink distribution partner since 2018. According to the release, KDP plans to invest “up to $250 million” in buyouts to transition GHOST on to its own network of trucks. That means – once again – beer distributors nationwide will have a gap to fill in their portfolios, creating potential opportunities for another set of young brands to take advantage.

It’s unclear what this means for Nutrabolt, makers of C4 Energy, one of GHOST’s closest competitors amongst a cohort of surging next-gen energy brands. KDP made headlines by taking a minority stake in Nutrabolt (30% for around $868 million) and bringing C4 on to its trucks in 2022. On the strength of agreements with popular IP licensed from Hershey’s and other candy brands, C4 has emerged as the fourth best-selling brand in the category behind Red Bull,

Monster and Celsius: in the 52 weeks through Sept. 6, the brand has grown 44.5% (around $738 million in sales) in total U.S. MULO plus convenience, according to NielsenIQ. KDP’s ability to keep the brand growing through its network should give confidence that it can do the same with GHOST, which generated around $632 million in sales during the same period.

Jefferies analyst Kaumil Gajrawala pegged the transaction at about three times Ghost’s 2024 sales. The acquisition and other distribution agreements would give the soft drink giant about 6% share of the overall energy drink market.

That’s not all, either: GHOST’s acquisition also comes ahead of another energy drink debut – this one from Black Rifle Coffee Company, as previewed at the NACS trade show this fall – which will be going on KDP trucks starting in January 2025. Those arrive as another energy play, A Shoc, is being phased out.

Electrolit Taking Production to Texas in 2026

Electrolit is laying down roots in the U.S., as the Mexican hydration company announced in November plans to bring production north of the border for the first time via a $400 million manufacturing facility in Waco, Texas, set to open in early 2026.

The “state-of-the-art” 600,000 sq. ft. site, housed in Waco’s largest industrial park, is designed to help Electrolit’s parent company PiSA USA meet soaring demand for its products, which have been distributed by Keurig Dr Pepper (KDP) since last October. Total U.S. sales (MULO with c-stores) surpassed $505 million through Sept. 6, a 24.6% increase yearover-year, per Circana. Electrolit currently holds a 4.35% dollar share of the aseptic sports drink category, behind PepsiCo (Gatorade), Coca-Cola (Powerade/BodyArmor) and PRIME (Congo Brands).

The new plant’s capacity is unknown, but the company described it as a “highly automated production and distribution facility” that will employ “over 200 skilled professionals and technicians” when it goes online. With an eye towards sustainability, it will have the capacity to incorporate nonvirgin and recycled packaging materials, and will use rail infrastructure for outbound distribution to reduce its carbon footprint.

“We’re excited to announce our new U.S. manufacturing facility, marking a major milestone in our growth and commitment to quality,” said a statement credited to “The Electrolit Team.” “We are immensely grateful to all our U.S. consumers for their continued preference and support. Your trust and loyalty have been pivotal to our success. As we move forward, we remain dedicated to providing the best hydration solutions in the market and are confident that the years ahead will bring even greater innovations and improvements. Thank you for being a part of the Electrolit family.”

In addition to the current scarcity of aseptic beverage copackers, the move reflects Electrolit’s importance within KDP’s family of distributed brands: the company’s most recent earnings report cited the sports drink’s role in driving 4% volume growth within its U.S. Refreshments segment. The success of the brand’s science-backed rapid hydration formula has inspired competition from BodyArmor (Flash I.V.), Gatorade (Gatorlyte) and Monster (Revitalyte), just to name a few.

Bawi Closes $3.5M

To Scale Operations

Austin, Texas-based agua fresca maker Bawi has secured a new tranche of growth capital as it looks towards expansion in 2025.

The $3.5 million seed round, announced in November, was led by Brand Foundry Ventures with additional funding from Rocanā Ventures, Amity Supply and TikTok president Blake Chandlee, among others.

“We launched in April 2022 and since then it’s been incredibly evident that the better-for-you, Hispanic beverage concept certainly has legs to stand on in mass market,” said Bawi co-founder and CEO Victor Guardiola. “A big chunk of this round is going to be used for operations, but also adding gasoline to our sales efforts.”

The new capital will fund Bawi’s impending launch in a “major natural channel retailer” in 2025, plus “a few upper-level management hires” that will pad out its sales team around the turn of the year, Guardiola said.

Bawi is currently working with about five DSDs across the U.S. but is primarily focused on building traction in California and Texas, where it’s courting “backyard” retailers like H-E-B.

Guardiola attributes the brand’s success so far on being a prime example of “cultural innovation.”

ognizable to anyone who has bought a styrofoam cup of agua fresca off a street corner in Mexico.

Startups like Agua Bonita, Frescoes Naturales or Bawi have increasingly had to compete with strategics maneuvering in the aguas fresca category. As that opportunity has grown, emerging brands have leaned into authenticity to increase velocities within their communities and among new consumer markets less familiar with the drink.

Bawi lives in the “Goldilocks zone” that caters to consumers looking for an alternative to traditional carbonated soft drinks but also between full-calorie and zerosugar sodas as well, Guardiola said.

“A lot of beverage conglomerates thought consumers are binary within their tastes and preferences,” Guardiola said. “From a macroeconomic beverage innovation perspective, they weren’t innovating in the spread whatsoever.”

Part of what drew Rocanā Ventures to invest in the brand was that the brand brought “innovation not only to the Hispanic audience but to younger audiences that are looking for more adventurous and bolder flavors,” said Rocanā co-founder and managing partner Gurdeep Prewal. “It is straddling both the agua frescas category and the sparkling water category.”

“Cultural innovation within the sparkling water or refrigerated juice category is quite literally bringing our Hispanicity into the mix,” he said.

Playing to that, Bawi recently launched its fourth flavor, La Guayaba, a pink guava variety that should be rec -

Rocana’s inclusion in the round aligns with other investments the firm has made in next-generation beverages like Olipop and Recess. The investment is part of Rocanā’s Third Fund, RVP3, launched last year.

Guardiola is not shy about discussing the challenging “funding ecosystem that is not built for minorities and women” and believes that Bawi’s seed round can be an example to entrepreneurs who can’t seek startup capital from friends and family.

Previously unnamed investors in Bawi include Athletic Brewing founders Bill Shufelt and John Walker; Redbud Brands founder and managing partner Brian Goldberg; Manish Patel, former president of Nutrabolt Life Sciences; Michael Rypka, the founder of Torchy’s Tacos; and former PepsiCo CFO Bob Monza.

Guardiola has been formalizing his role as a mentor for minority and female entrepreneurs to serve a similar role that was provided to him by members of the Siete Foods’ Veronica Garza and the Athletic Brewing team in his early days launching Bawi. He sees mentorship as integral for leveling the playing field in CPG.

“The CPG industry, especially for cultural brands, is pretty difficult and can be a bit exploitative,” he said. “I don’t think a lot of people in the CPG industry want to talk about that.”

Nestlé Moves Bottled Water, Premium Bevs to Standalone Business

Nestlé is creating a new business to house its bottled water and premium beverage brands, as the Swiss conglomerate seeks to recalibrate its portfolio in the wake of anemic growth.

The new global standalone business – which includes brands like Perrier, Acqua Panna and San Pellegrino, among others – will be based in Paris and administered by Muriel Lienau, head of Nestlé Waters Europe. The change takes effect January 1.

The move represents Nestlé’s latest attempt to reorganize and revitalize its bottled water business. After a yearlong divestiture, the company unloaded its North America water division for $4.3 billion in 2021 to private investors to form BlueTriton Brands, with the idea of focusing on its premium import labels. Those water brands generated around 3.6% of total company sales for Nestlé in 2023.

It also leaves the future of Nestlé’s stake in the water business in question. Under the new leadership of CEO Laurent Freixe, the Swiss company has promised to back its underperforming brands with increased marketing and ad spending; investment is pegged at 9% of sales by the end of next year.

Yet in a statement announcing the move, Nestlé indicated that “new management will evaluate the strategy for this business,” noting “this will include exploring partnership opportunities to enable Nestlé’s iconic brands and growth platforms to achieve their full potential.”

The move is part of a larger effort by Freixe’s administration to arrest Nestlé’s slipping market share, which has been battered by high supply costs for ingredients like cocoa and coffee, as well as price hikes. In November, the company lowered its profitability projections for the fullyear, while vowing to deliver more than $2.8 billion in additional cost savings by the end of 2027. Organic sales growth is projected to be around 2% for 2024.

“Our action plan will also improve the way we operate, making us more efficient, responsive and agile,” said Freixe in a statement. “This will allow us to deliver value for all our stakeholders. I am confident that we can deliver superior, sustainable and profitable growth and gain market share, while transforming Nestlé for long-term success.”

One Trick Pony Secures Seed Round From Collaborative Fund

Washington, D.C.-based peanut butter brand One Trick Pony (OTP) has secured seed funding from Collaborative Fund, an early investor in companies such as Sweetgreen, Blue Bottle Coffee and Olipop. The new funds will be used to support retail growth, new innovations and an upcoming packaging overhaul in early 2025.

The round was complemented by investment from a cohort of food and beverage founders including Gabi Lewis and Greg Sewitz, founders of Magic Spoon; Kevin Lee and Kevin Chan, founders of immi; and Nic Jammet, co-founder of Sweetgreen. That group will also serve as strategic advisors as the single-origin peanut butter company works to scale up, according to OTP founder Lucy Dana.

“We’re thrilled to team up with Collaborative Fund and a stable of successful entrepreneurs and angel investors who aren’t horsing around when it comes to bringing our peanut butter to market,” said Dana. “Their track record in the CPG space is a real thoroughbred pedigree.”

Founded in 2022 by Dana, former chief of staff at Blue Bottle Coffee, alongside her brother Andrew Dana and sister-inlaw Daniela Moreira, also a James Beardnominated chef, One Trick Pony sells a 3-SKU line of Argentinian-sourced peanut butters in Smooth, Crunchy and Unsalted varieties. In late November, OTP will introduce its first seasonal SKU, a Maple Crunch Peanut Butter with White Chocolate Crunchies.

goods, a newly launched specialty food wholesale platform.

In addition to growing within its home region on the East Coast, One Trick Pony is also tapping new consumers by engaging with other local D.C.-area businesses. In September, the brand introduced a crispy peanut butter cookie at retail and online with D.C.-based bakery Whisked in addition to a menu item collaboration with Seylou Bakery.

“Everyone gives you the advice [of] grow super deep in one area before you expand, which is great advice. But in D.C., there’s not that many stores that you could go super deep with,” said Dana. “The way that I’m trying to approach it is… how can you occupy people’s minds and Instagrams? Doing local collabs and being in their [daily] realm that way is important.”

As for retail growth, Dana said “we’re trying to go the slow and steady approach.” The company is eying key natural channel accounts during upcoming category reviews and aims to grow primarily between D.C. and New York City, where Dana said its primary customer base is located. The brand has primarily turned to its packaging for incremental innovations during its first two years on the market. It has introduced its 9 lb. tub, originally intended solely for foodservice, as well as a singleserve version for customers, while keeping its simple formulation the same.

Andrew Dana and Moreira are also the co-founding duo behind cafe chain Call Your Mother, which operates 10 locations in D.C. and three restaurants in the Denver area, as well as local D.C. joint Timber Pizza. OTP products are sold at all Call Your Mother locations and used in a permanent menu item – a cinnamon raisin bagel coated in the brand’s crunchy peanut butter, a seasonal jam and peanut butter granola.

“[Call Your Mother] was our first wholesale customer, so it’s been [a benefit to have] that steady revenue that we can expect every month,” Dana said.

The 13 oz. jars retail for about $8 and are sold in approximately 600 stores nationwide including The Fresh Market, Streets Market and a network of independent and specialty retailers. Dana said growth in independent stores has primarily been driven by online vendors, such as Faire, and Air-

“As a joke one day, we put [the 9 lb. tubs] out on our website for consumers, and then people have been buying them, so we’ve just let them go for it,” Dana said.

The brand is homing in on future packaging changes as it works to stand out in the over $7 billion peanut butter category. OTP is rolling out a new pack design early next year that is aimed at solving a common consumer complaint across the natural nut butter category.

“[The rest of the category] is focusing on what’s in the jar, and we’re focusing on the jar itself,” said Dana. “We are hoping that will blow the doors open in these future retail conversations… If you think of the CPG darlings: It’s Graza olive oil using the squeeze bottle, it’s Liquid Death using the can. [Think:] People who are putting good products into new shapes, that’s where we are trying to lean in.”

PepsiCo Takes Full Ownership of Sabra For $240.8M

PepsiCo will acquire the remaining 50% share of Sabra Dipping Company and its Geneva-based international arm Obela from Israel-based Strauss Group for $243.8 million. In split terms, PepsiCo will pay $240.8 million for Sabra and $3 million for the Obela business, according to Strauss. The transaction is expected to close by the end of 2024.

PepsiCo has split custody of the hummus and dip manufacturer since 2008 when it first formed the joint venture, right on the cusp of the hummus category’s salad days in the U.S. Today the refrigerated set of the hummus category is valued at $966 million.

Strauss originally purchased a 51% stake of Sabra in 2005 for

a mere $9 million. According to PepsiCo, Sabra has generated nearly $400 million in retail sales in the U.S. in 2024; the transaction will accelerate PepsiCo’s aim to focus its portfolio on healthier snacking options and comes on the heels of its recently announced $1.2 billion acquisition of better-for-you Hispanic food company Siete Foods.

“Our aim is to meet the growing demand for positive choices and on-the-go options,” said Steven Williams, CEO of PepsiCo Foods North America, in a press release. “Nutritious, simple foods like refrigerated dips and spreads represent a space we have long desired to expand in the U.S. and Canada. We are grateful to the Strauss Group for our long and successful partnership and look forward to this next chapter for the Sabra and Obela brands, as well as the PepsiCo food portfolio.”

The deal will also leave Strauss with an option to buy a 2.5% stake in PepsiCo’s salty snacks business in Israel, where Strauss already operates the Doritos and Cheetos brands. PepsiCo will also now assume full control of Sabra’s main production facility in Virginia along with the approximately 700 employees that work between both brands.

For Strauss, the sale also comes as it works to focus on its core offerings – a similar sentiment U.S.-based food and beverage conglomerates have also been vying toward. See Campbell’s acquisition of Sovos (and subsequent sale of noosa), General Mills selling off its yogurt segment or Kellogg’s separation of its snack and cereal businesses as evidence.

Under PepsiCo’s wing, Sabra has also tapped salty snack syn-

ergies, launching co-branded dipper products with PepsiCoowned snack brands like Tostitos and continued to unlock additional grab-and-go opportunities with its Snackers line.

In 2016, the company made its first foray beyond chickpeabased dips with an expansion into an equally hot category –guacamole – but has since remained focused on these two dips while innovating its core product line via dip-adjacent varieties such as Spinach and Artichoke Olive Tapaneade and Buffalo hummus flavors.

The deal comes as the refrigerated dips and salsa categories continue to outperform their shelf-stable counterparts, according to SPINS data tracking dollar sales growth over the past three years. While the refrigerated hummus set slipped 0.1% in 2024 (compared to 4.3% growth in 2023), the decline is slight compared to a 22% drop in dollar sales and 9% decrease in unit sales of shelf-stable hummus products.

According to Strauss’ half-year earnings reported in August, Sabra and Obela are operating in line with category trends at a “break-even” rate with Sabra sales down 0.6% and Obela down 2.2%.

“The move constitutes another pillar in the implementation of the group’s strategy, which aims to focus on the core business, leverage our resources in the best possible way, and lead significant business moves for Strauss,” said Strauss CEO Shai Babad. “We thank all Sabra employees of all generations and PepsiCo for the extraordinary journey from a small salad company to the leader in the hummus market in the U.S.”

UpSnack Brands Brings Pipcorn, Spudsy Together Under One Roof

Pipcorn Heirloom Snacks and Spudsy are aligning under a new banner: UpSnack Brands.

The newly formed umbrella company has acquired all the assets of Pipcorn and Spudsy with additional capital provided by the brands’ respective controlling investors, Factory and KarpReilly. Terms of the agreement were not disclosed.

Factory is the majority stakeholder in UpSnack Brands with KarpReilly being a “meaningful shareholder” with representation on the board, said Pipcorn CEO Joe DePetrillo, who will assume the executive leadership role of the new company. Spudsy founder and CEO Ashley Rogers will be leaving day-to-day responsibilities as she focuses on the baked treat brand Sprinkles.

The deal began to take form about a year ago when Pipcorn was in discussions with KarpReilly regarding an investment. At the time, representatives from the Greenwich, Conn.based private equity firm asked if there was an appetite to put Spudsy and Pipcorn together under one company.

By scaling together, Pipcorn and Spudsy can optimize their route to market and play off each other’s strengths which is part of the “reality with brands of this scale,” DePetrillo said. “They’re too big to give up on and too small to be profitable while continuing to invest in growth and innovation.”

The two snack platforms are “complementary and likeminded in nature,” he added, and speak to a similar consumer who shops for products that represent a value proposition based on environmental sustainability or dietary needs.

Considering that consolidation seems to be a growing trend in the snack category UpSnack could provide the needed scale to compete as Mars’ impending Kellanova acquisition aims to create a new snacking superpower. Additionally, better-foryou platform Our Home has been building its own fiefdom in salty snacks with Parm Crisps, Pop Secret, Sonoma Creamery and two brands from Utz in 2024 alone.

Founded in 2012, Pipcorn initially championed the use of heirloom grain in its mini popcorn. The brand has expanded into other formats like twists, cheese balls, chips, and, most recently, puffed Fries.

Southern California-based Spudsy has been in the puffed snack category since 2018. Its approach to the better-for-you snack category centered on a Top Nine allergen-free, vegan product that used upcycled sweet potatoes. Over the years, the company has expanded its selections to include Fries and Scoops. The brand even took a step away from its previous dairy-free positioning with cheese varieties. Currently, Spudsy has eight varieties of sweet potato snacks.

For the last year, the Rogers’ team has split its time between Spudsy and the Sprinkles cupcake brand. Although the acqui-

sition of Spudsy is not a formal exit for Rogers, she will be bringing most of her team to focus full-time on Sprinkles, which will remain in the KarpReilly portfolio.

“I’m proud of everything we’ve accomplished, and I’m confident that Spudsy will continue to thrive as part of UpSnack Brands,” Rogers said in a press release statement.

Rogers will continue to work with UpSnack “supporting the business” in a contract role, DePetrillo said, and, as a result of Rogers bringing many of her team along to Sprinkles, there will be minimal redundancies between Pipcorn and Spudsy’s union.

For DePetrillo, the job at hand is integrating Pipcorn and Spudsy under one roof in the next 45 to 60 days.

“The positive is the supply chain will work really simply, and that’s the work that we’re doing now; to integrate our suppliers, our warehouse and ship out of one location,” he said.

Once coalesced together, the business is expecting to see savings, particularly in distribution costs.

“Instead of picking up from three different warehouses, we get it all under one vendor number with all the SKUs. They can put it on one PO, they can pick up bigger loads and be more efficient,” he said. “Taking costs out of the system for everybody will hopefully translate to better retail pricing and more efficient trade events.”

There will also be some savings from manufacturing because the “processes are very similar” for many of the product lines, DePetrillo said.

Both brands use co-manufacturing partners so there will likely be some attrition along the production supply chain but DePetrillo is hoping it will be minimal.

DePetrillo has been working with the Pipcorn team to evaluate and improve efficiency along the brand’s supply chain since he joined the company in August 2021.

On a macro level, synergizing the two brands can extend to incrementally building within each brand’s strongest retail partners bringing more SKUs of both brands into stores to increase UpSnack’s presence in the aisles.

That can also be related to channel strategy. Pipcorn has been focused on building out its products in the away-fromhome channel and DePetrillo said Spudsy could be used to cross-sell foodservice accounts with more variety.

Finally, DePetrillo said there was an opportunity to become more strategic with its trade spend by bringing both items offshelf in key retailers like Whole Foods or activations to sell salty snacks to a broader consumer base.

Simply put: “The opportunity going forward is to drive innovation and expand into other areas of the salty snack set,” DePetrillo said. “Our base initiative is to accelerate our pathway to profitability through scale.”

Oishii Adds $16M, Closes Series B At $150M

Oishii, a New Jersey-based vertical farming operation, has closed its Series B funding round at $150 million. The first tranche was announced in February at $134 million with an additional $16 million coming in over the past nine months from climate tech fund Resilience Reserve, co-founded by the head of TED Chris Anderson and entrepreneur Rob Reid and Japanese venture firm Miyako Capital.

The round also saw participation from existing investors NTT, Bloom8, McWin Capital Partners, Mizuho Bank, the Japan Green Investment Corporation for Carbon Neutrality (JICN), Yaskawa Electric Corporation, and others.

“We’re excited to support the Oishii team, both for the deliciousness of their existing produce and even more importantly for the extraordinary model they’re pioneering, which enables agricultural innovation at breakneck pace,” said Chris Anderson, co-founder of Resilience Reserve.

Oishii began by selling ultra-premium strawberries, including Omakase and Koyo varieties; it has since expanded its portfolio to include Rubi tomatoes. Alongside the new funding Oishii will open its first international facility in the Tokyo metro area, which will focus on additional R&D to advance vertical farming technology.

The news also comes on the heels of a distribution expansion that will bring its Koyo berries to Whole Foods stores across the Chicago area; Harris Teeter stores in Washington, D.C., Maryland and Virginia; and Wakefern banners in the New York tristate area later this year.

“We believe vertical farming is the ticket to a sweeter future, and this latest round of funding signals that others embrace our vision for a world where food is more accessible, better quality, and above all else, delicious,” said Hiroki Koga, CEO and cofounder of Oishii, in a press release. “We’re honored to bring our berries to Chicagoans and Harris Teeter customers, not to mention welcome a roster of respected investors to the Oishii family.”

In preparation for its expansion, Oishii opened a new 237,000

sq. ft. facility, located in Phillipsburg, N.J., in June. The solar powered facility features 50 state-of-the-art robots and has the capacity to increase Oishii’s strawberry output by 20 times, according to the company.

But while Oishii is staking out its expansion plans, the rest of the vertical farming industry remains in flux. Over the past year, numerous well-funded, widely-distributed companies have shuttered including Aerofarms, Upward Farms, App Harvest, Smallhold, Kalera and, most recently, Bowery Farms earlier this month

While these operations garnered significant early-stage investment, a slowdown in VC funding as they began to scale up may have played a role in their eventual demise.

For example, Bowery, the latest to close its doors, had raised over $700 million in the nine years since it was founded. The company’s last institutional round, totalling $300 million, came in 2021; Pitchbook reported a 91% drop in VC investments in the controlled-environment agricultural sector between 2022 and 2023.

Due to the large, tech-heavy investments required for these companies to operate, improving unit economics as they scale up and returning value to investors becomes an even more elusive goal. A similar trend has been realized across the plantbased meat sector which also saw a VC tech-style boom in investment from 2018 until early 2022, but subsequently dried up. Many of those companies have either shut down, been rolled up, or, in the case of Beyond Meat, taken the business public – which has led to additional challenges and scrutiny.

Oishii, which launched in 2018 with strawberries priced at $10 per 8-count tray, has taken a uniquely premium approach to bringing products to market compared to its now-defunct peers, which primarily sold leafy greens and worked to achieve price parity with conventionally-grown alternatives. However, it remains to be seen whether the brand can break out of niche markets and retail trial phases to find a sustainable bottom line within its existing business model.

Hershey Acquires Sour Strips to ‘Relentlessly Accelerate’ Growth in Sweets

The Hershey Company announced it has acquired sour candy brand Sour Strips, expanding the snacking and confectionery giant’s growing sweets portfolio. Financial terms of the deal were not disclosed.

Founded in 2019 by YouTuber and powerlifter Maxx Chewning – who is known for his fitness tips – Sour Strips produces a portfolio of strips and bites in a wide array of flavors like Cotton Candy, Pink Lemonade, Blue Raspberry, Strawberry, and Green Apple. The candy is sold online for $17.99 per 4-pack of 6.35 oz. Bites bags and $19.99 per 6-pack of 3.4 oz. Strips bags. Additionally, according to Sour Strips’ website, the products are available at over 16,000 stores nationwide, including Target, 7-Eleven and Hobby Lobby.

Leveraging Chewning’s reach, Sour Strips has amassed an audience of over 400,000 followers across Instagram, TikTok, X (formerly Twitter), and Facebook.

For the brand, which also has a presence in Canada, the acquisition by Hershey provides a prime opportunity for global expansion.

“Our partnership with The Hershey Company represents a significant step in our mission to innovate and set new standards within the confection category,” said Chewning in a press release. “Hershey’s exceptional track record making iconic brands worldwide aligns perfectly with our vision for Sour Strips.”

The Jolly Rancher and Kit Kat producer views the transaction as an opportunity to expand its offerings outside of chocolate amidst record high cocoa prices and weakened consumer demand that have cut into earnings.

There is ample opportunity for growth in the non-chocolate candy category. According to a report from the National Confectioners Association, the segment –which spans gummies, chewy candy, hard licorice, lollipops and marshmallows –remains a consumer favorite through prosperous, inflationary and pandemic times.

What’s more, the sour candy category has seen a boom in activity as of late. Final Boss Sour – the gaming-themed sour snack brand developed by Science Inc. – raised $3 million in a seed round that included participation from DJ Steve Aikoi’s venture fund Aioki Labs and entrepreneur Jason Calacanis’ LAUNCH Fund. Additionally, Better Sour has partnered with Walt Disney Animation Studios to launch a new Passion Fruit flavor of its sour gummies featuring “Moana 2”-inspired packaging.

“The acquisition of Sour Strips expands Hershey’s offerings within our growing sweets portfolio with a product that is beloved by consumers,” said Mike Del Pozzo, president of U.S. confection at The Hershey Company, in a statement. “We’re energized to welcome Maxx and the Sour Strips team to Hershey as we relentlessly accelerate our growth in sweets.”

Lord Hobo Merges with Lone Pine Brewing

Lord Hobo Brewing and Lone Pine Brewing announced plans to merge in early November, bringing together a pair of New England craft breweries under a single ownership structure.

The companies declined to share financial terms of the transaction, which is expected to close in Q4, pending regulatory approval. However, Valterra Partners, the private equity firm that first acquired a minority stake in Lord Hobo in 2017, is the principal investor behind the new ownership group.

Woburn, Massachusetts-based Lord Hobo and Portland, Maine-based Lone Pine said the merger centers on a strategy of creating a platform for the “breweries to invest in brandbuilding, quality and innovation” in their home states.

“What we’re striving to do is to create something that’s quite different, which is a solution where we can thrive in craft, rather than just survive,” Lord Hobo CEO Simon Thorpe told Brewbound. “The basic idea of what we’re trying to build here is a platform that is focused very much on brands that can grow, that can stretch, can travel, can move across categories and brands that resonate with the consumer in a very deep way.

“So if you compare us with other platforms that are developing, there are some quite strong differences,” he continued.

Valterra co-CEO Scott Macintosh said in the announcement: “Having changed management and turned around both the financial health and growth trajectory of Lord Hobo in 2023, this merger represents an important second step in realizing our long-term vision of investing behind a scale, branded company that establishes itself as a pillar of the craft community in the Northeast. Bringing Tom [Madden] and John [Paul] into the combined company considerably strengthens our board, our leadership team and our culture.”

Under the new combined entity, both Lord Hobo and Lone Pine will maintain their own names and identities, director of marketing Aubree Karls told Brewbound.

Conversations between Lord Hobo and Lone Pine started in early 2023, but Lord Hobo’s search for a partner has been going on for three years, Thorpe said. In that time, the company has screened 400 breweries and entertained “serious discussions” with 12 in 2023.

Lord Hobo’s goals for growth are ambitious. Thorpe explained that companies need “somewhere in the region of $120 to $140 million in revenue to be credible.

“You need to be generating somewhere in the region of $20 to $25 million of EBITDA [earnings before interest, taxes, depreciation and amortization] to have the internal motor to really be able to do the things that you want to do,” he continued.

To do that, Lord Hobo is looking for partners with brands that “can grow and stretch relatively quickly” as well as other M&A deals to “bolt on additional scale to reach that cohesive critical mas,” Thorpe said.

Lone Pine’s deep Maine roots were extremely attractive to Lord Hobo, which recognized parallels to its own ties to Greater Boston, Thorpe said.

“The important part of this is that it’s not just at Lord Hobo, where we have brands like Boom Sauce, which really resonates at a deeper level, and 617, which is the local area

code and really resonates inside Boston,” he said. “You’ve got a brand in Lone Pine that really resonates in Maine and the whole of New England, and it stands for something that is aspirational to people in the whole of the Northeast.”s

High school friends Tom Madden and John Paul founded Lone Pine in 2016. Madden and Paul will join Lord Hobo’s board of directors and will serve as the combined company’s COO and VP of sales, respectively.

Lone Pine has grown to include a production brewery in Gorham and taprooms in Portland, Westbrook and Old Orchard Beach, which the company will continue to invest in. The Portland location, on Anderson Street in the brewerydense city’s East Bayside neighborhood, has particular potential for expansion.

The Gorham brewery has been running at its full 16,000 barrel capacity “with really no means to do anymore,” Madden told Brewbound.

“Part of our instigation for seeking partnership has been that we’ve been operating this facility at a critical mass for about three years now where we’ve had to outsource a fair amount of our production into contract brewing, especially during our peak seasons,” he said. “Maine is a very transient vacation state where we see a huge spike in sales in the summertime, and it’s been difficult to manage the peak and valley of the production process.”

Lone Pine’s volume will shift from contract brewing partners to Lord Hobo’s Woburn facility in time for next summer.

Georgetown Brewing Acquires Timber City Ginger Beer

Georgetown Brewing has acquired Timber City Ginger, a fellow Seattle-based ginger beer maker.

Ten-year-old Timber City’s portfolio includes both non-alcoholic (NA) and hard ginger beer, both of which Georgetown plans to continue producing.

“We are so honored to pass along all we have built to an incredible, local company that upholds the same principles we do: a love for our state and what it grows, tireless dedication to supporting Washington’s economy, a commitment to brewing and sharing quality products, and most importantly, a champion in community building,” Timber City co-founder Kara McKnight said in a press release.

“The team at Georgetown will help grow our spicy little beverage company the right way,” she continued.

Timber City’s NA and hard ginger beers start from the same base of ginger, water, lemon, organic cane sugar, sage and thyme, according to the brand’s website. Its NA offerings include Original Ginger Beer and a rotating seasonal variety.

Hard ginger beers include Timber City Imperial Ginger (7% ABV); South Sound Pounder (5% ABV), which is brewed with “seasonal rotating fruits and botanicals such as strawberry, cherry and peach;” and Timber City Celestial Seltzer (5% ABV), “herbaceous, dry, wine-based seltzers, highlighting seasonal botanicals.”

Maui Parent Company Spins Modern Times Off into Strategic Partnerships

Craft ‘Ohana announced a pair of “strategic partnerships” for the future of the Modern Times Beer brand and hospitality business that will see the Hawaii-headquartered company step back from the daily operations to “focus and double down” on growing Maui Brewing.

While Craft ‘Ohana will “retain an interest” in Modern Times, the company “will not be directly involved” in the daily operations.

Josh Landan-led brand house Wings & Arrow will oversee the Modern Times Beer business moving forward. Landan founded Saint Archer, the San Diego craft beer brand he later sold to Molson Coors in 2015, and later created the Ashland Hard Seltzer and Harland Brewing brands.

In addition to Wings & Arrow’s portion of the deal, a group led by San Diego businessman Duncan Ward has acquired the Modern Times Coffee brand and hospitality businesses. Ward’s LinkedIn page lists him as the executive chairman of Victoria Corporate Strategists, described as “corporate strategy and turnaround specialists” with expertise in restaurants, bars and coffee shops.

American Cider Association CEO Michelle McGrath to Leave Trade Group At End of Year

American Cider Association (ACA) CEO Michelle McGrath will depart from her role at the trade association at the end of the year.

McGrath has led the ACA for more than eight years, serving as the group’s executive director and first CEO. At the time (2016), the ACA was the United States Association of Cider Makers, and was rebranded in 2020.

“Michelle has been instrumental at the helm of ACA for both our organization as well as for the cider industry,” ACA board president and Bauman’s Cider owner Christine Walter said in a press release.

“We will miss her creative, strategic, and compassionate leadership, but we are excited to see where her next endeavors take her,” Walter continued. “The board is grateful for Michelle’s 8 ½ years of service during which she reached many meaningful milestones for the ACA.”

“I’m really proud of what the board, staff, volunteers, partners, and members have accomplished together over the last 8+ years,” McGrath said. “It’s been a true honor to work with such inspiring people, and although I am ready to move to the next phase of my career, I will cherish my time and the relationships I’ve built at the ACA forever.

“It’s hard to express how much the people in this industry mean to me, and I’m incredibly grateful for the friendships and memories made. I was a cider fan before I took the reins at the ACA, and I’ll be a cider fan for life!”

McGrath did not share where her career will take her next, but “her championing of farmers will continue in her next role,” according to the ACA.

“As Maui Brewing Co. continues to experience significant growth, we recognized the need for strategic partnerships to help Modern Times flourish while enabling us to focus fully on our core Maui brands,” Craft ‘Ohana CEO Garrett Marrero said in the announcement. “We found two local San Diego-based partners who understand the nuances of Southern California’s market and bring deep expertise in their respective areas.

“This approach mirrors the leadership model we’ve successfully implemented at Maui Brewing Co. and Maui Brewing Restaurant Group to drive growth,” he continued Landan added: “Modern Times is all I can hope for in a partner. I have watched the brand for many years and always believed in its potential. I am still reeling from the idea that I get to work on the brand each day, help to continue the great presence it has here in San Diego and future of a local fixture.”

For his part, Ward said a new Modern Times Beer + Coffee bar is planned to open in West Hollywood in early 2025.

Iowa’s Backpocket Brewing Acquires Peace Tree Brewing Brand

Coralville, Iowa-based Backpocket Brewing has acquired the Peace Tree Brewing brand and recipes.

Peace Tree was founded by Megan McKay 15 years ago in Knoxville, Iowa, making it Iowa’s first 100% woman-owned brewery. McKay had sought a buyer for the brewery since last year, and the company ceased operations this summer.

“Selling to Backpocket Brewing allows Peace Tree’s legacy to live on, ensuring that our cherished brands will be continued to be enjoyed,” McKay said in the announcement of the sale.

Backpocket owner Aaron Vargas told Brewbound that McKay approached him about carrying the Peace Tree brand forward. He said he was honored to build upon her legacy, calling her “a trailblazer” in the Iowa craft brewing scene.

Peace Tree’s flagship Blonde Fatale will be the first beer to return to the market, starting Thanksgiving week, in 12 oz. can 6-packs with retro packaging and kegs in the Des Moines area via Doll Distributing. Peace Tree’s beers will also be offered in Backpocket’s taprooms in Coralville, Dubuque and the Des Moines suburb of Johnston.

Other Peace Tree brands are expected to follow in 2025. Vargas is optimistic about Peace Tree’s ability to add volume to Backpocket, which produced 5,509 barrels of beer in 2023, according to data from the Brewers Association. Output for Peace Tree was not reported in 2023, but the company produced 3,108 barrels in 2022, according to data from the trade group.

“At its peak in 2019, Blonde Fatale did 4,000 barrels itself,” Vargas said. “My hope is to get 1,000-plus barrels of Peace Tree in 2025.”

Tom Holland, Industry Vets Team up to Launch Bero Non-Alcoholic Beer

The NA beer segment is getting a boost from the A-list.

Hollywood star Tom Holland’s new non-alcoholic (NA) beer brand Bero debuted in October with three styles, backed by consumer product-centric investment firm Imaginary Ventures and led by CEO John Herman, an energy drink veteran with 20 years of experience.

“For me, Bero is personal,” Holland said in a press release. “After two years on my sobriety journey, I wanted to create something that reflected my lifestyle and values. This beer isn’t just for those on a similar path, but for everyone who appreciates quality, craftsmanship and living life to the fullest. Bero delivers the taste and experience of a great brew, and never asks you to settle for less.”

The brand launch portfolio includes Kingston Golden Pils, Edge Hill Hazy IPA and Noon Wheat. All are pasteurized and available in 12 oz. can 6-, 12-, 18- and 24-packs, as well as variety 12-packs, according to the release.

Bero is selling directly to consumers (DTC) on its own website, with plans to launch nationally in Target in early 2025 via an in-progress network of beer distributors.

For the remainder of the fourth quarter of 2024, Bero’s strategy is to focus on the on-premise with a concentration on New York City and Los Angeles, Herman told Brewbound.

With Holland instantly recognizable to fans of the Marvel Cinematic Universe (he has played Spider-Man in Marvel films since 2015), the Bero team includes beverage industry veterans instantly recognizable to professionals in both beer and non-alcoholic beverages.

Herman tapped craft beer veteran Grant Wood as brewmaster. Wood co-founded Revolver, which Molson Coors acquired in 2016 and sold to Tilray this summer. Nutrabolt veteran Declan Duggan is serving as SVP of sales and distribution. Anheuser-Busch InBev alumna Jackie Widmann is Bero’s VP, head of marketing.

Molson Coors to Cease Operations at Tenth Street and Leinenkugel’s Chippewa Falls Breweries

Molson Coors will cease operations at the Leinenkugel’s Chippewa Falls brewery and the company’s Tenth Street Brewery in Milwaukee, effective January 17.

Brian Erhardt, EVP and chief supply chain officer, shared the news in a note to the company’s distributor partners, noting that production from the two Wisconsin facilities will transition to Molson Coors’ brewery in Milwaukee.

“We made the decision to close Tenth Street in Milwaukee in light of the sale of the Tenth & Blake breweries, as production at the facility included 19.2 oz. cans of those brands,” Erhardt wrote, referring to the sale of Atwater Brewery, Terrapin Beer Co., Hop Valley and Revolver to Tilray Brands for around $23 million earlier this year.

“In the case of Leinenkugel’s, this move follows the gradual shift of production of Leinie’s brands from Chippewa Falls to Milwaukee as the portfolio has grown over the years; Milwaukee already produces more than 75% of total Leinenkugel volume.”

The expiration of Molson Coors’ contract brewing arrangement with Pabst Brewing at the end of the year also made it possible for the Milwaukee production brewery “to absorb this incremental volume,” Erhardt wrote.

Erhardt stressed that Leinenkugel’s brand remains a “cherished part of our company and culture,” as it has since the craft brand’s 1988 acquisition.

“That’s not changing,” he wrote. “Leinie’s Summer Shandy and the rest of the portfolio will continue to play a critical role in our premiumization strategy.”

Summer Shandy is now a year-round offering. Erhardt added that the Leinie Lodge and pilot brewery in Chippewa Falls will remain open, and Molson Coors has “no planned changes” for the J. Leinenkugel’s Barrel Yard brewpub at American Family Field, the home stadium of the Milwaukee Brewers.

Ninety employees will be laid off as part of the move, according to a pair of federal WARN Act notices and Wisconsin Business Closing and Mass Layoff Law filings with the state’s Department of Workforce Development.

The company reported that 56 workers would be affected at Leinenkugel’s in Chippewa Falls and 34 at its Tenth Street Brewery in Milwaukee, with a layoff date of January 17, 2025.

Jack’s Abby Parent Company to Acquire Night Shift Brewing

Jack’s Abby and Hendler Family Brewing Company (HFB) are adding another Massachusetts brewery to their portfolio.

HFB has agreed to purchase Everett, Massachusetts-based Night Shift Brewing. The deal is expected to close in late 2024. Financial details were not disclosed.

With the deal, HFB becomes “Massachusetts’ largest craft beer producer,” with a projected annual production of 100,000 barrels in 2025. The joint company will employ 300 people, including “the vast majority” of Night Shift’s existing team,” according to the release.

“This expansion is not just about growth; it’s about building a stronger foundation for our teams and brands to thrive,” HFB and Jack’s Abby co-founder and CEO Sam Hendler said in the release. “By providing resources and stability to brands like Night Shift, Wormtown, and Jack’s Abby, we will ensure that Massachusetts’ craft beer industry remains local and independent for years to come.”

This is Jack’s Abby’s second major acquisition of 2024. The company announced plans to acquire fellow Massachusettsbased brewery Wormtown Brewery in April, along with the creation of parent company Hendler Family Brewing Co.

Night Shift as an idea was started in 2007 by then-roommates Rob Burns, Mike O’Mara and Michael Oxton, who began making beers for friends and family. The idea was turned into an official business in 2012. Burns also served as president of the Mass Brewers Guild from 2016 to 2020, when the role was taken over by Hendler.

Burns, O’Mara and Oxton “will help in the transition through the end of 2024, and then depart for new adventures elsewhere,” a spokesperson told Brewbound.

“We are proud to pass the torch to the Hendler Family Brewing Company,” Burns said in the release. “Their commitment to excellence and creativity aligns perfectly with our vision, ensuring that our brand will thrive for years to come. We believe that this strategic move creates the best possible future for Night Shift. We know that HFB will honor the values we built and continue to create exceptional experiences for our fans.”

ENERGY

Sports nutrition brand REDCON1 is set to introduce JOLT Cola – dubbed the “first energy drink of the 80s” – to a new generation of consumers in a deal facilitated by JOLT Cola’s licensing agency, IMG. The reimagined product will be available in two exclusive, undisclosed flavors, according to RECON1. Each 16 oz. can will have 200mg of natural caffeine, 200mg of Alpha GPC, 1 gram of L-Carnitine, and Vitamins B6, B12 and B5. For more information, visit joltcola.com.

Seeking to capture a share of the $23 billion energy drink category, Stok Cold Brew Coffee has dropped Stok Cold Brew Energy. Available in three flavors at launch – Vanilla Cream, Mocha Cream and Caramel Cream – each 11 oz. can contains 195mg of caffeine and a trio of B-vitamins, ginseng and guarana. Consumers can find Stok Cold Brew Energy at 7-Eleven and Speedway stores nationwide. For more information, visit stokbrew.com.

Red Bull has unveiled this year’s Winter Edition flavor, Iced Vanilla Berry. The LTO comes in a glacier-colored can and is available in 8.4 oz. single-serve cans, 12 oz. single-serve cans and 4-packs of 8 oz. cans. For more information, visit redbull.com/us-en.

CSDs

New Zealand-based craft soda brand Sidekick Soda has dropped three new flavors: Pear, Strawberry and Cherry. For the Cherry flavor, Sidekick has partnered with the Cherry Rescue Project, which addresses food waste by rescuing cosmetically imperfect cherries suitable for consumption. Additionally, the brand has released a 300ml eco-friendly can format. The new flavors are now available online and at select retailers like Erewhon and Pop-Up Grocer with a SRP of $3.98 per can and $4.95 per 275ml glass bottle. For more information, visit sidekicksoda.com.

Gearing up for the winter festive season, Sprite has announced the return of Sprite Winter Spice Cranberry. As its name suggests, the LTO is a twist on the brand’s classic lemonlime taste that features warm spices and tart cranberry. Sprite Winter Spice Cranberry is now available for purchase in Original and Zero Sugar formats. For more information, visit coca-cola.com/us/en/brands/sprite.

CANNABIS

After two years on the market, Kite Soda has unveiled a new fresh packaging design that “moves away from a microbrew aesthetic toward a vibrant, modern look that highlights the brand’s bold flavors,” according to the brand. The reimagined packaging spans all four flavors – Citrus, Ginger Ale, Orange and Root Beer – which deliver 10mg of THC per 12 oz. can. For more information, visit kitesoda.com.

Hemp consumers looking for something a little stronger in their infused beverages now have another option from Cycling Frog, which announced a new high potency Sparkling THC Raspberry Lemonade made with 50mg each of THC and CBD per 16 oz. can. The drink joins the brand’s Sparkling Iced Tea Lemonade flavor which contains the same dose of hemp-derived cannabinoids. The drink is available online for $29.99 per 4-pack and in select retailers. For more information visit cyclingfrog.com.

Cann has expanded its portfolio of THC-infused beverages with the launch of Cranberry Sage. The limited edition flavor is available online and in-store in two formats: 8 oz. Cann (2mg of THC and 4mg CBD) and 12 oz. Hi Boy (5mg of THC and 10mg of CBD). Like the rest of the brand’s flavors, the new offering is crafted with sparkling water, fresh juice, all-natural herb flavor, 100% Mexican agave, and THC and CBD distillate. For more information, visit drinkcann.com.

SPIRITS

On the heels of its Acrónimo Sotol Blanco release comes the world’s first gin finished with Sotol. Chihuahua, Mexico-based Acrónimo Spirits ’ gin is finished with 17% Sotol Blanco and distilled with juniper berries from the Sierra Tarahumara and other locally sourced botanicals. The 700ml bottle is priced at $54.99 and available online and at retailers in Florida and California, distributed by Park Street. For more information, visit Acrónimo.com.

Sausalito Liquor Co. has joined forces with Calif.-based craft chocolate maker TCHO to launch its latest limited edition product, Unsinkable Chocolate Liqueur. The new offering is crafted with nibs that TCHO sources from Ghana to create a deep chocolate flavor. Bottled at 48 proof (24% ABV), Unsinkable Chocolate Liqueur is available for $33.99 per 750ml bottle

online and at select Northern California restaurants, bars and stores. For more information, visit sausalitoliquor.com.

NON-ALC

Non-alcoholic apéritif brand De Soi is getting a winter makeover this week as its first-ever limited-edition flavor hits shelves. The new St. Moritz Mule is giving Moscow Mule meets après-ski soirées by combining pomegranate, cranberry, and ginger, plus adaptogens like Ltheanine, reishi mushroom, and lion’s mane. Four-packs are now available online via the brand’s website and in-store at Sprouts Farmers Market with a SRP of $20. For more information, visit drinkdesoi.com.

Non-alcoholic spirit producer Aplós unveiled its latest canned cocktail creation – Kola Fashioned – crafted with the brand’s Arise product. The new beverage contains kola nut, smoked cherrywood, cardamom, toasted coconut and ginger, in addition to an adaptogen blend intended “to uplift and energize.” The 65-calorie, no added sugar beverage is available in a 12pack of 8.5 oz. cans for $66 direct-to-consumer. For more information, visit aplos.world.

Mingle Mocktails has unveiled its latest variety 6-pack, the Sparkler Pack. Each box contains two 12 oz. cans each of Blackberry Hibiscus Bellini, Sparkling Raspberry Rose and Blood Orange Elderflower Mimosa. For more information, visit minglemocktails.com.

JUICE

Capri Sun is set to debut a 64 oz. jug format (10 pouches worth of juice) available in two of its best-selling flavors, Strawberry Kiwi and Fruit Punch. The jugs feature the same formula as the brand’s beloved pouches, free of artificial dyes and ingredients. Capri Sun 64 oz. jugs will hit the shelves at Walmart, Food Lion, Stop & Shop and HyVee. For more information, visit capri-sun.com/en.

Langers has announced the release of its reimagined IMMUNBOOST juice, featuring a new packaging design. The immune-boosting beverage is made with a blend of orange juice, lemon and ginger and contains 1,000mg of Vitamin C per serving. Additionally, IMMUNBOOST is packed with Vitamins A, B6 and D3, folic acid, magnesium, and turmeric. For more information, visit langers.com.

POWDERS

Sol-ti has announced the release of SuperStix, which it claims to be the first USDA organic powdered hydration stick with superfood functions and five essential electrolytes for everyday hydration. Available in four flavors at launch – Strawberry Lemon, Blueberry Lemon, Dragon Fruit Lemon and Chlorophyll Lemon – the new offering is made with coconut water, oceanic minerals, dragon fruit and spirulina. Consumers can purchase Sol-ti SuperStix on the brand’s website, Amazon and Whole Foods Market locations nationwide with a SRP of $14.99 per 7-count box. For more information, visit solti.com.

Pharmaceutical-grade hydration beverage brand Electrolit is adding Lemon Lime to its line of powdered electrolyte hydration mixes. The flavor joins Grape, Fruit Punch and Strawberry Kiwi varieties in the on-the-go stick pack line. For more information visit electrolit.com.

Renude has unveiled its latest product: Reishi Cacao. As its name suggests, Reishi Cacao combines organic reishi mushrooms and Peruvian cacao and is sweetened with organic coconut sugar and monk fruit sweetener. The hot cocoa alternative is available online via the brand’s website for $29.99 per 10-pack box, $34.99 per 15-serving bag and $44.99 per 30-serving bag. For more information, visit drinkrenude.com.

RTD COFFEE

With winter right around the corner, Dunkin’ has unveiled a new collection of seasonallyinspired at-home products, including Merry Mint Bark Iced Coffee and Winter White Razz Iced Coffee, available in 40 oz. multi-serve bottles. For more information, visit news. dunkindonuts.com.

Organic and fair trade-certified Peace Coffee is introducing a new Premium Concentrate for cold and iced espresso beverages. Intended for both foodservice and wholesale customers, the coffee concentrate is a Medium Roast that comes in a 32 oz. plastic bottle and is shelf-stable for up to nine months. For more information visit peacecoffee.com.

SPOTLIGHT CATEGORY

Spiked Seltzer

Could the wave have crested? With Vizzy and Truly receding, it looks like most of the field has been cleared. The White Claw Generation rules supreme... until they find something else, like the RTD cocktails that are continuing to grow. Still, some indie brands are making inroads here, from Spindrift to Happy Dad to Aldi’s own Vista Bay. Go Aldi!

SPIKED SELTZER

SOURCE: Circana OmniMarket™️ Shared BWS - 52 Weeks Ending 10-06-24

TOPLINE CATEGORY

CANNED JUICE DRINKS

CAPPUCCINO/ICED COFFEE

ENERGY DRINKS

RFG TEA

SOURCE: Circana OmniMarket™️ Shared BWS - 52 Weeks Ending 10-06-24

FLAVORED STILL WATER

NONFLAVORED STILL WATER

SPORTS DRINKS

CRAFT BEER

SOURCE: Circana OmniMarket™️ Shared BWS - 52 Weeks Ending 10-06-24

NACS Review

NACS is nothing if not a reminder that Americans love their caffeine. This year’s annual convenience store trade show in October featured more than a few coffee brands and energy drinks checking each other out with thirsty eyes.

Stok Cold Brew — one of the few brands actually growing in the highly competitive liquid coffee space — is using its current momentum to slide into energy-focused canned RTDs. Reps at the booth showcased the three-SKU line (Vanilla, Mocha, Caramel), which packs 195 mg of caffeine per 12 oz. can, with an extra boost coming from guarana, ginseng and B Vitamins; “Supports Focus” is the chief callout.

At 21 grams of sugar and 140 calories each, Stok Cold Brew Energy is distinctly positioned from Stok’s single-serve cold coffee, which doesn’t have a large c-store presence. These are going directly after that channel with an exclusive launch in 7-Eleven this month before going wide in 2025; at c-stores, these will complement parent company Danone’s indulgent 16 oz. RTD coffees under the International Delight banner, with a Cinnabon-branded release being the latest entry.

Over at the Keurig Dr Pepper booth, we got a first look at Black Rifle Coffee’s previously announced foray into traditional en-

ergy drinks, in the form of a four-SKU line in 16 oz. cans that’s launching in early January. Don’t expect to see the assault rifles and weaponry that BRCC emblazons on its RTD coffees: these drinks, which will be moving on KDP trucks alongside energy drinks from C4 and the newly acquired GHOST, lean into more generic Americana patriotism in their design. At 200 mg caffeine each, they aren’t too different in terms of payload, though some of the pre-workout functional ingredients are left out.

Then there’s Pepsi, owners of Rockstar, distributors of Celsius and the dominant force in RTD coffee through its Starbucks partnership. The soda giant is yet again attempting to crack a stubborn challenge: how to translate rising interest in non-coffee energy drinks at Starbucks stores (and competitors like Dutch Bros, Dunkin’ and Panera) to at-home occasions. This time it’s with Starbucks Iced Energy, available in Blueberry Lemonade, Watermelon Splash and Tropical Peach next year. Per Pepsi reps, the recipe is meant to mirror the cafe experience with a robust 160 mg caffeine, zero sugar and less than 10 calories per can.

Acknowledging that past efforts didn’t quite hit the mark, Pepsi’s approach here is to lean further into the Starbucks brand rather than away, as it had in launching the now-defunct Baya energy drink several years ago under the SB banner. From the simplified callout of “Iced Energy” to the prominent Starbucks logo splashed across the front of the can, this is unmistakably aimed at SB fans.

Within Pepsi’s energy mix, there are some interesting parallels to Celsius: like that product, Iced Energy feels geared towards female consumers, and it is positioned to play inside grab-and-go coolers in Starbucks locations (Celsius has also sought stronger ties with food service and meal pairings recently, on the backs of Pepsi’s own distribution network).

And what about Monster? The OG king of energy coffee has tried various ways of expanding its interests in the category over the years, but maybe the only way to go is up: this year’s innovation is the appropriately aggressive Killer Brew Triple Shot. When you slap a Punisher-style skull on the front of the can, the vibes are pretty apparent — expect 300 mg of caffeine per 16 oz. can in two flavors, Mean Bean and Loca Moca.

Another big takeaway from this year’s NACS: consumers really miss their childhood.

What other explanation could there be for the onslaught of “bombsicle”/“frost” flavors at NACS? Those red, white and blue iced treats — Firecrackers, if you are a Pop-sicle purist — were nearly ubiquitous at the trade show, with many brands we spoke to either releasing a SKU (AMIN.O. Energy) or noting that a similar flavor currently in their lineup was a best-seller (Gorilla Mind, C4). And it’s not just with energy: from what we’re hearing, Liquid I.V.’s officially licensed Pop-sicle Firecracker flavor is outperforming expectations by about 2x.

Elsewhere, perhaps a decade’s worth of soda-bashing has made us all a bit misty-eyed for more innocent times. Next-gen soda leaders Olipop and Poppi have leaned into classic colas and CSD flavors to great effect, and other brands seem to be following their lead, most notably Liquid Death. That radical marketer’s big release was adding two new soda-adjacent flavors to its flavored sparkling line (sweetened with agave): Killer Cola and Doctor

Death, both in 19.2 oz. cans.

As for Big Soda? They’re just getting more soda-y. Coca-Cola is adding Orange Cream as a LTO to its flagship line, while Pepsi, citing 60% year-over-year growth in demand for “cream” flavors, is dropping Wild Cherry & Cream as a limited release for next year.

Elsewhere, Chobani is putting on some muscle, in more ways than one.

As management emphasized during their coming out party at Expo West in March, Chobani and La Colombe are being presented as independent but equal partner brands; at NACS this month, show reps wore shirts with “Chobani La Colombe” at their shared booth, where draft lattes were flowing alongside drinkable yogurts. Yet in terms of innovation, this year’s show was all about the Greek yogurt brand’s move to capture a bigger piece of the ever-swelling protein market.

Chobani’s potential moves with regards to product positioning are somewhat limited: its regular Greek yogurt drinks have 10 grams of protein per 7 oz. bottle, while its Complete (20 grams of protein in its five SKUs) line is still around and performing well in c-stores, Frost said.

But the new High Protein line spreads the attack across no less than 10 new drinks spanning three formats, starting with a 7 oz. bottle (15 grams protein) available in two flavors for $1.99 each. The middle tier offers the most flavors (six) in 10 oz. bottles with 20 grams of protein each. Finally there is a 14 oz. size that packs 30 grams of protein in two flavors, putting it in the range of the highest-payload products from OWYN.

It may be a crowded space, but like La Colombe with coffee, Chobani believes the core proposition of its protein drinks is particularly compelling, ticking boxes for no added sugar, natural ingredients and high-quality casein protein. Data shows that nearly 80% of yogurt consumers are looking for more onthe-go options, Frost noted, and with c-stores driving around 30% of overall growth in yogurt drinks, Chobani will have the product range to help retailers flesh out their growing sets when Protein launches in January. Having a large brand commit to the format may also be good news for other cold-chain protein players – think Koia and Remedy Organics – that are making inroads at convenience, too.

MODERN FAMILY :

Led by Olipop, Poppi, and Culture Pop, A New Generation of Soda Sits at the Table

By Brad Avery

THIS past October, Walmart announced it was officially recognizing a new beverage category in its stores with a refreshed shelf set it was calling “Modern Soda.”

Nick Scutari-Dunn, associate merchant for Modern Soda and RTD coffee at the mass channel chain stores, showcased the assortment on LinkedIn that month with a shelf made up entirely of trendsetting functional CSDs Poppi, Olipop and Culture Pop, as well as stevia-sweetened brand Zevia. In the attached photo, each brand received at least one shelf – if not several – to itself with large flavor assortments and numerous multipacks. Online, consumers can also find a “Modern Soda” page on Walmart’s ecommerce site with all four brands represented alongside smaller players in the space like Health-Ade’s SunSip, Daytrip, No Cap! and even canned tepache brand De La Calle, which just recently rebranded itself as a “Modern Mexican Soda” this summer.

“This new category will bring your favorite healthy soda brands to one location both in-store and online,” Scutari-Dunn wrote in his announcement. “We are thrilled to see these brands continue to exponentially grow and provide healthy alternatives for our customers!”

Tom First, co-founder and CEO of Culture Pop, told BevNET a week after the announcement that Walmart’s Modern Soda set marks chainwide expansion for his brand, and suggested it shows mainstream retailers are increasingly recognizing the opportunity to drive CSD growth, particularly with younger Gen Z shoppers.

“They've seen the success of the category and they jumped on it in a big way,” First said.

Walmart’s new category designation, complete with an umbrella name for a soft drink trend that has long defied simple characterization as merely “better-for-you” or “functional”, is just one more moment of validation for these fast-rising brands. And if there were still any doubts left that these products had officially achieved mainstream status, the past 12 months did away with them; from Poppi’s blockbuster Super Bowl ad in February (which has continued to run in prime time TV slots, including during the World Series) to Olipop’s claim to Bloomberg in May that it could hit $500 million in sales by the end of the year, the Modern Soda trend appears to be here to stay.

Coming up on five years from when apple cider vinegar startup Mother Beverage rebranded as prebiotic soda Poppi, the category has evolved, and many of those selling the drinks – from distributors to retailers to the brands themselves – say it’s just getting started.

BRANDS POP OFF

Jerry Reda, president and COO of New York DSD distributor Big Geyser, which carries both Poppi and Culture Pop, said that Poppi is among the fastest growing brands in the distributor’s portfolio, with some stores selling 500-600 cases “every few days.” He compared the simultaneous rise of Poppi and Olipop in the market to the ascendance of Red Bull and Monster establishing the U.S. energy drink category in the early 2000s.

Poppi, he said, has generated intense demand from retailers as well as independent on-premise accounts, such as pizzerias, which he said can be hesitant to take a chance on newer brands. But the trend has broken out, stores are regularly adding more facings, and now even Big Geyser is struggling to keep up with requests.

“A lot of resets are [planned] 90 days, 180 days ahead,” Reda said. “We're getting double, triple the amount of space – but by the time we set it, we don't have enough space!”

Anecdotally, Reda said he’s seen the velocities these better-for-you sodas can generate both firsthand in New York, and elsewhere around the country from restaurants in Vermont down to grocery chains in the South.

“I went down to Publix in Florida, and every Publix that I walked into the shelf was empty,” Reda said. “Then you see they gave them more space, and you go back and they doubled or tripled the space – and the shelf is still empty! It was full the night before, it’s just the velocity of sales is unlike anything that I've seen.”

In the 52 weeks ending September 21, NielsenIQ reported U.S. retail dollar sales of Poppi were up 167.1% to over

$553.5 million in tracked sales, while Olipop grew 129.2% to over $528.2 million in the same period. While that data may not reflect all channels or all product lines from each brand, the two companies stand firmly among the largest independent soda makers in the U.S.

At Pacific Northwest natural channel retailer Town & Country, director of center store & own brands Dwight Richmond said he believes this “Modern Soda” category is entering its “maturity phase” and while they are taking market share from the traditional CSD giants, they also are likely providing tougher competition for kombucha and other gut health oriented products that previously sought to position themselves as healthier soda alternatives.

While Richmond acknowledged that he believes taste and low sugar positioning are likely driving more sales for these sodas than their gut health components, the trend opens the door for more functional drinks to establish themselves in the mainstream.

“I see the growth of functional beverages really taking the mainstream standing within the American consumers’ beverage choices,” Richmond said. “I think we'll see this further expansion of better-for-you, functional beverages, some will be carbonated, some won't, and I think that'll be where this will pivot. That's kind of where I've directed our sets to go long term.”

But what about the wave of other independents looking for a piece of the pie? From non-functional brands like United Sodas to other functional soda lines from Humm Kombucha, Rowdy Mermaid, Levo, Cove, Jones Soda and MyMuse – to name a small handful – there’s no shortage of products to fill out a broad set. While retailers are certainly clearing space for the category, both Reda and Richmond said it’s clear that Poppi and Olipop have established their leadership status, while Culture Pop is a strong, and differentiated, number three among the functional brands. But their best assets may not even be functionality, but instead a powerful mix of good leadership, vibrant branding and great taste.

“I don't think anybody cares whether it's prebiotic or probiotic anymore, that's completely out the window,” Reda said. “This is a great tasting, low calorie [beverage]. It's ‘Soda 2.0’; it's like nobody's ever been able to penetrate the force field around Coke, Pepsi and KDP, and they've been able to.”

WHAT COMES NEXT?

Even if functional CSDs are at the beginning of their maturity phase, and there are already clear market leaders, it’s still early innings for the category and there’s big earmarks yet to hit. Though Trader Joe’s – a retailer known for its store brandheavy product assortment – has launched its own sparkling gut health drinks, there’s yet to be much in the way of retailers introducing their own private label prebiotic sodas. And despite many rumors of potential acquisition talks or in-house R&D plans, as of this writing the top soda giants of Coke, Pepsi and KDP have yet to make moves in the space.

But whether or not the strategics do move to have a stake in Modern Soda, the independents are braced for it. At Culture Pop, First said he anticipates Coke and/or Pepsi are liable to

jump into the set soon, saying it’s “typical for any fast growth category” and cited their long history of using existing portfolio brands to create challenger products as one possible way they could go about it: He pointed to PepsiCo’s 2009 Vitaminwater answer, Aquafina Plus Vitamins, as one example, or more recently Coke’s AHA and PepsiCo’s Bubly as plays for a claim in the sparkling water category.

“It can be a challenge for upstart brands, there's no question,” First said. “You can't discount the power of these big companies. But it's a part of the process of growing a brand and competing in a marketplace, so I'm very familiar with it.”

For Culture Pop, First said his overarching goal is simple: just keep growing the brand. The company announced in February it had raised $21 million in an investment round; looking into the new year the brand plans to launch new products, grow retail distribution and mount new marketing campaigns to raise awareness.

Others are certainly looking to do the same – Olipop showcased its new shelf-stable, 12 oz. slim cans at this year’s National Association of Convenience Stores (NACS) trade show as part of a heavier push into c-stores, while Poppi is forging sports partnerships, becoming the Official Soda of the Los Angeles Lakers.

“I had a thought six years ago that the carbonated soft drink category was not appealing to younger people for a bunch of different reasons,” First said. “If we could create something with really clean ingredients that had delicious flavor, and had packaging that invited people back into carbonated soft drinks, that we could make a really big change to the category. And it's amazing. It's happened and it’s happened quickly.”

RFG KOMBUCHA

Health-Ade has updated its Pomegranate kombucha by adding blueberry to the mix. According to the brand, the addition of the blueberries’ richness creates “a harmonious and refreshing blend.” Health-Ade Kombucha Pomegranate Blueberry is now available on the brand’s website for $49.95 per 12-pack of 16 oz. bottles.

Liquid Remedy, the first shelf-stable, nosugar kombucha made with live cultures and organic acids, announced a brand enhancement in the U.S. market, which includes updating its name, logo and packaging from Remedy Drinks to Liquid Remedy. According to Cory Comstock, CEO of Remedy Drinks International, the new name “clearly communicates that we're THE Liquid Remedy: light and refreshing, livecultured organic drinks for gut health."

Mother Kombucha’s newest Alchemy flavor, Renew, is now available at Publix next to the veggies and refrigerated juices. Renew is a crisp, pineapple forward blend brightened by notes of yuzu and lemon peel. The added benefits of electrolytes, a functional mushroom blend and rose hips lend a helping hand to revitalize body and mind.

GT's Living Foods, the maker of SYNERGY

Raw Kombucha, proudly announces a major sustainability milestone, its flagship manufacturing facility has earned the globally recognized TRUE (Total Resource Use and Efficiency) Gold certification from Green Business Certification Inc. TRUE certification recognizes facilities that excel in reducing waste, optimizing resources, and creating positive environmental impacts.

Beliv has introduced consumers to Mighty – the only soda on the market that offers three biotics: pre-, pro-, and post-. Boasting the perfect fizz and a conventional soda taste (with flavors like Cola, Strawberry Vanilla, Raspberry Rose, and Orange), Mighty is on a mission to bring traditional soda lovers into the future with a product that not only delivers on taste but also on gut health benefits that are becoming increasingly important to consumers. Consumers nationwide can purchase the product via Shopify.

Humm , the pioneer in low and zerosugar kombucha and gut health beverages, proudly unveils its newest flavor, Ruby Red Grapefruit. With this launch, Humm strengthens its position as the world's first and only kombucha brand with a Whole30 Approved offering, featuring five Whole30 Approved flavors. Humm Ruby Red Grapefruit is available at Sprouts nationwide.

221 B.C. Kombucha is delighted to announce a major launch that brings a refreshing variety of kombucha to all Harris Teeter locations. The exclusive lineup includes Berry Hibiscus, Rosé Lemonade, Mango Dandelion, Passion Fruit Red Clover, and Lavender Moringa—each designed to provide a unique taste experience using the finest natural fermentation and organic ingredients.

Gloucester, Mass.-based Pigeon Cove Ferments is now available at Daily Table, a non-profit grocery store providing communities around the Boston area with healthy, whole foods and prepared meals at affordable prices. Consumers can find an assortment of kimchi and kombucha at all five locations.

Hard kombucha and yerba mate tea maker Luna Bay has announced its newest limited edition Zero Percent tea-based mocktail flavor: Cranberry Spice Sangria. Crafted with real, high-quality ingredients, Cranberry Spice Sangria is gluten-free, vegan, and infused with magnesium to support relaxation and elevate mood— bringing you good vibes throughout the season.

Culture Pop, the probiotic soft drink brand, started by Nantucket Nectars co-founder Tom First, raised $21 million of a $26 million round from new investors which include Enlightened Hospitality Investments — the investment arm of restaurateur Danny Meyer — and a private investment by Howard Schultz, according to a SEC Form D.

&SSoBerParkling

Alcohol moderation is enhancing – and challenging –the idea of what a sparkling water can be.

By M artin CaBallero

Over the past decade, conventional wisdom suggested that the rising popularity of zero-calorie sparkling water was a result of consumers’ slow pivot away from sugary sodas. But could alcohol moderation prove an even more powerful influence on the category?

There’s reason to think that might be the case: along with ditching CSDs, young Milliennial and Gen Z (aged 18-34 in 2023) disinterest in alcohol has been well-documented, with interest levels falling 10% over the last 20 years, according to recent data from Distill Ventures. Those consumers are looking for more and better nonalcoholic options, including sparkling waters. Yet in opening the door for enterprising brands to fill that void with fresh takes on non-alc beer, sophisticated mocktails and other carbonated innovations, sparkling brands face a raft of adult non-alcoholic (ANA) competitors, some of whose unique attributes can render fizzy, flavorless water uninspiring in comparison. According to a recent survey by Distill Ventures, in 2023 just less than half (44%) of ANA consumers switched to the loosely-defined space from “traditional” non-alc like soft drinks and water.

Squeezed between the surging RTD alcohol space and the moderation movement, where can sparkling water find its sweet spot? In a world where hard seltzer king White Claw is touting “non-alcoholic premium seltzer” as its latest big release, it’s a question worth exploring.

(Zero) Proof of ConCeP t

With rising interest in non-alcoholic beverages and sobriety, sparkling water brands are looking to ride that wave to growth — some through explicit appeal to beer or cocktail culture, and others by simply offering more complex flavor experiences that can acquit themselves well when judged against a full-strength libation.

For Coca-Cola, there’s finally a sense of clarity in the

category. After several attempts to work sparkling waters through its Dasani and the now-defunct AHA banners, the soda has reoriented its category presence firmly around Topo Chico. In response, the brand has continued to deliver strong performance with its core sparkling mineral water -- +18% sales growth year-over-year through Nov. 6, good for a 21 share of the unflavored category – and flavors (+119% year-over-year) while also proving its potency as an innovation platform that can play on either side of the alcoholic divide.

That range of products includes Topo Chico Hard Seltzer, distributed by Molson Coors, and a line of staple mixers (Ginger Beer, Tonic Water, Club Soda) in 7.1 oz. glass bottles that arrived in February. But sub-brand Sabores, introduced in 2023, reflects how Topo Chico is subtly tapping into the movement away from alcohol. Pitched as a versatile, premium CSD flavored with real fruit juice, the three-SKU line has given the brand license to extend into more lifestyle marketing -- think trendy drink collaborations with Kith Treats or a Sabores-themed short video series with comedian Rob Anderson -- that help bolster its credentials as a sophisticated ANA or cocktail mixer. Coke is backing Sabores’ early success with two new flavors early next year: Raspberry with Lemon and Mango Tangerine.

The idea is to keep consumers within a brand ecosystem whether they are drinking or not. It’s a strategy also being deployed by Mark Anthony Brands, the Chicago-based maker of White Claw hard seltzer, through the 4-SKU zeroproof line it revealed last December. It may have inspired some curious looks upon its debut, but the product clearly reflects the company’s belief that White Claw’s brand equity can extend to other kinds of occasions, as evidenced by a packaging update and new flavors this year. In proclaiming itself “the first non-alcoholic hard seltzer” thanks to the use of a proprietary sweetener that creates flavor “com -

plexity,” Mark Anthony Brands is attempting to craft a similar-but-different positioning. It’s an approach that former Mark Anthony executive Anthony Spina is also employing at his venture System Seltzers, which bills itself as the “first inclusive drinking system” by offering canned alcohol-free sparkling waters alongside 5% ABV and 8% ABV versions. Weakness in the beer market has also provided an avenue for sparkling brands to peel off consumers. Non-alcoholic brews from both independents and large strategics are flooding the market, but hop-infused seltzers are also

nonflaVoreD SeltZer/SParkling/Mineral

having their say. Earlier this year, HOP WTR landed investment from BTomorrow, the venture arm of British Tobacco that has been taking an increasingly active role in supporting emerging beverage brands. Another non-alc beer maker, Hoplark, added a couple of new flavors (Vanilla Bean + Simcoe Hops and Lemongrass + Lemondrop Hops) to its range of hop-infused sparklers in March. Elsewhere, Heineken-owned brewery Lagunitas has made inroads for its non-alcoholic Hoppy Refresher seltzers at chains like Whole Foods and Sprouts in California, to complement its presence at booze outlets like Total Wine and BevMo.

But as the scope of brands that could be non-alcoholic alternatives widens, it could also make sparkling water less unique. Within the context of replacing alcohol, zerocalorie waters like LaCroix and fizzy cocktails like Tost are competing on more or less equal terms, and consumers may be more permissive of sugar or other ingredients they otherwise avoid.

Aura Bora has found ways to dabble in non-alcoholic trends without steering too far away from its core principle of creating sparkling waters with compelling, elevated flavor profiles. Without messaging directly around zero-proof lifestyles, the brand attracted consumers simply looking for something to drink at the end of the day that doesn’t have booze.

That appeal has helped Aura Bora land placement at nonalc bottle shops and online boutique retailers like Sechey, where it sits alongside zero-proof canned cocktails and faux spritzes. But co-founder and CEO Paul Voge noted he’s just as committed to gaining more shelf space at liquor stores, a difficult task with respect to the three-tier distribution system. Instead, he’s developed the sub-line Dry Guys – a

BevNET Award winner last year for its non-alcoholic olive oil martini in partnership with Graza – as a platform to explore more dedicated ANA releases.

Cocktail-inspired flavors have also been a boon to Spindrift. The Massachusetts-based brand has made the use of fresh fruit juice its calling card, and its adoption by nondrinkers has encouraged it to push further into the space, starting with Nojito introduced for Dry January 2023; it also introduced Spindrift Spiked hard seltzer in 2021. The positive response sparked the creation of another two SKUs –the bellini-esque Island Punch and Peach Strawberry – and will continue with the release of Cosmo early next year.

“In general, people have looked at the category as an alternative to alcohol,” explained Sue Kim, VP of marketing at Spindrift. “For us it’s just a trend that we are a little bit ahead of.”

finDing a HoMe

As any real estate agent will tell you, location is everything. That’s also the case for sparkling brands as they are recontextualized as alcohol alternatives: see Liquid Death, whose awareness has been boosted by its presence in venues where drinking booze is the norm, like bars and concert halls.

As HOP WTR co-founder Jordan Bass recalls, his original intention was to market the product primarily as a beer alternative, but consumer usage shifted that calculation.

“We’ll play in the craft NA beer section, and we’ll also have singles in the sparkling water/functional section and we’ll see that works super well, too,” said Bass, noting that data firms NielsenIQ and Circana track HOP WTR as “non-alcoholic beer” and “sparkling water,” respectively.

“That’s one of the unique things about developing a new category: it gives us an opportunity to play in multiple areas of the grocery store and we see that as amazing for the brand, gives us multiple points of interruption to gain new consumers.”

Entrepreneur Dillon Dandurand is pushing that concept even further with his first beverage venture: Not Beer, which debuted in April and markets its canned 16 oz. sparkling waters as “0.0% Alc/Vol.” It’s an approach that may have some validity: according to a recent survey from NCSolutions, over one-third of Gen Z consumers (34%) say they’re more likely to try a new beverage product if it’s aligned with the sober curious lifestyle, compared to 17% of all Americans.

“We don’t drink booze for the taste, we drink it for the feelings, and not just the feeling of being drunk,” Dandurand told BevNET this spring. “The alcohol companies sell us that fantasy world and I think one of the most important things in that is inclusion. It’s taking that alcohol marketing and applying it to an everyday drink.”

Those sections are worlds unto themselves, however; a sparkling water might be considered expensive or affordable depending on what shelf it sits on. Just getting a place in the set, though, is a big part of growing the story.

“I think in the sparkling water set there’s a lot of discovery, and consumers are typically buying singles for that grab-and-go occasion,” Bass noted. “Especially in the natural channel, where you have these beautiful, cold open coolers with singles and consumers are discovering new brands and grabbing something for their lunch, etc. And when you look at the NA beer set, it’s much more repeat, destination purchases.”

It remains to be seen if consumers will do the same in c-stores, a big channel for beer but also a venue where NA beer adoption has been limited. Bass, citing 71% of consumers who report discovering new brands in convenience stores, is betting that HOP WTR can find a following there: this summer the brand introduced three flavors in a new 16 oz. can created specifically for the channel, and which are marketed alongside other sparkling waters in singles for around $2.29 to $2.99 each.

Yet even amidst all the evidence of growth, it can be easy to forget that the ANA movement remains in a relatively early stage. As attitudes change and products respond to those shifts, there will be more opportunities to present non-alc drinks in settings and contexts that best reflect their unique appeal. Take the example of Alaska Airlines: a generic seltzer is free on all flights, but Lagunitas Hoppy Refresher, introduced as part of a beverage menu revamp this fall, is only available for purchase in economy class.

Waterloo Sparkling Water has announced the newest addition to its roster, Pomegranate Açaí. This unique seasonal flavor joins returning fan-favorite Spiced Apple, both available as LTO offerings this fall. Just in time for sweater weather and autumn adventures, Waterloo’s Pomegranate Açaí and Spiced Apple sparkling waters are ideal to savor straight from a chilled can or in a mocktail while cheering for your favorite team on game day.

Aura Bora has joined forces with Magnolia Bakery to unveil its latest sparkling water variety, Apple Cinnamon, inspired by the bakery chain’s Apple Crisp Pudding. As its name suggests, the new offering combines tart, juicy apples with cinnamon bark extract. Like the rest of Aura Bora’s flavors, Apple Cinnamon has zero calories and is free of citric acid and added sweeteners. Aura Bora x Magnolia Bakery Apple Cinnamon is now available via Aura Bora’s website for $33 per 12-pack of 12 oz. cans.

Recess expanded its lineup of Zero Proof relaxation beverages with two new flavors: Classic “Cosmo” and Island “Spritz.” The former is a sparkling pineapple and coconut beverage mocktail, and the latter is a lightly sparkling mocktail crafted with cranberry juice and lime. Both varieties are available for purchase via the brand’s website for $44.99 per 12-pack of 12 oz. cans.

PepsiCo has launched bubly burst, a flavorforward, lightly sweetened sparkling water beverage with bold fruit flavors, bright colors, zero added sugar, and minimal calories. Beyond the new flavor experience, bubly burst brings consumers the same fun and playfulness as the core bubly brand with cheeky sayings and friendly salutations on the bottle and cap. bubly burst is available in six flavors: Triple Berry, Peach Mango, Watermelon Lime, Pineapple Tangerine, Cherry Lemonade and Tropical Punch.

La Croix has released Strawberry Peach, a delightful blend of sweet strawberries and juicy peaches for your ultimate sparkling bliss. The new flavor is available at retailers nationwide in 8-packs of 12 oz. cans.

Just in time for fall, Massachusetts-based Spindrift has announced its latest sparkling water flavor, Fuji Apple. According to the

brand, its team tested out 18 unique blends of apple juice before agreeing Fuji Apple contained all the right notes: aromatic, floral and juicy. Spindrift Fuji Apple is now available on the brand’s website for $26 per 24-pack of 12 oz. cans.

Liquid Death has brought on Michael Fine as its new chief retail officer to lead expansion efforts. The company also announced the promotion of current SVP of Strategy Marisa Bertha to Chief Strategy Officer, where she “will continue her leadership in key domains such as fundraising, investor relations, and executing the company’s strategy with a focus on revenue-enhancing initiatives that combine product innovation, data, and insights to bolster retail performance and overall growth.”

Sparkling beverage brand Sound is back in supply after its acquisition by operating partner Next in Natural, a New York-based private equity firm specializing in betterfor-you CPG. Next in Natural CEO Jeff Lichtenstein has been appointed Chairman of the Board for the brand “to assist with strategic guidance” as Sound founders Salim Najjar and Tommy Kelly remain with the business.

Clearly Canadian announced a new line of 6-pack SleekCans for both its Original and Zero Sugar lines, which feature its top selling flavors Forest Blackberry, Wild Cherry and Orchard Peach. The cans are an addition to the nearly 40-year-old brand’s signature bottle line – a bulb-shaped glass package that helps give the brand a distinctive presence on shelf – and are priced at $7.99 per multipack – nearly 50% less than the glass line.

HOP WTR released its latest flavor, Passion Fruit. Refreshing and hydrating, the new flavor is packed with Citra, Amarillo, Mosaic and Azacca hops, delivering a tropical, tangy flavor with a strong hint of hops, all with no calories and no sugar. HOP WTR Passion Fruit is available on the brand’s website for $32.99 per 12-pack of 12 oz. cans.

Polar Seltzer has unveiled its 2024 Winter Lineup, which includes five limited edition flavors: Nectarine Grapefruit, Elderflower Starlight, Spiced Pear Cider, Frosted Boysenberry, and Blood Orange Cranberry.

By Lukas Southard

Plant-based milk is looking for fresher soil.

While oat milk lattes and almond milk creamers have become a mainstay at most coffeeshops, retail sales for plant-based dairy have declined in the last year.

Non-dairy sales have declined faster than dairy milk in the past year. Plant-based milk sales were $2.5 billion in the 52-week period ending October 6, a 5.2% yearover-year decline, according to Circana MULO+C data tracking. Unit sales in the period also dropped 5%.

The percentage of households buying plant-based dairy was down 2.1%, to 49%, while repeat buying households were also down 2.2%, to around 38%

Almond milk, the long time leader in plant-based dairy, happens to also be leading the decline. In comparison to the other three major plant milk bases (oat, soy and coconut), almonds showed the most contraction. Dollar sales for almond milk were down 8.9% and unit sales also declined 8.6%.

Is there a single overriding reason that plant milks are in decline? It’s hard to say. Inflation hit grocery shoppers in the past two years, but the price difference isn’t huge when it comes to the different milk types: according to Circana 52-week sales data, the average price-per-unit of plant-based milk was about $4 while dairy milk was around $3.50.

And even if price is a concern, it doesn’t seem to be one with regard to at least one area originally thought to be an advantage for plant-based milks. Lactose-free consumers aren’t moving away from dairy, according to NielsenIQ, even though Lactose-free dairy is more expensive than its plant-based competition, which is naturally free of that dairy protein, according to the report.

Danone’s decision to discontinue its Silk Nextmilk and So Delicious Wondermilk just over a year after launching reflects a miscalculation of alt-dairy consumer demands. The two products were formulated to replicate dairy milk and were marketed as the “future of plant-based beverages.”

So what went wrong? At least one analyst seems to think that plant-based products are an imperfect substitute in a big consumer category.

Products claiming to be direct stand-ins for dairy need to deliver on that promise, said Mintel Food & Drink analyst Julia Mills, because “if it's not quite milk, when it comes to the taste and texture, it doesn't really appeal to consumers.”

Another issue is environmental impact. Shortly after almond milk took off, there was a backlash against its taxing production process, even if it offered a less damaging water usage and methane emission footprint than dairy milk.

Finally, there was a tactical miscalculation: while alt-milks are being introduced through coffee shops, those high-froth “barista blends” aren’t necessarily what consumers want for other use cases.

So knowing that things are moving, at best, sideways, due to taste and cost factors, what are brands to do?

Leaning into Premium

MALK is one of the fastest growing brands in the plant-based category. Though still significantly trailing category leaders in total dollar sales, MALK’s percentage growth outpaced bigger brands by wide margins, up 92.8% in refrigerated almond milk and 65% in oat, according to Circana tracking.

The plant milk brand is one of the more expensive options in the cold case but the company sees that as more of a strength than a weakness.

“Premium is who MALK is,” Bronstad said. “We don't have the ability to drastically reduce our cost of goods by adding oil into oats or gums and fillers into almonds and we don't want to. It's not what we would serve our families.”

Premiumization hasn’t stymied the brand’s growth in conventional stores either. The company is available at over 10,000 stores with partnerships outside of the natural channel in chains like Albertson’s, Stop N Shop, Publix, various Kroger banners and select Target locations.

Malk’s emphasis on simplicity is echoed by analysts and competitors alike.

“Over 25% of consumers who choose to buy plant-based milks, say they prefer simple ingredients or ingredients they can understand,” Mills said.

Launched first in Austin, Texas, MALK has always stressed its simple, clean label - even as the overall category has slowed.

“At one point, there were pundits that said it was going to be hockey stick growth and plant-based milk would be $10 billion by 2030,” MALK CEO Jason Bronstad told BevNET Magazine. “The reality is it hasn’t and that's okay too.”

Bronstad said that the target plant-based milk consumers are the same people who look at ingredient labels closely and make purchasing decisions on what they put in their bodies.

“As consumers become more educated and ask more questions, they look at our label and see unsweetened almonds, water and organic, pink Himalayan salt,” he said. “They think: ‘Got it. I understand what I'm consuming.’”

Other brands are seeing the advantages of taking a minimalist approach to formulation as well. In January, category giant Oatly released Super Basic, free from emulsifiers and stabilizers and containing just water, oats, sea salt and citrus fiber.

Macadamia nut alt dairy maker Milkadamia also cut out additives in its Organic Artisan line released this year. The plant milk uses five ingredients: water, macadamia nuts, agave nectar, citrus fiber and sea salt.

Mooala launched in 2016 with a nut- and soy-free, banana-based milk. Come 2023, however, it launched its Simple line in almond and oat that proclaimed it contained just water, salt, and oats or almonds.

Simple speaks to a consumer “that values a homemade ingredient profile over added nutritional benefits,” said founder and CEO Jeff Richards. “If a product has just three or four ingredients that you would find in your kitchen, it doesn’t have to be explained. It just is what it is, and it’s real.”

So how did plant-based milks get into a paradigm where something that can be made with three to five ingredients is all of a sudden a confusing “Frankenfood”?

One issue comes from the very channel where oat, almond and soy have found their biggest opportunity: foodservice partnerships in coffee chains. In order to create alternative milk that can steam and froth like dairy, a fat, stabilizer, and/or emulsifier is needed to provide body to the liquid.

“The market demands customization and performance,” noted Mooala’s Richards, who said that the need to capitalize on the opportunity in coffeeshops led to the release of a Barista Blend Oatmilk this summer in both conventional and organic varieties.

Yet coffeeshop-positioned products don’t necessarily translate to retail easily, Mills said.

“Consumers really appreciate versatility,” she said. “Consumers may not buy barista-style alt-milks because they think there is just one use. While it can meet specific needs and a niche, it doesn't necessarily have mass appeal.”

OAT MILK

SOURCE: Circana OmniMarket™️

ALMOND MILK

Adding Valuable Nutrition For Little Milk Drinkers

“Plant-based beverages appeal to millennials, who are today’s generation of parents,” said Danone SVP of plant-based beverages Kallie Goodwin. “Nearly three in four parents who purchase plant-based beverages are interested in purchasing plant-based options specifically for their kids, but finding a plant-based milk with a taste kids love, and nutrition parents want continues to be a challenge.”

Boosting nutritionals has become a successful strategy for plant milks to establish lasting value for shoppers, especially those with children, Mills said.

“It appears that these products are doing very well, based off sales data,” she said. “I think leaning into specific occasions, whether it be for children or snacking with smaller packaging sizes, offers a lot of room for opportunity.”

Fortification, usually with vitamins A and D, has been an approach implemented for years by the dairy industry that has been adopted within the plant-based set.

In February, Califia Farms launched its Complete product that claimed it had the same amount or more of the essential nine nutrients (Protein, Calcium, Vitamin A, Vitamin D, Vitamin B12, Magnesium, Phosphorus, Potassium, and Riboflavin) found in dairy milk. The brand doubled down on that with the addition of Complete Kids Plantmilk in June.

Seizing on an opportunity among a demographic who still drinks milk by the glass, Danone launched Silk Kids fortified with 8 grams of protein, DHA omega-3s, choline, prebiotics, and vitamins and minerals tailored to children’s health needs.

It’s not just kid-positioned alt-milk either. Goodwin said Silk’s launch of Almond Protein (with 8g protein) is showing traction among consumers.

Bucking the trend of simplification, there are brands taking fortification even further by using food technology to bring functionality to the mix. Strive Freemilk uses precision fermentation in its alt-milk production and is preparing to release a lactoferrin-fortified product positioned towards older adults needing a supplement boost.

Sustainability Questions

Loom Over Almond

Marketing on functionality and nutritionals might be a value-add for plant-based but it does return the conversation to a core tenant of the plant-based category’s marketing strategy: environmental sustainability. Food tech companies often claim to reduce land and water use providing a more environmentally friendly option but consumers remain skeptical.

As consumers still determine how they feel about food tech solutions, the unsustainability of almond trees for altdairy production is a common refrain. Insurgent plant milk brands offer a different option, a new nut.

Pistachio-based Táche has grown its base out of the New York City area on the back of its flavor, its environmentally sustainable attributes and its cachet among coffee drinkers. The brand’s success in the foodservice channel led it to launch a RTD latte earlier in the year.

PKN pecan milk is another plant-based alternative “benefitting” from consumer concerns over the longterm sustainability of almond production. PKN founder and CEO Laura Shenkar launched the brand after working in freshwater

ecosystems and groundwater preservation. She saw an untapped potential for pecanbased alt milk because the nuts come from one of the few drought tolerant trees indigenous to the U.S.

The opportunity in pecan milk lies in marrying the environmental concern that fuels some consumers’ choices with the nostalgic flavor of a culturally significant crop.

“Texans are convinced that their pecans are the best, but the people of Mississippi, Alabama or Georgia also consider their pecans the best,” she said. “Pecans are an American mainstay. They're very specific to America, and they're very specific to family.”

Tapping that nostalgic nerve and familiarity of flavor resonates with consumers who are looking for an emotional attachment when making purchasing decisions. The brand has invested in new products that play into plant-based trends: JOY Barista and ZERO which contains only pecans, water, vanilla extract and salt.

“What I keep thinking about personally is my diet keeps getting smaller and smaller and smaller. You can't eat this and you can't eat that, and now you can't do this and you can't do that. What do we have left?” she said. “Let's make the most out of what we have left.”

A Call for Collaboration in the Hard Cider Segment :

by Zoe Licata

For most folks, October is the time to bring old sweaters out of storage, indulge in pumpkinflavored-everything and grab a last-minute Halloween costume. For Schilling Hard Cider, October is its Super Bowl.

Seattle-based Schilling is the leading cidery behind National Cider Month (NCM), a brandagnostic campaign to promote the hard cider segment with demonstrations, retail activations and digital marketing.

More than 150 cideries participated in NCM this year, up from 60 in 2023, and more than 300 events and in-store demonstrations were held, according to Schilling CMO Rachel Thomas. And those figures only include folks that submitted events and campaigns to the official NCM website, a one stop shop for NCM assets, hard cider education resources and event listings.

Several trade groups also participated this year, including the U.S. Apple Association, American Cider Association (ACA), Cider Institute of North America, Iowa Brewers Guild, Michigan Cider Association, Minnesota Cider Guild, Northwest Cider Association, Pennsylvania Cider Guild and the Utah Cider Association.

“There’s just more buy-in this year overall,” Schilling CCO Eric Phillips said “There was more awareness about it, there was more participation overall, there was more excitement, there was more enthusiasm.”

2024 marked year five of NCM (previously National Apple Month), but only its second year as a national campaign with programming across the U.S.

“Last year was, ‘Let’s start it. Let’s learn about it as it goes national,’” Phillips said. “This year was, ‘Okay, let’s go a little bit further.’”

In 2023, Whole Foods became a prominent retail partner for NCM, joining after a conversation between Mary Guiver, Whole Foods global principal category merchant for beer, and Schilling leadership at the 2022 Brewbound Live business conference. The grocery chain partners with local and regional cider brands on displays and placements.

Now, NCM has garnered enough traction and created enough growth for the segment, that other retailers and major distributors are carving out space for NCM in their annual business plans.

“You’re talking about Columbia, Reyes, Hayden, Crescent Crown, Coors Distributing,” Phillips said. “You’re talking about some heavy hitters who are already earmarking it for next year.”

Schilling Cider is the driving force behind NCM, but the company insists that the campaign is brand-agnostic, and meant to help build greater awareness for the total hard cider segment, whether it’s limited release bottled farm ciders, or nationally available brands.

“We have an opportunity as stewards in the industry specific to cider to help foster a community of growth,” Phillips said. “We can’t grow a category solo, we need other people.

“We’re at this point where it’s like, ‘Hey, I promise there’s not like, some secret, dark thing that we’re trying to do on the back end, like we’re not puppeting,’” he continued. “We are trying to help you grow your site or share as well in your market. Here are some tools, and here is a nationally designated program that can do that.”

Still, Schilling isn’t completely selfless in its efforts. The company recorded its “best month ever” in October, increasing dollar sales +24% versus October 2023, which was its previous best month. More than 20 major retailers increased their Schilling sales during NCM versus year-todate (YTD) trends, and California became the company’s fastest growing market, increasing dollar sales +74%, thanks in part to support from Schilling’s distributor partner Reyes, according to Phillips.

NCM efforts come as hard cider finds itself in a time of transition. The segment was long dominated by national players such as Boston Beer Company’s Angry Orchard, still the No. 1 shareholder. National brand declines dragged down the overall segment trends, creating the perception that hard cider couldn’t grow and connect with consumers. But behind the scenes, regional cideries were finding opportunities and working to eliminate hard cider stereotypes with consumers. Two years ago, regional cideries passed national cider brands for more than 50% share of the segment.

Hard cider is still recording losses, impacted by continued declines by major brands, including Vintage Wine Estates’ Ace Cider, which recently filed for Chapter 11 bankruptcy and was sold at auction. YTD through November 2, hard cider dollar sales have declined -1.8% and volume -3.8% in NIQ-tracked off-premise channels, according to data shared by 3 Tier Beverages.

However, the data looks much rosier when looking at regional trends, especially with the NCM boost. Eight of the top 10 cider suppliers increased dollar sales growth in Circana-tracked off-premise channels in the four-week period ending October 27, according to data shared by Schilling. Total cider dollar sales also increased +20% in the four-week period versus summer trends.

“It’s a category that’s poised for growth, it just happens to be cider, right?” Phillips said. “The conversation with our distributor partners is, ‘What are people looking for?’ People are looking for flavor, and then people are looking at high ABV – those are two of the top determining factors if you’re going to purchase, and cider has that space.”

A continued hurdle within the segment is “a gap in quality” among offerings, though that is changing, Phillips said. That’s not just regional cidery efforts, but also Angry Orchard reformulating its core offerings.

Additionally, the segment is still burdened by consumer education. It takes work to show how many different brands of hard cider are available in the market, or what different styles of hard cider there are, including the difference between semi-sweet, semi-dry and dry cider, according to Thomas.

“Just by putting that on the can, it starts the conversation of, ‘Oh, this is what a dry cider is,’” Thomas said.

American Cider Association CEO Michelle McGrath to Leave Trade Group

While hard cider continues to find its collective voice, one of its loudest advocates is moving on. ACA CEO Michelle McGrath is leaving the trade group at the end of the year.

McGrath will depart the ACA after more than eight years, with a new role as Columbia Basin program director at Salmon-Safe, an ecolabel company that helps protect farms and developments in Oregon, Washington, California, Idaho, Wyoming and British Columbia.

McGrath joined the ACA in 2016 as the group’s executive director and first CEO. At the time, the ACA was the United States Association of Cider Makers, and was rebranded in 2020.

“I’m really proud of what the board, staff, volunteers, partners, and members have accomplished together over the last 8+ years,” McGrath said. “It’s been a true honor to work with such inspiring people, and although I am ready to move to the next phase of my career, I will cherish my time and the relationships I’ve built at the ACA forever.

“It’s hard to express how much the people in this industry mean to me, and I’m incredibly grateful for the friendships and memories made. I was a cider fan before I took the reins at the ACA, and I’ll be a cider fan for life!”

CIDER

SOURCE: Circana OmniMarket™️ Shared BWS - 52 Weeks Ending 10-06-24

Whoever fills McGrath’s shoes will be following in the steps of a laundry list of accomplishments, including a reimagining of the ACA and its role. McGrath led the trade association as it expanded by more than 60%, to nearly 800 members, and more than doubled its annual revenue.

McGrath was also a part of organizing and leading eight of the 14 CiderCon events, the largest cider industry event in the world. The 2024 event, held in Portland, Oregon, set a new registration record and had 1,100 attendees, despite ice storms in the area.

Legislative accomplishments achieved during McGrath’s tenure include:

• The 2020 approval from the Alcohol and Tobacco Tax and Trade Bureau (TTB) for 12 oz. packages of wine, mead and hard cider that are more than 7% ABV, (comments for 16 oz. and 19.2 oz. allowances recently closed);

• Permanent passage of the Craft Beverage Modernization and Tax Reform Act in 2020, along with other bev-alc trade groups;

• The introduction of the Bubble Tax Modernization Act in the House of Representatives this year, which would increase the allowable carbonation levels for fruit cider, fruit wine and fruit mead that are under 8.5% ABV.

McGrath also helmed the ACA in its recent collaborations with the Brewers Association (BA), including recently adding hard cider to the Great American Beer Festival (GABF) and its corresponding beer awards.

McGrath told Brewbound that she’s most proud of the ACA’s advocacy work, adding: “I hope there are some exciting advancements before the end of the year to celebrate more achievements. Cider deserves parity with beer, wine and spirits.”

Asked about her wishes for the ACA’s future, McGrath said: “The ACA has grown largely by creating an environment that is welcoming for all to experience cider. My hope is that [an] approachable, friendly atmosphere continues to grow, and that cider keeps lifting each other up. If cider continues to embrace diversity, the category will thrive for years to come.

“My wish for the allied trade industry is to look at cider as a stand alone category, and to give the category the nuance you would give wine, beer or spirits. I think we’ve more than proven cider is its own category. I hope that can be part of my legacy.”

And what will McGrath have in her glass for her farewell toast?

“I’m not sure what cider it will be, but it will definitely be a bittersweet one (cider joke there for the cider nerds).”

HARD CIDER CELEBRATES FIRST YEAR IN GABF AWARDS

More than 270 breweries and cideries won medals at GABF, held in October in Denver.

The BA awarded 326 medals to 273 competitors in the 38th year of the competition and 42nd year of the festival. Up to 327 awards were available, but a bronze medal was not awarded for amber-to-dark non-alcoholic beer, according to a press release.

This year’s competition was hosted in partnership with the ACA and included five cider categories for the first time. This was also the second year the BA allowed hard cideries to pour during GABF tasting sessions.

In addition to the new categories, 280 offerings were first-time GABF entrants, and 25 were first-time winners.

The most-entered hard cider category was fruited and botanical cider, with 74 entries. Portland, Oregon-based McMenamins Breweries’ Blackberry Cider took gold, followed by Ozark Beer Co’s Ozark Strawberry Rhubarb Cider (Rogers, Arizona) and 2 Towns Ciderhouse’s Pacific Pineapple (Corvallis, Oregon). Cidermaker of the Year was awarded to 2 Towns Ciderhouse.

Other gold medal winners include:

• No/Low Tannin Cider - The Russets from Snow Capped Cider (Colorado);

• Tannic Cider - Classic Dry from Gowan’s Cider (California);

• Fruit or Botanical Cider - Blackberry from McMennamin’s Edgefield Winery (Oregon);

• Experimental or Barrel-Aged - Rosé Cider from Gowan’s Cider;

• Single Varietal - Mountain Rose from Haykin Family Cider (Colorado).

The ACA celebrated the partnership, promoting postGABF thoughts from cider judges, including Max Finnance, a beverage consultant, certified pommelier, master cicerone and five-time GABF judge.

“Hearing the incredible conversations among some of the cider world’s leading minds, and helping to select the best of the best over three days of judging, it only makes me more excited about the future of cider at GABF,” Finance said in the release. “As consumers continue to get more diverse with their beverage choices, a partnership like this between the preeminent cider and beer organizations in the country makes a ton of sense to me, and has the ability to help catapult the best cidermakers into visibility for a whole new audience.

“I guarantee that Gowan’s, 2 Towns, Haykin Family, and the rest of the winners all experienced a spike in web queries over the weekend, something that other cideries will be smart to strive for in future years.”

New Beverage Guide 2024 / 2025

SURGING AHEAD

Ata time when private label brands are having a serious impact on almost every category across the retail landscape, it’s more difficult than ever for startup brands to gain a foothold - and for rising stars to achieve that much sought-after moonshot.

Of course it’s not impossible. When the stakes are high and consumer demand for quality has never been higher, it’s the trailblazers that shine more than ever.

Young brands are entering a market where early stage investment has never been scarcer. According to the FABID 2023 Annual Report, total sector investment was

How brands maintain that competitive advantage as they continue to grow on the national stage

By Mark P. Murphy, BevNET Correspondent

down 36 percent from the previous year, and some 385 brands raised venture capital (down 77 year-on-year). It’s an environment that pushes innovation and revenue over future potential, and that’s a track playing out across every market category.

So what makes a brand accelerate ahead of its category? Showing that breakout against the competitive set is what makes investors, retailers, and other interested parties take notice – so let’s look at how some of those companies that are performing above the rest of the pack are pulling it off.

COLD IS BUZZING

Launched in 2015, Bizzy Cold Brew has had a long, consistent rise, but now it’s now one of the best-performing ready-todrink coffee brands – it showed annual growth of 52.7%, according to trailing 52 week data dated to September 6, 2024, supplied by Circana.

A rebrand in June 2023 has helped propel Bizzy to new heights, but as co-founder/CEO Alex French says “It always starts with the product.”

“Fundamentally, if you don’t have a good product, you’re just never going to make it out of the gates, and you’re definitely not going to continue to climb,” says French.

Bizzy’s primary point of differentiation is its higher-thanaverage caffeine content (up to 302mg per bottle - clearly displayed on the neck) which, dollar-for-mg, provides a value that caffeine-seekers are responding to.

It’s a sentiment Brian Arkus, SVP Field Sales & Distribution at The Lemon Perfect Company, echoes. “It’s really understanding your own identity,” he says. “If we can’t provide you instant value we could get lost in the shuffle very, very quickly.”

Creating an identity that punches through category expectations is a tough challenge for any marketing exec but with the backing of a strong product, as in the case of Bizzy, mixing those two faucets is a potent formula.

At an early stage, points of differentiation can provide a cru-

cial platform for growth. “That first $10 - $20 million, it truly is a point of discovery,” Arkus says. “No brand is a destination at that point. You need to get the product out there. Once you have a proof of concept, that’s when you hand it over to the marketing team, where they really take it to the next level and amplify the message and turn a point of discovery into a destination brand.”

Promotionally, Bizzy has found success with shopper marketing. “We’re not doing celebrity endorsements,” French says. “Our marketing is done at the shelf, we’re doing price promotions. We’re putting on the bottle neck tags. And we recently rolled out a loyalty program.”

In the $1.2 billion ready-to-drink coffee market, Bizzy is nipping at the heels of much bigger brands such as La Colombe and Califia, although the category is still controlled by longtime players Starbucks and the growth powerhouse that is Danone’s Stok (which itself jumped dollar sales 27.4% over the last 12 months as of November to over $356 million, according to Circana).

But against category growth of 9.3 percent in the 52 week period ending September 6, Bizzy is indeed gettin’ busy.

THIRST QUENCHERS

It’s been one of the biggest growth subcategories of the decade and shows no signs of slowing down - and no signs of one brand taking over. The $4.8 billion flavored seltzer space

grew dollar sales by 7.2% in the 12 months up to September this year, according to Circana, up from 3.3% the year previous. Yet amid strong sales for many brands, it’s Liquid Death that has made the biggest impact in the shortest time frame, and that’s worth studying.

With MULO sales of over $114 million in the 52 week period up to September 6 this year, an increase of 52.4% year-onyear, the company is taking on the flavored seltzer category in typically brash style.

So what are the keys? First, it’s getting away with expanding the category premise around flavor.

“Our flavored sparkling is, candidly, consumed as a soda replacement because it’s sweetened with agave,” says Marisa Bertha, the recently-promoted Chief Strategy Officer at Liquid Death. “It’s more than what you traditionally see in a flavored sparkling offering.”

Indeed amongst the set’s top ten brands, Liquid Death is the only one touting its low-sugar credentials.

Longtime category leader Sparkling Ice also uses sweeteners, of course, but maybe that makes them the target.

Sparkling Ice, with sales of just over $1 billion for the 52week period ending September 6, has seen its dollar share of the subcategory drop a bit - down from 21.8% in September 2023 to 20.7% a year later – just as Liquid Death has been on the march.

And it’s spread the word well, too. For a brand that marketed itself before a single can was ever sold, Liquid Death has something of a Midas touch when it comes with connecting to consumers. “Branding always was at the center,” Bertha says. “We took a tried and true strategy - brand first, entertainment first - and applied it to healthier, better-for-you beverages with a sustainability mission. That was the twist that

really hadn’t ever been done before.”

The brand only launched on Amazon this February, after several years of D2C and retail success. But in stores,a limited-time offering of Hot Fudge Sundae flavored sparkling water sold out in six hours, becoming the online behemoth’s “Number-one LTO in grocery ever.”

Nevertheless, for a digital first brand that speaks primarily to digitally native consumers, part of the company’s ballooning success has been its ability to connect with shoppers outside its core. A collaboration with cosmetics brand e.l.f earlier this year went viral almost immediately and sold out within 45 minutes.

“It’s not just knowing our audience, it’s knowing what will resonate with whoever is viewing and engaging with what we’re producing, and that’s why it works with e.l.f,” Bertha says. “I assure you we did not have much overlap with the e.l.f core customer and the Liquid Death core customer, and it still works.”

“Where people consume content is where we have to go as brands,” Bertha says. “We’re the third-most-followed beverage brand globally, only behind Red Bull and Monster; we have 10.6 million followers on social media.”

KEEPING IT SWEET

It’s difficult to imagine the dominance of canned and bottled tea brands Arizona and Pure Leaf (both sporting annual MULO sales in excess of $1 billion) being challenged, but that’s exactly what’s happening with the yerba mate drinks brand Guayaki.

Consistent unit sales increases are bucking the legacy sub -

category’s generally contracting figures (down 3.5% year-onyear to September 2024 according to Circana) while Guayaki’s dollar sales are up 17.4% to over $185M this year alone. For an arena whose leading name focuses on legacy branding, and a 22-year and counting collaboration with a 1950s sports superstar, Guayaki’s rise is all the more impressive.

So where does it start?

”The product came first,” says Emily Kortlang, Chief Marketing Officer, Guayaki. “The product sparked the idea of this business. We had to grow hand to hand, person to person, word of mouth, grassroots. So our four founders had a VW bus that they toured the country.”

Aside from its base of yerba mate, a South American plant comparable to coffee in its caffeine content, Guayaki focuses on an organic, clean ingredients deck that includes organic fruit juices and, in some cases, natural sweeteners such as honey and tamarind juice.

“We ask people to say, how does it make you feel? Because everyone’s an individual, but obviously it’s a caffeinated beverage,” Kortlang says. “There is that energy that you get from it, but it’s more than that.”

Guayaki’s bold, bright branding has been a mainstay in the natural channel for nearly 30 years. A recent push into c-store has seen its door count hitting over 45,000 in the U.S. and Canada as of June 2024, where consumers are latching on to grab-and-go cans. Staying true to its roots, Guayaki focuses on what Kortland calls ‘grassroots marketing.’

“Where everyone’s digging, we’re kind of zagging,” Kortlang says. “People are spending more on media, more above the line. We’ve stuck to what was successful for us, which is grassroots marketing and community building. That’s the groundswell of this product.”

The team places a big emphasis on brand ambassadors, who themselves are fans of the product first and foremost. “We put far more effort into something like a sampling program. They [the brand ambassadors] tour the country, they go to campuses, they do pop ups, they’ll share the product, they’ll talk about the history of the product and where it’s come from.

“It’s more discursive and that, for us, is far more impactful, although the ROI is harder to measure because there’s no clicks.”

The brand enjoys cross-category sales. Though primarily sold alongside refrigerated teas, it dominates the canned yerba mate market (PepsiCo’s Yachak brand comes in a distant second, with a dollar sales decline of 13.7% year-on-year to September), while many consumers consider it an energy drink. To that end, it outsold every other energy drinks brand in Target but five in 2023, said head of distribution Jared Riddle to BevNET in June.

Ultimately the question remains - what drives long-term independent brand growth?

“Internal culture is key in your brand, making sure that there’s alignment between your external brand and your internal brand, having a sense of purpose,” Kortlang says. “That’s more and more what people want. Don’t try and follow the category.”

ALO 100% Not-From-Concentrate Juices with Real Fruit Pulp

ALO Drink by SPI West Port

ALO Drink introduces 100% Not-FromConcentrate Juices in 5 flavors— Watermelon, Mango, Lychee, Pineapple, and Peach—with real fruit pulp in ecofriendly slim cans. ALO's Lychee juice won Gold at the 2024 sofi Awards. Sip the pure fruit difference!

ALO Drink by SPI West Port

Craving boba on-thego? Try Jenji Boba Milk Tea in cans, featuring our exclusive Coco Jelly Boba! Enjoy four delicious flavors: Original Milk Tea, Matcha Latte, Strawberry Latte, and Brown Sugar. It's pure boba bliss!

Discover AMAZ New Flavors. Healthier Energy Boost, Naturally Sweet

AMAZ

Elevate your senses with our latest flavorful creationnow with 160mg of organic caffeine and naturally sweetened with real juice. A Premium blend, carefully curated with rare, powerful ingredients known for their supercharged properties.

Microdosed THC Seltzers | 0 calories, 0 sugar, 0 aftertaste

Anytime

The perfect balance of 5mg THC and 15mg CBD, Anytime is made for a functional, social high. No calories, no sugar, and no ?? aftertaste - so you can actually enjoy your hemp drink. 4 unique flavors. Always third-party lab tested. Women-owned & led.

Excellence, Naturally

Complexity meets simplicity. At Aupale, our cold-pressing process preserves fresh fruit essences in their natural state.

Our vodka, corn base and naturally gluten-free, meets Canadian glacier valley water for exceptional clarity.

This foundation, paired with cold-pressed juices and New Zealand essences, elevates the modern seltzer to new heights.

Protected by international patent-pending techniques, each bottle delivers the pure complexity of its ingredients.

Presented in recycled glass (250ml), Aupale sets a new standard in refined refreshment. Available in Grapefruit, Lemon Cranberry and Lime Basil – each variety delivers a distinct experience.

Experience the essence of cold-pressed perfection.

Interested in these products, contact us: info@aupalevodka.com

Jenji Boba Milk Tea

Natural Zero Sugar Craft Soda with Allulose + Reb M + Monk Fruit AlluSoda

OoMee : The Only Drink with Seabiotics! Aqua Theon Inc.

Cold-Pressed

Different - Aupale Seltzer Aupale Vodka

Ardor Energy Sparkling Water with Caffeine + L-Theanine

Ardor Organic, Inc.

Ardor Energy contains only 5 ingredients and is carefully formulated with a research backed combo of active ingredients, organic caffeine & organic L-theanine, for natural sustained energy + focus. 0 Sugar. 0 Calories. No Artificials. USDA Organic.

BERO

BERO is a premium, non-alcoholic beer created by Tom Holland. Inspired by the charm of Kingston where our cofounder grew up in England, this Kingston Golden Pils has a moderate bitterness, making it perfect for any and every occasion.

BIOLYTE On the Go - IV in a Bottle Now Available in Powder Packs

BIOLYTE

BIOLYTE's IV-level hydration is now available in convenient powder sticks. One pack (or bottle) delivers the same amount of electrolytes as a medical-grade IV bag, which is more than double other leading hydration powders, and with only 10g of sugar.

Bloom Nutrition

This is energy drinks reimagined with better-for-you ingredients and delicious flavor! Made with zero sugar and caffeine from green coffee bean extract, each can delivers a smooth, steady boost of energy while supporting metabolism, focus, and mood.

Premium Non Alcoholic Beer, BERO Kingston Golden Pils

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Bear Maple Farms Sparkling Ginseng Tonic Bear Maple Farms

BeatBox: #1 RTD Single, Fastest-Growing, Top 500mL Wine Choice! Beatbox Beverages

All New Non Alcoholic Cocktails made with Real Fruit & Ingredients Belvoir Farm Drinks Ltd

Your day begins at night with Blue Bear Sleep Tea

BLUE BEAR

The first ready-todrink melatonin nighttime tea is here. Made with natural and organic ingredients, Blue Bear Sleep supports rest and relaxation with a zero-sugar, lightly sweetened, peachflavored white tea. Get ready for a new nightly routine.

There is a moment when imagination and pure enjoyment has to be moved to the forefront. Now, is that exact time. Blue Durango Iced Tea harkens back to an era before everything had to have a purpose. Our teas simply deliver an expected great taste.

Bluebird Hardwater

It's dangerously good. Hardwater is the perfect combination with no bullsh*t, just premium spirits paired with ultra purified water, and real juice. No additives, no nonsense, just a smooth, refreshing drink that's easy to enjoy anytime, anywhere.

Coffee Company

Bones Coffee

Company brings a new approach to coffee by injecting unique flavor, freshness, and fun into whole bean and ground coffee, ready-to-drink lattes, and more. A top seller, S’morey Time Cold Brew Latte offers a campfire

Bucked Up, a leading sports nutrition & lifestyle brand, announced a partnership with MMA champ & entrepreneur Conor McGregor. Together, they have developed the new ‘Notorious Buck’ energy drink flavors, Irish Apple & Orange.

“At Bucked Up, we don’t just aim to be the best—we aim to dominate. That’s why bringing Conor McGregor on board was a no-brainer,” said Bucked Up CEO & Co-founder Ryan Gardner. “Conor’s not just a fighter; he’s a force of nature... Buckle up, because with Conor McGregor & Bucked Up, there’s no stopping what’s coming.”

UFC icon Conor McGregor brings the same level of commitment to his expanding business ventures as he does to his record-breaking career.

“I don’t partner with just anyone,” said McGregor. “Bucked Up is the real deal—no nonsense, no shortcuts, just straight power & performance, exactly how I operate. They’ve got that same unstoppable drive, that hunger to be the best.”

Bucked Up performance energy drinks are distributed nationwide through a network of Tier 1 DSD partners. Contact your local Bucked Up distributor (or send an email to Performance@BuckedUpEnergy.com) for more information on how to get the new Notorious Buck energy drinks.

McGregor concludes, “Bucked Up & The Notorious? You better believe we’re coming to take over the game.”

Blue Durango Iced Tea

A creative, clean-label iced tea

Bluebird Hardwater - The First Alcoholic Water

Bones

classic in every can.

Say Goodbye to Boring™ With Uniquely Flavored Coffee

feel free CLASSIC Tonic

Botanic Tonics

Brewt’s | Better Mixers & Ready to Drink Cocktails Since 2016 Brewt’s

Bucked Up Names MMA Champ Conor McGregor as New Brand Ambassador Bucked Up

Cann

Cann’s social tonics are microdosed to provide a light buzz without the hangover. Less than 35 calories, crafted with allnatural ingredients, and award winning flavors. Enjoy the social tonic that has sold over 20 million Canns!

Chili Beverage

Chili Beverage helps you unwind with 300mg magnesium or 250mg ashwagandha for stress relief and relaxation.

Ashwagandha offers mood balance, while magnesium aids muscle relief and sleep. No added sugars or artificial ingredients—Find Your Chill!

Climbing Kites Premium Cannabis Infused

Climbing Kites

Climbing Kites is a healthy alternative to alcohol that imparts an uplifting buzz without the negative effects of alcohol. Our award-winning sparkling waters feature a curated dose of 100% natural THC and CBD derived from premium cannabis.

Say goodbye to hangovers, bloat, unwanted calories and say hello to Cycling Frog THC Seltzers. With 5mg THC & 10mg CBD per can, these seltzers are the alcohol alternative customers have been asking for. Low calories, vegan and real fruit juice.

Chili B. Crafted for Calm and RelaxationZero-Proof

Sparkling Water

Cycling Frog

Award Winning THC Seltzers

Catalyst Performance Energy, functional, better-for-you, energy Catalyst Beverage Co.

Crescent Canna

GRIZZLY Energy DD Beverage & Nutrition

Drink PureJoy

Meet your new daily drink. This soothing adaptogenic beverage helps you relax and unwind with every sip. No added sugar, no artificial ingredients – just real stuff that makes a real difference for real people. Say hello to joy in a can.

Eighth Rank Brands LLC

Red superfruit antioxidants, polyphenols, anthocyanins and flavonoids – without all the sugar & calories in juice! Only 1g sugar, 25 cals per serving (1 stick-pack). Fast, convenient, natural – and refreshingly delicious!

Electrolit - the preferred, premium hydration beverage - is launching Green Apple 21oz this January 2025. Packed with essential electrolytes like sodium, potassium, and magnesium, Electrolit helps replenish lost minerals and maintain fluid balance.

Discover Eternal, where purity meets unparalleled taste sourced naturally from alkaline springs. As the #1 fastest growing top six premium water and #2 selling alkaline water available in over 65,000 retail stores, experience purity on a new level. Purity On A New Level.

Eternal Water

Unwind—Calm in a Can

Red Queen Red Superfruit Mix®

Electrolit

New Electrolit Green Apple 21oz

The Original Cannabis Drink Delta Beverages

Hydration for the Imagination Drink Blocks LLC

Fever-Tree

Made by blending the finest Robusta and Arabica blends from Indonesia with sweet notes of vanilla for a smooth and rich Espresso Martini Mixer. When shaken with vodka makes a delicious, easy, and authentic Espresso Martini.

Fever-Tree

A delicious & crisp soda made with a refreshing upfront burst of fresh grapefruit, carefully balanced with soft pink grapefruit floral notes. 45 calories per 8.45Fl Oz can. NonGMO certified. No artificial sweeteners or colors.

GoodSport Is The Sports Drink You Can Feel Good About

GoodSport Nutrition

Naturally powered with no artificial flavors, sweeteners or dyes, 1600mg of electrolytes per bottle and 0g added sugar, GoodSport®, available in six refreshing flavors, hydrates faster, better and longer than the leading sports drinks.

Guayaki Yerba Mate

Berry Lemonade is a balanced blend of tart lemon and sweet strawberry flavors, derived from real fruit juices, for a refreshingly low-calorie drink with just 20 calories and 2 grams of sugar. Each can of Berry Lemonade contains 150mg of caffeine.

Gush, 100% Korean Pear Juice - Drink before you drink.

Gush, Inc

Gush,100% Korean Pear Juice, is scientifically proven to stimulate alcoholmetabolizing enzymes in your body, helping to alleviate post-party woes when consumed before alcohol. Electrolyte-packed. No added sugar. No artificial anything. Drinkgush.com

H2Om Water with Intention now in reusable bottles!

H2Om International, Inc

Experience H2Om's Award-winning Love Water, now offered in eco-friendly reusable bottles promoting sustainability and mental wellness through the transformative power of intention. H2Om premium natural spring water. "Think it while you drink it."

Fever-Tree

A superb lemonade made with the finest Sicilian lemons for a crisp & refreshing flavor. A perfectly balanced, cloudy lemonade made with fruit sugar for only 50 calories per 8.45 Fl Oz can. Non-GMO certified. Naturally sourced ingredients.

NEW FITAID RX Zero-Sugar Creatine Fitness Recovery Naturally Sweetened

FITAID by LIFEAID Beverage Co

All bodies need creatine. FITAID RX Zero is a sugar-free delicious fitness recovery drink boosted with Encapsulated Creatine for superior absorption and maximum refreshment. Available in **NEW** Blue Raspberry and Juicy Apple and classic Sour Grape.

Fever-Tree Espresso Martini Mix

Fever-Tree Sparkling Pink Grapefruit

Fever-Tree Sparkling Sicilian Lemonade

Guayakí Organic Yerba Mate Unveils New Low Cal Berry Lemonade

Fuel Your Body, Elevate Your Mind! Fuel & Elevate

Ginseng UP introduces BEAN Sparkling Coffee Sodas Ginseng Up Corp

Renew & Restore with Rose Glow, Coming Soon from Goldthread Tonics

Goldthread Tonics

GoodTime THC Beverage Enhancers GoodTime

The FIRST Qualitative & Quantitative Hydration & Liver Recovery Drink

Hangover Water

100+ hours of formulating and lab development

100+ taste tests

20+ correlation studies

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Alc-A-Chino Spiked Lattes for a Premium Buzz

Howie's Spiked

Award-winning premium spiked lattes and boozy oat milk lattes made with real coffee and all-natural ingredients. Perfect straight from the can, poured over ice, or shaken and served up like an espresso martini. Catch the buzz, follow @ howiesspiked!

Hoplark Real Ingredients. Bold Flavor. Hoplark Sparkling HopTea. Hops aren’t just for beer. These magical plants elevate the boldness and complexity of tea without any sweeteners or sugar to create a deliciously distinctive experience. 0 calories. 0 sugar.

The finest coconut water made in the market.

Hoplark Sparkling HopTea The Calm One

ISLAND LUXURY

Island Luxury Coconut Water

A premium beverage made with honey, real fruit, and the right amount of buzz. Hive2O

Icelandic Glacial Water Now Available in Aluminum Cans! Icelandic Glacial

Aloevine Aloe Drinks - America’s Favorite Aloe Beverage JJ Martin Group LLC

Jove Wellness

Two-thirds of hydration is cellular, and Jove's ACH Technology® (Advance Cellular Hydration) creates a water that hydrates deeply at the skin & cellular level. Plus, it is an award-winning functional water with a smooth, refreshing, great taste.

Keyless Energy is the first energy drink to contain 600mg of pure ashwagandha in every can, revolutionizing stress relief. This innovative formula empowers anyone facing stressful environments to power through their day with calm energy.

Thunder Coffeemilk - Brewed with Milk. Not Water

Land O` Sun LLC

Howdy Mate! Ready for the best tasting coffee this side of down-under? Rich, creamy, & indulgent, Thunder Coffeemilk is an Australian-style coffee, brewed with lactose-free milk, with only 5 simple ingredients, and 9g of protein.

Enjoy an elevated cocktail or mocktail in seconds and see why Good Housekeeping says Modica is “changing the way we think about mixology.” No preservatives or anything artificial. Every bottle makes 10+ drinks. Available in 5 flavors. LGBTQowned.

North Coast Organic is excited to unveil a stunning new look for their beloved Organic Honeycrisp Apple Cider! While the packaging has transformed, you can still enjoy the same great taste you’ve come to love. Crafted from just one simple ingredient—Organic Apples—this cider captures the pure essence of fresh, crisp apples in every sip. What to expect:

Bold New Look: The updated packaging reflects their commitment to quality and sustainability, making it stand out on the shelf.

Same Delicious Flavor: They’ve maintained focus on quality, ensuring that each bottle delivers the same pure and refreshing taste that customers adore.

100% Organic: Enjoy peace of mind knowing you’re drinking a product made solely from Organic Apples, with no additives or preservatives.

Join us in celebrating this exciting new chapter for North Coast Organic!

Jove Alkaline Water, Deep Hydration for Skin & Cellular Health

Keyless Energy

Keyless Energy Ashwagandha Focused Energy Drink

Modica Cocktail Mixers

Award-Winning Mixers Created by Pro Mixologist with Better Ingredients

Local Weather | Premium Sports Drink Local Weather

Lotus Plant Power Lotus Lifestyle LLC

North Coast Organic’s Honeycrisp Apple Cider - Brand Refresh Reveal Manzana Products Co., Inc.

Offset Ciderworks

OFF DRY is a delightful 50/50 blend of Washington-grown apples and pears, crafted with no added sugar. Light and refreshing, it boasts a smooth finish and a clean aroma. Perfect for any season, OFF DRY is sure to become your new favorite dry cider.

The Weekender Variety 12PK

Owl's Brew

Our new Weekender variety pack includes three of each of our hard seltzer flavors: Black Tea & Pineapple, Green Tea & Peach, White Tea & Watermelon, Hibiscus and Raspberry.

Finally, a new kind of soda that’s delicious, refreshing, and actually good for you. OLIPOP combines the classic soda flavor you know and love with prebiotics, plant fiber, and botanicals to support your microbiome and digestive health. High Fiber, Less Sugar* *Compared to leading non-diet sodas.

Owl's Brew

Hibiscus flowers & black tea are the base of this award winner. The hibiscus adds a tart & juicy flavor, with a hint of sweetness from strawberry.

Apple & Pear Cider - OFF DRY

OLIPOP

A New Kind of Soda

19.2oz Hibiscus & Raspberry

Melting Forest, Inc.

Melting Forest, Inc.

Neptune Electrolyte Beverage - All Day Hydration Neptune Beverage LLC

Nixie Organic Zero Sugar Soda Nixie Beverage Company

Refreshing & Sustainable Perfect Hydration Alkaline Water

Owl's Brew

Our new Skinny Margarita variety pack includes 2x Skinny Hibiscus Margaritas, 2x Skinny Spicy Margaritas and 4x Skinny Classic Margaritas. Made with Tromba tequila.

Choose Your PATH: Refreshing Water in Sustainable Aluminum

PATH

Ultra-purified, reverse osmosis filtered water is packaged in a naturally beautiful, affordable vessel that is truly kind to the Earth. Aluminum - sleek, lightweight, infinitely recyclable.

Perfect Hydration Perfect Hydration Alkaline Water is dedicated to elevating performance with refreshing, 9x purified alkaline water in planet-friendly packaging. With high velocities an strong marketing, Perfect Hydration is a musthave brand for all water sets.

Putting the WILD in wild cherry with a bold, nostalgic flavor inspired by Rainier cherries. It pairs perfectly with Rambler's signature Limestone Mineral Blend. No sodium, no calories, no sugar. Proudly supporting American Rivers.

Skinny Margarita Variety 8PK

Rambler Sparkling Water

Rambler Sparkling Water Introduces Wild Cherry

New Papi Tequila - 100% de Agave, No Additives Added

Papi Tequila

Authentic, Additive-Free Tequila That Honors Place, Time & Tradition

Pedro Furtivo Tequila

The lattes you love - now in 32oz!

Thoughtfully brewed to uplift, energize and delight, Pop & Bottle Oat Milk Lattes are crafted with organic, direct-trade coffee and tea, house-made oat milk, and naturally sweet dates. Each latte is boosted with functional ingredients designed to enhance the body’s natural ability to stay in balance.

Collagen Iced Tea for Hair, Nail, Skin, Gut, and Joint Health Pretty Tasty Tea

Fastest Growing Supplement Brand in History

REDCON1

A mission-driven company focused on crafting superior beverages for optimal workout and workday performance. As a leader in sports nutrition, it prioritizes quality and innovation, empowering people worldwide to achieve their peak performance.

RIPE Bar Juice offers freshly squeezed cocktail mixers in bold flavors like Agave Margarita, Tiki Punch and Classic Paloma. Cold-pressed, highpressure processed, and non-GMO, RIPE enhances your cocktail experience with quality and innovation.

Introducing Cosnopolitan - buzzworthy flavor without the buzz.

Spindrift

Styled after an icon, our Cosnopolitan sparkling water brings timeless elegance, sophistication, and endless drinkability. It has everything you love about the classic Cosmo cocktail - but without the buzz.

Tequila Crafted with Passion, Legacy and Award-Winning Quality

Siempre Tequila

Siempre Tequila offers six craft expressions, blending heritage with innovation. From crisp Platas to rich Añejos, each tequila reflects dedication to quality. Discover why Siempre is celebrated by tequila lovers and award panels worldwide.

ASCOT’s Bourbon of the Year, Smokeye Hill Whiskey is known for premium, one-of-akind craft blue corn bourbons – Classic and Barrel Proof. Both four-grain bourbons deliver an unmatched aroma and taste. Smokeye is available in CA, CO, AZ, NV, and WA.

As seen on World's Greatest TV program.

Summit Spring Water Ultra-Premium Maine Natural Spring Water. The only bottled water company in the US completely exempt from all treatment or processing by the State of Maine due to extraordinary natural purity and bottled at the source by gravity. No nutrition label or treatment required since 1875.

Give ‘Em The Bird: The All American, All Natural, Authentic Hard Tea

Strive Nutrition

Strive FREEMILK is a sustainable and delicious replacement for cow’s milk. Made with Whey Protein created through precision fermentation, FREEMILK is a true milk alternative without any animal involvement at all. Available in Whole and Chocolate.

TEABIRD HARD TEA

At only 110 calories & 5 grams of sugar, every sip is a toast to freedom and authenticity. Crafted with 100% All Natural Ingredients, TEABIRD is the perfect blend of real brewed black tea, a touch of raw cane sugar, and pure American spring water.

Strive FREEMILK is Dairy without the Cow

REDCON1

RIPE Bar Juice

RIPE for the Freshest, Best-Tasting Mixer on the Market

Smokeye Hill Whiskey

Smokeye Hill Heirloom Blue Corn Whiskey

The Liquids Club - America’s Premiere Electrolyte Sports Water

The Liquids Club

This electrolyte packed water is dedicated to the pursuit of uncompromising quality. The rolling waves of flavor and an unrivaled depth of character is the balance between America’s nature and its people. Your hydration matters. Enjoy Liquids Club.

Whole Harmony - Frequency infused Chakra Balancing Beverages

Throne SPORT COFFEE

Backed by NFL QB Patrick Mahomes, Throne SPORT COFFEE is a low-calorie, low-sugar & dairy free better-for-you iced coffee. It’s Coffee PLUS+ formula targets active adults & athletes with 150mg of natural caffeine, vitamins, electrolytes & BCAAs.

Whole Harmony

Our new Chakra Beverage line is a revolutionary fusion of wellness + innovation. Botanicals + fruits uniquely infused with Hertz vibrations + crystal energy. Certified Organic drinks that balance our mental, emotional, physical + spiritual being.

XL Energy Drink Corp

XL Sugarfree AppleBig Taste, Zero Guilt - a carbonated energy drink with taurine, caffeine and vitamins and an excellent choice for those who want a dose of energy combined with a fruity apple taste with no added sugar! Choose green energy!

Throne SPORT COFFEE – Better-for-You, Functional, RTD Iced Coffee

XL Energy's new sugarfree flavor

Saint James

Saint James Brands LLC

Founded by Arizona Iced Tea co-founder John Ferolito. Saint James is an organic, low-cal/lowsugar iced teas and ecofriendly packaging. Modern Iced Tea for the next generation.

Tradin Organic – Your First Choice in Organic Tropicals

Tradin Organic

TRIP Drinks Mindful Blend Melon Cucumber

TRIP Drinks

Uncle Matt’s Organic Launches New Organic Line of Teas!

Uncle Matt’s Organic

Uncle Matt’s Organic®, the nation’s #1 selling brand of organic orange juice, is reinventing tea time with the launch of three ready-to-drink refrigerated brewed black tea varieties. True to Uncle Matt’s Organic’s ethos and commitment to excellence, the teas are certified organic, meeting the highest standards of quality and sustainability. The black tea is craft brewed in small batches using reverse osmosis filtered water, ensuring purity and taste consistency from the finest organic ingredients.

Uncle Matt’s Organic Real Brewed Teas are available in a 52 oz size at select retailers nationwide.

Uncle Matt’s Organic Brewed Sweet Tea: Indulge in the classic taste of sweet tea with just 30 calories per serving and only 8g of sugar. Sweetened with a blend of organic blue agave and stevia leaf, this real brewed tea offers a satisfyingly sweet experience with a touch of caffeine, boasting 60 mg per serving.

Uncle Matt’s Organic Half & Half Black Tea Lemonade: The perfect blend of real brewed organic tea and Uncle Matt’s Organic No Sugar Added Lemonade, our Half & Half offers a unique twist on a classic favorite.

Uncle Matt’s Organic Brewed Unsweet Tea: For those looking for a completely guilt-free option, choose our unsweet tea, with 0 calories and 0g of sugar.

Organic Sparkling Water with Smooth Hydrogen Bubbles and Magnesium. Water Barons, LLC (DBA oHy)

Wave - The First Low Calorie Sparkling Refresher Wave Group NY LLC

ZEROES: Ready-to-Drink Vodka Beverage with Zero Sugar & Zero Carbs ZEROES Beverage

Great tasting & natural

Business-Changing Brand Design

For over 49 years, we've traveled the world to connect people with the finest products. At A. Holliday & Company, we source, test, and ship every product we carry. We supply bulk tea varieties (extracts & leaf), coffees (extracts), antioxidants, herbal & superfruit extracts, natural caffeine, polyphenols, EGCG, Rooibos, coconut water powder, and much more.

Abelei Flavors was purchased by T. Hasegawa. Our operations in North Aurora will continue to remain open. This new merger brings great opportunity for both T. Hasegawa and Abelei customers. Visit https://www.thasegawa.com/ to learn more.

There may be competing products, but branding is the story you tell the world—and nobody else has your story. At ACB, creative is grounded in the strategic thinking that builds brands for growth. We collaborate closely with you to uncover the ownable insights unique to your business, then tell that story at every touch point through craft and killer design. Feels like we should make this a thing.

Scientific & Regulatory

AIBMR Life Sciences, Inc.

AIBMR is an industry-leading scientific and regulatory consulting firm, founded in 1978. AIBMR offers key services specifically tailored to the natural products marketplace, including GRAS Independent Conclusions, FDA GRAS & NDI Notifications, toxicology studies, cosmetic testing, exposure estimates, label reviews, claims substantiation, FDA & FTC compliance, & manuscript preparation & publication

Your partner for innovation, reliability and quality. Almendra has been delivering consistently superior natural clean label ingredients to reduce sugar and improve taste of high potency sweeteners for more than 10 years. Proprietary Taste Technology A portfolio of patented and licensed taste modulation solutions. Global Service Stevia expert sales and support in the Americas, Europe and Asia

The Clean Label Experts

Anderson Advanced Ingredients

Since our first product launch in 1989, we have been providing novel clean label solutions to the most innovative beverage brands in the industry. Whether you’re after sugar reduction solutions, or to up your game with a prebiotic fiber, we’ve got you covered. The portfolio features leading brands such as FiberSMART® and AllSWEET® to elevate your brand above the competition.

Neutral Low pH Plant Proteins

Axiom Foods does it again, innovating not only the 1st great tasting CLEAR RICE & PEA PROTEINS, ideal for low pH electrolyte & fruit juice beverages, and the only WHOLE GRAIN Certified OAT & RICE MILKS -- but is launching new lower-cost options for smooth SOLUBLEgrade ORYZATEIN® Rice Protein that’s patented for sports nutrition, plus proprietary NEUTRAL VEGOTEIN™ N Pea Protein made in N. America.

AZ Laboratories LLC

Corporation

We are a third party testing laboratory with experience in testing of a range of products/ materials. We boast over 15 years of experience in the industry. From beverages, supplement products, raw materials, to food products, our experience across all types of matrices allow us to assist many industries. Reliability, and compliance in our laboratory ensure for quality testing! Contact us today!

We know what it takes to make a beverage. Balchem® is your one-stop shop for beverage ingredient systems: flavor + color, stabilizers, nutrients, mouthfeel modifiers, and sweeteners. We simplify R&D and manufacturing processes and provide consistency of supply chain and ingredient quality. With our customizable & multi-layered systems approach, let us help you exceed consumer expectations. Ingredient

on the Trail®

BeerTrail.com

With over a decade of experience, we specialize in driving foot traffic to beer fests and breweries through turn-key ticketing and marketing services tailored for the craft beer industry. Let’s see what we can brew together!

Connecting Nutrition & Health

From energy drinks to protein and meal replacement beverages, low glycemic Palatinose™ (isomaltulose) opens the door to nutritionally optimised beverages. Its slow release of glucose…the main fuel for body and brain…supports blood sugar management while keeping you supplied with sustained energy, whether for exercising, training/competitions, or simply for those long, demanding days.

The BevSource Advantage

BevSource

We are trusted by entrepreneurs & established brands alike to commercialize their beverages. Our product development & commercialization knowledge, manufacturing relationships & global sourcing capabilities provide the expertise your brand needs to succeed. Whether you’re looking for ingredients & packaging, or need support with development, regulatory, pilot production or more, we can help.

A. Holliday & Company Inc.

Tea, Coffee & Specialty items

Abelei Flavors Now T. Hasegawa

Flavor Manufacturer

Almendra Americas, LLC

Axiom Foods

Trusted Laboratory Partner!

Balchem

Hop

BENEO Inc.

In-Stock Packaging, Custom Solutions & Value-Added Services Berlin Packaging

Betr Brands Solutions: Your Vision: Our Mission.

Your Co-Packing Partner Bev-Hub

North America’s Most Trusted Premium Beverage Partner Brunswick Bierworks

Improve Efficiencies and Profits with a Comac Microbrew CFT Packaging USA

Bio-Botanica® supplies premium botanical ingredients for beverages, backed by 50+ years of expertise. Our FDA-registered, GMP-certified facility and consultative approach ensure quality, tailored solutions to meet unique customer needs.

Callisons

Callisons is on a mission to make the flavor process simple. For over 120 years we have innovated in the market and that journey has brought us to the flavor company we are today. We utilize our experience to proactively bring our partners a personalized flavor experience that meet their goals. Callisons is excited to take on the challenge of developing the perfect flavor for your newest beverage.

For over 30 years, Christie & Co has launched many transformative products and ingredients successfully into the US market. We know the US consumer and will support your continued growth and scale through a research-based brand architecture and communications strategy with a dynamic implementation campaign to effectively educate, engage, differentiate and build lasting impact.

Descon is a turnkey provider of customized and integrated conveyor systems tailored to the food and beverage industries. Our commitment to an exceptional customer experience sets us apart as North America's go-to trusted conveyor partner. Our solutions include conveyors, accumulators, product handling, and line integration. Descon’s conveyors are backed with the Pacteon Promise: We Make It Right!

Döhler is a global producer, marketer and provider of technology-driven natural ingredients, ingredient systems and integrated solutions for the food, beverage and nutrition industry. Our comprehensive portfolio includes natural flavors, colors from natural sources, end-to-end solutions and more. Sustainable by nature, Döhler helps to nourish the world better: Good for people – Good for planet.®

Clean

Label Beverage Systems Flavor Dynamics,

FFP creates customized beverage systems that feature our coffee, tea, and botanical extracts. We use premium raw materials, purified water and our patented process that captures highly concentrated extracts in one pass for exceptional flavor. Enhance your offerings with our functional ingredients and flavors to craft beverages as unique as your brand.

At Creamy Creation we develop and produce a wide range of cream-based alcoholic beverages and RTDs for customers around the world; from traditional cream liqueurs, vegan, oats, and egg nog options to mixable creams, as well as no- and low-alcohol drinks. We are the global leader in the B2B cream liqueur segment, while also specializing in other emulsified alcoholic beverages. From ingredient solutions to tailor-made formulations, concept development & product launch support, we work with our customers to bring their ideas to life. To ensure a smooth launch, we offer support every step of the way by providing market and regulatory knowledge, quality assurance and technical sales support.

Our story started in 1979, in the heart of dairy country in the Netherlands and expanded from there. Flash forward to today, we have production facilities in both Rijkevoort, the Netherlands and Batavia, New York and a sales team that covers every corner of the globe.

FDI is continuously rethinking the way that flavor creation can be applied to today’s products and technologies. From flavor creation to manufacturing, we are committed to making sure that every step of the process represents consistent reliable quality assurance and food safety. Our library includes clean label, vegan, organic and Non GMO options. Our experienced team is up to any challenge.

Flavorman

Have a great idea for a beverage? Flavorman can help you bring it to life. Own your custom formula and benefit from value-added services and resources designed for your success—everything from R&D and shelf life testing, to regulatory assistance, pre-production planning, and more. With over 30 years in the business, Flavorman is the best partner to help you change what the world is drinking.

Flowdesign - Branding Beverages Since 1997 Flowdesign

Making Flavor Simple

Christie & Co.

Descon Conveyor, A Pacteon Co

Full Turnkey Line Integration

Döhler North America

FFP

Custom Beverage Development

Cream Liqueur & Emulsified Alcoholic Beverage Developer & Manufacturer Creamy Creation

are our

Team up with Forté and let us help you create a flavored beverage that captures your vision to perfection! With our deep flavor knowledge and unwavering passion for excellence, our flavorists are ready to collaborate with you to bring your unique flavor ideas to life. Let’s join forces and transform your beverage dream into a flavorful reality!

Franklin Baker, Inc. is the largest processor of coconut ingredients in the Philippines as the premier supplier to the global beverage & food market. Franklin Baker offers an extensive portfolio of coconut products including Coconut Water, Coconut Milk/Cream, Coconut Concentrate, Creamed Coconut. Our extensive third-party certifications are unrivaled to the highest product standards.

Prickly Pear strengthens the Immune System. It is been attributed with healing properties since it is rich in Bioflavonoids that have strong antioxidant properties and give this fruit its distinctive bright red-violet color, and help the body detoxify and reduce inflammation. GAIA fruits is your trusted supplier of prickly pear puree and concentrate as a functional ingredient with an exotic flavor

EXBERRY® Plant-Based Colors

USA, LLC

EXBERRY® by GNT is the leading brand of natural colors for the food and beverage industry. Our colors are non-GMO and derived solely from fruits, vegetables, and edible plants through a process of chopping, pressing, filtering and blending. Our team of technical specialists are available to guide customers through each stage of the formulation and upscaling process.

Forté Flavors

Flavors

Forté

Franklin Baker, Inc.

Coconut Ingredients

GAIA fruits

Prickly Pear Cactus Ingredient

GNT

Hibiscus Farm: The Best Mixer Ever. Hibiscus Farm LLC

IFPC is your go-to source for high-quality ingredients and custom blending solutions for food, beverage, and dairy manufacturers nationwide. Our expert team is here to offer strategic purchasing insights, create tailored ingredient blends that boost efficiency, and enhance your formulas for the best food and beverage results.

IFPC partners with dairies across the country supplying quality ingredients, creating custom solutions, & providing expert advice. Our in-house R&D team is experienced at achieving exceptional texture, taste, and nutrition within your processing standards and price. Aviator, our best-in-class manufacturing facility, is GFSI, Kosher, USDA Organic, and Grade A certified with small batch flexibility.

With distribution centers strategically located nationwide and a state-of-the-art manufacturing facility in St. Louis, MO, we make ingredient sourcing a breeze. But we don’t just stop at supplying ingredients. We’re dedicated to supporting your product development and reformulation needs, ensuring a smooth and innovative partnership every step of the way.

Count on us to be more than just a supplier. We are the industry’s exclusive Ingredient Concierge™. Your partners in creating delicious and successful products.

Gotham DSD (Direct Store Delivery) provides a Dedicated Sales Team, Delivery Trucks and Warehouse to get your brand accelerated into the NYC marketplace. Gotham DSD succeeds by working with only a few select food and beverage brands at a time. With limited brands to manage, we can focus on executing the needs of each brand while giving each brand the ability to grow. info@gothamdsd.com

hidell international

Hidell International is a 56 year old, global Bottled Water and Beverage Consultancy. The company specializes in identifying water resources, completing hydrogeological investigations and developing health and wellness ingredient formulations for beverage clients. We have specialized in collagen and energy based products.

Over the last two generations, our family-owned company has grown from a sugar supplier to a one-stop ingredient shop. We have 14 distribution centers across the country and manufacture custom ingredient systems at our SQF-certified facility, Aviator. From functional ingredients to custom blends, we have what you need to create successful products.

IHC is your solution to guide you through the canning process! With over 250 MILLION cans filled to date, IHC offers unmatched Experience and Expertise. We service the Eastern US and deliver Quality you can count on – Guaranteed seams, All beverage types, All can sizes, Materials sourcing, & Co-Packaging Partners –whatever your situation we can get your product canned. IHC is your one stop shop!

Gotham DSD

Gotham -Grow your Brand in NYC

Natural Health and Wellness

IFPC

Ingredient Supplier

Iron Heart Canning Co

Mobile Canning Solutions

Wisconsin’s #1 Beverage Contract Manufacturer Krier Foods

Looking to safeguard the quality and shelf-life of your beverage? LANXESS Corporation offers two unique and innovative technologies, Velcorin® and Nagardo®, which provide microbiological protection in a wide variety of beverages.

Velcorin® (Dimethyl Dicarbonate) is a cold sterilization agent that kills microorganisms during production, resulting in cleaner and more stable beverages.

Benefits of Velcorin® include:

• No impact on sensory profile

• Clean label solution

• Compatibility with all types of common packaging

• Cost-effective

• Application-specific advice and services from Velcorin® team

Nagardo® (Dacryopinax Spathularia) is a natural guardian that protects against beverage spoilage to secure and prolong shelf life.

Benefits of Nagardo® include:

• Achieve natural & consumer friendly claims

• Efficient control of a broad range of spoilage organisms

• No impact on sensory profile

• Broad application in a variety of beverages

• Easy integration into production process

• Application-specific advice and services from Nagardo® team

LANXESS Corporation hopes to conveniently meet all of your microbiological protection needs with our widely applicable technologies and services.

For more information on Velcorin®, please visit velcorin.com.

For more information on Nagardo®, please visit nagardo.com.

Flavor & Taste Solutions

Flavor Solutions

Consumers today want it all—you’re balancing the demands of great taste, supply chain challenges, regulatory hurdles and consumer acceptance. The experts at McCormick Flavor Solutions can help. From ideation to launch, we can create a seamless, winning path for you. Design, develop and scale up using our Beverage Innovation Studio in Geneva, IL or Hunt Valley, MD.

Ingredients

Mibelle Biochemistry

Mibelle Biochemistry, based in Switzerland, offers unique botanical actives for nutraceuticals and functional foods. For over 33 years, they've provided active anti-aging ingredients for cosmetics and supplements. As pioneers in innovative anti-aging solutions, they've expanded into other areas. Their ingredients are natural, high-quality, GMO-free, and backed by clinical studies.

Mosaic -The Art of Flavors

At Mosaic Flavors, we're dedicated to offering flavors that are as intricately designed as the natural world. We aim to provide the best flavor solutions in the industry and deliver elevated flavor experiences shaped by artistry and delivered through science. One of the key advantages of working with Mosaic Flavors is our ability to provide shorter lead times and faster shipping to our customers.

Flavor it... Naturally.

Mother Murphy's Flavors

Beverages today must quench thirst while being healthy, energizing, and exciting. Our flavors are available in natural, natural and artificial, and artificial formulations. Our commitment to high standards has made us an industry leader in regulatory compliance. Whether you're developing a Dry Mix Beverage, RTD, TTB, Coffee, or Tea, Mother Murphy's Flavors is your premier flavor partner.

McCormick

Active

Mosaic Flavors

Innovation inspired by Nature NEXIRA

Your Partner in Variety Packs

RAD Packaging

NYSCO Products designs and manufactures custom and stock point of purchase displays. NYSCO began in 1935 as a manufacturer of paperboard packaging and we produced our first stock display system in 1984. Now that displays are our only business, we can design, manufacture and distribute both custom and stock solutions that fit any budget. Feedback from repeat customers tells us that we get it right.

Beverage & Food Development

PTM Food is your premier product development & manufacturing support firm. Our wide range of expertise, development, and creativity achieves an exciting point of difference between your product and competitors. We work hard to uncover key industry insights, developing products that have a competitive edge. Whether your project is simple or a complex one, we’re your team!

RAD Packaging specializes in customized variety packs, scalable warehousing, and seamless order fulfillment for beverage brands. Our flexible solutions are tailored to meet your needs, whether it's for new product launches, limited editions, or DTC shipping. Boost your efficiency and ensure your products are always delivered on time.

Buy or Lease Production

RTD Co-Pack

Buy or Lease full functioning Co-packing facility. Capable of 4 million cans a month with minor investment, currently capacity at 2 mil a month. Licenses are Beer, Wine, Spirits. Pasteurization, Velcorin dosing. Canning, Bottling its all here complete with customer base. Approximately 45,000 Sq. foot facility.

PTM Food

Nugogo Branding Solutions for Beverage Pros like You Nugogo Branding Solution

Level Up With Glass O-I Glass

Now Available - Iconic RTD Lemonades Orca Beverage Inc.

100% Recycled Multipacks PakTech

Perfectly Smooth Flax for Beverages Pizzey Ingredients

Fruit

& Vegetable Ingredients

Saxco is a full-service packaging solutions supplier. We have served the distiller, wine, and craft beverage community for more than 90 years, combining our expertise, passion, and commitment to your success with modern packaging technologies. Contact us today to receive a FREE consultation from a dedicated packaging expert.

Stiebs, since 2005, has been devoted to sourcing, processing & delivering the world's finest plant-based products. We offer a full line of fruit & vegetable based ingredients as Single Strength Juice, Juice Concentrates, Purees and IQF Cubes. From the beginning stages of product development to delivering an on-going supply of premium natural products, our team is here to help you succeed.

Stony Hill Advisors

Statco-DSI is a full-service equipment and integration service provider to the food and beverage industry, with specialties in dry powder mixing, continuous inline blending, as well as de-aeration and carbonation. Operating from 11 offices coast-to-coast, we are able to assist with all of your beverage processing requirements.

To access the wealth in your company, you have to find someone who will invest in it. That's where Stony Hill Advisors come in. Unlock the full potential of your business with our experts in Mergers & Acquisitions. We broker business sales, source investors, facilitate acquisitions, perform business valuations, and use Exit Value Planning to maximize value for a future liquidity event.

Sensient Flavors and Extracts offers value-added flavors, systems and extracts that bring life to products. We inspire our customers to deliver products that offer multi-sensory experiences that are “just picked from nature.” Thanks to our wide-ranging of products, development teams and cutting-edge facilities, we’re able to implement thoughtful solutions for complex challenges. With industry-leading expertise in the savory, beverage and sweet markets, we provide comprehensive solutions that meet our customers’ flavor, color, and functionality requirements.

At Sensient Flavors & Extracts, we use our advanced proprietary development technologies to create fresh, unique flavor systems. Additionally, we have a complete line of masking & flavor boosting technologies. Particularly in beverage, we have a TrueBoost portfolio that enhances mouthfeel & creaminess, and a natural extract portfolio from named sources.

We are experts in the science, art and innovation of taste. We are market-savvy influencers, grounded in facts and driven by the needs & occasion of our consumers. We are problem solvers, and you are what makes us a collaborator, and a true partner. Together, we can solve the most challenging product puzzles and together, we can make products that are delicious, craveable and truly inspired.

Mastering the Craft of Flavoring Sovereign Flavors Inc.

Saxco

Packaging Solutions Supplier

Statco-DSI Process Systems

Blending and Process Experts

Stiebs

Custom Flavor Creations for Indulgent Beverages T. Hasegawa USA

The Tierra Group - Premium Blue Agave Products

The Tierra Group

Beverage & Spirits co-packing & materials

Texas Premium Spirits / SW Packaging Solutions

Spirits Co-packing. Variety Packs.  Turnkey NO MOQ bulk to bottle filling, packaging materials & specialty packaging services in Ft Worth. Are you an existing brand that needs added capacity? Startup or emerging brand that is looking to outsource production? Looking for packaging materials? Shrink sleeve application, club store/variety packs or limited edition, kitting, specialty pkg.

From our family ranch in California’s Central Valley, Traina Foods grows, sun dries & packs premium fruits & tomatoes for Ingredients. Our sun drying process is one of the most sustainable forms of food preservation. Diced, double diced, granules & powders add intense flavors, or steep them into brews, teas, & other beverages. Replace "natural flavors" with Real Fruit on your ingredient statement!

Trisolutions is the top choice for all your beverage development needs. Your project will benefit from our extensive expertise in all beverage categories. In our applications laboratory, our team of food scientists will develop your initial concept into a commercial reality including full scale production support. Reach out to us to find out how we can provide the solution you are looking for.

Trucent supplies, installs and services purposebuilt centrifuges, tailored for your needs. Whether a separator or clarifier, our wide variety fits operations of any size. Experience enhanced clarity and production efficiency with Trucent. Plus, our Centrifuge Parts & Repair division services all major brands with 20k+ parts in-stock. Call Trucent to discover all that a centrifuge can do!

MORRE-TEC Industries Inc., founded in 1987, has established a leading position as a global supplier of specialty vitamins and mineral supplements for the nutrition, beverage and personal care industries. With the acquisition of the Vitacyclix business and the company gained a unique patented technology for the production of water-soluble formulations for fat-soluble vitamins, which is especially useful for the fortification of dairy products, functional beverages as well as other food and nutritional applications.

A complete selection of vitamins, minerals, bioflavonoids, fibers and proteins, as well both vegan and kosher options are available. We welcome the opportunity to develop custom formulation of blends for your specific needs.

Contact us to learn about our latest in product technology capabilities and new product lines. Call 908-688-9009 or email us at sales@morretec.com

TRAINA FOODS

Real Fruit not Natural Flavors

Trisolutions

The Formulation Experts

Trucent

Purpose Built Centrifuges

Shrink Sleeve Equipment, Shrink Sleeve Labeling and Packaging Services

Tripack

Beverage Premix Solutions

TWG Health & Nutrition

Enhance & Fortify Vitacyclix, Div of MORRE-TEC

Drain and compress filled cans in one easy step with a WEIMA E.200!

WEIMA packaging presses, can presses, recycling presses and beverage drainers reduce the waste volume and the disposal costs for liquids.

The E.200 drainage press from WEIMA offers an efficient way to drain partially or fully-filled cans in one easy step, increasing quality control and decreasing waste.

Drainage press technology allows for rejected cans to be directly ejected into the machine’s hopper, which punctures them so the contents can be drained into its collection bin. The machine can also be hand-fed if necessary, and all rejected cans are easily compressed into Ø200mm discs for convenient recycling.

The compressed discs of aluminum take up significantly less space than partially filled cans, maximizing valuable floor space between trips to the recycler and increasing the value of the aluminum due to its compressed form.

For breweries and other packaging/canning operations, WEIMA’s drainage press technology allows more time to focus on what matters most: sustainably creating a delicious, quality product.

Alkaline pH-Exchange System with 85% Less Power & No Production Waste WET Beverages Global Ltd

Commercially launched officially in North America in September 2023, the Natralysis™ Process is becoming the preferred industry choice for premium enhanced alkaline production water; an eco-alternative to electrolysis and mineral dosing, with capability of a stable specified pH from the range of 8.5 to 10.5. This multi-award-winning innovative system utilizes 85% less power, with no production waste and no potassium hydroxide waste. No chemicals, mineral carbonates or electrolysis cells are used. The final bottled production water has validated real-time shelf life tests of 3+ years.

The Natralysis™ Process is capable of ozone treatment pre and post-production, whilst retaining its alkaline pH, and no caustic mixing is required as a pre-mix. Natural ionization is used with a pH-exchange system and a flow rate up to 2,000 liters per minute, with AI control. It will enhance spring, RO or distilled water to achieve a targeted pH and the addition of the proprietary electrolytes (optional) can be added for label specifications. This system is available for production trials with our ‘Plug & Play’ mobile solution. Alternatively, water product samples with the validations are available. We offer a unique serviced OpEx model (rather than CapEx) based on production liters.

Please contact francesca.walters@wet-global.com WhatsApp +447400482052 or David dredick@steelheadinc.com

COMPANY CONTACT NAME CITY STATE PHONE NUMBER WEB SITE

21 Holdings LLC

A. Holliday & Company Inc.

Abelei Flavors Now T. Hasegawa

ACB*

AIBMR Life Sciences, Inc.

AlluSoda

Almendra Americas, LLC

ALO Drink by SPI West Port

AMAZ

Anderson Advanced Ingredients

Anytime

Aqua Theon Inc.

Ardor Organic, Inc.

Aupale Vodka

Axiom Foods

AZ Laboratories LLC

Balchem Corporation

Bay Cities

Bear Maple Farms

Beatbox Beverages

BeerTrail.com

Belvoir Farm Drinks Ltd

BENEO Inc.

Berlin Packaging

Matt Ingemi - - (630) 231-7590 sliqspiritedice.com

Christine Renken Toronto - (416) 225-2217 teacoff.com

Mike Allegretti North Aurora IL (630) 859-1410 abelei.com

Andrew Bly Port Washington NY (646) 284-1969 heyacb.com

Jared Brodin Seattle WA (253) 286-2888 aibmr.com

David Giacomini Raleigh NC (970) 310-3703 allusoda.com

Eric Zabin Old Saybrook CT (404) 395-0219 almendra.com

Brian Choi South San Francisco CA (650) 616-7777 alodrink.com

Gustavo Nader Santa Monica CA (310) 310-0672 liveamaz.com

John Jarmul Irvine CA (917) 747-4877 advancedingredients.com

Kaitlin Murphy Washington DC (901) 486-8112 anytimeseltzer.com

Reina Kobayashi Torrance CA (310) 404-3836 oomee.life/

Allison Wilson Napa CA - ardororganic.com

Mathieu Caron Montreal - (418) 932-9692 aupalevodka.com

Rick Ray Los Angeles CA (916) 813-1878 axiomfoods.com

Susan Vu Tempe AZ (480) 955-9870 azlaboratories.com

Balchem HNH Montvale NJ - balchem.com/human-nutrition-health/

Rachel Kaye Pico Rivera CA (818) 292-6117 bay-cities.com

Roseabelle Malmgren New York NY (510) 209-7756 drinkbearmaple.com

Elsa Storts Austin TX - beatboxbeverages.com

Kevin Mardorf Norwalk CT (800) 801-3378 beertrail.com

Matthew Cooke Bottesford - (447) 783-1651 belvoirfarm.co.uk

Kyle Krause Parsippany NJ (003) 216-8013 beneo.com

Celeste Osborne Chicago IL (708) 272-7046 berlinpackaging.com

BERO Declan Duggan New York NY (215) 219-9203 berobrewing.com

BETR Brands, LLC

Sam Wilson Corona CA (909) 477-0288 betrbrands.co

Bev-Hub - Manhattan KS (316) 339-0360 Bev-Hub.com

BevSource - Saint Paul MN (866) 956-4608 bevsource.com

BevWrap LLC

Ralph Drozt Elk Grove Village IL (847) 979-8193 bevwrap.com

Bio-Botanica - Hauppauge NY (800) 645-5720 bio-botanica.com

BIOLYTE

Bloom Nutrition

BLUE BEAR

Blue Durango Iced Tea

Bluebird Hardwater

Bones Coffee Company

Botanic Tonics

Jesslyn Rollins Atlanta GA (404) 821-0111 drinkbiolyte.com

Erica Tam Venice CA - bloomnu.com

Alex Vialy Encino CA (818) 208-2622 bluebear.com

Jonathan Silver Smyrna GA (404) 799-7774 bluedurangoicedtea.com

Trevor Shanton Jacksonville Beach FL (949) 292-9490 bluebirdhardwater.com

Troy Potteiger Cape Coral FL (724) 456-9590 bonescoffee.com

Botanic Tonics Broken Arrow OK - feelfree.com

Brewt's Luke Alan Grand Rapids MI (323) 536-7269 brewtsmix.com

Brunswick Bierworks

Bucked Up

Callisons

Scott Cooper Toronto - (303) 802-7374 brunswickbierworks.com

Chad Brooks Orem UT (801) 589-3270 buckedup.com

Justin Biza Olympia WA (360) 790-2160 callisons.com

Cann Danielle Nicoll Los Angeles CA (860) 912-0465 drinkcann.com

CanSource, a TricorBraun Co.

Catalyst Beverage Co.

CFT Packaging USA

Robert Renfro Longmont CO (870) 329-4990 cansource.com

Matthew Towers Parlier CA (559) 284-4486 drinkcatalyst.com

Amanda Podwinski - - (847) 247-0233 usa.cft-group.com

COMPANY

Chili Beverage

Christie & Co.

Zena Erhabor New York NY (347) 586-7378 chilibeverage.com

Gillian Christie Santa Barbara CA (805) 969-3744 christieand.co

Climbing Kites Nick Iversen Iowa City IA (319) 290-9000 climbingkites.com

Creamy Creation Georgia Konstantopoulos Rochelle Park NJ (585) 664-4771 creamycreation.com

Crescent Canna

William Thompson - - (504) 432-4995 crescent9seltzer.com

Cycling Frog Sarah Bennet Seattle WA (206) 567-7810 cyclingfrog.com

DD Beverage & Nutrition

Brittlyn Drayson Fort Worth TX (817) 505-6001 ddbevnutrition.com

Delta Beverages Tim Dinger Charlotte NC (704) 999-2622 drinkdelta.com

Descon Conveyor, A Pacteon Co

Döhler North America

Stephenie Felski Newmarket NYschneiderequip.com/pacteon-directories

Kristy Ellenson Cartersville GA (470) 334-9858 doehler.com

Drink Blocks LLC Tom Weiss Lawrenceville GA (949) 633-0084 drinkblocks.com

Drink PureJoy Madison McLeary West Palm Beach FL (561) 613-5773 drinkpurejoy.com

Eat the Change / Just Ice Tea

Eighth Rank Brands LLC

Electrolit

Enesis

Seth Goldman Bethesda MD - justicetea.com

John Kaczynski Sarasota FL (508) 441-0324 drinkredqueen.com

Elkin Vasco - - - electrolit.com

Michael Pizziment - - (917) 747-6263 -

Eternal Water - - - - eternalwater.com

Fever-Tree

FFP

FITAID by LIFEAID Beverage Co

Flavor Dynamics, Inc.

Flavorman

Flowdesign

Foodarom

Forté Flavors

Franklin Baker, Inc.

Fuel & Elevate

GAIA fruits

Amanda Stein New York NY - fever-tree.com

Jillian Hermanowicz Lake Mary FL (773) 865-1316 floridafood.com

Erik Lucas Santa Cruz CA - drinkfitaid.com

Colleen Roberts South Plainfield NJ (908) 822-8855 FlavorDynamics.com

Spencer McGuire Louisville KY (502) 289-5549 flavorman.com

Dan Matauch Northville MI (248) 720-4742 flow-design.com

Info Foodarom Salt Lake City UT (888) 663-6832 foodarom.com

Janet Guzman Valencia CA (818) 307-4062 forteflavors.com

Peter Kamen Memphis TN (901) 359-1532 franklinbaker.com

Michael Hayford San Diego CA (618) 838-8492 fuelandelevate.com

Roberto Garfias San Luis Potosí - +524441595829___ gaiafruits.com

Gamer Packaging, Inc. - Minneapolis MN (612) 788-4444 gamerpackaging.com

Gelato Spring Water

Ginseng Up Corp

GNT USA, LLC

Goldthread Tonics

GoodSport Nutrition

GoodTime

Gotham DSD

Guayaki Yerba Mate

Gush, Inc

H2Om International, Inc

Hangover Water

Hibiscus Farm LLC

Hidell International

Hive2O

Hoplark

Howie's Spiked

John Lee Chula Vista CA (619) 708-3657 drinkgelato.com

Gustavo Fayad Bridgeport CT (201) 310-0484 ginsengup.com

Jeannette O'Brien Dallas NC (704) 469-5555 exberry.com/en/

Lindsey Hurtt White Plains NY (562) 400-8270 drinkgoldthread.com

David Barnes Evanston IL - goodsport.com

Jack Merwin Nashville TN (615) 681-6801 trygoodtime.com

Trent Moffat Long Island City NY (877) 931-3030 gothamdsd.com

Bryan Carlin Lyons CO (770) 570-2539 guayaki.com

Robbie Miller New York NY - drinkgush.com

Lex Lang Studio City CA (818) 761-5288 h2omwater.com

Curt Canales Irvine CA (714) 356-7878 Hangoverwater.com

Roberto Calzada Las Vegas NV (702) 972-4024 hibiscusfarm.com

Henry Hidell Accord MA (781) 749-8040 hidellinternational.com

David Lolis Las Vegas NV (312) 919-0775 hive20.com

Shannon Wright Boulder CO (773) 220-2335 hoplark.com

Gregory Howard Basking Ridge NJ (908) 397-6067 alcachino.com

Icelandic Glacial

IFPC

Iron Heart Canning Co

Island Luxury

JJ Martin Group LLC

Jove Wellness

Kerry

Keyless Energy

Krier Foods

Land O` Sun LLC

Lanxess Corporation

Local Weather

Lotus Lifestyle LLC

Manzana Products Co., Inc.

MATCHA.COM

McCormick Flavor Solutions

Me & the Bees Lemonade

Melting Forest, Inc.

Mibelle Biochemistry

Modica Cocktail Mixers

Mosaic Flavors

Mother Murphy's Flavors

Neptune Bevereage LLC

NEXIRA

Patrick Ferguson Los Angeles CA (843) 290-9674 icelandicglacial.com

Adrian Williams St. Louis MO (800) 227-8427 ifpc.com

Brian Casse - NH (973) 342-1388 ironheartcanning.com

Island Luxury West Palm Beach FL (561) 787-8000 islandluxury.co

Scott Cameron Newark NJ (908) 313-4861 aloevine.com

Barbara Hoard Boca Raton FL (954) 857-3913 drinkjove.com

Amanda Wolff Rockford IL (608) 201-5107 kerry.com

Kenai Chrisman Missoula MT (406) 560-6666 keylessenergy.com

Nicole Depies - - (920) 994-2469 krierfoods.com

Mathis Martines Live Oak FL (512) 468-7420 thundercoffeemilk.com

Michael Turpin Pittsburgh PA (817) 357-5851 velcorin.com

Jon Alagem New York NY (310) 600-7098 drinklocalweather.com

Hannah Lain South Jordan UT (888) 702-5584 lotusplantpower.com

Alissa Trinei Sebastopol CA - northcoast.organic

Team Matcha Tucson AZ (520) 273-2110 bulk.matcha.com

Chloe Morris Hunt Valley MD - mccormickfona.com

D'Andra Ulmer Austin TX (512) 689-2203 -

Sean McDonald Dover DE (951) 444-7332 meltingforest.com

Patrizia Bilotta Buchs - (004) 179-9641 mibellebiochemistry.com

JD Mitchell Cincinnati OH (502) 648-0996 drinkmodica.com

Crista Righi Chino CA (714) 283-5287 mosaicflavors.com

Michael Oden Greensboro NC (336) 273-1737 mothermurphys.com

Stephanie Noon La Jolla CA (858) 776-1455 drinkneptune.com

Franck Gillet - - (908) 707-9400 nexira.com

Niagara Bottling - Diamond Bar CA - niagarawater.com

Nixie Beverage Company - - MA - drinknixie.com

NO CAP! Soda Pop

Nugogo Branding Solution

NYSCO LLC

Sam Wilson Corona CA (909) 477-0288 drinknocapsoda.com

Todd Gatzow Pasadena CA (626) 379-1700 -

Albert Lian Hawthorne NY (718) 792-9000 nysco.com

O-I Glass - Perrysburg OH - o-i.com

Offset Ciderworks

OLIPOP

Adam Pinkham Mountlake Terrace WA (206) 321-9521 offsetciderworks.com

Leah Dockstader Oakland CA (949) 525-3698 drinkolipop.com

Orca Beverage Inc. Kara - - (425) 329-9573 orcabeverage.com

Owl's Brew

Whitney Martin New York NY (765) 860-5748 theowlsbrew.com

PakTech - - - (541) 461-5000 PakTech-opi.com

Papi Tequila

PATH

Pedro Furtivo Tequila

Perfect Hydration

Pizzey Ingredients

Manuela Rodriguez Wayne NJ (973) 340-9300 simoneint.com

Shawn Richmond Fremont CA - drinkpathwater.com

Rachel Kiley Atlanta GA (678) 522-9280 instagram.com/pedrofurtivotequila

Jared Smith Los Angeles CA (310) 251-9615 perfect-hydration.com

Mary Ekman - - (651) 797-3168 pizzeyingredients.com

Pop & Bottle - - CA - popandbottle.com

Pretty Tasty Tea

PTM Food

QBD, a Due North brand

RAD Packaging

Cassidy Meyer - NY (516) 578-3713 prettytasty.com

Don Rodgers Wall Township NJ (888) 736-6339 ptmfood.com

Tim Adam Georgetown - (289) 344-0265 duenorth.com

Alexander Said Los Angeles CA (661) 992-2252 radpackaging.com

COMPANY

Rambler Sparkling Water

REDCON1

RIOT Energy

RIPE Bar Juice

Sinead Delargy Austin TX (833) 472-6253 ramblersparklingwater.com

Ryan Monahan Boca Raton FL (561) 961-9982 redcon1.com

Laura Jakobsen Marina del Rey CA (206) 369-3228 riot.energy

Justin Kuntz Wallingford CT (475) 227-3446 ripebarjuice.com

Ritual Zero Proof - Chicago IL - ritualzeroproof.com

RTD Co-Pack

Saint James Brands LLC

Dave Mobley Oceanside CA (760) 703-0433 Rtdcopack.com

Nicole LeBon Boca Raton FL (714) 458-5873 saintjamesicedtea.com

Saxco - - CA (877) 641-4003 saxco.com

Sensient Flavors & Extracts

Siempre Tequila

Smokeye Hill Whiskey

Sovereign Flavors Inc.

Rob Babikan Hoffman Estates IL (847) 558-0427 sensientflavorsandextracts.com

Tammy Lee - - (864) 905-3333 siempretequila.com

Kaila Williams Los Angeles CA (909) 708-7018 smokeyehill.com

David Ames Santa Ana CA (714) 437-1996 sovereignflavors.com

Spindrift - Newton MA (508) 317-6717 drinkspindrift.com

Statco-DSI Process Systems

Stiebs

Stoak Technologies Inc.

Stony Hill Advisors

Randy Smith Huntington Beach CA (714) 375-6300 statco-dsi.com

Brian Nova Madera - (559) 661-0031 stiebs.com

Chris Barrow Santa Monica CA (131) 056-7707 stoaktechnologies.com/madeva

Fred Kaplan Ambler PA (215) 867-8001 StonyHillAdvisors.com

Strive Nutrition - - - - striveforbetter.com

Summit Spring Water

T. Hasegawa USA

Teabird

TEABIRD HARD TEA

Texas Premium Spirits / SW Packaging Solutions

The Jel Sert Company

N. Bryan Pullen Harrison ME (207) 583-2286 SummitSpring.com

Mark Webster Cerritos CA (714) 736-7109 thasegawa.com

Brandon Cason - - (512) 736-3126 -

Brandon Cason Austin TX (512) 736-3126 drinkteabird.com

Michelle Sotelo Forth Worth TX (903) 440-3628 swpackaging.net

Kyle Harrington - - (630) 818-7374 jelsert.com

The Liquids Club Amir Ali Los Angeles CA (948) 210-7752 Theliquidsclub.com

The Tierra Group - Maple Plain MN (844) 825-8282 thetierragroup.com

Throne SPORT COFFEE

Melissa Segal Stamford CT (914) 309-7325 sportcoffee.com

Tradin Organic Leland Whitehouse - - (216) 870-3537 tradinorganic.com

TRAINA FOODS Tony Varni Patterson CA (209) 892-5472 traina.com

TRIP Drinks

Laura Dowsing London - (447) 535-6746 drink-trip.com

Tripack Bill Hunt Milford OH (866) 900-1255 tripack.net

Trisolutions David Neely Vancouver - (778) 381-6060 trisolutions.ca

Trucent Jeremy Vogel Dexter MI (734) 474-8554 trucent.com

TWG Health & Nutrition

TWG Health & Nutrition Lafayette LA (133) 778-3309 twghealthandnutrition.com

Uncle Matt's Organic Glen Garrity Clermont FL (352) 394-8737 unclematts.com

Vitacyclix, Div of MORRE-TEC

Water Barons, LLC (DBA oHy)

Wave Group NY LLC

WEIMA America, Inc.

WET Beverages Global Ltd

Whole Harmony

XL Energy Drink Corp

ZEROES Beverage

Maria Jewelyn Mendoza Union NJ (908) 922-4409 morretec.com

Trent Hartwig Grand Rapids MI (616) 893-1748 drinkohy.com

Syed Shah Manhasset NY (718) 207-2959 drinkwave.com

TJ Van Thullenar Fort Mill SC (803) 802-7170 weima.com

Francesca Walters Warwick - +00447400482052_ wet-global.com

Stacey Wood Centerbrook CT (860) 778-4531 wholeharmony.com

Maja Leitner New York NY (212) 594-3080 xl-energy.com

Lukas Wargin Savannah GA - drinkzeroes.com

Zion Packaging Gary Martin Corona CA (949) 842-1458 zionpack.com

G.O.A.T. Fuel to Feature Muhammad Ali on Limited Edition

Collector’s Cans

G.O.A.T. Fuel has announced a three-year partnership with Muhammad Ali Enterprises. In celebration of the collaboration, G.O.A.T. Fuel is rolling out a limited-edition line of Muhammad Ali collector’s cans featuring exclusive designs with the “G.O.A.T.” himself across the brand’s best-selling flavors: Watermelon Fruit Punch, Gummy Bear, and Pineapple Cream Soda.

To further commemorate Muhammad’s legacy through the partnership, G.O.A.T. Fuel will also sponsor this year’s Muhammad Ali Humanitarian Awards. The sponsorship provides financial support for the Muhammad Ali Center, which extends critical youth and community personal and professional growth resources like the Champions League Youth Leadership Academy, Muhammad Ali Center Council of Students, Ali Center Entrepreneurs, internships, and more.

“This partnership honors Muhammad Ali while supporting his enduring legacy,” said Jerry Rice, Pro Football Hall-of-Famer and co-founder of G.O.A.T. Fuel. “Our product line embodies the spirit of greatness and encourages individuals to pursue their best and no one exemplified that more than Ali, who transformed the world of sports. We are proud to celebrate and extend that legacy of impact.”

“At G.O.A.T. Fuel, we share the same passion for empowering individuals to reach their fullest potential, just

as Muhammad Ali did both in and out of the ring. He was one of the first to call himself “Greatest of All Time” so this collaboration is a perfect match for us. We’re looking forward to working together to encourage aspiring G.O.A.T.s” said Jaqui Rice Gold, CEO and co-founder of G.O.A.T. Fuel.

The limited edition product line is now available on goatfuel.com and at select retail locations, including Publix, HEB, and Walmart.

Bear Fight Whiskey Announces Partnership

with ‘Suits’ Star Gabriel Macht

Bear Fight Whiskey, a Next Century Spirits brand, has officially partnered with actor, director, and producer Gabriel Macht. Known and beloved as Harvey Specter on the recordbreaking, acclaimed show “Suits,” Macht joins Bear Fight as a creative partner and equity stakeholder.

Macht will take center stage in the brand’s inaugural commercial campaign debuting in early 2025. Through this collaboration, Macht and team Bear Fight aim to unify established whiskey lovers and the whiskey curious alike, all revolving around the thought-provoking question: “What’s your Bear Fight?”

“I’ve been a long-time whiskey fan, so linking arms with Bear Fight and Next Century Spirits was a compelling opportunity I was eager to jump on. I’ve always been drawn to projects that

are bold and unique, and Bear Fight is no exception. The brand challenges tradition, bringing new-world methods and attributes to the spirits realm,” said Macht, Bear Fight creative partner. “As a proud whiskey enthusiast, I’m excited to tap into my creativity and help define the Bear Fight brand while building a sense of connection and enjoying a few ‘new’ fashioneds along the way.”

Macht is among exceptional company on the Bear Fight team, as Seth MacFarlane will continue as a founding investor along with entrepreneur and investor Matthew Bronfman, Valedor Partners and Next Century Spirits.

RECOVER 180 Celebrates 2024-25 NFL Season With Star-Studded Roster

RECOVER 180, an organic sports drink formulated for balanced hydration, entered its first full football season alongside a roster of legendary athlete partners.

During the offseason, RECOVER 180 also played a key role as the Official Hydration Partner for Brock Purdy’s Youth Football Camps in San Francisco and his college town of Ames, Iowa.

“We are thrilled to have Brock, Kyler, DeMarvion, and Kenneth on our RECOVER 180 roster as we head into the 2024-2025 season,” said Lance Collins, CEO and Founder of RECOVER 180. “These athletes represent the relentless determination and resilience that define our brand. Their dedication to their sport and recovery makes them ideal partners for RECOVER 180.”

Throughout this partnership, Purdy, Murray, Overshown, and Walker III will engage with their fans to highlight the essential role that hydration

and recovery play in achieving peak performance. They’ll share their personal experiences and insights, emphasizing that recovery isn’t just an afterthought—it’s a vital part of the training process. This collaboration aims to inspire athletes of all levels to prioritize their well-being, ensuring they’re not only training hard, but also recovering smart.

Formulated with a balanced blend of electrolytes, vitamins, and antioxidants, RECOVER 180 is designed to deliver balanced hydration and help athletes and active individuals rehydrate, replenish, and recover faster, optimizing their athletic performance. By teaming up with elite NFL stars, RECOVER 180 aims to inspire athletes at every level to recover better.

BODYARMOR Announces Partnership With Jalen Brunson

BODYARMOR Sports Drink have announced a multi-year partnership with New York Knicks star Jalen Brunson. As part of the partnership, Brunson and BODYARMOR seek to bring a competitive edge against the competition.

Brunson becomes an authentic addition to the BODYARMOR brand and its unique proposition of real hydration, real flavors and real ingredients. To celebrate the partnership, BODYARMOR unveiled a new social media spot featuring Brunson in the heart of New York City. The spot incorporates a vintage aesthetic animation with a storybook-like journey of Brunson’s early childhood training, high school thrilling endings, and big-league moments.

“This partnership makes perfect sense because the brand values align with my personal beliefs and commitment to what’s real,” said star point guard and BODYARMOR partner Jalen Brunson. “Just like my journey, where success is built on genuine effort and dedication, this collaboration is rooted in authenticity and real impact. I’m proud to be a new BODYARMOR partner and to stay hydrated with the best.”

In addition to the social spot, BODYARMOR will wel-

Caliwater Announces Official Partnership with American Forests

Caliwater, a leading innovator in plant-based hydration beverages, is proud to announce an official partnership with American Forests. Caliwater and American Forests are partnering to raise awareness about the vital role forests play in combating climate change and promoting social equity. By aligning Caliwater’s commitment to healthy living and sustainability with American Forests’ nearly 150-year legacy of leadership in forest restoration and conservation, this partnership seeks to inspire action and support for reforestation efforts across cities and landscapes.

This partnership kicks off Caliwater’s “Season of Good” campaign to reinforce its commitment to healthy living and giving back. Deforestation contributes significantly to climate change, and American Forests has been at the forefront of reforestation efforts for nearly 150 years, planting over 75 million trees in vulnerable areas. By aligning with their mission, Caliwater is helping to ensure that their environmental footprint leaves a lasting legacy of sustainability. Together, Caliwater and American Forests are planting trees that help fight climate change, support biodiversity, and secure natural resources for future generations.

“At Caliwater, we believe in the power of nature’s hydration to fuel healthier lives while supporting the well-

come Brunson to Team BODYARMOR via out of home advertising and postings throughout midtown Manhattan.

“At BODYARMOR, we champion real ingredients and authentic partnerships with athletes that believe in our products as much as we do,” said Tom Gargiulo, BODYARMOR CMO. “Jalen is stepping in to help elevate our brand to the next phase as BODYARMOR continues to evolve. This partnership holds great promise and is especially meaningful to our team because of our New York roots.”

being of our communities and environment. That’s why we’re committed to driving positive impact through our partnerships with organizations like Olive Crest and, now, our newest partner, American Forests, which especially has deep rooted meaning to me as my father fought forest fires and had such a deep appreciation for nature,” said founder Vanessa Hudgens.