BevNET Magazine March/April 2025

The First Drop

Don’t Walk The MAHA Plank

There are plenty of fine people on both sides of the party divide, and in the natural products business, who seem to find common cause in certain aspects of the MAHA movement and its leader, new HHS Secretary Robert F. Kennedy Jr. Charmed by his past environmental bona fides, they hear his stated desire to battle Big Food by removing artificial dyes and other potentially harmful additives from store shelves, and think he’s a fellow traveler. Some hear about his willingness to look skeptically at GRAS certifications and drug approvals and feel kinship in the obvious conflicts of interest that come when industry representatives slide easily between private practice and gatekeeping in the name of public health. Others have shared concern about inflammation, obesity, and chronic health conditions.

So when Expo rolled around, it was only mildly surprising to spot attendees sporting MAHA Action swag; it was maybe a bit aggressive that in addition to selling the stuff, they were swapping products for feats of strength like extended planks or pull-ups, but Expo can get that way.

The MAHA team wasn’t just there to cheerlead on the floor, though. Three of its main faces, MAHA Action leader Del Bigtree (RFK’s former campaign spokesman), “Food Babe” Vani Hari, and health care entrepreneur Calley Means took to Expo’s education program to tempt the crowd with the big dollars they insist MAHA will bring the natural products business. Instead of drugs and vaccines, according to these folks, government dollars could be diverted to brands offering cleaner food and supplements, forming a backbone of preventive health care in a country where medical costs have grown immensely.

“It would be much cheaper to have money flow to the entrepreneurs in this room,” Means exhorted. “We should be proudly saying we can be part of the cure of the health care mix.”

There’s a certain amount of self-interest there, of course. Hari and Means both have their own supplement brands, among other holistic health business interests, while Bigtree’s profile continues to rise due to his alliance with Kennedy; his anti-vaccination Informed Consent Action Network (ICAN) has seen fundraising soar.

But business synergies aside, it’s logical that Trump acolytes would want to break non-GMO bread with the folks at Expo. After

By Jeffrey Klineman

all, the skepticism of institutions, for good or ill, has been a driving force behind both Natural Products and Trumpism.

But I found MAHA’s chest-pounding at Expo West to be pretty hollow. In fact, the sheer size of the natural products business, with Expo its annual celebration, would seem to indicate that there’s already a strong market for better-for-you, responsibly made products. It was there long before RFK started campaigning, in fact he even tried to join it with “Keeper Springs” water.

True, Expo, and the business it represents, is a natural outgrowth of dissatisfaction with the status quo, around diet, around product quality, around skepticism of Big Food and Big Pharma. It’s healthy to be skeptical in many ways – in journalism, in business, in science. For consumers, for entrepreneurs, for retailers, that skepticism has helped, legitimize, via the marketplace, movements like organics, regenerative agriculture, allergen-free foods, alternative proteins, and sustainable food systems.

The MAHA movement takes things to a darker place, offering the kind of aggressively paranoid response that comes when healthy skepticism is exposed too long to craven political ambition. It doesn’t express skepticism for the purpose of health, it expresses it for the accumulation of power. It might support a cleaner supply chain, but it also seeks to drown legitimate scientific study around life-saving medicines in populist rhetoric. It throws all flavors and colors under the umbrella of Red Dye No. 3; it takes legitimate concerns around the state of the GRAS approval process and uses it as a wedge to completely disable the functions of the U.S. Food and Drug Administration (FDA) -- and all other established institutions.

Like most of the Trump administration, it offers deceptively easy answers to incredibly complex problems, promoting Vitamin A as a cure for Measles, when scientific studies make it clear that, although severe Vitamin A deficiencies – like from extreme malnutrition – can exacerbate the effects of infectious diseases, there’s no better prevention than the Measles vaccine itself. It knowingly promotes false conspiracy theories around vaccines’ relationship to autism and other conditions, largely to justify an agenda of vaccine avoidance, one that has become rocket-powered with the politicization of the COVID-19 response.

The rabble-rousing expediency that the

MAHA brain trust offered around diet and medicine doesn’t extend to the specifics, of course. It traffics in junk science, advising farmers to let the bird flu “burn through the flock” to find “survivors” for study – when that creates millions of opportunities for the virus to rapidly mutate. It takes outlier individual experience and lays it out as policy for all. It is appealing only in that it bucks sometimes unpopular but ultimately responsible conventions and cures; it attacks scientific fact but offers only Googleand Reddit-driven alternatives.

Meanwhile, the Trump administration is cutting programs that bring fresh produce to local food systems while canceling $12 billion in grants to states for tracking infectious diseases, mental health services and addiction treatment. It’s cutting the Small Business Association, which has offered loans to many of the startups at Expo. It’s gutting the Environmental Protection Agency, which operates programs around food waste, upcycling, recycling, and provides crucial research around clean water and food – those same environmental bona fides that MAHA claims to value.

Like the administration that hired RFK, MAHA points fingers, spouting obvious truths that it didn’t invent in an attempt to co-opt what’s already an incredibly successful business movement. They didn’t built it. They need you more than you need them; don’t let them greenwash their authoritarian partners.

As someone who puts on conferences, I’m blown away by the scope and size of Expo. We host close to 1,000 people, they host closer to 100,000. But that impressive size was what I feared the most five years ago, in 2020. I was all packed up and ready to take my Expo flight, but my mind was spinning with the terms we were all starting to hear: disease vectors, superspreader events, refrigerated tractor trailers parked outside of ERs.

It’s hard to fathom, now, just how close we all came to an explosive, Expo-driven outbreak in 2020. It’s hard to appreciate just how many lives were saved when, despite the obvious financial hit, New Hope leadership was wise enough to pull the rip cord on the event that year.

I wonder, given a seat at the table, whether MAHA would have done the same? Or would they have hoped for herd immunity to appear on the Expo floor, as they stood, cheering pull-ups, standing up to science, selling sweatshirts.

Publisher Toast

By Barry Nathanson

All Dressed Up But Nowhere to Go

Like everyone else in creation, it seemed, I recently attended Expo West. If you haven’t gone to the event and you’re a beverage marketer, put it on your bucket list. The show is one of the most frenetic, yet exhilarating, trade shows on the calendar, a fantastic carnival of product and people. The halls are crowded. It’s hard to get quality time with the exhibitors and attendees, and to hear over the din. The shuttle buses don’t shuttle. Yet, it is the best venue to meet many of the new and existing brands that will someday stock the shelves at retail.

Over 75,000 people come to Anaheim to see these latest and greatest products. It isn’t for the faint of heart. It’s overwhelming for me and I only visit the beverage brands at the show. There are so many people it’s like moving through a rice barrel, but I wouldn’t miss it for the world. Relationships are forged, business is conducted and friendships are rekindled. This year I saw more retailers in attendance, and they were in a buying mode. They had shelves to fill and excitement to create in their stores. It bodes well for the marketers. Every brand came with the high-

est expectations. They were dressed to impress – even the ones wearing mascot getups. I was quite impressed with the majority of the new brands and the additional extensions for the familiar brands I encountered. One unfortunate consistency is that, as with years past, many new products didn’t have the great taste to match the packaging and functional prowess that was clearly on display. But that’s for the column where I rant about taste. Regardless, on the whole, the brands on display at Expo looked great: as shiny and bright as the fluorescent light of the Anaheim Convention Center would allow.

Here’s the sad part: there are too many brands vying for that limited amount of space that the retailer can devote to all of these beverages. My heart goes out to so many who have devoted their hearts and souls, and their financial resources, to create terrific brands that might not get a chance to shine. It’s a tough industry. I admire all of those who have a vision and take a chance. I wish that they’ll all succeed, but that isn’t reality. It wouldn’t be natural.

www.bevnet.com/magazine

Barry J. Nathanson Publisher bnathanson@bevnet.com

Jeffrey Klineman Editor-in-Chief jklineman@bevnet.com

Martín Caballero Managing Editor mcaballero@bevnet.com

Monica Watrous Managing Editor, Nosh mwatrous@bevnet.com

Justin Kendall Editor, Brewbound jkendall@bevnet.com

Adrianne DeLuca Assistant Managing Editor, Newsletters adeluca@bevnet.com

Lukas Southard Senior Reporter lsouthard@bevnet.com

Brad Avery Senior Reporter bavery@bevnet.com

Zoe Licata Senior Reporter, Brewbound zlicata@bevnet.com

Shauna Golden Reporter sgolden@bevnet.com

Sales & Ad Operations

John McKenna Director of Sales jmckenna@bevnet.com

Adam Stern Senior Account Specialist astern@bevnet.com

John Fischer Senior Account Executive jfischer@bevnet.com

Lou Calamaras National Account Executive lcalamaras@bevnet.com

Tom McCrory National Account Executive tmccrory@bevnet.com

Jon Landis Business Development Manager jlandis@bevnet.com

Colin Sughrue Digital Campaign Coordinator csughrue@bevnet.com

Jen Miles Digital Ad Operations Coordinator jmiles@bevnet.com

Art & Production

Aaron Willette Design Manager

Nathan Brescia Director of Photography

BevNET.com, Inc.

John F. (Jack) Craven Chairman

John Craven CEO / Founder / Editorial Director jcraven@bevnet.com

Headquarters 65 Chapel Street Newton, MA 02458 617-231-8800

Publisher’s Office

1120 Ave. of the Americas, Fourth Floor New York, NY 10036 646-619-1180

Subscriptions

For fastest service, please visit: www.bevnet.com/magazine/subscribe email: magazinesupport@bevnet.com

BPA Worldwide Member, June 2007

By Gerry Khermouch

Sun Tzu and the Art of Extension

So what’s the line on line extensions? I’m asking in the wake of a Natural Products Expo West that sure brought a lot of line extensions but not much in the way of attempts at ambitious breakthroughs. That may be a sign of these times: capital remains hard to come by, investors’ demands that cash not be burned isn’t compatible with bet-the-farm launches and the new administration has ushered in a period of financial and economic chaos that argues for conservatism on the innovation side. After all, if the president himself blithely allows that his actions may be stoking a recession, how good are the odds for cutting-edge innovation that likely commands a premium price and demands a degree of attention from consumers that they may not be willing to spare as they focus on more fundamental issues like the price of eggs, their Tesla’s plummeting resale value and whether their Social Security check is going to arrive on time?

In beverages at Expo, many of the line extensions that came on my radar were in the areas of gut pops and protein, sometimes overlapping with extensions into new formats – say, from readyto-drink into powder sticks or vice versa. Many were well-crafted and appealing though there was also an element of desperation in some akin to what we saw in recent years when struggling brands extended into energy as a hail-Mary solution to their growth dilemmas. Still, there’s no denying that gut pops (AKA “modern soda”) and protein are trending right now.

Classic marketing dictates that you can’t line-extend your way to sustainable growth, however. If your core brand isn’t healthy, relevant and growing, the extensions are just shuffling the deck chairs, as the thinking goes. As I’ve noted before, Coca-Cola’s one-time “Ayacola” Sergio Zyman derided such efforts as “lazy marketing.” He was referring both to line extensions and newproduct launches that distracted from the core brand’s challenges (though of course he did plenty of both, including devising OK Cola and New Coke, which, after it failed, became a temporary line extension on its way into the business case history books).

Still, there are line extensions and there are line extensions. One formative experience in my early days writing about this segment nearly three decades ago was the turnaround of Snapple undertaken by the doughty crew led by Mike Weinstein. The brand had been acquired by Quaker Oats, then still operating independently, and quickly run into the ground, in part because the complacent marketer of Gatorade didn’t understand DSD distribution and the need to keep innovation vibrant. Under Weinstein, a glass-bottle smoothie extension called Whipper Snapple proved to be a key part of the turnaround strategy. But here’s the thing: as a harder-to-produce item packed in an expensive swirl-shaped glass bottle, Whipper Snapple wasn’t necessarily intended to be a longtime topline contributor. Rather, it was intended to confer a quick boost of intrigue and relevance to the stagnant brand to get distributors and retailers behind it again and spark renewed consumer interest. In other words, to put a halo around the languishing core brand. (Another extension called Elements seemed more like a defensive move against an upstart SoBe brand, another legitimate reason to

launch an extension. In that great marketing handbook from the fifth century BC, The Art of War, Sun Tzu has a lot to say about line extensions, which he refers to – sort of – during discussions of flank attacks.)

In a recent texting exchange with a friend who’s had an impressive career at both big and small beverage marketers, he said this about extension dementia: “This is how big companies think. Short-term results, minimize risks (so you get that promotion), little regard for the long-term health of the brands they are safeguarding.” He added: “I think that’s a story in and of itself!” Thanks, old pal! I just happened to have a magazine column deadline looming. So this is that story.

I should say here that when I refer to classic marketing, I’m not attempting to invoke an unchallengeable authority. I’m all too aware of how many successful new brands broke those rules in their insurgent days. Social media itself has upended a lot of those rules, with our attention economy tilting brands into a bias toward an “any PR is good PR” stance on their brands. It now seems quaint to think how wary major brands were of launching extensions out of a fear that failure would permanently stigmatize the brand. Those same brands now throw things into the market with willful abandon. Sometimes, those are nominally limited-time tests that, if they pan out, become “permanent” members of the line – “permanent” meaning for a year or two until jaded consumers are ready to move onto something else. Sometimes gravity does reassert itself. I actually for a while believed that LifeAid Beverage had beat the system by launching individual entries like FitAid and GolferAid before adding its “core brand,” LifeAid, a few years later. But that didn’t pan out and it’s now clear that FitAid is the unchal-

lenged core brand. LifeAid itself was just a line extension with a limited role. The company lost some traction on that effort but seems to be doing fine regardless.

So now the gut pop segment is proving the latest frontier in the new-brand vs. line extension debate. I’ve noted here before that extensions into this close-in adjacency by the kombucha marketers themselves had failed as line extensions with names like Health-Ade Pop, and most had returned to the segment with entirely new brands (SunSip in Health-Ade’s case). It wasn’t much different from what happened more than a decade earlier when energy drink marketers like Red Bull and Monster launched energy shots to challenge 5-Hour that never got traction and proved that the shot segment operates by entirely different dynamics than energy drinks. They learned that you can’t line-extend your way into that segment. Maybe a new brand might have had a better shot, as the kombucha players believe with the likes of SunSip, but they no longer seemed to have the heart to play in shots with their core business continuing to ignite. The Ayacola likely would laud that choice. And by the way, 5-Hour’s own effort to extend into canned energy drinks hasn’t proved a slam-dunk either.

Among major brands that are going deep on extensions is Coca-Cola’s Simply juice brand. Give Coke credit for creating, rather than acquiring, a new brand that quickly grew into a billion-dollar contributor to the top line. It’s moved it into close-in adjacencies like zero-sugar entries and lemonade, a move that

seems even smarter given the recent challenges of the orange crop. More recently, it’s teamed up with Molson Coors to enter the alcoholic RTD market with the Simply Spiked line. This seemed like more of a stretch to me because a household refrigerator brand you feed the kids doesn’t necessarily connote swingin’ times. But Coke pointed out that Simply’s an established part of the mixer repertoire of many users so it’s just offering a more convenient format for what they’re already doing. Fair enough. We’ll see. But to keep in sync with category trends, the partners lately have offered a Simply Spiked Bold line at 8% ABV that moves it into malt liquor territory, alcohol-wise. This one concerns me more. I think it has real potential to damage the brand. Then just weeks later, Simply veered to the opposite end of the scale as the base for a gut pop called Simply Pop. Can it work? It seems to violate the lesson that the booch marketers learned about extending into gut pops. And its health aura would seem to fight Simply Spiked Bold. From what I’ve heard, it’s been greeted with less than jubilation by retail buyers. Still, Coca-Cola has been a fine-tuned marketing engine. So I need to reserve my judgment. Part of me, though, can’t help but think of that Stephen Leacock character from a century ago, Lord Ronald, who “flung himself upon his horse and rode madly off in all directions.”

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

Spindrift Sold to PE Firm Gryphon Investors; Dave Burwick Named CEO

Spindrift has sold. The company reached an agreement for San Francisco-based private investment group Gryphon Investors to acquire a majority stake in the sparkling water brand, and tapped experienced CPG executive Dave Burwick as its new CEO.

The deal, expected to be closed sometime this spring, will see Spindrift founder and current CEO Bill Creelman retain a “significant equity stake” in the company while shifting into a new role as chairman of the board.

Creelman will be joined on the board by Ryan Fagan, managing director at Gryphon, as well as Gryphon partners Matt Farron and Mike Ferry.

Founded in 2010, Massachusetts-based Spindrift hit its stride after early experiments in craft soda evolved into its flagship product: sparkling water blended with fresh squeezed fruit juice, a concept that proved a hit with consumers and retailers seeking a differentiated product within the saturated category. Over the 52-week period ended December 28, 2024, Spindrift dollar sales totaled over $275 million while volume increased 22%, according to Goldman Sachs analysis of NielsenIQ data. The brand has also dabbled in innovation, including Spindrift Spiked hard seltzer.

A Wall Street Journal story in December indicated that a deal with Gryphon Investors could be valued above $650 million.

“I’m incredibly proud of what we’ve built at Spindrift over the past 15 years,” said Creelman in a press release. “For this next stage of growth, we looked for two things: a leader who could understand our business and the brand as natively as the people who work here today and an investment partner with the right financial and operational resources to galvanize our market leadership.

“I have known and respected Dave for nearly a decade, and

PepsiCo Acquires Poppi in $1.95B Deal

PepsiCo announced in March it has entered a definitive agreement to acquire Poppi for $1.95 billion, officially bringing the CSD giant into the next-gen functional soda set.

The deal includes $300 million of anticipated cash tax benefits, bringing the net purchase expense to $1.65 billion, according to PepsiCo.

“We’ve been evolving our food and beverage portfolio over many years, including by innovating with our brands in new spaces and through disciplined, strategic acquisitions that enable us to offer more positive choices to our consumers,” said PepsiCo chairman and CEO Ramon Laguarta in the press release. “More than ever, consumers are looking for convenient and great-tasting options that fit their lifestyles and respond to their growing interest in health

with his experience and Gryphon Investors’ expertise, I’m confident that we will continue to have tremendous success in growing the brand and inspiring consumers to choose beverages that are based on the belief that the best tastes come directly from nature.”

In tapping Burwick, who came on board in February, as CEO, Spindrift is bringing in deep executive experience with large CPG brands. In addition to two decades at PepsiCo, Burwick has served as president and CEO of both The Boston Beer Company and Peet’s Coffee, as well as president, North America at Weight Watchers. During his tenure at Boston Beer, which concluded last February, he helped develop Truly Hard seltzer into a billion-dollar brand.

“I’m excited to join this dynamic team,” said Burwick. “Spindrift’s combination of talented professionals, superior products, and loyal customers has created a fantastic brand with a great future — one I can’t wait to be a part of.”

Gryphon Investors’ portfolio includes CPG brands like Dessert Holdings and Eight O’Clock Coffee, as well as investments in other industries.

“Spindrift has a strong, beloved brand and differentiated product portfolio because it’s made with exceptional thought and care,” said Fagan. “This attention to quality underlies the company’s outsized share of growth across beverage categories — nearly tripling in size since 2020 — and it’s what attracted us to invest in the business. We are thrilled to be partnering with both Bill and Dave, as well as the entire Spindrift team.”

Morgan Stanley & Co. LLC and Lazard acted as financial advisors to Gryphon. Simpson Thacher & Bartlett LLP and Morgan, Lewis & Bockius LLP acted as legal advisors to Spindrift. Piper Sandler and JP Morgan acted as financial advisors to Spindrift.

and wellness. Poppi is a great complement to our portfolio transformation efforts to meet these needs.”

In a statement shared with BevNET, Poppi CEO Chris Hall praised the brand’s founders, Allison and Stephen Ellsworth, on their work creating the brand.

“The growth Poppi has experienced in just five years is unprecedented,” Hall said. “It has been an honor to work alongside the Ellsworths, the Poppi team, and our partners as we created a leading brand, a movement, and a community like no other. I am thrilled to enter this next chapter with PepsiCo as they support our continued growth and innovation and broaden our availability.”

Alongside Olipop, Poppi has been a leader in the prebiotic soda trend that has upended the CSD category with low sugar, functional products. According to NielsenIQ, U.S. retail dollar sales of Poppi were up 167.3% in the 52-week period ending

January 11 to over $359.9 million, and volume sales grew 178.2% in the same period.

Founded as an apple cider vinegar drink called Mother Beverage, Poppi rebranded to its current version following an investment from Rohan Oza and CAVU Venture Partners after an appearance on Shark Tank.

Prior to the deal, Pepsi pulled the plug on a relaunch of its Soulboost brand, which would have been a play to compete in the prebiotic soda space.

The conglomerate is now poised to compete in the category against Coca-Cola (Simply Pop) and Keurig Dr Pepper (Bloom) as well as independent brands like Olipop and Culture Pop, the top- and third-best selling brands in the category. Big Geyser will remain as Poppi’s exclusive distributor in the New York City metro area.

The transaction is subject to regulatory approval and other customary closing conditions.

Celsius Acquires Alani Nu for $1.8 Billion

What a quarter! Celsius Holdings announced in February it has agreed to acquire competitor Alani Nu for $1.8 billion, comprising a mix of cash and stock. The transaction includes a potential $25 million earn-out based on 2025 performance.

The deal comes roughly 1 1/2 year after Reuters reported the performance energy drink brand was exploring a full or partial sale of the company at a valuation of over $3 billion.

“We have deep respect for the strong community of supporters and fans Alani Nu has developed and the authentic brand and partnerships they have formed. Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals,” said John Fieldly, chairman and CEO of Celsius, in a statement.

Upon closing, Alani Nu will operate within Celsius, and key members of Congo Brands’ leadership team will continue as advisors to Celsius to “ensure continued business momentum,” per the announcement. The brand was previously operated by Congo Brands, which also runs Logan Paul’s PRIME.

Founded in 2018, Alani Nu has been among the fastest-growing brands in the better-for-you performance energy set and over-indexes with women. Retail sales of the brand in total MULO Plus with convenience climbed 78% year-over-year in the four-week period ending January 26, according to Circana.

As well, Alani Nu’s dollar share for the same four-week period was 4.8%, an increase of nearly 200 basis points from the prior year period.

With the addition of Alani Nu, the combined Celsius platform is expected to drive approximately $2 billion in sales across a portfolio that is aligned with the continued consumer shift toward premium, functional beverages catering to active lifestyles. The transaction is also anticipated to be accretive to cash EPS in the first full year of ownership.

The news came after Celsius posted a 33% drop in North America during Q3, partially driven by previously announced inventory cuts by distribution partner PepsiCo as a result of supply chain optimization. However, Fieldly expressed confidence that the conditions have “largely stabilized.”

“We believe Celsius can unlock key growth opportunities for Alani Nu and are excited to partner with John and the Celsius team as they continue to disrupt and grow the functional beverage space,” said Max Clemons, co-founder and co-CEO of Congo Brands, in a statement.

Dairy Farmers of America Accuses Westrock Coffee of Trade Secret Theft in Lawsuit

Dairy Farmers of America (DFA) has accused Westrock Coffee Company of poaching talent and stealing trade secrets in a lawsuit filed late last year.

The leading U.S. milk cooperative, which provides co-packing services for RTD coffee beverage brands, alleged that Westrock, a private label coffee and tea manufacturer of poaching talent and stealing trade secrets in a lawsuit filed in November in the United States District Court for the Western District of Missouri Southern Division.

The complaint also names six former DFA employees, now employed by Westrock, as codefendants, all of whom are cited for alleged breach of contract for supposedly violating non-disclosure agreements. They include food safety leader Brian Izdepski and Rebecca Huckabay, previously DFA’s manager for forecasting and scheduling and now an assistant plant manager for Westrock. Dustin Slagle, Cedric Smith, Patricia Bethurem and Julia Isakson were also named in the suit, though their respective roles were not immediately clear.

According to the complaint, a whistleblower – identified only as a current Westrock employee – first informed DFA of the alleged trade secret theft on May 6, 2024.

The tipster claimed the aforementioned former DFA staffers –who are now working at Westrock’s Conway, Arkansas production facility – were actively recruiting current DFA employees to join Westrock, and that they had “secretly obtained confidential and proprietary DFA quality assurance procedures, formulas, pricing information, and food plans,” along with pictures of DFA’s manufacturing lines.

The allegations center primarily on a private joint venture agreement DFA has with an unnamed but “extremely popular” ready-to-drink coffee and energy drink brand, which “on information and belief, Westrock is directly soliciting the joint venture to manufacture the identical products that DFA is currently manufacturing.”

Reached by BevNET, Westrock Coffee Chief Legal Officer Bob McKinney said the company acknowledges the lawsuit but firmly denies the allegations.

“At Westrock Coffee we are, and have always been, commit-

ted to conducting our operations with the highest standards of integrity, professionalism, and ethical responsibility,” McKinney said in a statement. “Our company and employees take pride in upholding these values in every aspect of our work, ensuring transparency, honesty, and accountability in all our dealings.”

“We believe that a comprehensive review of the facts will demonstrate not only our compliance with legal standards, but also our unwavering dedication to ethical business conduct,” he added.

As of February, two of the individual defendants – Izdepski and Bethurem – have supplied answers to the complaint denying the accusations made against them, but there’s been no other major developments in the case since then.

While the company denies any anticompetitive behavior, Westrock has been open in recent years about its ambitions to become a major international coffee competitor.

Westrock opened the 524,000 sq. ft. Conway, Ark. facility that is at the center of the lawsuit last year and the company suggested at the time that it would be the “largest roasting-to-RTD operation of its kind.”

Hiring top industry talent to support its growth plans has been part of its stated strategy, as the company told BevNET last year.

DFA declined to comment on pending litigation.

Snoop Dogg, Harmony Craft Bevs Partner on Functional Drink Co

Snoop Dogg’s beverage empire is expanding. The legendary rapper and entrepreneur announced a strategic investment and partnership with Harmony Craft Beverages in March that brings along both his existing range of THC-infused beverages – Death Row Records Do It Fluid and Dogg Lbs Doggy Spritz –and his considerable cultural cache.

The deal creates a new company, Iconic Tonics, that folds in both Snoop’s brands launched in December 2023: the carbonated four-SKU line Do It Fluid in 12 oz. cans, and Dogg Lbs Doggy Spritz. Those will be integrated into Harmony’s existing functional portfolio, which includes Klaus, Malus, Love Yer Brain, and Lift.

“We’ve known [Snoop and his team] for a long time, and really this gives a much broader, and I would say, deeper exposure for Snoop in the functional beverage space,” said Evan Eneman, Co-founder and CEO of Iconic Tonics.

“I’ve always been about innovation, and functional beverages are the next frontier,” said Snoop Dogg in a press statement. “People want drinks that do more than just taste good - they want benefits, and they want choices. Harmony Craft Beverages has been pioneering this movement, and together now as Iconic Tonics, we’re bringing something fresh to the table. This is more than a brand - it’s a lifestyle.”

Beyond his personal expertise in all things cannabis, Snoop’s arrival brings “more mainstream viability” to the emerging THC drinks category, said Eneman. Harmony’s portfolio reflects that approach: partners like acclaimed mixologist Warren Bobrow (with Klaus) and Wayne Coyne of The Flaming Lips (Love Yer Brain) have unique reach with different audiences and use occasions, all under the auspices of functionality.

“Snoop is really endemic in culture. Wayne is deeply endemic in creativity and art. And so these are people that represent I would say more movements and cultural shifts,” said Eneman. “Them together, plus someone like Warren, it just brings a lot of these, you know, endemic understanding and global influence together.”

Snoop’s prowess as a businessman and marketer can come at a cost; some recent CPG ventures, including an RTD coffee and an ambitious cereal brand now in litigation, fizzled quickly, while his other successful projects (Gin and Juice, Still G.I.N.) put more demands on his time. Eneman described Snoop’s participation as a “50-50 partner” in Iconic Tonics, working across the full portfolio, and noted the rapper “will be active in the ways that he can incorporate [the brand] into what he’s doing going forward.

The products themselves are available mainly both online (DoorDash) and in stores like Total Wine & More and Woodman’s Markets.

“We want to reach consumers in a way that they’re used to, having optionality based on occasion or day part or experience they’re looking for. That’s how we’ve built our brands. That’s how we built our experiences,” said Eneman. “And it’s early for us, but we’re seeing that bearing out in the ways that consumers are reacting.”

Jones Soda Enlists New Leadership to Fuel Innovation, C-Store Distro Push

For the second time in less than two years, Jones Soda is looking to new leadership to get itself back on track. Following CEO and President David Knight’s abrupt exit in October, Scott Harvey and Brian Meadows stepped in as CEO and CFO, respectively, with designs to “transform Jones from a craft soda company into a full-fledged beverage company.”

Harvey’s experience is mainly in hospitality and restaurants, with a 40-year career that included stops at Golden Krust Caribbean Bakery, Black Rifle Coffee and most recently as president of coffee chain Dunn Brothers. He takes over from interim president/CEO/ CFO Paul Norman, who remains Jones’ Chairman of the Board.

Meanwhile, Meadows, who steps in as permanent CFO from two consecutive interim appointments, has a track record in CPG, highlighted by his most recent role as CFO at Simply Better Brands.

In a press release, Jones stated the new hires will guide strategy around three key areas: modern soda (repre -

sented by prebiotic Pop Jones and “Latin-inspired” Fiesta Jones), adult beverage (Spiked Jones and THC-infused Mary Jones) and craft soda, where packaging plays like 7.5 oz. Jones Minis complement the core 12 oz. glass line. It’s part of a broad, multi-year strategy to reverse negative financial trends, targeting higher margin beverage categories to drive bottom-line improvements.

“In the last three months we have adjusted our business plan to prioritize what we believe to be the most promising segments of our portfolio, including new products in our innovation pipeline. We are confident that we now have all the pieces in place to deliver high growth and profitable performance,” said Norman.

“Both Scott and Brian have deep food and beverage experience, have successfully driven business transformation in their previous roles, and we believe will provide immediate hands-on value in implementing our strategy.”

The leadership shakeup coincides with Jones making a serious play for the convenience channel for the first time

in its three-decade history. The Seattlebased brand is mounting a new strategic growth initiative this winter that has led it to already secure a presence in roughly 2,000 c-stores nationwide.

The push includes new distribution for its classic 12 oz. glass bottle sodas, Pop Jones in 12 oz. slim cans, and Fiesta Jones line in 16 oz. aluminum bottles, a product developed specifically for the convenience channel. The c-store expansion includes six Circle K divisions –primarily in the Southeast as well as the Grand Canyon and Great Lakes regions – and DK Convenience Stores along with “other national and regional chains,” the company reported.

“C-stores account for nearly half of all single-serve retail beverage sales, so establishing a strong footprint in the convenience channel promises to be a major contributor to our growth over the next few years,” said Norman in a press release. “These new agreements give us a solid foothold that we can leverage to continue expanding into this critical market as we execute our new five-year strategic growth plan.

Slate Says Co-Packer Stole Secrets to Launch Rival Brand Nurri

Whether or not you caught the release of Nurri in October, Slate sure did.

The Boston-based highprotein chocolate milk and iced coffee startup is suing its co-packer, Horseshoe Beverage Co., for allegedly stealing Slate’s trade secrets to develop their own rival product for launch partner Costco.

Slate was already working with Horseshoe in January 2024 when the milk brand contracted with the co-manufacturer to produce shakes with 30 grams of protein (above the usual 20 grams) for an unnamed major club retailer. Horseshoe instead intentionally slowed and botched manufacturing for Slate products, according to a complaint filed by Slate in the U.S. District Court for the Eastern District of Wisconsin.

At one point in the production process, the complaint states, Horseshoe produced samples that were wildly inconsistent across a single batch; despite Slate reformulating, a second run of samples yielded similar results. When Slate moved to a different manufacturer, the issues ceased.

Horseshoe’s alleged motivation, the documents contend, was to share Slate’s trade secrets with sister company Trilliant Food and Nutrition, owners of Victor Allen’s and a major private label supplier for clients like 7-Eleven. Horseshoe used that information - including formulas, supplier relationships, and even the actual idea for the product – to create its own canned ultra-filtered milk product with 30 grams of protein, called Nurri, which debuted exclusively with Costco, according to Slate’s complaint.

The co-packer also is accused of manufacturing defective products (damaged cans) for Slate that made it onto shelves; it allegedly disposed of 35% of a July 2024 production run for that reason.

Horseshoe and Trilliant have both denied the charges, countering that the concept for Nurri was born as a direct request from Costco.

“While other protein drinks are often positioned around nutrition and muscle building, Nurri is positioned as more of a lifestyle brand,” a spokesperson for Nurri told BevNET last year. “Our brand is playful and bright, and we want everyone to enjoy a drink that makes it easier for consumers to get their protein intake up.”

The case remains in discovery.

Investor Profile: Santatera Sticks To U.S. CPG Thesis Despite Trade War

Early-stage packaged food and beverage businesses often bring narrow margins and a high degree of operational complexity to the table. Add in the current, on-and-off trade war, along with the associated supply chain challenges, and any international investment firm would likely press pause on new ventures.

But Mexico-based asset manager Santatera Capital, which allocates an $80 million fund to early-stage food and beverage brands, is continuing to dole out cash, most recently investing $1 million into better-for-you confections company Refresh Gum. The firm has always counted its strategic support as a key differentiator, explained Santatera associate Ignacio Reséndiz, but these businesses will need it now more than ever.

“Both [the U.S. and Mexico] have had an extraordinary relationship, and in some ways, we depend on each other, so we hope this ends soon,” Reséndiz said.

As tariffs put additional pressure on margins, the venture firm is navigating an added layer of complexity while assessing potential investments. Reséndiz said that while Santatera won’t change its thesis – which is focused on CPG food and beverage companies doing business in, or looking to expand to, the U.S – the firm will likely put a greater emphasis on emerging categories and product types with high margins.

“We’re going to continue supporting our companies… [but] we [will be] looking for companies with strong margins, so that if these tariffs are going to hit again, the margin impact is not going to be so hard,” said Reséndiz. “The advantage that we have is our investors have presence in both countries, and we can help negotiate some terms, or we can move some parts of the supplier value chain to either one of the two countries.”

Santatera has honed a unique capacity for helping companies grow and reduce costs by realigning or scaling up sourcing through its vast network of limited partners, which includes major food producers and processors throughout Latin America. Within its advisory board alone sit Chosen Foods chairman Gabriel Pérez Krieb, SOMOS Foods CEO Miguel Leal and Electrolit CEO Christian Patiño Webb.

In the case of New York-based Refresh, its hero chicle ingredient is sourced from trees that grow in Mexico, giving Santatera both supply chain synergies and the entry into the U.S. confections category it had been seeking. Reséndiz said the firm was attracted to Refresh’s strong velocities, business management and capital efficiency, as well as founder and CEO Ryan Stafford’s “innovative and disruptive” approach to the category.

“When brands are raising money, there’s a lot of challenges and complexities. You’ve got to find the right partner. There’s a lot of no’s [then] you get some yes’s, and it’s about finding which opportunity makes the most sense,” Stafford said. “We found a really good partner [in Santatera] that believed in our mission, believed in what we’re doing here, and believes in our industry more so than others.”

The natural, plant-based gum business is currently gaining traction in the Midwest market as well as in conventional retail, Stafford told Nosh. Currently the company’s only

employee, Stafford intends to use the new cash to build out the team as well as support and promote the brand at retail in addition to expanding into new channels such as travel and foodservice. The company also has a new larger pack size launching exclusively in the value channel.

In order to keep Refresh’s supply chain flowing, strategic support will be integral. Santatera’s portfolio already includes many CPG success stories such as wildwonder, Tia Luptia, Mezcla, Onda and more. Soon, the company will add Mexicobased BirdMan to its ranks as the organic, vegan protein powder producer works to increase its presence in the U.S. market.

But sourcing isn’t Santatera’s only strategic advantage. The firm is also backing a new $7 million venture fund and accelerator program known as Ignite20, which was launched late last month by investor and entrepreneur Gabriela Morales. Ignite20 aims to invest in 20 CPG startups per year spanning health, beauty, food, beverage, and pet care categories with a goal of notching 60 investments over a three-year period.

While a typical check from Santatera’s fund ranges from $1 million to $2.5 million, with room for reinvestments in the $4.5 million to $5 million range, this new program will give the firm inroads with smaller, attractive businesses in need of strategic support but are not yet ready for Santatera’s investment.

“We receive a lot of deal flow, and these are companies that may seem smaller for us or that maybe do not need funds but more of a strategic approach,” Reséndiz explained. “That’s where I make introductions with Gabriela – I like to say that we are like siblings. We take a look at the larger companies, and she takes a look at smaller ones.”

The Ignite20 program will include $50,000 in capital investment in addition to strategic guidance including a 12week hybrid course culminating in a demo in Bentonville, Ark., 70 hours of specialized training, one-on-one founderto-founder coaching and direct access to retail buyers, distributors and follow-on investors. Redwood Ventures and RPM Food are also backing the program.

“Ignite20 Ventures’ mission is to provide emerging CPG brands with the resources they need to break through to the next level in an increasingly competitive and complex industry,” Morales said in a statement. “As a CPG founder myself, I understand firsthand the challenges these entrepreneurs face and the impact the right strategic investment and guidance can have on their success.”

DTC Meal Kit Brands Find Second Act in Retail Expansion

A decade ago, direct-to-consumer meal kit subscription services like Blue Apron and HelloFresh had blanketed the market with a strong pitch to consumers centering on convenience, wellness and quality ready-to-cook food they could have shipped to their doorsteps. During the pandemic, many of these brands saw big lifts and even bigger valuations as consumers stuck at home decided to try their hand at home cooking.

But today, many in the meal kit category have learned the limits of the DTC model. Momentum has been stalled for several years, and shakeout has led some companies to early departures. Others that found their exits did so at underwhelming numbers: Blue Apron, which touted a valuation as high as $1.9 billion when it went public in 2017, reverted to private and sold in 2023 to Wonder for only $103 million.

Increasingly, meal kit brands are seeking fresh revenue streams, from alternate product formats to retail partnerships, building new homes in the deli and frozen aisles of grocery stores across the U.S. where consumers have long been accustomed to seeking out convenient meal solutions.

While meal kits packages are still selling to loyal consumers, diversified business models appear to be the new normal for many of these companies.

According to Brittain Ladd, an industry consultant who has long been bearish on the meal kit space, some of the problems with category were inherent in the business model from the beginning: consumers were often frustrated by long cooking times and heaps of trash they created, while quality could also vary depending on the brand or specific meal they selected.

“A lot of these meal kit companies really misjudged the consumer,” Ladd said, pointing to past messaging from brands like Blue Apron that pitched the product as a fun and easy way to cook dinner. “The problem is that’s not what the customer wanted. The customer really didn’t want to cook.”

That issue is perhaps now reflected in how many meal kit brands have shifted to provide more heat-and-eat meals or embraced alternative models. As a part of Wonder, the restaurant concept and food delivery company that also bought GrubHub last year, Blue Apron earlier this month was integrated into its app delivery service to allow consumers

to purchase meal kits direct and on-demand, without a subscription.

Brands that have continued to fare well in the market, Ladd suggested, have been companies like HelloFresh – which is well capitalized and acquired prepared meal brand Factor75 (now Factor) in 2020, while also entering retail via Ahold Delhaize in 2018 – or brands such as Home Chef, which was bought by Kroger in 2018 and is now a featured set in the grocer’s stores.

“This is just a category that never took off anywhere near what many people thought for the direct-to-customer [market],” he said. “Lots of them tried. Very few succeeded.”

“And, as we see, some were bought by grocery retailers – Albertsons bought Plated, Kroger buys Home Chef, but these companies are not direct to the home anymore,” he added.

Betsy McGinn, an ecommerce expert and founder of McGinn Ecomm, echoed many of Ladd’s criticisms of the category’s issues with consumers, noting that high input costs have also made it extraordinarily difficult for brands to be profitable while relying solely on shipping meal kits via the mail.

“The least expensive part of their business is their ingredient cost,” McGinn said. “It’s all the last mile costs, the acquisition costs, etc. I’m not sure the math ever really made sense.”

But some brands do still see the sun rising at the horizon. Plant-based DTC meal brand Daily Harvest has diversified its portfolio through the introduction of snacks and smoothies as alternative meal solutions, most recently introducing a protein smoothie line available for online order.

Those innovations are in addition to the company’s DTC meal products and a growing retail business with frozen meals available in chains such as Kroger.

According to Daily Harvest CEO Ricky Silver, ecommerce remains the bulk of Daily Harvest’s business and likely will stay that way for some time as he said the retail expansion is still early-stage. Silver suggested the goal for the business is to “stay focused on expanding each channel as the channel dynamics allow us to.”

“Relying on business fundamentals to make sure we’re being healthy in our growth patterns is key,” Silver said. “Over the next three years, I’m certain, retail will become a larger percentage of our revenue. But we’re not too anchored to one particular objective. Because we see how quickly the consumer shopping behavior changes.”

A big part of the move to get into retail, however, is that DTC growth has a ceiling, Silver said, stating that some of the brand’s data suggests that 85% of consumers prefer to do grocery shopping in person, meaning there’s large swathes of potential customers that Daily Harvest can’t reach without heading into brick-and-mortar.

“It’s a different consumer,” he said. “It’s a different shopping experience and it’s very incremental to our strategy long term.”

Dress It Up Expands, Backed

By New Funding

A slow and steady growth strategy is Dress It Up Dressing’s secret sauce as it works to capture the “sleepy” salad dressing category, said founder and CEO Sophia Maroon.

While the 15-year-old brand has incrementally grown its business over the past five years, expanding into new formats, securing a bit of funding and, most recently, retooling its distribution and business structure to protect margins, Maroon said now felt like the right time to put a touch of fuel on the fire.

At Natural Products Expo West, Dress It Up debuted its first new products in over seven years: Green Goddess and Peach Vinaigrette. Although flavor innovation has been a low priority, the business hasn’t been stagnant with Maroon focused on getting “the house in order” and testing new formats – like single-serve packets –for alternative channels.

The Green Goddess marks the brand’s first diversion from a fully-olive oil base, with the addition of aquafaba to create a shelf-stable, yet creamy and plant-based offering, Maroon explained. The brand is now working to secure an upcycled supply of the chickpea byproduct.

Maroon worked to refine the new flavors alongside the brand’s Whole Foods buyer after sending in two initial samples for an off-cycle review. The buyer suggested swapping the original fig dressing sample for a peach flavor, and Maroon thought, if anything, the natural retailer would take on one of the new SKUs. After a few tweaks, both SKUs secured placement nationwide.

“The best thing that [retail partners] can do is give us a reason to innovate and help an emerging brand understand the market in a way that only they can offer,” she said. “It helps strengthen both [sides]. But I still feel like Whole Foods is the only customer that we have those kinds of conversations with.”

The products will be available on a threemonth exclusive at Whole Foods, where Dress It Up now sells a total of eight SKUs nationwide. Rather than “chasing trends” Maroon believes her products – which are gluten-free, sugar-free, vegan, paleo, keto and Whole30 friendly – have been built to withstand the changing winds of consumer demands. But as it has kept up

on trends, keeping the business funded has been a more complex challenge.

The slow and steady approach hasn’t always been an attractive asset to investors, Maroon said. The company, which recently closed a $2 million equity round, spent over a year raising the first tranche of cash; once it had proven itself as a national brand, it quickly closed on the second million ahead of schedule.

“I felt like every investor kept on moving the goal post,” she said. “We were doing well in Whole Foods Mid-Atlantic, and they’re like, ‘Yeah, but you’re not national.’ And then we got national, they’re like, ‘Yeah, but show me a little bit more sales data.’ We were in the top 10 at Whole Foods and then they say ‘Yeah, but the top 10 is not the top five.’ We got in the top five and then finally they said, ‘Okay, now I’m listening.’”

She said there has been a recognizable shift in recent years from the “growth at all costs mentality” to those “just building good solid businesses.” As Dress It Up was executing its first full year as a national brand at Whole Foods, it was also undergoing a strategic sourcing initiative to renegotiate contracts and bring down its supplier costs. She also attributes the brand’s ability to secure capital to this effort.

Dress It Up worked with a representative from its home state in Maryland who took a high-level view of the company’s supply chain and outlined where and how it could simplify and tighten up the business, Maroon explained. The initiative resulted in “dramatic” cost-savings on olive oil, the base to virtually all of its products. It also opened the brand up to an alternative distribution plan that brought down freight costs and solved issues with inconsistent pricing.

Dress it Up previously distributed free on board (FOB) to UNFI and KeHE from its East Coast warehouse. That arrangement generated different freight prices, which were then tacked on to the product’s price tag, depending on the DC it landed in. On the East Coast, a 22-serving, 10 oz. bottle cost about $8.99; by the time that same item reached the West Coast, the price tag was upwards of $11.99.

During its strategic sourcing initiative, Dress It Up was also working toward a foodservice expansion and partnered with DOT Foods. As it was opening up those accounts, it began using DOT to stabilize its retail business as well.

DOT now distributes all of Dress It Up’s products to UNFI and KeHE’s DCs, as well as its own partners, for a flat freight fee, which has enabled the brand to now maintain an even $9.99 price point at retail nationwide.

2025 will be its year of foodservice, Maroon said, highlighting the lack of a leading clean label, premium, customizable salad dressing option available in the channel. The brand has the ability to package the product in a wide range of formats as well including bag-ina-box, gallon jugs or even squeeze bottles.

“It’s a chicken and egg situation,” she said. “If we can find a customer, we can put a wide variety of packaging options into production. Packets were an easy one, so that was where we took the plunge, even without the customer.”

Currently, the single-serve products are available at Whole Foods stores and were used on Alaska Airlines flights. That format is first priority for production, she said, noting that the brand had to say no to a large order for the packets last year as it was also preparing to go national with Whole Foods due to a lack of funding and resources.

“I used to work in television, and a [common] expression was ‘cheap, fast, or good,’ you could have two out of three, but you couldn’t have all three,” she said. “We could have put the packets into production really quickly, but it wasn’t going to be cheap. Now we did it, and it’s cheap and it’s good, but it wasn’t fast.”

Maroon is hoping to re-up packet production, including adding a few additional flavors and expanding with additional formats for foodservice use, depending on the need. With its piggy bank primed and retail relationships ready to keep growing, Dress It Up is eyeing profitability in the near term.

“If we had more money, I would have done everything exactly the same,” she said. “I just would have done it more quickly. That’s really what it buys you – time to grow. But growing quickly also builds a story, that’s a very different story from growing steadily. That [fast growth] story is a story that a lot of the VCs respond to.”

“But salad dressing is not a [more intense] category like beverage,” she continued, noting that if it was, the business would have gone under by now. “That’s also the beauty of being in what has to be one of the sleepiest sections of the store.”

Brewers Association Revenue Declined -8.5% in 2024

As painful as 2024 was for craft brewers, the year seemed to be equally as challenging for the trade group that represents them.

The Brewers Association’s (BA) total revenue declined 8.5%, to $20,972,476 in 2024, according to its annual report. Nearly every revenue driver declined

year-over-year (YoY) – except for all other revenue, which increased 76.6% – but professional membership dues had the smallest decline at 2.3%, to $3,043,726.

Professional membership dues are the BA’s second largest source of revenue after events, which dwarf it by comparison. Event revenue declined 11.2%, to $12,327,560 last year, a sharp drop following a 2% decline in 2023.

The loss may be partially attributed to the cancellation of Homebrew Con as a standalone event in 2024. A signature event for the American Homebrewers Association (AHA), a BA subsidiary, the social and educational gathering of homebrewers was folded into the BA’s Great American Beer Festival (GABF).

The AHA announced plans to split from the BA in January, which will remove nearly $1 million in revenue from the BA’s coffers. AHA membership revenue declined 15.4%, to $975,231, in 2024. The organization reported $4,268,747 in both professional and homebrewer revenue combined last year, a decline from $4,354,518 in 2022.

Barrel One and Kraft Heinz Partner on Crystal Light Vodka Refreshers

Crystal Light Vodka Refreshers are rolling out to 10 states.

A collaboration between Kraft Heinz and Harpoon maker Barrel One Collective, the 3.8% ABV vodka-based seltzer has 77 calories per 12 oz. serving, making it “the lowest-calorie ready-to-drink [RTD] cocktail on the market,” according to a release. The new product also boasts 0 carbs and 0 sugar.

Initial markets include Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut, New Jersey, Ohio, Illinois and Wisconsin. A wider roll out is planned for 2026.

Crystal Light Vodka Refreshers will be available in Wild Strawberry and Lemonade, each sold in 12 oz. can 4-packs with a suggested retail price of $9.99.

Crystal Light Vodka Refreshers are less carbonated than other hard seltzers, making the product “totally different than anything else,” Barrel One VP of marketing Rob Day told Brewbound.

“It is nitro-dosed, which creates a really low-level, smooth carbonation and less fill-up from bubbles,” he said.

Crystal Light’s demographic base leans toward millennial and Gen X women, and Crystal Light Vodka Refreshers is expected to “follow suit,” Day said.

“We strongly believe this will do great with the millennial crowd and even think it has some appeal with the Gen Z crowd, especially with the zero sugar, zero carb, low bubbles, lowcalorie, low-alc attributes that actually taste great,” he added.

With the sunsetting of Homebrew Con, the AHA’s upcoming split and the BA’s permanent cancellation of its food and beer pairing event SAVOR in 2022, the organization’s signature event roster has been cut in half. However, Homebrew Con and SAVOR were much smaller revenue drivers than GABF and Craft Brewers Conference (CBC) and its related BrewExpo America, which are slated for late April in Indianapolis. A BA spokesperson told Brewbound CBC attendance is expected to reach 10,000.

Advertising and sponsorship revenue, the BA’s third largest bucket, declined 14.6%, to $2,916,588, in 2024.

With expenses increasing 1.8% in 2024, to $23,138,414, the BA recorded an operational net loss of $2,165,938, according to the annual report. This marked a significant decline from 2023’s operational net of $190,028, which itself was a 77% drop from $840,532 in 2022.

On its 2024 balance sheet, the BA cited $5,259,384 in cash, a 36.4% decline from 2023. The organization’s reserve increased 10%, to $24,155,323.

Total assets declined 5.8%, to $36,698,156.

Asahi Appoints Paul Verdu to Lead US Operations, Invests $35M in Octopi Upgrades

Japanese brewing giant Asahi has enlisted Molson Coors vet Paul Verdu to serve as managing director of Asahi Beer USA and Octopi Brewing in the U.S. Verdu started in the role in mid-January.

Verdu has served as president of Lake Louie-maker Wisconsin Brewing Company for the last three years, helping transform the craft brewery’s business with the addition of co-packing that took its total volume beyond 90,000 barrels in 2024, after doubling in 2023.

In his new role, Verdu will be responsible for Asahi’s U.S. operations, including domestic production of Asahi Super Dry, Kozel and Twisted Shotz cocktail shooters, among other products, as well as the plant’s contract brewing operations.

Asahi acquired Waunakee, Wisconsin-based Octopi Brewing in January 2024 to produce its premium beer portfolio for the U.S. market, ready-to-drink offerings and contract brewed products.

“I’m thrilled to join Asahi at this pivotal moment, as we prepare for production of Asahi’s brands at Octopi, right alongside our fantastic co-packing clients’ products,” Verdu stated in the announcement. “We are also focused on creating a combined organization that marries our commercial sales and marketing excellence, technical expertise and Asahi’s global scale to enable our future growth.”

Bell’s EVP Carrie Yunker to Depart Company After 20+ Years

Bell’s Brewery executive vice president (EVP) Carrie Yunker exited the company in late March after more than two decades with the Comstock, Michigan-based brewery.

“While I will forever consider myself a Bell’s and New Belgium coworker at heart, I’ve decided to dedicate my time and attention to causes and community foundations that are close to my heart,” Yunker said in the announcement. “I feel a deep sense of fulfillment from the work accomplished at Bell’s and New Belgium and am excited for their future and continued success.”

Yunker’s last day was March 24, which was also this year’s Oberon Day, when Bell’s releases its popular summer seasonal wheat ale.

Afterwards, Yunker’s responsibilities “will be shared amongst the leadership team,” with no plans to fill her position “right away,” a New Belgium spokesperson shared with Brewbound. The New Belgium team will be “working closely” with Yunker to “identify business priorities for a smooth transition.”

“Her passion for the beer industry, her leadership, and her commitment to the community have left a lasting impact,” New Belgium CEO Shaun Belongie added in the release. “It’s been a privilege having the chance to work with her, and I have no doubt that the organizations she’ll be working with in the future will be made better because of it.”

Yunker joined Bell’s in 2003 as a part-time receptionist while a student at Western Michigan University, and was employee No. 50 for the brewery at the time. She worked her way through the ranks, eventually becoming VP of human resources – a 20-year journey she shared during her 2022 Brewbound Live keynote speech.

Yunker was promoted to EVP – a newly created role at the time – in January 2021, as part of Bell’s founder and president Larry Bell’s transition away from day-to-day operations.

Boston Beer Tests Just Hard Squeezed FMBs and Sinless Vodka RTDs; Rebrands Wicked Haze

Boston Beer Company is set to roll out a pair of new beyond beer offerings this spring, as the company reshuffles its portfolio.

Sinless Spirits will launch in April in four 5% ABV vodkabased cocktail flavors – Cranberry, Black Cherry, Pineapple and Peach – in Massachusetts; Fresno, California; and Omaha, Nebraska.

The brand’s website describes it as: “An indulgent cocktail crafted with big, bold flavor and made with premium vodka –all with zero sugar, zero carbs and only 100 calories.”

Boston Beer is also rolling out Just Hard Squeezed in four test markets: Charleston and Myrtle Beach, South Carolina; Austin, Texas; and Rhode Island.

Just Hard Squeezed is a hard juice brand made with real fruit juice and alcohol from cane sugar. The flavored malt beverage (FMB) will come in four 4.2% ABV, bubble-free flavors – Raspberry, Pineapple, Mango and Peach.

The addition of those brands come as Boston Beer has discontinued Slingers Signature Cocktails (8% ABV), which launched in spring 2023 and was expanded in 2024, and General Admission, an NA offering made from a blend of 40% NA beer and 60% fruit water, which hit stores in February 2024. Both were discontinued in late 2024, according to a 10K filing.

Change is also coming to Samuel Adams’ beer portfolio. Boston Beer is now in the process of rebranding Samuel Adams Wicked Hazy Juicy New England IPA as Samuel Adams New England Juicy IPA.

The recipe for Samuel Adams New England Juicy IPA will be changed to increase the ABV from 6.8% to 7% and give it a “hop aroma of citrus, red, tropical, and stone fruits,” while oats and wheat create “a medium body and smooth mouthfeel.” Samuel Adams New England Juicy IPA will be available in 12 oz. can 6- and 12-packs; 16 oz. can 4-packs; 19.2 oz. single-serve cans; and draft.

Hard Cider in a Chapter Primed for Growth, But Needs to ‘Claim the Throne’

The 15th annual CiderCon took place in Chicago in February, drawing about 850 attendees and cider industry members to the Windy City for the American Cider Association’s (ACA) annual industry conference and trade show.

The event – with the theme “Cider’s Balanced Future: People, Planet and Profit” – had an elevated air of excitement this year, as nearly half of attendees – who traveled from 40 states and 13 countries – were firsttimers, including new ACA CEO Monica Cohen, who took office February 1.

Cohen – a former executive for Dairy Farmers of America, who succeeds Michelle McGrath – shared her excitement for the hard cider segment and her role in it during a speech at the event’s opening session.

She shared some of her goals, including:

• Making sure members are “able to keep your lights on and grow your business;”

• To be present at Capitol Hill and fight “for things that make it easier for you to do business,” including eliminating laws that “don’t make sense,” such as “bubble tax;”

• And “tell the stories of cideries” to fellow bev-alc industry members and consumers.

“My journey to the stage today has taught me the possibilities of cider,” Cohen said. “It’s vast, it’s diverse – I had no idea. Now I know, and as the leader of the ACA, I’m going to make sure everybody else knows too.”

This is not the first time the hard cider industry has touted that “now is the time” for the segment to take off and gain a more substantial share of bev-alc.

During a data presentation, NBWA chief economist and VP of analytics Lester Jones placed the past nearly 15 years of hard cider into four chapters:

• Chapter 1 (2012-2015) was a period of rapid expansion, driven mainly by a surge in nationally distributed brands such as Boston Beer Company’s Angry Orchard, Heineken’s Strongbow and Anheuser-Busch InBev’s Johnny Appleseed;

• Chapter 2 (2016-2019) had “ups and downs” similar to the craft beer industry, with macro- and microbrands shuffling around share of the segment;

• Chapter 3 (2020-2023) a.k.a. the COVID-19 pandemic added a hurdle for the hard cider segment, as many brands did not participate in the major shift to the off-premise that other beer segments did, particularly as hard cider is more reliant on ownpremise sales than other segments, according to Jones.

The segment is now in Chapter 4 as of 2024, with hard cider recording slight growth in on- and off-premise channels. That growth is expected to continue, with the segment speaking to consumer taste preferences, as well as demographic changes, Jones said.

Monster Beverage Takes $130.7M in Impairment on Alcohol Brands in Q4

Monster Beverage Company reported a $130.7 million impairment charge on its alcohol brands in Q4 2024, bringing its total write down on its bev-alc business over the last year to more than $138.7 million, the energy drink giant reported in its Q4 and full-year 2024 earnings report.

“We incurred additional impairments within our alcohol brands segment in the quarter due to financial performance, which is being addressed,” Rodney C. Sacks, chairman and coCEO, said in the release.

Company leaders had warned earlier this year that additional write downs would be forthcoming on its bev-alc division, created via the $330 million cash acquisition of the former CANarchy Craft Brewery Collective (Oskar Blues, Cigar City and Deep Ellum, Perrin, Wasatch and Squatters) in January 2022 and the additions of flavored malt beverages (FMBs) the Beast and Nasty Beast.

Monster recorded a $39.9 million write-down on its alcohol brands In Q4 2023.

Reasons for the latest impairment charge included “operating and financial performance not meeting projections” and a “decrease in projected ongoing operating and financial performance of the reporting unit.”

In addition to the impairment charge, Monster reported $4.1 million in excess inventory of its alcohol brands during the quarter, and $14.73 million for the full year, which was a drag on gross profit.

For Q4 2024, Monster reported a 0.8% decline in net sales for its bev-alc portfolio, to $34.9 million. A year prior, the

company reported bev-alc net sales of $35.2 million in Q4.

For full-year 2024, Monster’s alcohol sales topped $172.4 million, down from around $184.9 million in 2023.

During Thursday afternoon’s call with investors, Sacks noted previous changes to the alcohol division’s leadership, including appointing Ray LaRue as president of Monster Brewing and restructuring the senior management team, including sales, marketing, strategy and operations.

“[Monster] will be implementing further adjustments in the coming months with the intent to optimize our personnel and facilities to support the current demands of our portfolio and innovation pipeline,” he said.

Monster previously shuttered the Deep Ellum and Oskar Blues production breweries in Texas, and transitioned the Cigar City brewery in Tampa to a research-and-development facility.

Hurricane Helene flooded Monster Brewing’s Brevard, North Carolina-based facility, shuttering the location for a week, Sacks said. The facility was partially operational until becoming fully operational in mid-November.

Sovos/Brewers Association Survey: 83% of Craft Drinkers Want Expanded Direct-to-Consumer Shipping

A majority of U.S. consumers support expanding direct-to-consumer (DTC) shipping of beer, according to the fifth annual Direct-to-Consumer Beer Shipping Report, a Harris Poll survey commissioned by Sovos ShipCompliant and the Brewers Association (BA).

In the latest incarnation of the survey – conducted January 7-9, with 2,021 U.S. adult respondents – 83% of regular craft drinkers (those who drink craft beer at least once a month) and 64% of legaldrinking-age (LDA) U.S. consumers said state laws should be expanded to allow DTC shipments of beer to consumers beyond the nearly dozen states where it is now permissible.

Those numbers mark a slight decline from the 2024 survey, which found 86% of craft drinkers and 68% of LDA consumers favored DTC expansion.

Alex Koral, Sovos ShipCompliant regu-

latory general counsel, said in a press release that craft breweries and a majority of adult U.S. consumers continue to seek parity with the wine industry, which is permitted to ship products to 47 states and Washington, D.C.

“The takeaways remain clear: There is significant opportunity for a larger, wellregulated direct-to-consumer shipping channel that complements three-tier distribution, helps craft brewers and their business partners, and benefits consumers alike,” he said.

Adding DTC beer shipping in additional states could open a revenue stream for craft brewers facing numerous headwinds, among them slowing demand, shrinking shelf space at retail, waning distributor purchasing and potential increases in aluminum tariffs.

BA CEO Bart Watson added that DTC shipping for craft beer producers “is one

opportunity to bridge that gap between consumer preferences and the realities of the distributed market.”

“The fact is, with nearly 10,000 craft brewers in the United States, and more consolidation of the wholesale and retail tiers, craft brewers should have the same opportunities as other producers to explore other market access opportunities,” he said. “For many small and independent brewers, DTC shipping would be an opportunity – a new way to create and maintain relationships with customers, in much the same way that DTC wine shipping created opportunity for small wineries decades ago.”

The survey backed up those sentiments, with 76% of regular craft drinkers responding that they would increase their purchases of craft beer if DTC shipping was available to them.

RTD COFFEE

California-based RTD coffee maker Equator Coffees showcased its new multi-serve cold brew product at Expo West. Available in two varieties – Smooth Black (unsweetened medium roast) and Perfectly Sweet (sweetened medium roast) – the cold brew is crafted with Regenerative Organic Certified specialty coffee beans and is set to launch in July. For more information, visit equatorcoffees.com.

Canadian drink maker Joyburst is entering a new category with its latest innovation, Protein Coffee. Each 11 oz. Tetrapak carton brings 30 grams of protein with zero sugar in a Dark Roast flavor. The brand is launching its new addition across Costco Wholesale USA and Costco Canada locations as well as in Rite Aid and H-E-B, among other retailers. For more information, visit joyburst.com.

CSDs

The makers of Sparkling Ice are not going to be left out of the better-for-you soda wars. Popwell, a new prebiotic soda from Talking Rain, was announced this week in six varieties: Blackberry Lime, Tropical Mango, Cherry Citrus – all caffeine-free – as well as caffeinated options, Lemon Lime, Cream Soda and Orange Cream. Each 12 oz. can has 6 grams of fiber and 1 gram of sugar. For more information, visit drinkpopwell.com.

Jones Soda is seeking to expand into a profitable new growth area with the introduction of Jones Zero Cola. The new offering is now available in 4-packs at over 10,000 stores nationwide, including Kroger. The brand plans to release two more zero-calorie sodas, Jones Zero Root Beer and Zero Dr. Jones later this year. For more information, visit jonessoda.com.

Wild Bill’s Craft Beverage Co. is adding a zero-sugar, zero-calorie Cream Soda Float line available in Root Beer, Key Lime, Pineapple and Blueberry flavors. Free from artificial colors, flavors and preservatives, the drinks are launching in select regional markets to be announced soon, the company said. Online, single-flavor 12-packs and variety packs will be available on Amazon starting next month. For more information visit https://drinkwildbills.com/.

ALT DAIRY

Pecan milk brand PKN has a new ZERO offering free from gums, added sugar and other additives. The new product comes in a 32 oz. carton and is made with four ingredients: water, pecan butter, vanilla extract and sea salt. For more information, visit pknpecanmilk.com.

Whole Moon has unveiled its latest innovation, Coconut Milk. The plant-based beverage is crafted with whole-roasted almonds, oats, pistachios, soybeans and whole coconut meat. Whole Moon Coconut will be available at Sprouts Farmers Market stores nationwide next month with a SRP of $5.79 per 42 oz. bottle. For more information, visit wholemoon.com.

ENERGY

As energy and hydration lifestyle drink GHOST incorporates into the Keurig Dr Pepper portfolio it is still innovating its format. The brand launched a smaller 8.4 oz. can into 4-packs recently. For more information, visit drinkghost.com.

Feeling the island vibes? Monster Energy is adding a Blue Hawaiian flavor to its Ultra line of zero-sugar caffeinated drinks. The added flavor joins Zero Ultra, Vice Guava, Sunrise and Strawberry Dreams in the set, all available in 16 oz. cans. For more information, visit monsterenergy.com.

Need just a little energy? 5-Hour Energy has downsized with its newest innovation, 1-Hour Energy. The 0.5 oz. bottle is available in the brand’s Grape flavor. The new product launch was ushered in on March 10 with an activation featuring hip-hop artist Flava Flav. For more information, visit 5hourenergy.com.

Yesly has launched Yesly Energy, the ultimate choice for health-conscious individuals seeking a natural, better-for-you energy boost. With zero sugar, natural sweetness from Stevia, and 114mg of caffeine sourced from green tea, the product provides a refreshing lift without the jitters associated with synthetic caffeine. The brand’s commitment to clean, highquality ingredients ensures that Yesly Energy aligns perfectly with your desire for a natural, invigorating beverage to fuel your day.

PROTEIN

Snack and protein bar maker Genius Gourmet is jumping into protein beverages with its first line of drinks. Clear Protein is a carbonated soda with 20 grams of protein isolate per 12 oz. can. Each drink has 90 calories, zero sugar, one carbohydrate and is available in three flavors: Blue Raspberry, Fruit Punch and Orange. For more information, visit geniusgourmet.com.

Riding the high-protein wave, Quest Nutrition has launched a line of Milkshakes with a whopping 45 grams of protein per 14 oz. bottle, available in three flavors: Chocolate, Vanilla and Strawberry. Each bottle contains under 6 grams of carbohydrates, 2 grams of sugar, 4 grams of fat and 230 calories. For more information, visit questnutrition.com.

RTD COCKTAILS

The classic bar call is getting a splash of vanilla in the latest release from the Jack Daniel’s and Coca-Cola collaboration. The vanilla flavor joins the Classic and Cherry flavors in a new variety pack now available across the U.S. in a 6-pack with two 12 oz. cans of each flavor, at a SRP of $17.99. For more information, visit jackdanielsandcoca-cola.com.

As far as brand synergy goes, this one is admittedly hard to beat: meet Yacht Water, a new additive-free tequila seltzer from none other than Lil Yachty — make sense now? Produced alongside Peter Kiley of craft beer house Monday Night Brewing, Yacht Water is like ranch water — reposada tequila, key lime juice, sparkling water and a touch of salt — and available for nationwide delivery now. For more information, visit drinkyachtwater.com.

Minute Maid Spiked Vodka Lemonade and Minute Maid Spiked Vodka Pink Lemonade are on their way to a shelf near you. The latest 5% ABV iterations come in 12 oz. can variety 8-packs and Vodka Lemonade 12-packs. Minute Maid Spiked Vodka Punch is also emerging in four flavors: Berry Punch, Citrus Punch, Tropical Punch and Classic Fruit Punch. For more information, visit minutemaidspiked.com.

SPIRITS

The latest expression from Foley Family Wines & Spirits is aiming to fuel the espresso martini craze with a collaboration between Nevada’s Minden Mill Distilling and Alpen Sierra Coffee Roasting Co. Estate-distilled spirits meet a blend of high-altitude roasted beans, for a smooth liqueur with notes of dark chocolate, cherry cordial and caramel priced at an SRP of $29.99. For more information, visit evilbeanspirits.com.

Spicy citrus has been a flavor trend for the past several years, as now confirmed by Captain Morgan’s arrival on the scene. Captain Morgan Sweet Chili Lime (35% ABV) is now on shelves nationwide in 50ml, 375ml, 750 mL, 1L and 1.75L bottles. For more information, visit captainmorgan.com.

Barrel aging adds another layer of craft and technique on top of traditional tequila making, but it’s one that Mijenta believes is well worth the extra effort. The label has released its second Symphony Series release, a limited edition that showcases the unique and complex profile that develops in hand-crafted barrels. Mijenta Symphony Series No. 2 ($84.99 per 750ml) is available now. For more information, visit mijenta-tequila.com.

HYDRATION

Roughly two months after its market debut, Unwell Hydration – the beverage brand founded by podcaster Alex Cooper – has launched a new flavor: Kiwi Pineapple. The new offering is exclusively available at Target stores nationwide with a SRP of $2.49 per 16.9 oz. bottle. Kiwi Hydration contains electrolytes and B-complex vitamins with green coffee extract for rapid hydration. For more information, visit drinkunwell.com.

Electrolit fans can now find multipacks of some of the hydration brand’s top flavors, including Strawberry Kiwi, Grape and Blue Raspberry. The 15-packs of 12 oz. bottles will be sold at Sam’s Club and Costco stores, while additional flavors – including Fruit Punch and Strawberry Banana Zero – will be launching in Kroger, H-E-B and Publix accounts. For more information go to https://www.electrolit.com.

Spotlight Category

Sports Drinks

Can Ghost have the same impact on Sports Drinks assortments that it has had in the energy drink category? Newly bought by KDP, the fitness crossover brand has shown an ability to penetrate categories (like energy) and grow. It’s been under the radar, but the Ghost electrolyte product again gives KDP an entourage alongside its partnership with insurgent brand Electrolit, which seems to have fended off the charge of celebrity-backed Prime. Don’t look now, though, but Más by Messi is also entering the arena, to much anticipation.

Sports Drinks

Topline Category Volume

Flavored Seltzer/Sparkling/Mineral

Cappuccino/Iced Coffee

Flavored Water

Canned and Bottled Tea

SOURCE: Circana OmniMarket™️ Shared BWS - 52 Weeks Ending 2-23-25

Energy Drinks

Brand

Weight Control

Imported Beer

Domestic Beer

SOURCE: Circana OmniMarket™️ Shared BWS - 52 Weeks Ending 2-23-25

Yerba Mate, Coffee Emerge at Expo West 2025

Despite the economic headwinds plaguing the food and beverage industry, Natural Products Expo West was back in full force this year as brands, entrepreneurs and industry members brought energy and innovation to what many regard as “The Superbowl of CPG.”

Though we’ve seen spikes before, at this year’s show, interest around yerba mate seemed to be peaking, starting with leading brand Guayakí. The California-based brand’s slow-rolling evolution was on display as it unveiled a slate of new innovation and revamped packaging designed to accelerate awareness and adoption in mainstream channels.

Guayakí is releasing new flavors across all formats this spring, including Sparkling Cherry Jubilation (80mg caffeine per 12 oz. can), non-carbonated Bravo Mango (150mg caffeine per 15.5 oz. can), and both Summer Peach and Strawberry Hibiscus in 16 oz. glass bottles.

The idea — along with renaming existing flavors as Awakening Orange, Citrus Spark and BerryMint Bliss — is to capture some of the current momentum behind yerba mate by accelerating innovation and bringing more consumers into the space, explained Jennifer Brush, VP of Product Innovation, adding that the new drinks are meant to balance familiarity with intrigue.

While Guayakí’s category dominance remains unquestioned, Canadian yerba mate brand Mateína showed it was eager to make further inroads in the U.S. with the stateside release of its five-SKU line of organic ready-to-drink brews in 12 oz. slim cans, each packing 120mg of natural caffeine.

Those products have now been redesigned; similar to Guayakí, the front-of-pack emphasis on “yerba mate” has been heightened, and each flavor has its own color scheme. New flavors Mango Key Lime and Raspberry Yuzu are also joining the roster.

While those aforementioned brands have built their identity around yerba mate, Daytrip’s approach to the category comes from a different perspective. Having started as a hemp-focused brand with its line of CBD-infused seltzers, the company has since evolved into a broader better-for-you platform that includes CBD gummies, organic

prebiotic sodas and, launching this spring, a 16 oz. non-carbonated yerba mate energy tea.

At the show, coffee was another category with a significant amount of line extensions and rebranding efforts, including Super Coffee’s tightened-up product strategy and a first look at the brand’s Protein + line.

Available in 12 oz. PET bottles and in TetraPak 4-packs, the new line is set to launch in Mocha Latte and Vanilla Latte flavors, each with 25 grams of whey protein each; the 12 oz. PET version will move via Polar and Big Geyser, while the 4-packs will start as a national exclusive with CVS.

The strategy aligns with Super Coffee’s reorganized portfolio, in which all products are directed toward a specific retail channel. Having ballooned at one point to 14 flavors, the brand has trimmed down to just 11 SKUs across four formats: 50 oz. multiserve cold brew for grocery, the canned XXXtra Energy for c-stores, Super Espresso for natural and specialty retail, and now Protein for ambient drugstores, convenience and other spaces where it can fight it out with category leaders Core Power and Muscle Milk in the coolers and Premier Protein in the center-store shelf.

Elsewhere, Chameleon Coffee showed off its new skin. The change included a revamped script and logo; the signature chameleon is now more animated and dynamic, appropriately changing colors for different SKUs to contrast against the colored labels. There are also more callouts on the front for caffeine content, organic milk and “balanced energy & focus support,” a tacit acknowledgment that coffee can’t just be “coffee” these days.

But the brand also has ambitious plans for the liquid itself, specifically through flash brew method that’s been embraced in RTD previously by the likes of Verve and Japanese import Boss as an alternative to cold brew. Flash brews will serve as the base for retooled 8 oz. cans, previewed at the show in nitroinfused black coffee, flat white and double-shot (160mg caffeine) varieties. The 10 oz. glass bottles of cold brew will also sport the new labels.

Craft Brewers Conference Heads

to Indianapolis Amidst Industry Headwinds, Organizational Changes

Around 10,000 beer industry members are expected to make the trip to Indianapolis for the 2025 Craft Brewers Conference and BrewExpo America (April 28 to May 1).

The gathering takes place against a backdrop of increasing headwinds for craft breweries and an overhaul of CBC’s host organization, the Brewers Association (BA).

When Bart Watson takes the stage for the state of the industry address inside the Indiana Convention Center on Wednesday, April 30, it will be his first as CEO of the trade organization where he previously served as chief economist and VP of strategy.

Watson assumed the reins from long-time CEO Bob Pease, who retired on January 3. The organization is in transformation with the retirement of events lead Nancy Johnson, the exit of federal affairs director Katie Marisic and the layoff of senior VP of the professional brewing division Paul Gatza, among other senior staff members.

Further change is on the horizon as the BA plans to peel off its consumer-centric subsidiary the American Homebrewers Association, which is working toward independence.

The BA will now be shaped under Watson’s vision as a “ruthlessly member-centric” problem-solving organization.

The changeover comes as industry growth has given way to volume declines over the past two years, with craft volume down 4% in 2024 and 1% in 2023. Craft is now a decade removed from the double-digit growth of the mid 2010s.

Brewers now find themselves in an increasingly competitive marketplace, with limited shelf space, increasing costs (including 25% tariffs on aluminum and steel) and financial cliffs that have led to bankruptcies and closures. The latter outpaced openings last year for the first time since 2005 (399 vs. 335).

Nevertheless, craft brewers converging upon Indianapolis in late April will be looking for strategies to forge the path forward.

The 2025 edition of CBC will open with a back-to-craft-beer keynote from Trillium Brewing founders Esther and JC Tetreault – a year after Uncle Nearest Whiskey founder and CEO

Fawn Weaver gave the keynote address. The husband-and-wife duo will give a talk titled: “Maybe You’re Not Doing It Wrong: Finding Your Path to Success,” sharing their journey opening and operating a Massachusetts craft brewery that has ridden a wave of hype and New England IPAs over the last decade.

This year’s CBC will also feature more than 60 educational seminars across 12 learning tracks – brewpubs and taprooms; business management; export development; government affairs and legal; marketing and branding; non-beer beverage production; production and operations; quality and ingredients; safety and sustainability; sales and distribution; statistics and trends; and THRIVE (diversity, equity and inclusion, human resources and wellness).

Notable sessions include:

• Seat at the Table: State and Federal Issues Your Brewery Needs to Know with Marc Sorini, the BA’s VP of government affairs;

• Keeping Your Flagship Brands Alive with Sierra Nevada’s Brian Grossman and Ellie Preslar;

• Beyond the Tap: Sales Strategies, Smart Partnerships, and Innovation in a Changing Market, with Yonder Cider founder and CEO Caitlin Braam;

• Reverse Engineering Success: Consumer Trends Behind Growing Brands, with BA staff economist Matt Gacioch;

• Crafting with Spirit: Keeping Your Brand Fresh in a Hyper Competitive Market, with Mike Gertz, Rhinegeist creative director;

• Navigating the Total Beverage Alcohol Landscape: Trends and Insights, with NIQ’s Kaleigh Theriault and 3 Tier Beverages’ Mary Mills;

• Modern Media Relations: Amplifying Your Story and Your Voice, with Brewbound managing editor Jess Infante, Turn It Up Media’s Helen Anderson, Tailgate Brewery’s Liz Tarry and Sightlines’ Kate Bernot.

• Craft Beer Isn’t Dead: It’s Actually Where You Want To Be, with Holidaily’s Karen Hertz, Total Wine & More’s Andrea Starr, Bump Williams Consulting’s Dave Williams, Ahead of the Curve Strategy’s Dan Kiefer and the E-Premise Group’s Ethan Steinstra.

• And Crafting Connections: Multi-Channel Prospecting for the Modern Brewery, with New Belgium national accounts manager Jacki Hannon.

The festivities start Monday evening with a first-time attendee meetup at Lucas Oil Stadium, followed by the welcome reception. New for this year, the BA is integrating its THRIVE workshop into the main seminars, with presentations on leadership and staff development, wellness and social and environmental impact.

BrewExpo America will also bring more than 550 exhibitors promoting new products, supplies and services. The Brewbound team will also be recording episodes of the Brewbound Podcast on the trade show floor (booth 512).

This year’s CBC will culminate with the World Beer Cup awards ceremony – aka “the Olympics of beer competitions” – on May 1.

MAKING WAVES:

Premium Bottled Water Ascends

By Shauna Golden

Consumers may still be feeling the squeeze from inflation, but that doesn’t mean they aren’t willing to spend more for premium products - a sentiment that’s carried over into the bottled water category.

According to Circana, a Chicago-based market research firm, the still, unflavored bottled water category climbed 0.8% year-over-year to $17.7 billion in dollar sales in the 52-week period ending December 29. Private label retained the top spot for nonflavored bottled still water, growing 3.6% to $6.9 billion, but Coca Cola-owned Smartwater took second place, growing sales 5.1% to $1.4 billion, representing an 8.1% category share in MULO and c-store accounts.

When Coke acquired Energy Brands, Inc. (a.k.a. Glaceau) for $4.1 billion in 2007 to expand its non-carbonated beverage portfolio, then-CEO Neville Isdell was focused on Glaceau flagship Vitaminwater, calling it the “ultimate and enduring icon of refreshment.” Fast forward nearly two decades and Vitaminwater’s growth has slowed, but Smartwater has long since emerged as the multinational beverage giant’s H2hero, a premium bottled water that has displaced sister brand Dasani as Coke’s category killer.

“At that time, Vitaminwater was 85% of the total business, and Smartwater was [approximately] 15%; it was almost an afterthought. Nobody paid close attention to it,” said Hal Kravitz, former SVP of Glaceau’s franchise and commercial operations at Coca-Cola. However, once the bottlers got their hands on the product, “they took the ball and ran with it.”

Kravitz continued, “I think Smartwater had the most staying power, and I think Coca-Cola realized it and continued putting marketing money behind it. It was high margin and was starting to own that [premium] category.”

In 2023, Smartwater finally usurped PepsiCoowned Aquafina’s longstanding spot as the topselling bottled still water brand in retail. According to Circana, in the 52-week period ending December 31, 2023, the brand grew 14.1% to $1.3 billion, representing an 8.8% dollar share of the category. Aquafina, in comparison, fell 6.9% to $1.2 billion, a 7.7% category share.

How to account for Smartwater’s surge? According to Kravitz, distribution has played a key role. Whereas imported brands like FIJI (The Wonderful Company) and Evian (Danone) change distribution systems “all the time,” Glaceau has a strong distribution system and retailer support under Coke.

After years of price wars, what water brand leaders lamented as a “race to the bottom” to sell flimsy bottles of stock cases as cheaply as possible, Smartwater’s ascension meant that premium waters had finally risen to the top.

20-YEAR JOURNEY

There’s been a generational evolution of the category since bottled water became “the great health and wellness beverage of the future” roughly 20 to 25 years ago, according to Kaumil Gajrawala, managing director of Beverage, Household Products and Healthy, Active, Lifestyle, and Outdoor (HALO) Strategies at Jefferies.

“As is often the case [in many categories], the industry ripped all the profitability out of [bottled water] with too many multipacks and too much undercutting on price,” he said. “[Now], there’s a lot of premium water plays that are profitable and fit better with what bigger companies are looking for.”

The premium bottled water market was valued at $36.19 billion in 2024 and is projected to grow at a CAGR of 7.5% between 2025 and 2030, per market researcher Grand View Research.

Last year, premium bottled water prices ranged from $22.73 (FIJI) to $33.45 (Evian) per 12-bottle case, according to the

report. One thing that makes them attractive is the ability to sell them one at a time: unlike mass and value brands dependent on case pack purchases for profit, [premium water companies] “can make a lot of money without selling a lot of volume,” said Gajrawala, who believes the premium segment will continue to succeed amidst a complicated consumer environment.

Like Smartwater, Essentia has helped shape the category landscape. Founded by Ken Uptain in 1998, the brand –whose products have 9.5 pH or higher – is widely regarded as a pioneer of ionized alkaline water. In 2021, Nestlé USA acquired Essentia to expand its Premium Waters portfolio, which included Perrier, S. Pellegrino and Acqua Panna.

“Water as a category overall is bigger than colas in North America and there are so many different offerings,” said Scott Miller, former CEO of Essentia. “One of the things that was really interesting at Essentia was [that] consumers often talked about alkaline water and the function of the product.”

Premium waters seem to have the ability to be differentiated from each other: look at the alkalinity of Essentia, the electrolyte-tinged purity of Smartwater, the imported accent of Evian or Fiji.

SUSTAINABILITY AND FUNCTIONALITY IN FOCUS

But beyond the distinctive functionality in the bottle, a lot of times It’s just as much about what’s on the outside that counts, as evidenced by the influx of sustainability-focused packaging formats like rPET and aluminum in the premium segment over the past decade.

Hilo, Hawaii-based Waiakea Hawaiian Volcanic Water was one of the first brands to “draw a line in the sand” that all of its products that all of its products would use 100% recycled content packaging, according to founder and CEO Ryan Emmons, who noted recycled polyethylene terephalate (rPET) has the lowest environmental footprint, lower than that of glass and aluminum.

Waiakea saw sales soar 15.3% in the 52-week period ending December 29 – significantly outpacing the category –to $86 million. Emmons credits the growth to the brand’s capital efficiency and holding prices for retailers.

“We know that our product sells, and we really didn’t take advantage of inflation as much as other companies did. We didn’t have the same margin expansion in the past four years

but ultimately I think it’s put us in a good position because we had a long term perspective in mind,” he said. “I think consumers appreciate where we’re sitting on an SRP basis.”

Founded in 2012, the brand produces a portfolio of naturally alkaline water filtered through volcanic rock and packaged in rPET bottles, available at over 45,000 points of distribution. Furthering its sustainability initiatives, the brand is gearing up to replace all carbon black ink on its labels with algaebased ink. Additionally, Waiakea is a founding partner of what it hopes will be Hawaii’s first bottle-to-bottle recycling facility, which would enable the state to achieve 90% circularity for all PET bottles.

“The world doesn’t need to buy packaged beverages. The world doesn’t need to buy bottled water. But if they do, I’d like to give them the option to feel good about what they’re doing,” said Emmons.

Elsewhere, 10-year-old PATH Water produces a range of bottled water, including still, sparkling and alkaline varieties, packaged in refillable, recyclable aluminum bottles. Most recently, the brand unveiled its Refill Rig, a high-ca-

pacity refill station designed to eliminate single-use plastic at scale.

The 300-gallon refill trailer, designed for events, stadiums and businesses, features a built-in reverse-osmosis filtration system, an electric water cooler, five touchless faucets, and a digital counter LED screen tracking the number of plastic bottles saved.

Even Smartwater has jumped on the aluminum trend, introducing 12 oz. cans of its signature vapor-distilled Smartwater and Smartwater Alkaline with Antioxidants last year.

“As the leading premium water brand, we have a responsibility to constantly iterate, improve and meet consumers where they are. Today, that means we’re in a package that fits shifting trends,” said Sadie Ellison, senior brand manager of Smartwater, in a press release for the launch.

“I think it’s obvious to say that aluminum is going to be taking share of overall, but what that does for category demand is a little harder to know,” said Gajrawala. “How much more will people drink? What happens to the bottles of water in the environment?”

Retailers are also taking notice of evolving consumer needs, inside and outside the bottle. Northeastern supermarket chain Stop & Shop, which is owned by Ahold Delhaize, said the biggest attributes impacting its vetting process for the brands it takes on are clean ingredients and packaging. The chain carries an array of premium brands,

including Smartwater, Waiakea, PATH, FIJI and Evian, among others.

“Given the growing emphasis on sustainability and reducing plastic usage, we thought it was a smart move to get ahead of it,” said Edward Attubato, category manager of Beverage at Stop & Shop, adding that, as local ordinances placing restrictions on plastic bottles crop up, aluminum will likely continue to rise.

For beverage giants and startups alike, success in the premium bottled water category is largely determined by branding and authenticity. Smartwater has, in part, succeeded thanks to its heavy marketing efforts – the brand dropped a creative campaign for its aluminum cans in May including in-store signage inviting shoppers to “crack, sip, refresh.” Then, of course, there’s Liquid Death, whose “Death to Plastic” battle cry and provocative ad campaigns have earned the brand a cult-like following.

“The definition of if you’ve successfully branded yourself is whether you can charge a premium for it. If I were a startup, I would be extra focused on the branding, the messaging and making it really authentic and narrow,” said Gajrawala.

Miller had a similar sentiment, stating, “You’re certainly seeing consumers understand the value of functionality and the category has been able to get a little more pricing. I think we’re in an environment that’s going to continue to be a little tougher from a consumer standpoint, but there’s always consumers willing to pay more when they believe in the authenticity of the brand and the value it delivers.”

Rambler Sparkling Water has added Wild Cherry to its lineup of all-natural flavors. The perfect complement to its Limestone Mineral Blend, Wild Cherry is inspired by the vibrant color of the Rainier cherry, its commitment to conserving America’s wild lands and wetlands, and the nostalgia of activities like grilling outside with the family. Rambler’s Wild Cherry delivers a bold, authentic taste that makes a perfect pairing to any meal or outing. Available in both 12 oz. and 16 oz.

Yesly is thrilled to announce its nationwide launch at CVS, featuring top-selling hydration flavors. Additionally, Hy-Vee will introduce four hydration SKUs to shelves in Q2, with energy products expected to follow in Q3. Yesly Energy will make its first-ever debut at Kroger in the West, specifically at King Soopers, showcasing four energy SKUs. Plus, the brand will be releasing two new hydration flavors – Dragon Fruit and Peach Mango – in Spring 2025, just in time for the summer selling season.

PATH is again disrupting the beverage industry with the groundbreaking debut of the Refill Rig, a first-of-its-kind, high-capacity refill station designed to eliminate singleuse plastic at scale. Engineered for events, workplaces, and retail spaces, the Refill Rig provides on-demand purified, electrolyteenhanced water. The Refill Rig is a towable 300-gallon refill trailer that features a built-in reverse-osmosis filtration system, an electric water cooler, five touchless faucets, and a digital counter LED screen tracking plastic bottles saved.

Perfect Hydration Alkaline Water, the brand dedicated to elevating performance with superior, 9x purified alkaline water in ecofriendly packaging has started 2025 with notable wins including new distribution at Harris Teeter, Basha’s, Winn Dixie, Harp’s, Lowes Food Stores, Vallarta, and an expanded presence at Food Lion and select Sam’s Clubs.

Susosu Water, the premium hydrogen-infused mineral water brand, is making hydration more accessible than ever through an exciting new partnership with GoPuff. Customers in the Mid-Atlantic region can now have Susosu Water delivered straight to their door in 30 minutes or less, ensuring ultimate convenience without compromising on quality.

NO DAYS OFF Premium Water, the water brand founded by entrepreneur Manning Sumner, is proud to announce a new distribution partnership with DET Beverages, LLC, a subsidiary of Reyes Beverage Group. This partnership marks another milestone for NO DAYS OFF as it expands its reach to more consumers across the country.

Caliwater, the trailblazing brand in plantbased hydration, is thrilled to announce its latest retail expansion with the exclusive launch of Pineapple Kids Pouches at Sprouts Farmers Market nationwide. The new Pineapple Kids Pouches feature a tropical, refreshing flavor that kids love and parents can trust. Sold exclusively at Sprouts Farmers Market, the pouches will be available in convenient 6-pack cartons priced at $6.99 or as single pouches for $1.25.

Open Water has joined as the Official Water of the World Surf League (WSL) in North America. WSL kicks off its North American season with the Lexus Pipe Pro held at Oahu’s famed Banzai Pipeline from January 27–February 8th. The partnership picks back up in the summer for Trestles Pro in San Clemente, CA and the U.S. Open of Surfing in Huntington Beach. Open Water will be the exclusive water across these major events in concessions as well as for VIPs and athletes, eliminating the need for tens of thousands of plastic bottles.

Father’s Deer, a newcomer in the sustainable canned spring water space, is thrilled to announce the official launch of its Natural Spring Water on Amazon. Sourced from the pristine springs of Mount Shasta, CA, Father’s Deer offers a refreshing hydration solution in 100% infinitely recyclable aluminum cans, crafted especially for the environmentally conscious outdoors enthusiast.

Meet FREE BIRD, Southern Spring Water with a free-spirited twist, proudly sourced from Georgia’s Blue Ridge Mountains. Making its debut at BevNET Live, FREE BIRD delivers crisp, clean refreshment in a sturdy, recyclable 19.2 oz. aluminum can. With a mission to celebrate simplicity, sustainability, and the American spirit, FREE BIRD is here to quench your thirst and remind you to live free.

STICK SHIFT

HOW TIKTOK JUMP STARTED STICK PACK PRODUCTION

By Martin Caballero

Photo Credit: Jel Sert

Where were you when the #WaterTok wave hit?

For many, the event probably passed unnoticed. The TikTok phenomenon — in which recipes and hacks for flavoring water, typically through branded drink mixes and syrups, were shared far and wide — became, for a moment back in 2023, the biggest thing on social media (before the next viral video trend took its place). The beverage industry is still feeling its reverberations, as a younger generation of drinkers — consumers raised with a cell phone in one hand and a Stanley tumbler in the other — are sending category suppliers in search of more manufacturing muscle.

When BevNET spoke with Jel-Sert in January 2024, the Chicago-based powder drink powerhouse was still buzzing from #WaterTok. Sensing an opportunity, the company embraced the concept, quickly bringing new flavors to market and splashing a label for “TikTok Trend-Inspired Flavors” across its packaging.

Just over a year later, #WaterTok is “still certainly a piece of our strategic plan going forward,” said Matt Ingemi, VP of strategy at Jel-Sert. The brand’s TikTok-inspired flavors have performed well, he noted, with new SKUs and packs (variety and single-flavor) continuing to come off the lines. But more than a demand for wacky flavors, the trend seems to confirm the underlying strength of the stick format: young consumers’ insatiable thirst for all things at all times plays directly to the strengths of what Ingemi calls “the ultimate delivery system.”

“Everything that we’re doing here from a planning perspective — whether it be facility or infrastructure or people, certainly has an eye toward the stick (category),” he said.

That’s not hyperbole; Jel-Sert produces upwards of 10,000 sticks per minute across its facilities, running 24 hours per day at least five days per week.

That includes a new plant opened at the start of 2025; at another existing manufacturing site, the company is adding equipment and expanding operations “as fast as we can,” in the words of Jel-Sert president Ken Wegner. Against that backdrop, Jel-Sert’s near-century of expertise in the powder business has taken on new shine, with the company touting “complete turnkey solutions” for large CPGs eyeing the category.

But in the end, Wegner noted, it’s really about making more. Amidst a sports drink/hydration mix category growing at 20.8% year-over-year through March 21, private label is up 145%.

“We're very selective about who we make private label products for,” he said. “There are a lot of people that want to get into the powder space where the volumes are just not there. They're small and that's not necessarily our fit.”

Jel-Sert isn’t the only brand riding the #WaterTok wave: last October, Dyla Brands, maker of Stur water enhancers, opened a new 10,000 sq. ft. “Flavor Lab” in Edison, New Jersey, capable of producing “several thousand bottles” of liquid and powder drink mixes a day. Like Jel-Sert, Dyla has used the TikTok trend to both create highly limited and targeted SKUs that can serve as billboards for its services.

Thanks to automation, the New Jersey manufacturing site, operating with just two full-time employees, can produce stick packs for around 30%-40% less than many competitors, said founder and CEO Neel Premkumar, while also providing warehousing capacity for 90,000 2 oz. bottles of Stur liquid water enhancer.

And while Jel-Sert is the larger company, Dyla’s outlook is similarly attuned to scale. As #WaterTok recedes from its peak popularity, Dyla has secured production contracts for liquid enhancers from C4, Ocean Spray, Dole and others, providing the company better terms with which to negotiate with retailers.

“As more and more players have gotten into the space… scale actually becomes really critical,” Premkumar said last year. By the time you read this, even more brands may have jumped in the powder and liquid mix space. Whether through acquisition or otherwise, major strategics own the top end of the category via names like Gatorade (Pepsi), Liquid I.V. (Unilever), Nuun (Nestlé) and Mio (Kraft Heinz), followed by new-ish players like Celsius, Alani Nu and PRIME. But the market dynamic allows for ambitious upstarts to also find space: while Electrolit sales soar in RTD, its presence in powders hasn’t pushed out indies like Cure, DripDrop and and Tru. Slickly marketed products from design-driven brands like Liquid Death, Waterboy and “hydration cube” maker Waterdrop have broadened appeal even further.

Sports Drink Mix

SOURCE: Circana OmniMarket™️ Shared BWS - 52 Weeks Ending 2-23-25

From a functional perspective, the fragmenting of the category beyond just hydration is giving smaller players an opportunity to “own” a defensible, if narrow, proposition. Take The Absorption Company, a startup launched last year in trendy L.A. grocery Erehwon touting its superior nutrient bioavailability. The concept aligns with health and wellness trends, but offers a distinct story built around the idea that only 14% of nutrients consumed orally are absorbed. That’s given founders Zeke Bronfman and Nate Medow the foundation what they envision as a platform brand – but also provides the justification to charge a premium: single-serve powder sticks sell in 14-count ($40) or 28-count ($70) boxes in Restore, Sleep, Energy and Calm SKUs.

That focus works for a startup, but for a large-scale and wellresourced supplier, the biggest challenge for Jel-Sert is where to innovate next. The #WaterTok experience has informed its consumer-centric approach, now playing out through releases like Pure Kick Pro (a more “upscale” version of its flagship hydration powder), its Margaritavilla-branded non-alcoholic mocktails and a forthcoming licensed collaboration with juice bar chain Jamba Juice, both of which nudge Jel-Sert towards a more premium positioning.

“Our heads are always spinning around,” said Wegner. “We're always looking at what's going on in the marketplace. What are competitors doing? What are we missing? And I think retailers are starting to wake up.”

Photo Credit: Jel Sert

Plink! is ramping up distribution of their award-winning, fizzy electrolyte tablets. After a successful GNC launch they are landing in 1,100 CVS stores nationwide in April. Plink's expansion into drug stores complements a growing foundation in natural grocers - like PCC, Central Market, Bristol Farms, Moms Organic - across the US, where shoppers are drawn to the brand's flavor, fizz and sustainable mission.

Mizu Lab, an Asian-inspired electrolyte drink mix brand, has launched a new Variety Pack featuring its three signature flavors: Lychee & Mangosteen, Yuzu & Mango, and Asian Yogurt Drink & Strawberry. Each serving is packed with 1,000mg+ of electrolytes and essential vitamins, delivering sugar-free, non-GMO, vegan, and dairy-free hydration.

Responding to consumer demand for reduced-caffeine options, Waka Instant Coffee and Tea has introduced its first decaffeinated black tea powder, complementing its already popular decaffeinated coffee line. This new option offers a more eco-friendly and economical alternative to traditional tea bags, fully dissolving with a small serving size. Additionally, Waka has launched a new Vanilla Chai powder, available at Walmart stores across Texas. The Vanilla Chai features a rich blend of spices paired with Indian black tea and natural vanilla flavors, crafted to be vegan and unsweetened.

unbuzzd is now backed by a double-blind, placebo-controlled crossover study. The Trial Confirms unbuzzd dramatically accelerates alcohol metabolism, speeds the reduction of blood alcohol concentration, and reduces symptoms of intoxication, impairment, and hangover.

Plant-based nutrition brand Juice Plus introduced Superfood Powder, a new drink mix delivering the benefits of 30 different fruits, berries and vegetables, plus vitamins and phytonutrients. Key ingredients include apple, orange, prune, beet, ginger, broccoli and spinach. According to Juice Plus, each stick pack delivers 12 health benefits impacting the immune system, skin, gut body composition, heart, cognitive function and more. Superfood Powder is available on the brand’s website for $99 per 30-count box.

As consumer demand for high-protein beverages continues to rise, Qualify Protein, a subsidiary of TNUVA USA Inc., has dropped Creamy French Vanilla Whey Protein Powder. The drink mix has 25 grams of protein per serving, as well as 5.5 grams of BCAA, 2.7 grams of Leucine, 1.4 grams of Isoleucine, 1.4 grams of Valine and 12.9 grams of EAA. Qualify Protein Creamy French Vanilla is available on the brand’s website for $39.99 per 23-serving tub.

Supplement brand Roots Focus has moved into functional stick packs. The caffeinated powders are available in Strawberry Watermelon, Spicy Pineapple, Blackberry Lavender Lemonade and Fruit Punch. Each 0.23 oz. stick pack contains 56mg caffeine, a functional mushroom blend and zero sugar.

Remedy Organics has made its first foray into the ready-to-mix space with the introduction of Plant Powered Protein SuperBlends. Available in two flavors at launch – Chocolate Chip and Vanilla Bliss – the powders provide 24 grams of organic plant-based protein and 4 grams of fiber and contain 21 vitamins and minerals. Remedy Organics Plant Powered Protein SuperBlends are available for pre-order on the brand’s website in multi-serve gusset bags and single-serve stick packs.

Energy drink maker Celsius entered the powdered hydration market with the launch of Celsius Hydration. Available in five flavors – Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry and Lemon Lime – the zero-sugar electrolyte-based powder sticks feature B vitamins and essential electrolytes. All five varieties are available on Amazon.

Edible Garden AG Inc. announced the launch of its better-for-you product line, Kick. Sports Nutrition. The line contains a diverse range of clean-label sports nutrition products, including protein powders, plant-based proteins, pre-workout and post-workout formulas, and hydration products and is set to launch on Amazon in Q1 2025.

CONTACT HIGH

DELTA 9 THC THRIVES IN THE STATES

by BRAD AVERY

Consumers are high on hemp THC – both literally and figuratively. The number of (adult) American shoppers reporting they’ve tried the technically legal intoxicant rose six percentage points to 14% between Q1 and Q4 2024, according to the Brightfield Group.

And it is certainly no coincidence that this spike is coming as mainstream retail outlets and seasoned alcohol distributors like Southern Glazer’s embrace the hemp THC category, helping more consumers to feel comfortable giving these feel-good products a whirl, whether it comes in tincture, edible, or – as a reader of this magazine might assume – beverage format.

The embrace of hemp-derived THC by retailers such as Total Wine & More and Spec’s has helped significantly to drive the category’s growth, as many brands now stocked in those accounts will gladly tell you, even as the regulatory environment around hemp THC remains a jump ball between the industry and government. While major markets have demonstrated an unpredictable

capacity to crack down and shutter with little to no notice (as of this writing, all eyes remain on California, has effectively enacted a Delta 9 ban), others, like Minnesota, are opening doors wide and creating white space in even more mainstream channels like convenience and grocery – a situation that was nearly unthinkable just a couple of years ago.

It’s enough that even losing out on one of the most mature cannabis markets in the country, California, isn’t enough to deter brands or dampen their optimism for the expansion of this category – in fact many hemp beverage brands are downright bullish on their outlook; just take pioneering social tonic brand Cann, which is now in 5,000 stores, with DSD contracts in 30 states, since it pivoted from marijuanaderived to hemp-based delta-9 THC in its low-dose beverage line. Of those 30 states, CEO and co-founder Jake Bullock says that 10 have come online in the last few months and are not yet “fully ramped,” meaning the company is bracing for rapid footprint expansion later this year.

“The level of sophistication in terms of the operations on the distribution side that are stepping in to take these products on, is increasing,” he said. “It seems like a new major, affiliated distribution house on the beer side – Molson Coors, [Anheuser-Busch InBev], Constellation, are getting into this space.”

CHANNEL SURFING

Major alcohol distributors like Southern Glazer’s Wine & Spirits were ahead of the curve on hemp beverages, agreeing to carry CBD drinks like Canopy Growth’s RTD portfolio as far back as 2021, when those beverages were facing intense pressure and a frustrating lack of regulatory clarity from the federal government. Since 2022, Minnesota has been opening doors for the broader THC space with a hemp-friendly omnibus bill that has since helped give a jolt to the hemp beverage industry across the rest of the country.

Retail chains such as Total Wine are now building full sets with brands like Cann, Pamos, Wana Brands, Keef, Nowadays and more available instore and online, giving it the seal approval for some skeptical consumers.

Bullock called Total Wine the “leader in the space,” noting the chain has become Cann’s biggest customer and that the brand has now grown its business “on the back of the markets” where Total Wine has brought it in, as smaller independent liquor retailers in those communities are typically quick to follow.

“They're putting two and two together that not only are consumers drinking a little bit less booze, but they're going out and seeking stores which stock the THC drinks,” he said. “So we're hearing this in a lot of different markets, where convenience stores and grocery stores are starting to say ‘hold on, if we're not in this game, are we going to see an impact to our data?”

As the alcohol channel has come on board, conventional accounts appear to be following in suit.

Photo Credit: CANN

While Bullock wouldn’t name names, he said that Cann is preparing to launch in a number of conventional grocery retailers this summer, noting that many grocers now have “an openness to taking on this category,” particularly in states such as Minnesota that have helped open up the market with a favorable regulatory environment.

At hemp THC beverage brand Pamos, president Jared Dougherty and cofounder Nishant Machado echoed that optimism for conventional retail growth.

“A lot of the regional grocery players who have great relationships with the AnheuserBusch and the Molson Coors houses, they're in the space as well,” Dougherty said. “So whether it's a Piggly Wiggly chain or Rouses, they're all picking up the space.”

Dougherty said that, like Cann, Pamos has met with to-be-named-later “larger grocery chains” who are currently doing category reviews and are expected to move into this hemp category this year as well. He suggested that it’s the culmination of industry education campaigns and rising consumer demand that are finally pushing these larger players to seriously consider adding hemp THC sets.

“Twelve months ago it was a very different conversation,” he said. “When we spoke to retailers, it was never a ‘No,’ it was more of a ‘Let me learn more.’ And now, 12 months later, we've got these guys saying ‘Okay, let me start to build out a set.’”

Pamos co-founder and investor Nishant Machado put it more succinctly: “No one's taking the risk if they don't believe in the reward.”

PhotoCredit:CANN

Even if the regulatory framework is still the textbook definition of “gray space,” there’s an affirmation and legitimacy that resonates with major distributors and retailers giving these products their seal of approval, and that hits for both consumers and buyers in other channels like convenience.

“The sophisticated, established, credible businesses out there have all been watching, and now they're starting to dip their toe in the water,” Machado said. “So it starts with c-stores, some of the large household names, they are now hearing it from the trades. They're hearing it and see at the liquor stores that they frequent, they're seeing it from the distributors who are reputable [and] who've been distributing to them for the last 50 years.”

THE CHANNEL REALITY

The white space may be wide open, but even if the liquor space is pushing THC forward culturally, the reality check is that it’s still a smaller piece of the overall picture for hemp beverages.

A recent report by the Brightfield Group found that smoke and vape shops, as well as specialty hemp and CBD stores, remain the top channels where hemp THC beverage consumers are getting their kicks; 55% of consumers reported that they bought drinks from both channels in Q4 2024, up from 49% for smoke shops and 50% for hemp and CBD stores in Q3.

In Q4, they were followed in order by online hemp retailers (36%), convenience stores and gas stations (27%), online direct-to-consumer (26%), liquor stores (25%) and bars and restaurants (15%).

In fact, consumers buying THC from liquor stores actually fell quarterover-quarter, with 31% of consumers buying from those accounts in Q3. However, Matt Zehner, a senior analyst at the Brightfield Group, said that’s most likely a hiccup in the channel’s growth rather than indication of a backslide as the THC occasion quickly becomes one of Americans favorite go-to alcohol alternatives.

“I think pretty much anywhere where alcohol is sold is an opportunity space,” Zehner said.

In its report, Brightfield found that consumer confusion around THC, CBD and cannabis still hangs heavy over the category, but education efforts make an impact: before being shown an info video on the difference between the cannabinoids and sourcing only 42% said they had tried a hemp THC product. After the video, that number increased by 16 percentage points as consumers realized they had, in fact, purchased and consumed hemp THC.

Repeat intent is also high, Zehner noted.

“We have 48% saying that they are going to use at least weekly, and only 5% saying that they definitively won't use again,” he said. “Most of the categories, at least, people who try it are open to coming back, so there is a higher rate of return.”

While retail may be one piece of the puzzle, one more channel to watch out for is on-premise, and not just bars and restaurants but places like concert venues and festivals as well, Zehner suggested.

Historically, he said that cannabis beverages struggled in the more rigidly regulated dispensary space because the true opportunity in the category is not in converting existing THC users, but alcohol users. And that will be the key going forward.

“[Dispensaries are] not reaching out to someone who wants to drink something on a Friday night,” he said. “They're going into a liquor store or bar and they're not exactly sure what they have in mind – and that’s a lot of the alcohol consumer. So anywhere where you have a chance to meet that consumer at their point of purchase, instead of making them have to come to you at a dispensary, is a huge opportunity.”

Photo Credit: PAMOS

PhotoCredit:PAMOS

Midwest Famous has signed with Global Reserve Distribution in Minnesota. The brand has been self-distributing in the Minneapolis area, so it is stoked for this partnership moving forward to expand its distribution in its home state of Minnesota. A really exciting year of new distribution partnerships in the works, as well as retail partnerships.

Aprch has moved to 16 oz. cans for all its drinks, which each contain 30mg of broad-spectrum hemp extract. This transition strengthens the brand’s distribution network, expanding accessibility to a wider audience. Available in four refreshing flavors—Watermelon, Fruit Punch, Mint Cucumber, and Cherry Lime—Aprch offers a delicious and functional beverage experience.

Lolli Soda reinvents classic soda flavors with a remix - each 12 oz. can packs 10mg of fast-acting THC, designed for consumers who embrace cannabis with confidence. Launching with Cherry Cola, Grape, and Orange, Lolli comes in 6-packs for a familiar yet elevated experience. Priced accessibly at $16, the brand’s strong manufacturing and logistics partnerships position it for highvelocity sales. Now available at Spec’s Liquor in Texas, with direct-to-consumer sales launching in February. Expansion into Florida, Tennessee and South Carolina is on the horizon as it finalizes retail and distribution partnerships.

Kite Soda takes refreshment to new heights with the launch of their Cherry Cola, a sophisticated twist on a beloved classic. This elevated blend of tangy cola, bright cherry, and velvety vanilla emulsion delivers a taste revolution in every sip. Discover the newest flavor from Kite Soda and experience the perfect balance of nostalgia and modern indulgence.

Cali Sober has taken the classic Shirley Temple vibes you love—bright cherry & pomegranate, a splash of citrus, and that signature effervescent fizz—and leveled it up with 10mg of THC for an extra-bold buzz. Twice the dose, twice the fun, but still totally hangover-free. Dirty Shirley brings the sweet, the smooth, and just the right amount of edge.

Platinum915 is excited to introduce its Non-Alcoholic, hemp-derived CannaShots. Each 50mL shot contains 20mg of Delta-9 THC and utilizes nano-emulsion technology for a smooth, swift experience. Formulated with alcohol-removed concentrate, CannaShots offer adults 21+ an enjoyable and functional alternative to alcohol and traditional stimulants. Exclusively available through Cannify, a trusted leader in cannabis distribution, Platinum915 continues to expand across Texas. Recently nominated for the BevNET Best of 2024 Award, Platinum915 invites retailers to learn more at platinum915.com.

Launched in September 2024 by Fifty West Brewing Co., Sunflower THC Seltzer is one of the first Ohio breweryissued permits for THC beverages. Self-distributed in Cincinnati and expanding quickly throughout the state, Sunflower is off to a hot start as a local Ohio brand. With 5mg of hemp-derived THC, zero added sugar, and bold flavors like Cherry Limeade, and Blueberry Dream, the brewery's three taprooms are helping educate the Southwest Ohio customer and redefine social drinking at breweries.

High Spirits , a first mover in the hempderived delta-9 THC beverage space, has recently launched with six new distributors. As demand soars, High Spirits is actively looking for new partners to bring their beverages to new markets.

Untitled Art has introduced Mystic Orbit, a new line of THC-infused social sodas crafted for a smooth, uplifting experience with 4mg of Delta-9 THC and electrolytes in every can. Available in four nostalgic flavors—Lunar Lemon, Cosmic Orange, Planetary Peach, and Galactic Grape—Mystic Orbit blends bold taste with a balanced buzz for any social setting.

Amari’s Better-For-You Sports Drinks are now available in 200 Sprouts locations. The brand continues to strategically grow its retail footprint with key retail partners.

BRĒZ SPIRIT is the first hemp-derived spirit featuring micronized actives and nano-emulsified Lion’s Mane, designed for quicker metabolization and enhanced effects. This groundbreaking release is a bold new alternative to traditional liquors like gin, tequila, or vodka, redefining how we socialize with functional tonics designed to elevate both mind and mood.

Daytrip’s new flavor is one in a melon. The sparkling water is infused with 25mg of CBD, crafted with the brand’s fast-acting technology for a consistent effect in every can. Daytrip CBD sparkling water contains zero sugar, zero carbs and has only 5 calories per serving, so you can feel the Daytrip Effect without feeling guilty.

Shimmerwood is the first CBD beverage company to join the Maine Made organization. Maine Made helps to build recognition for Maine artisans and makers of products that indicate a commitment to quality and integrity. Its membership speaks to its roots as a Maine company focused on using premium ingredients and working with local businesses to produce and distribute its CBD seltzers.

Louie Louie released a limited-edition can design honoring one of New Orleans' most unique cultural traditions: Black Masking Indians. The can, which contains Louie Louie's most popular flavor, Blackberry Lemon, features Big Chief Juan Pardo of the Golden Comanche in his full "suit," which is entirely hand-sewn. The collectible design dropped just ahead of Mardi Gras 2025 and is available at drinklouielouie.com and select retail locations.

oHHo's fan-favorite THC-infused seltzers are now available in more locations beyond New York! Find our delicious, bubbly, and perfectly dosed seltzers on the shelves of SPEC's Texas, Sechey Charleston, and soon-to-launch in ABC and Total Wine & Spirits.

Better Than Booze is thrilled to announce that it’s officially hitting the shelves in over 440 Walmart stores across eight states—an exciting milestone that’s propelling the brand to the forefront of the non-alcoholic revolution. Its retail foot-

print is expanding rapidly, with Better Than Booze gaining major traction with Total Wine & More, growing from one state to four. Plus, it has secured 22 new alcohol distributor partnerships.

LOKI kicked off 2025 with both significant business growth and market expansion: 2x YoY growth, successfully launching four new products in Q1, becoming one of the first cannabis companies to secure a trademark for the brand and continuing to expand with over 1,000+ locations and counting.

With unique flavors inspired by real cocktails, Happy Flower offers a pleasant way to enjoy classic cocktail flavors while indulging in 5mg of Delta-9 THC. Happy Flower’s cans feature child-safe caps and warm, colorful designs. Right now, customers can receive free shipping on orders over $75 of Happy Flower’s 3 flavors: Margarita, Peach Bellini and Strawberry Daiquiri.

Nowadays, the pioneering cannabis-infused beverage brand redefining drinking, launched its second limited-edition flavor. Introducing Nowadays Cherry–a fresh spring twist on the flagship cannabis-infused bottled spirit, with a smooth 5mg THC/1.5 oz. dose, bursts of natural cherry flavor in each sip and a crisp, clean finish. Now available for purchase in limited quantities on trynowadays.com, with shipping to 40+ states and at select retailers nationwide for a suggested retail price of $68.99 for a 750ml bottle.

Tilray Alternative Beverages, a global leader in hemp-derived delta-9 beverage brands and new branch of Tilray Brands, Inc., recently launched Herb & Bloom, a line of cocktail-inspired, ready-todrink, non-alcoholic beverages. Herb & Bloom is infused with 5 or 10mg of carefully sourced hemp-derived Delta-9 THC and features three re-imagined classic flavors for any occasion – Margarita, Strawberry Daiquiri and Peach Bellini. Inside each can is a harmonious blend of flavors creating a smooth and balanced drinking experience, for a world blooming with possibility.

Fizzy Jane's is a new line of THC-infused seltzers, and the missing ingredient to making the ordinary just a little bit better. Crafted by Tilray Alternative Beverages, global leader in hemp-derived delta-9 beverage brands and new branch of Tilray Brands, Fizzy Jane’s is bright and sparkling with a kiss of fruit flavor and contains a 5mg or 10mg dose of hemp-derived Delta-9 THC. Made with all-natural ingredients, Fizzy Jane’s is available in three flavors including Vanilla, Blood Orange and Lemon Lime.

Wynk is launching new 10mg THC Lemonade Seltzers in three flavors: Lemonade, Strawberry Lemonade, and Raspberry Lemonade.

hi Seltzer is excited to continue expanding its national footprint through a strategic partnership in over 125 ABC Fine Wine & Spirit locations in Florida. Its partnership with ABC Fine Wine & Spirits underscores its commitment to meeting consumers where they live,

work, and unwind. Through its in-store ambassador program – now active in all major cities across the Sunshine State – it’s enhancing brand education and delivering trusted value to customers and partners.

Mama’s Drinks can be found in 15 states. The introduction of Pineapple Mango invites drinkers into a tropical paradise with its sweet, smooth finish, while Cold Brew Coffee packs the perfect combo of caffeine and cannabis.

Tropink will announce the addition of two new tropical-inspired functional beverages to its lineup this summer. The new additions will join the brand’s flagship flavors, including Pining for Paradise (Pineapple + Yuzu+ Lime), Lilikoi ( Hawaiian Passionfruit), and Guava, all of which contain a swell of REAL tropical fruit, feature 30mg of broad-spectrum hemp, a daily dose of sunshine and light bubbles.

Tall Order Large Format Singles Offer Craft Growth Opportunities Amidst Industry Headwinds

by Zoe Licata

When you’re in danger of losing, you tend to lean on your biggest hitters: Just ask the 2004, 2007, and 2013 Boston Red Sox (we still miss you, Big Papi).

The going is certainly tough for craft brewers right now, as the industry tackles a marketplace that is more crowded than ever (nearly 10,000 craft breweries and a host of beyond beer challengers), growing anti-alcohol narratives and regulatory efforts, increased supply costs that could only steepen with impending tariffs, and ever-fluctuating consumer habits.

But in the midst of these headwinds and continued off-premise declines, craft beer has its own heavy hitter coming up to bat: large-format singles.

Between 2021 and 2024, off-premise volume of Brewers Association-defined* craft beer declined 18%, BA staff economist Matt Gacioch shared in the trade group’s annual packaging report. In 2021 the industry was still heavily relying on off-premise sales and overstocking retail accounts in response to the COVID-19 pandemic and onpremise shutdowns, so declines are somewhat expected.

(*The BA defines craft brewers as those who hold federal brewers’ permits, make fewer than 6 million barrels annually and are not more than 25% owned by a bev-alc producer that is not also a craft brewer.)

However, the pandemic cannot explain recent losses, including a 4% decline in BA-defined packaged craft beer volume in 2024. NIQ-tracked packaged craft beer – which includes breweries such as Molson Coors-owned Blue Moon, AnheuserBusch InBev-owned Kona, Kirin-owned New Belgium and others outside of the BA’s definition of small and independent craft breweries – recorded a 4.2% volume decline in off-premise channels last year.

Both craft groups’ losses were greater than total beer, which recorded a 3.1% decline in off-premise volume in 2024, and were on the lowest end of the BA’s estimates for total craft declines (between 2% and 4%), which were shared during a December webinar.

Meanwhile, BA-defined craft off-premise dollar sales declined 2.4% in 2024, according to the trade group. The gap between volume and dollar sales suggests that “prices are going up over time as volumes are decreasing, bridging some of that gap,” Gacioch wrote.

The average price per case of BA-defined craft increased 2.5% between 2021 and 2024, while the price of NIQ-tracked craft increased 2.6% in the period.

“Let’s not ignore the fact that some of the volume decline could be driven by the increase in price,” Gacioch wrote. Despite declines, single-serve offerings are bucking trends.

Four “unit sizes” made up nearly all (96%) of BA-defined packaged craft beer volume in 2024, Gacioch reported:

• 1-packs or single-serve (8% share, up 2% versus 2021);

• 4-packs (11% share, flat versus 2021);

• 6-packs (46% share, down 3% versus 2021);

• And 12-packs (31% share, up 2% versus 2021).

Single-serve packages were the only unit of the four to increase both volume and share in 2024, according to Gacioch.

The largest year-over-year (YoY) volume decline was recorded by 4-packs (down 8%), which also recorded a 0.5 percentage point decline in volume share, followed by 6-packs (volume down 5% YoY, share down 0.4%). Twelve-packs recorded slight share gain and volume decline.

The growth of single-serve offerings was primarily due to 19.2 oz. cans, which accounted for more than half (54%) of BA-defined single-serve craft beer volume in 2024, a 6.6% increase YoY.

The package format had an even larger share of NIQtracked single-serve craft beer volume (72%), in part due to the inclusion of New Belgium and its Voodoo Ranger brand.

Total craft 19.2 oz. can dollar sales increased 23.2% in 2024 – the largest percentage increase of any package format in craft, according to data shared by Bump Williams Consulting president Dave Williams during a March presentation at the New England Craft Brew Summit.

The packaging format has also had a “rapid proliferation” in craft beer, gaining 4.1 share points of total craft beer dollar sales from 2022 to 2024, now claiming 9.2% share, Williams said. Nearly half of that share gain – 1.9 share points – occurred in 2024.

Single-serve craft offerings were also the only package

format to increase volume in nearly every off-premise channel in 2024, with the exception of open state liquor, where the package unit was flat. The largest volume growth was recorded in grocery (6%), followed by total U.S. xAOC (5%) and c-stores (3%).

Williams acknowledged that “sets are evolving.” While large format single-serve offerings have been primarily a c-store play over the past few years, the offerings are now gaining traction in grocery.

“With a consumer shift to the food channel comes a consumer shift to purchasing for occasions, and it seems as though the occasions are meant to be enjoyed 19.2 ounces at a time,” Gacioch added in his report.

The shift also goes beyond just craft beer. Nearly 14% of all beer dollars are sold through large-format packaging now: 11.3% in 24 and 25 oz. cans (up 2.3% since 2021) and 2.5% in 19.2 oz. cans (up 1.5% since 2021), according to Williams.

However, not all single-serves are recording positive returns. Beyond 19.2 oz. cans, all other single-serve packaged offerings of BA-defined craft beer were in decline in 2024, including “the once-mighty 22 oz. package,” which now accounts for just 1% of BA-defined craft single-serve volume, according to the BA.

“I suppose you could say the bomber is bombing,” Gacioch wrote.

How Long Can Price Hold?

Part of consumers’ shift to larger formats is undoubtedly due to economic pressures, according to Williams. Single-serves allow consumers to “try a lot of things for a much cheaper price” than a 6- or 4-pack. And in a bev-alc age where there is no shortage of variety and new innovations, cheaper trials are hailed by consumers.

How long large-format offerings can have a competitive price edge – particularly canned offerings – is uncertain, as the beer industry also weighs the impact of aluminum tariffs.

On March 12, President Donald Trump enacted 25% tariffs on all aluminum and steel imports. No countries are exempt from the tariffs, meaning the price of aluminum will “likely increase,” the BA warned (whether those tariffs are in place as of press time is as predictable as anything else coming out of the current administration).

Cans now account for 73.8% of NIQ-tracked packaged craft beer volume, a 3.2% increase versus 2023, Gacioch reported. Cans have been steadily increasing share of packaged craft beer volume between three and four percentage points every year since 2021, when cans accounted for 62.8% share of packaged craft volume. Meanwhile, bottle share declined from 37.2% to 26.2% in the same period.

“To drive this growth in cans, brewers across the country have invested significantly in aluminum packaging equipment over the past few decades,” Gacioch wrote. “Obviously, brewers can’t switch package types on a dime, so I expect this is driving much of the anxiety around the aluminum tariff conversation.”

As Gacioch mentioned, craft beer may already be feeling the effects of high prices on the segment’s sales. However, that hasn’t stopped producers from raising prices.

For the four-week period ending February 23, the average price for a case of beer increased $0.52, to $30.69, according

to market research firm Circana. Craft beer – which has the second highest average case price of all beer segments, following hard cider – increased average case prices by $0.48 in the period, to $44.03.

In 2024, the average case price of craft beer in Circana-tracked channels increased $0.66 versus 2023, outpacing total beer (+$0.63), and posting the third largest increase behind non-alcoholic beer ($1.56) and hard seltzer ($1.47).

Cider Wants in Too

Large-format single-serve cans aren’t just an opportunity for craft beer makers; hard cider producers are hoping to get their share of the growth too, thanks to new standard of fill guidelines from the Alcohol Tobacco Tax and Trade Bureau (TTB).

In January, the TTB approved 13 new standards of fill for wine, hard cider and mead offerings 7% ABV or above, including 16 oz. and 19.2 oz. packages. The cider industry and the American Cider Association (ACA) had been fighting for the new standards for years, and celebrated the milestone, noting in a press release “large-format cans in convenience channels have been a critical source of growth for craft beverages since the COVID[-19] pandemic.”

“Now we will see single-serve regional cider succeeding in more convenience-oriented craft beverage spaces,” former ACA CEO Michelle McGrath said in the release. “That’s a big win for cider.”

Previously, hard cideries had been able to package products in 16 oz. and 19.2 oz. cans, but only offerings below 7% ABV. Higher ABV cider – and wine and mead – could be sold in-state with a TTB-approved certificate of label approval (COLA) exemption, but those exemptions were challenging to obtain and limited, according to the ACA.

“The COLA-exemption route was a Band-Aid,” ACA government affairs committee chair and Portland Cider Company coowner Jeff Parrish said in the release. “It proved that there is demand for higher ABV cider in these packaging volumes, but it wasn’t opening the market in a meaningful way.

“These new packaging volumes will be a game changer for regional cider in 2025,” he added.

Oregon-based 2 Towns Ciderhouse has had packaging done for large-format single-serve cans for about two years, in anticipation of standards of fill changes, co-founder Aaron Sarnoff-Wood told BevNET’s sibling publication Brewbound.

“Cider in general under-indexes in convenience and it’s a place where we'd like to put a little bit of focus in ’25,” Sarnoff-Wood said. “There's some solid opportunities, especially now that we have some applicable, larger format, single-serve that we can target that channel with.”

2 Towns also has the advantage of size to give it the resources and attention needed to make a mark in the increasingly crowded single-serve market. 2 Towns is now the second-largest cidery by year-to-date grocery sales, and has a large key accounts team at its disposal, allowing the cidery to work with major c-store chains directly and “not relying on our distributors to do that.”

Sarnoff-Wood believes that regionally, there is “room for each of us to have a significant showing” with single-serve offerings, but nationally, the push won’t be so easy.

“People might try to enter the space, but really, realistically, there's a minimum economy of scale that's needed in order to be effective in that space,” he said. “And that limits the players to just a handful in the nation.”

The EFFICACY of DOSING

The success of Olipop, and indeed PepsiCo’s recent $1.95 billion purchase of Poppi, is pushing a new generation of functional beverages into the mainstream (and with it into conventional grocers), ushering in an era of plant-based fibers and alternative natural sweeteners. As the breakout brands move into bustling categories defined by pre- and probiotic sodas and high-protein shakes, how do startups continue to differentiate themselves? And how does functional fit in when brands focus on a single USP, and retailers focus on mainstream points of similarity?

It’s no secret that many growth categories are being propelled by consumer interest in a particular function. In the 52 weeks ending January 21, the Weight Control category jumped 11.1% to $10.9 billion according to Circana - driven by breakout brands such as OWYN (154% growth), while the $23 billion Sports Drinks category is up 4.7% during the same period thanks to outperformers like Alani Nu, (recently acquired by Celsius, which is itself showing 63.1% growth). It begs the question - what quenches a thirst, and what fuels a body?

Defining Functional

What it Means to be Functional in

2025 By Mark Murphy

In OWYN’s case, that can be anything from the 20g of protein and 5g of fiber in its Protein Shake, to the Doubleshot Protein Coffee Shake, which adds 180mg of caffeine into the mix (the latter of which is launching in Target this August). “To me, that’s OWYN’s best definition of a functional beverage,” says Perez. “Consumers are really pressed for time, they want to maximize the benefits.”

Even within that split categorization, how does a brand advocate itself to consumers as a unique product without falling in line behind longstanding incumbents?

“I like to think about it as a tree,” says Jesslyn Rollins, CEO, Biolyte, whose products are scientifically formulated in such a way as to deliver the equivalent amounts of electrolytes typically found in an IV bag. “The center of the tree is sports drinks. Then you have all these different branches - zero calorie, organic, rapid rehydration, medical grade, the list goes on.”

There are plenty of maddening talking points to be had that, yes, every beverage serves a function - even water for hydration. And brand owners will often tell you it’s not so much function that defines their purpose, rather great taste or potent efficacy, or even a cleaner or higher dose. So what does functional really mean?

“My informal definition would be: does the product solve a problem in your routine?” says Howard Telford, Senior Industry Manager - Soft Drinks, Euromonitor.

“You can split it between what I would call functional categories: energy, sports, coconut water, kombucha,” Telford adds. “Then there’s stuff that is refreshing, which I would say is not functional - it’s mainly about taste.”

It’s a view shared by Julia Perez, Chief Marketing Officer at OWYN. “Functional can mean so many things, but I think it’s a beverage that is delivering something other than taste,” she said. “So it doesn’t have to be such a sophisticated definition. To me, functional is something that, in addition to taste, you’re getting a benefit.”

Up, Up and Away

Like a puppy taking its first steps into the world, consumers can be cautious in their buying decisions. The same rings true for functional dosing. Recall that Red Bull caused consternation in the late 90s for its 80mg of caffeine per 8.4 oz. can, while more recently launched energy drinks such as Prime tout a substantially higher 200mg of caffeine per 12 oz. can - and are lauded in certain segments for it. Is this what consumers want, or are brands pushing the envelope to create a sense of more is better?

“I have a colleague who has a phrase called ‘the caffeine paradox,’” says Telford. “Every time you ask consumers, ‘what do you think about caffeine?’ they tell you they want to cut back. And then you look at the data, and it’s not true!”

For Rollins, it’s a case of tables turning. “People say on the shelf that you’ve got a race to the bottom for price. But when it comes to the milligrams of electrolytes, it feels like a race to the top.”

After initially launching in 2017 with roughly seven times the electrolytes normally added to sports drinks, Biolyte found itself at the front of the pack in a new arms race for rapid hydration. Other brands, including Electrolit, Hoist, and even some Gatorade sub-lines have dug deeper into the ‘increased dosage = increased efficacy’ formula, but Biolyte has put an unusual marker in the sand.

“My dad, who’s the anesthesiologist behind Biolyte, said ‘more is not more.’ He said your body is going to need a balance of electrolytes to water, and so if you’re just electrolyte loading, and you’re not balancing out with water, then you’re not doing the consumer any favor.”

It’s a difficult sale, though -- either to retail buyers or the end user. “How do you say that in an elevator pitch?” asks Rollins. “The hard work is trying to make these complex things simple. You’re no longer saying ‘we’re more than the competition,’ because we’re not, we’re at the optimum level of what the human body needs. Some have more, but that’s not a good thing, which is not the way most functional categories go.”

Yet for Rollins and her team it’s working. The company has steadily grown over the last 8 years to become one of the largest independent brands in the sports drinks category, recording over $32 million in

sales alone for the year ending January 21 2025 according to Circana.

“When we first started it was kind of shocking. We’ve got seven times the electrolyte than what you’d find in a sports drink. Now that’s kind of gotten diluted and we’re focused on the balance of the electrolyte, taking it to that next level to try and explain the quantity. More is not more.”

We Need to Talk About Protein

What may be true for some categories may not translate to others. There’s little doubt that the high protein craze - which began in protein shake powders and has made its way to every retail shelf from snack bars to frozen breakfast sandwiches - has yet to reach its zenith.

Protein beverages are largely tracked by Circana in the $10.9 billion Weight Control category, which grew 11.1% year-on-year, driven by consumer demand for shelf stable and refrigerated brands such as Premier (up 20.7% during the period) and Fairlife (up 28.9%).

With CPG now in the infancy of its Ozempic Era, consumers are looking to hero functions like protein to fuel their bodies. And brands are responding.

“When you look at the trends in protein, the higher the protein, the better,” says Perez, of OWYN. “If you reference SPINS or NielsenIQ data, you’ll see that the flavors that are growing at the fastest rate are high protein SKUs. Our Pro Elite High Protein Shakes have 32 grams of protein and zero grams of sugar. That has now taken over our best selling protein shake.”

The pressure isn’t just coming from consumers, however. “Even buyers will be pushing you to innovate on a higher protein,” admits Perez.

Keep it Simple

When fractions of a second define a consumer’s purchase choice at the grocery store, less is more when it comes to verbiage. And identifying with a consumer’s understanding of a category amplifies that effect. “Nobody says ‘Oh, man! I really want a rapid rehydration drink!” says Rollins. “They say ‘I need a sports drink.’ We’ve been so programmed for many many years of just having Gatorade and Powerade.”

While brands often focus on a particular ingredient or function in their marketing, it’s rare if that is the beginning and end of a product’s story. While OWYN’s Protein Shakes splash 20g of protein clearly on its Tetra Paks, it’s also allergen friendly, low-sugar, vegan, and several other trending talking points. How can consumers be effectively educated without causing confusion?

“The data shows that they (consumers) feel educated enough (about protein),” says Perez. “Consumers think that more protein is better. So I actually think that that education is slowly but surely making its way to the mainstream. At least for protein, it seems like a rising tide lifts all boats.”

Almost conversely, Perez feels there’s more to it - just as much as there’s more to OWYN’s ingredient deck than just protein. “I do think, when it comes to ingredients in general, especially for a product like OWYN, where there’s a lot of science behind it, there’s a need to educate. And explain what certain ingredients do.”

The Next Breakout Trend

No brand is an island, and looking ahead it seems mission critical to keep the messaging clear and the focus on a better-foryou ethos. “We’re trending more in that BFY space,” says Telford, of Euromonitor. “Walmart is calling it the modern soda category.”

“The driver of that for me is lower sugar, cleaner ingredients, and less guilt when I get the flavors that I like, and maybe it isn’t quite so much about the chicory root or the fiber,” says Telford. “Maybe the consumer isn’t even aware of that.”

“The opportunity that exists for smaller brands, is who is going to define the next gut health?”

Hemp-Infused Alcohol-Removed Premium Sparkling Dry Cider

100 Coconuts is redefining hydration with premium, single-source coconut water that delivers pure refreshment without compromise. Sourced from the lush groves of Vietnam, our coconut water is naturally packed with electrolytes and free from added sugars, ensuring a crisp, authentic taste in every sip.

Loved by athletes, wellness enthusiasts, and tastemakers alike, 100 Coconuts has become the go-to hydration brand for those who demand quality and flavor. From partnerships with Inter Miami CF & Disney, to a presence in leading retailers across the U.S., UK, and the UAE, we are making waves in the beverage industry.

Our Pure Coconut Water is available in 11oz and 16oz cans, while our refreshing flavor: Watermelon, Mango, and Pineapple, come in 11oz cans, offering a naturally tropical twist without added sugars.

Ayrloom

From the family behind 1911 Established—meet the NEW drink of the summer! Ayrloom’s hemp-infused, alcohol-removed premium sparkling dry cider is crisp, refreshing, and made with NY-grown apples. Enjoy a lifted buzz without the booze.

Bloom Sparkling Energy: Energy Drinks Reimagined

Bloom Nutrition

Deliciously refreshing energy drinks made with better-for-you ingredients like natural caffeine from green coffee bean extract. With only 10 calories and zero sugar, it increases energy, boosts metabolism, and promotes mental focus—without the crash.

Clear View Alcohol Removed Premium Small Batch Cider

1911 Established

1911 Clear View lets you enjoy the crisp, engaging taste of hard cider without the buzz. Crafted to retain the bold essence of our full-alcohol ciders, Clear View delivers all the flavor with less sugar, fewer calories, and zero gluten.

Drink - the #1 All Natural Aloe Vera Infused Beverage

ALO Drink (by SPI West Port)

ALO Drink, the #1 Non-GMO, all natural aloe vera infused beverage line is made with real aloe vera pulp & juice straight from the leaf. Now available in aluminum slim cans; and organic, zero calorie, zero sugar varieties.

ALO Sparkling - All Natural Sparkling Aloe Vera-Infused Beverages

ALO Drink (by SPI West Port)

ALO Sparkling is a line of sparkling aloe vera infused beverages made with real aloe juice and minced aloe pulp extracted straight from the leaf + real fruit juice. A scant 50 calories per can, all 3 flavors are non-GMO and vegan.

Ardor Energy with Organic L-Theanine & Organic Caffeine

Ardor Organic, Inc.

Ardor Energy Sparkling Water combines active ingredients, organic caffeine and organic L-Theanine, for sustained energy and focus without the jitters or crash. 0 sugar. 0 calories. 0 artificial sweeteners. USDA certified organic.

Blaze n Chill

Golden Boom is a 2oz shot packed with Lion’s Mane, Cordyceps, L-Theanine, Ginseng, CoQ10, and B12— crafted to support energy, focus, and overall wellness.

Elevate performance, fuel your day, and power an active lifestyle with every sip!

Bucked Up

The Future of Protein is here! Bucked Up just announced the release of their lightly carbonated clear protein. With 25 grams of isolated whey protein, 100 calories, caffeinefree, and an amazing taste that only comes from Bucked Up!

ALO

Golden Boom – Elevate Performance & Fuel Your Day

Lightly Carbonated Bucked Up Protein RTDs

100 Coconuts - The Ultimate Hydration

100 Coconuts

Quench Your Thirst for Freedom Big D Energy Drink LLC

Clean, Bubbly, Tea-Based Hydration That Works Corpse Reviver

Daytrip Organic Prebiotic Soda Daytrip

Daytrip Organic Yerba Mate Daytrip

Sparkling Mood and Motivation Beverages

Bulkhead Energy

Zero Sugar, Zero Calories, Electrolytes, 300 MG Caffeine, Vitamins B-3, B-5, B-6 & B-12. Nootropics Blend Featuring: AlphaGPC, L-Tyrosine, L-Theanine, Natural Caffeine, Low Sodium - Only 65mg per can! Natural Flavors and no artificial dyes.

Electrolit, the science backed premium hydration beverage, launched Green Apple 21oz nationally in January 2025. Electrolit Green Apple replenishes vital electrolytes like sodium, potassium, and magnesium that are lost during hard work or exercise.

Emotional Utility Beverage

Introducing Emotional Utility Beverage (E.U.B.) a functional sparkling beverage that supports the body’s feel-good messengers to boost mood and motivation.

Elevate your offerings with refreshing beverages designed for optimal mood support.

FKTea brews a select blend of the rarest Japanese green teas, sourced from Japan, and crafted in New Orleans with organic Yerba Mate and Louisiana honey. FKTea fuels long runs, tough workdays, and early mornings with clean, crisp, sustained energy.

Fuel For Heroes

Electrolit

New Electrolit Green Apple 21oz

FKTea

Born In Japan, Raised In The Swamp: TeaBased Energy From Green Tea

FHIRST Uplifting Superfunktional Soda. WILDLY Good to the MAX! FHIRST

Introducing Mango Bravo Yerba Mate- a tropical celebration in every sip. This refreshing blend pairs the luscious sweetness of mango with delicate floral notes and a bright citrus kick, all harmoniously balanced by the rich depth of yerba mate. Crafted with select fair trade ingredients, and certified organic, Mango Bravo delivers a clean, naturally caffeinated boost without compromising on taste or quality.

Organic Yerba Mate offers a smoother, sustained lift in energy through a blend of caffeine and theobromine. It’s also packed with antioxidants, vitamins, minerals, and amino acids, promoting mental clarity and focus.

Ready-to-drink, low-calorie, and no added sugars, it’s perfect for those who crave a mindful pick-me-up.

THE SWEDISH WELLNESS WATER - A Pro-Metabolic Health Beverage GOOD IDEA

Green Monké Happy Sodas Green Monkey USA

Naturally Caffeinated Organic Yerba Mate - NEW Mango Bravo Guayaki Yerba Mate

Protein Collagen Cold Brew Healthee USA

Booster Milk Tea

Healthee USA

Mushroom-Infused Sparkling Beverage. 25 Calories. No Added Sugar. High Ground Elixir

Refreshing Sparkling Clear Protein Soda –10g Protein, Zero Sugar

Genius Gourmet Inc.

Enjoy a crisp, refreshing boost with Genius Gourmet Sparkling Clear Protein Soda! Packed with 10g protein, zero sugar, and lactose-free, it's the perfect guilt-free way to hydrate, recover, and fuel your day. Delicious flavor in every sparkling sip!

The Sports Drink You Can Feel Good About™

GoodSport Nutrition

GoodSport® is the natural sports drink proven to hydrate better than water and the leading sports drinks. With 1600mg of electrolytes per bottle, 0g added sugar & no artificial flavors, sweeteners or dyes, GoodSport® takes hydration to new levels.

H2Om Water with Intention - Think it While You Drink It

H2Om International, Inc

H2OM Water with Intention is not just bottled water; it's an experience that aligns with personal well-being and mindful consumption. Promoting conscious living, it inspires people to set positive intentions as part of a balanced healthy lifestyle.

Everyone Needs A Homie! - 16oz of Smooth Black Coffee

Discover the perfect harmony of traditional matcha and green tea in our 8 oz canned beverage. Crafted for those who appreciate the pure, authentic flavors of tea, this drink offers a refreshing and invigorating experience with every sip. Enjoy the natural flavors of the matcha & green tea with our sugar-free Unsweetened and Ginger, or try the lightly sweet varieties — Sweetened, Passionfruit and Strawberry!

Happy Homie Beverage

This coffee stands above the rest with 16oz. of smooth refreshing coffee. It refuels you like a good time with a Homie. Donating 2% of sales to support mental health awareness so that everyone feels like someone's got their back!

Jove Alkaline Water, Deep Hydration for Skin & Cellular Health Jove Wellness

Real Fruit Infused THC Seltzers

Japanese Matcha + Green Tea

HIT ME UP BEVERAGE COMPANY

HMU: A small-batch cannabis energy drink crafted in the Appalachian Mountains. Packed with L-theanine, ginseng, THC & vitamins for uplifting energy with no jitters. Available in Passionfruit, Wild Berry & Strawberry Lemonade, with 2-10mg THC options.

Award-Winning, All-Natural Energy Water with Nootropics & Adaptogens

Karma Water

Karma Energy Water’s patented PushCap delivers 150mg of natural caffeine, nootropics, adaptogens & vitamins at peak potency. Zero artificial colors, flavors, sweeteners, or preservatives. Non-GMO, gluten-free & vegan. Available in RTD & Stick Packs.

Keyless Energy Ashwagandha Focused Energy Drink

Keyless Energy

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.

Authentic Aguas Frescas Flavors + Electrolytes, Energy, and Immunity

With our roots embedded in rich Mexican flavors, KLASS is stirring up traditions like never before. Live your best VIDA with our brand new functional aguas frescas drink mixes— carefully formulated to deliver a boost to your body, mind, and spirit.

KLASS VIDA Aguas Frescas

Even More Lemons Lemon Perfect

All Natural Juice Water Loom Brands Inc.

A new perspective on hydration.

LEVL Beverages Inc.

LEVL is made with pure water, real fruit, and plant-based adaptogens and electrolytes to help your mind + body find balance. Noncarbonated, 2g of sugar and 15 calories, LEVL is plant-based hydration packed with functional ingredients you can feel.

LIFEAID Beverage Company, LLC.

Bursting with flavor, this naturally sweetened, zero-sugar recovery blend is packed with BCAAs, turmeric, electrolytes, and bio-available essential vitamins made for those who demand clean fitness recovery products.

Lotus Lifestyle LLC

Lotus has revolutionized 'energy drinks' in the first plant power drink, ft. Plant Power Seven™ (PP7), a blend of earth's seven power plants that helps promote life force energy, mental focus, stress relief, support gut health and immune defense.

Magic Mind

Magic Mind is your secret to a sharper mind, lower stress, and calm energy. It is the world’s first tried-and-true, patented solution for mental performance, carefully crafted over 10+ years with the help of our scientific advisory board.

New FITAID Zero | Fruit Punch

Lotus Plant Power

The World's First Mental Performance Shot

The Balanced Electrolyte Beverage for Everyone

Elevate or Unwind - MAD TASTY’s CBD & THC Drinks Fit Every Moment MAD TASTY

Más+ by Messi

Más+ Next Generation Bev Co

Melting Forest

Melting Forest crafts bold, mushroompowered drinks for stress relief, clean energy, and mental clarity. Enjoy sparkling beverages, instant coffee, or matcha—all vegan, gluten-free, and made in the USA with organic mushrooms and adaptogens.

Hemp-Derived Cannabis

Mighty Kind

Mighty Kind’s hempderived unsweetened seltzers and sweet sodas blend the wellness benefits of CBD and THC with premium, natural, and calorie-free ingredients to provide the ultimate in relaxation! Available today in a variety of unique flavors!

Mind Garden

Mind Garden gives all a deliciously easy way to help find calm & clarity in daily life with our sparkling elixirs made with brewed hemp and real fruit juice, full of adaptogens and nootropics known to relax the mind and sharpen focus.

Moment - the mindful way to sip, no alcohol, no added sugar

Moment

A sparkling fusion of botanicals, adaptogens, and bold flavors - crafted for mindful moments. Whether you're unwinding in the evening or taking a break during workday, enjoy it as a sophisticated mocktail or a functional soda.

There’s a radiant new way to recharge. With just two pumps, Monin Brilliance Energy™ transforms sparkling water into vibrant, flavorful energy drinks. This range of colorful energy concentrates combines the power of Coffeeberry®, green coffee extract, L-theanine, vitamin B12, and guarana for energy, flavor, and color in one bottle. Available in 6 natural flavors and 3 sugar-free options, each serving delivers 80 mg of natural caffeine for a delicious jolt.

Delicious

Beverages for Hangover-Free Social Fun

A New Way To Unwind Mitra9 Brands LLC

Create Something Brilliant Monin

Nixie Organic Zero Sugar Soda Nixie Beverage Company

NJOY Beverages LLC

NJOY Prebiotic Soda delivers prebiotics and Vitamins C, B3, B5, B6, and B12, which may help maintain digestive balance and energy. Smooth, natural flavors with only 3g of added organic sugar.

OLIPOP's New Sleek Can Format Available in Convenience

OLIPOP

Finally, a new kind of soda that's delicious, refreshing, and actually good for you. 2-5g Sugar. Supports digestive health, and backed by Science. OLIPOP's new 12 oz sleek can format now available in Convenience stores across the country.

Living Seltzers are a mindfully-crafted cannabinoid blend with specifically selected terpenes. Our seltzers contain an organically grown broad spectrum cannabinoid blend and organically grown CBGa isolate to deliver the premium experience you seek.

Owoto is the next generation of hydration. Sourced from the purest springs and sealed for maximum freshness, this premium water is designed to fuel those who move fast and think big. Get the refreshment you need to power through with Owoto.

O2 Living Hemp

O2 Living Introduces CBD X CBGa Infused Seltzer: Living Seltzer

Owoto water

Owoto: The Future of Hydration - Bold, Pure, Liquid Power

Sparkling water with CBD + THC

Pause Sparkling Water

Beverage - Healthy Energy

Beverage

Positive Beverage - Immunity Support Beverage

Beverage

Jammed with Protein. Crammed with Electrolytes. It's 2 Things at Once.

Protein2o

Protein2o refreshes and fuels you by doing 2 things at onceproviding 20g musclebuilding whey protein isolate combined with valuable electrolytes in a delicious refreshing beverage. It’s an upgrade from last generation’s sports and protein drinks.

Renegade Energy Drink by Rebel Ape fuels your boldness with premium kanna for an electrifying boost. No bull—just raw energy to ignite your fire and break the mold. Stay sharp, stay fearless, stay renegade.

Functional Plant-Powered Protein Shakes and Wellness Shots

Remedy Organics

Remedy Organics is a leading producer of Functional PlantPowered Protein Shakes and Wellness Shots, created by Certified Holistic Nutritionist, Cindy Kasindorf. Remedy Organics products are USDA Organic and available in over 20,000 stores nationwide

Brewed full leaf botanicals grown on regenerative farms, blended with fruits and spices. Clean, premium flavors at an affordable price. PFAS-Free Water. 0% ABV. Low or no sugar. No stevia. Distribution for grocery, corporate, hospitality.

Rebel Ape

Energy Drink Made with the Best Kanna on Earth

Sarilla

Award Winning Organic Antioxidant Spritzers

Fresh Smoothie Bar - No Labor - LTO smoodi, Inc.

Spark: energy that feels good, focus that doesn’t quit + bold flavor Spark

Popwell, Cold Crafted for Fresh Flavor Talking Rain

The Organic Functional Beverage Company

Säti Soda

Säti Soda, a Certified Organic Functional Beverage Company now with 10 SKUs including the Only Organic CBD Soda, Organic Functional Sodas and Organic Sugar Free Säti Energy Drinks. We offer Organic Beverage options for all types of people!

Upgrade Your Soda™

Premium Natural Soda - Zero Sugar, Zero Calories, Bold Flavor.

Untreated Ultra-Premium Maine Spring Water

Summit Spring Water

The Water of Quality. Sourced from one of the nation's oldest natural springs, dating to 1875. A unique bottling process, anywhere in the world.

Captured, gravity fed directly into the bottle, and exempt from all treatment. Extraordinary Purity.

Throne SPORT COFFEE – Premium, Betterfor-You, Functional RTD Coffee

Throne SPORT COFFEE

Backed by NFL QB Patrick Mahomes, Throne SPORT COFFEE offers a proprietary Coffee PLUS+ formula designed to help you get going and keep going with 150mg of Natural Caffeine, Natural Flavors & Sweeteners, 100% Daily B Vitamins, Electrolytes & BCAAs.

Find your calm, with TRIP Mindful Blend Sparkling Beverage Range TRIP

TRIP exists to create calm in the everyday chaos. With next-generation wellness products to power your lifestyle and care for your mental health every day. Creating a community to help people find their calm, harnessing the power of plants.

TRIP Mindful Blends contains a unique blend of 5 adaptogens and botanicals, including Magnesium, Lion’s Mane, Ashwagandha, L-theanine & Ginseng. With 2x the average dose of magnesium in other functional beverages.

Under 25 calories per can, vegan, gluten free and with natural ingredients and no added sugar, find your new favourite way to unwind. Enjoy finding your calm, reduce stress, or as an alcohol alternative.

Say goodbye to stressful days, and sleepless nights. We’ve also teamed up with Calm, the #1 app for sleep, relaxation and mindfulness. With every scan comes a 3 month premium subscription to Calm. Simply scan the QR code on your can.

Packed with juicy peach flavor, Tru Gut Seltzer is a caffeine-free, zero-sugar sparkling water infused with prebiotics, probiotics, and real peach juice. With just 5 calories, this refreshing drink is kosher, vegan, gluten-free - perfect for all ages

Victory Beverages

Victory Fuel is a premium flavored electrolyte water packed with vitamins and full of flavor. Low Sugar. No Caffeine. No dye or coloring. Kid Friendly. Mom approved.

UPDATE Energy

Jitters? Crashes?

Outdated. It’s time for an UPDATE. Powered by paraxanthine, our clean energy delivers smooth, lasting clarity—without the trade-offs. No sugar. No artificial fillers. Just energy that works with you. Smarter energy starts here.

Wild Tonic

Wild Tonic is a refreshing functional beverage crafted with honey, packed with pre + probiotics for digestive health, and provides clean, raw energy. Its smooth taste and light effervescence make it the perfect feel-good boost for your body and mind!

Tru Releases Peach Flavored Probiotic and Prebiotic Seltzer

SPADE

Ultimate immune and digestive support with Uncle Matt’s Organic Uncle Matt’s Organic

UPDATE: Smarter Energy. Clean Focus. No Jitters. No Crash.

Wild Tonic Sparkling Jun puts the FUN in Functional!

XL Energy Drink Corp

XL AFTER is a product for people living on high speed. Perfectly quenches thirst after an eventful night. CONTAINS EXTRACTS OF GINSENG AND ALOE, WHICH ARE KNOWN FOR THEIR REGENERATING PROPERTIES.

XL After - taste the party

The Data Intelligence Platform

Insights to Independent C-Stores are critical for functional beverage brands looking to scale. Aisle AI’s intelligence platform provides real-time data on distribution, pricing, and market share, helping you optimize retail placement and maximize growth. Win in Independent Retail. Track Market Trends & Performance. Simplify Data. Drive Strategy. Make data work for you.

Botanical Extracts for Wellness

Bio-Botanica, Inc.

Bio-Botanica® is a leading manufacturer of high-quality botanical extracts for functional beverages. We specialize in alcohol-free, clean-label extracts that support wellness formulations. With over 50 years of expertise, our botanical solutions help brands create innovative, science-backed products for the evolving beverage industry.

CanSource / TricorBraun

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.

CanSource is a leading supplier of aluminum beverage packaging and other packaging materials. As a proud Ball Distributor, CanSource offers brite cans, shrink sleeved cans, direct print cans, and now digitally printed cans across the most diverse portfolio of aluminum cans and bottles. Our various supply options with short lead times and small MOQs offer solutions for any company or project.

Aisle AI

BevSource

The BevSource Advantage

Aluminum Beverage Can Supply

Ingredient Systems

Balchem Corporation

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

We Bring Functionality to

Döhler North America

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.®

Ingredient Sourcing Simplified

Farbest Brands

Farbest Brands can help you meet the demand for clean-label ingredients with a full range of high-quality dairy and plant proteins, gum acacia, lecithin, vitamins, sweeteners, natural colors, as well as USDA-certified organic, and NON-GMO Project Verified ingredients No matter your budget, application, or label claim we guide you to the ingredients that are right for you.

Container Quality Inspection

Since 1958, Filtec has helped some of the world’s most iconic companies protect their customers by bringing innovative packaging inspection solutions for PET, glass, aluminum cans, filling, and full cartons to their production lines. We strive to develop innovative quality inspection technology for the packaging industry that supports digital connectivity, efficiency, and sustainability.

Flavor Dynamics, Inc.

Flavor Dynamics is the perfect choice for your functional beverage flavors. Our team is guided by a commitment to creating, superior quality products. Our "AA" BRC audit grade represents our commitment to food safety and quality assurance. We offer clean label requirements, including Organic, Non GMO, Natural, Gluten free, Vegan and Masking Agents for more challenging ingredient systems.

Natural & Organic Flavors

Flavor Producers

Flavor Producers has been redefining natural and organic flavors for over 40 years. Our expertise in flavoring next generation beverages goes beyond great taste; we offer innovative technologies for transparency, off-note masking, and spiritless non-alcoholic solutions, all backed by best in class service.

Beverage Flavor Experts

Elevate your beverages taste with Flavorcan. 35+ years of flavor innovation expertise, a diverse flavor portfolio, and customized solutions that will make your brand stand out. Let's embark on a journey of flavor innovation together, and create beverages that will not only quench thirst but also excite taste buds and capture hearts. Contact us today to explore the endless possibilities.

Custom Beverage Development

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.

FFP delivers exceptional food and beverage experiences with real, functional ingredients from nature. We use fruit, vegetable, coffee, tea, and botanical extracts to provide high-potency health and wellness ingredients like L-Theanine, EGCG, caffeine, vitamin C, nitrates, and resveratrol— meeting the demands of today’s health-conscious consumers.

FILTEC

Flavor Dynamics, Inc.

Flavorcan International Inc.

Flavorman

Florida Food Products (FFP)

Nutrition Fueled by Nature

The Smarter Way to EDI Crstl

At FutureCeuticals, we are focused on discovering and delivering new possibilities through plant-based nutrition that positively impacts people's lives. We bring nature and science together through clinical research and ingredient innovation to offer customizable solutions for functional health and wellbeing beverages.

G3, a leading packaging and logistics provider, offers cans and ends with brite cans sold by the pallet and printed by full truckloads. We have fast turnaround times as cans are sourced domestically from multiple manufacturing facilities: 8oz sleek, 10oz sleek, 12oz std & sleek, 16oz std, 19.2oz std, 24oz std & specialty sizes 250ml and 330ml sourced internationally.

Buy commodities smarter with Hedgify Hedgify

As the energy market continues to grow, consumers crave exciting flavors and precise solutions, but how can they develop the right beverage for the right consumer? At Givaudan, we empower our customers with our consumer understanding, technical expertise and diverse portfolio of functional ingredients. Let’s create the next generation of energy experiences together!

EXBERRY® Plant-Based Colors

GNT USA, LLC

EXBERRY® by GNT creates vibrant, plant-based colors for food and beverages, made from fruits, vegetables, and plants without chemical solvents. Non-GMO, vegan, kosher, and halal certified, with organic options available, our technical experts provide end-to-end support, from color matching to scale-up, ensuring sustainable and high-quality results.

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.

Hidell International is a 57 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.

Ingredient Supplier

Hedgify is designed to help businesses confidently navigate the complexities of procurement and pricing in volatile markets. It harnesses the power of generative AI to transform risk into stability. Here’s how the three core steps work together

• Procurement Strategy - Hedgify filters out market noise to provide you with clear and relevant data. This allows you to focus on what matters most, enabling you to make informed decisions and build a strategy tailored to your business goals.

• Risk Discovery - With your strategy in place, our AI pinpoints potential risks. These insights help you address risks before they escalate.

• Hedgify’s platform highlights immediate actions to mitigate risks by leveraging our Price Protection Engine.

• Price Protection - Execute protective measures directly within our platform to shield your business from sudden market shifts, ensuring your strategy stays robust in volatile conditions.

With Hedgify, you gain the tools to transform unpredictable market movements into stable, datadriven opportunities - empowering you to secure your margins, enhance your competitiveness, and drive sustainable growth.

Mobile Canning Solutions

Heart Canning Co

IHC is your solution to guide you through the canning process! With over 425 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.

Flavor & Taste 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.

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, all 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.

Cans You Can Count On

Givaudan

Gotham DSD

Gotham -Grow your Brand in NYC

Hidell International

Natural Health and Wellness

Iron

McCormick Flavor Solutions

IFPC

Leave Your Competition in the Cold Lanxess Corporation

Looking to safeguard the quality and shelf-life of your beverage and eliminate chilled chain distribution needs? 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

Innovation inspired by Nature NEXIRA

Empowering Vegan CPG Brands

PLANTVERSE will become the ultimate vegan category management and discovery platform. We bridge the gap between innovation and opportunity for 'better-for-you' brands. Our tools, insights, and fractional sales and consulting services empower brands to grow market share, connect with partners, and drive impact in the plant-based industry. Join us in reshaping the future of vegan consumer goods!

Select Ingredients

Looking to level up your beverage? We offer 4 organic mushroom extracts featuring 70% beta-glucans. Our 100% water-soluble, tastefree powders leave no sediment for seamless integration. Backed by 14 clinical studies and recognized as the world’s only FDA-notified GRAS mushroom extracts, each delivers proven efficacy at 200mg. Ideal for brands seeking safe, potent, and marketable functionality.

PTM Food is the ultimate product development and manufacturing support firm that offers unparalleled expertise, creativity, and development services to help you achieve a distinct competitive advantage. We leave no stone unturned in our quest to uncover critical industry insights and develop products that are truly cutting-edge. Our team is more than capable of delivering successful results!

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.

100% Soluble Mushroom Extracts

PTM Food

Beverage & Food Development Stiebs

Fruit & Vegetable Ingredients

100%

Perfectly Smooth Flax for Beverages Pizzey Ingredients

Hire Samplers to Represent Your Brand PopBookings

Custom Flavors Enhance Functional Beverages T.Hasegawa Beverage Premix Solutions

Functional & Nutritional ingredients

Vitacyclix, div of MORRE-TEC

The Tierra Group is a leading producer in the blue agave industry, providing a wide range of blue agave-based ingredients and alcohol products spanning across both the food and beverage industry. With a consistent supply and a streamlined purchasing process, The Tierra Group makes it easy to source a wide range of high-quality agave products direct from our US warehouses.

Your Brand, Perfectly Wrapped Zion Packaging

Treatt's global team of scientists, technologists, and creative thinkers delivers natural extracts and ingredients. Since 1886, top beverage and consumer brands have trusted Treatt for innovations like sugar reduction and citrus emulsions. With pilot extraction capabilities, Treatt accelerates customer innovation while prioritizing sustainability across its US, UK, and China operations.

100 Coconuts - New York NY - 100coconuts.com

1911 Established

AIBMR Life Sciences

Aisle AI

ALO Drink (by SPI West Port)

Anderson Advanced Ingredients

Ardor Organic, Inc.

Ayrloom

Pearson Constantino LaFayette NY (914) 844-1204 1911established.com

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

Lisa Martinez Chandler AZ (602) 714-0603 aisleai.com

ALO Drink South San Francisco CA (650) 616-7777 alodrink.com

John Jarmul Englewood CO (917) 747-4877 -

Allison Wilson Napa CA - ardororganic.com

Liz Balduzzi Lafayette NY (315) 382-8707 ayrloom.com

Balchem Corporation - Montvale NJ - balchem.com

Berlin Packaging

Berlin Packaging Chicago IL (800) 223-7546 berlinpackaging.com

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

Big D Energy Drink LLC

Bio-Botanica, Inc.

Blaze n Chill

Bloom Nutrition

Adam Chatterton Sheridan WY (682) 434-7306 bigdenergydrink.com

Jason katsoris Hauppauge NY (800) 645-5720 bio-botanica.com

Matthew Murray Miami FL - blazenchill.co

Matt Anselmo Venice CA - bloomnu.com

Blue Pacific Flavors Roya Sayyah, Lori Banks-Keller City of Industry CA (626) 934-0099 bluepacificflavors.com

Botanic Tonics

Btomorrow Ventures

Bucked Up

Bulkhead Energy

CanSource / TricorBraun

Corpse Reviver

Crstl

Daytrip

Delta Beverages LLC

Döhler North America

Electrolit

Emotional Utility Beverage

Farbest Brands

FHIRST

FILTEC

FKTea

Flash Energy Company

Flavor Dynamics, Inc.

Flavor Producers

Flavorcan International Inc.

Flavorman

Florida Food Products (FFP)

FRUGA

FutureCeuticals

G3 Enterprises

Genius Gourmet Inc.

Botanic Tonics Broken Arrow OK - feelfree.com

Sam Morris London - 07412367899 -

Ryan Gardner American Fork UT (801) 701-9220 buckedup.com

Adam Roter Chula Vista CA (310) 918-0374 bulkheadenergy.com

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

Anna Zesbaugh Denver CO (303) 570-0025 drinkcorpsereviver.com

Teva Vogelstein San Francisco CA (443) 509-0511 crstl.ai

Shawn Biega Fairfield CA (833) 329-8747 wearedaytrip.com

Blageetsah Bottigliero Charlotte NC (312) 890-2564 -

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

Elkin Vasco

- electrolit.com

Mark Anthony Beverly Hills CA (530) 368-9534 drinkeub.com

Betty Maslin Park Ridge NJ (201) 746-8539 farbest.com

steven van middelem Los Angeles CA (3)247-777-3148 fhirst.com

Filtec Sales Torrance CA (888) 434-5832 filtec.com

Kevin Shears New Orleans LA (405) 517-6830 drinkfktea.com

Michael Karkalis Skokie IL (847) 631-0111 flashenergydrink.com

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

Simon O'Brien Valencia CA (661) 257-3400 flavorproducers.com

Mario Moreno Scarborough - (416) 321-2124 flavorcan.ca

Creighton Benoit Louisville KY (502) 400-9720 flavorman.com

Kelsey Anderson Lake Mary FL (224) 330-5932 floridafood.com

Isabella Rossini Miami FL (305) 680-0585 drinkfruga.com

Charlie Lockwood Momence IL (888) 452-6853 futureceuticals.com

Liz Curtin Modesto CA (510) 421-7935 g3enterprises.com

Josh Christensen Coeur d'Alene ID (833) 472-6546 geniusgourmet.com

Givaudan - Cincinnati OH - givaudan.com

GNT USA, LLC

GOOD IDEA

GoodSport Nutrition

Gotham DSD

Green Monkey USA

Guayaki Yerba Mate

GYM WEED

H2Om International, Inc

Happy Homie Beverage

Healthee USA

Hedgify

Hidell International

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

Doug Carlson Corte Madera CA (970) 948-6431 goodidea.us

David Barnes Evanston IL (312) 888-5033 goodsport.com

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

Jennifer Lockwood Sacramento CA (416) 709-4678 greenmonke.com

Joanna Crawford Venice CA - guayaki.com

Shane McCassy Venice CA (949) 300-3477 gymweed.com

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

Alex Wigton Franklin TN (615) 490-4887 happyhomie.co

Imelda Veharanta Rancho Cucamonga CA (909) 481-7514 healtheeusa.com

Ariel Weiss Austin TX (512) 646-2650 hedgify.ai

henry hidell Accord MA (781) 749-8040 hidellinternational.com

COMPANY

High Ground Elixir

High Rise Beverage Co

Hit Me Up Beverage Company

IFPC

Iron Heart Canning Co

ITO EN (North America) Inc.

Jove Wellness

Karma Water

Jessie Zachowski Morristown NJ (973) 452-9721 drinkhighground.com

Niall Little Mount Pleasant SC (773) 817-0990 highrisebev.com

Joseph Meehan Deep Gap NC (908) 848-7757 hmubev.com

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

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

Evan Danner Irving TX (817) 313-4177 itoen.com

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

Brad Coleman Pittsford NY - drinkkarma.com

KEY Tekla Back Bay Harbor Islands FL (347) 334-3902 drinkkey.com

Keyless Energy

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

KLASS VIDA Aguas Frescas Agustin Rodriguez Houston TX (281) 725-8948 enjoyklass.com

Krier Beverage Zach Malin Random Lake WI (920) 994-2469 krierbeverage.com

Lanxess Corporation

Lemon Perfect

LEVL Beverages Inc.

LIFEAID Beverage Company, LLC.

Little Saints LLC

Loom Brands Inc.

Lotus Lifestyle LLC

LOVE LLC

MAD TASTY

Magic Mind

Veronica Aboujaoude Pittsburgh PA (412) 523-3854 Lanxess.com

Jessica Indemaio Sound Beach NY (631) 559-5689 lemonperfect.com

Matthew Kemper Corona Del Mar CA (310) 987-7361 drinklevl.com

Erik Lucas Santa Cruz CA (888) 588-1113 drinkfitaid.com

Megan Klein Miami FL (312) 597-3296 -

Bill butrymowicz lakewood NJ (732) 684-2103 drinkloom.com

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

Rob Mateicka Austin TX (848) 666-0402 drink.love

Robert Ganos Newport Beach CA (424) 220-6811 madtasty.com

Cara Comp Venice CA (253) 334-3019 magicmind.com

Más+ Next Generation Bev Co - - - - masbymessi.com

MATCHA.COM

McCormick Flavor Solutions

Melting Forest

Mighty Kind

Mind Garden

Mitra9 Brands LLC

Moment

Monin

NEXIRA

Nixie Beverage Company

NJOY

NJOY Beverages LLC

O2 Living Hemp

OLIPOP

Owoto water

Matcha.com Tuscon AR (520) 273-2110 bulk.matcha.com

Chloe Morris Hunt Valley MD - mccormickfona.com

Sean McDonald Corona CA (951) 444-7332 meltingforest.com

Joshua Loyal St. Louis MO (314) 276-2700 bemightykind.com

Hilary duPont San Francisco CA (917) 209-4844 escapetomindgarden.com

Dallas Vasquez Fort Myers FL (239) 222-9129 mitra-9.com

Aisha Chottani New York NY (713) 504-2231 drinkmoment.com

Monin Customer Support

Franck Gillet

- (800) 966-5225 monin.com

(908) 707-9400 nexira.com

- drinknixie.com

-

Eddie Voloshin Las Vegas NV (702) 300-8080 njoybeverages.com

Neville Christian Las Vegas NV (602) 475-5100 njoybeverages.com

Alexandre Bennet Irvington NY (914) 364-6920 o2livinghemp.com

Leah Dockstader

(949) 525-3698 drinkolipop.com

Brittany Sims Roswell GA (470) 433-1215 owotowater.com

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

Passion Joy LLC

Pause Sparkling Water

Pizzey Ingredients

PLANTVERSE

Alexander Karalnik Rancho Santa Fe CA (347) 822-9145 -

Mike Condon Lombard IL (224) 500-0861 pausesparklingwater.com

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

Elizabeth Hemphill-Burns Philadelphia PA (267) 250-0823 myplantverse.com

Playr1 AJ Foppe - - (314) 681-0880 -

PopBookings

Positive Beverage

Protein2o

PTM Food

Rebel Ape

Remedy Organics

Sarilla

Säti Soda

Select Ingredients

smoodi, Inc.

Sovereign Flavors Inc.

SPADE

Erika Klotz Kansas City MO (949) 264-7016 popbookings.com

Zach Muchnick - - (856) 979-2093 PositiveBeverage.com

Sales Elk Grove Village IL (855) 290-7820 drinkprotein2o.com

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

Lou Pereira Freehold NJ (833) 732-3527 rebelape.com

Henry Kasindorf Englewood Cliffs NJ - remedyorganics.com

Sara Delaney Asheville NC (828) 273-1352 drinksarilla.com

David McLaughlin Boulder CO (303) 619-4100 satisoda.com

Chris Burdick San Diego CA (858) 200-0758 selectingredients.com

Pascal Kriesche Boston MA (855) 476-6634 getsmoodi.com

David Ames Santa Ana CA (714) 437-1996 sovereignflavors.com

Blake Berman San Diego CA (949) 813-0562 drinkspade.com

Spark

Stiebs

Summit Spring Water

Sycamore

T.Hasegawa

Talking Rain

The Tierra Group

Throne SPORT COFFEE

Treatt

TRIP

Hannah Fauveau Richardson TX (214) 629-6401 drinkspark.com

Brad Drumhiller Madera CA (559) 661-0031 stiebs.com

N Bryan Pullen Harrison ME (207) 583-2286 summitspring.com

Emma Kuskey Charlotte NC (805) 705-7667 -

Breanna Jackson Cerritos CA (714) 736-7128 thasegawa.com

Annaliese Ryan - WA - sparklingice.com

Austin Jacobs Maple Plain MN (763) 479-0788 thetierragroup.com

Melissa Segal Stamford CT - sportcoffee.com

Emma Bowles Bury St Edmunds - - treatt.com

Katie Edmunds New York NY (562) 243-2098 us.drink-trip.com

Tru Jack McNamara Natick MA (617) 213-0202 drinktru.com

TWG Health and Nutrition

Mike Lawrence Lafayette LA (337) 783-3096 twghealthandnutrition.com

Uncle Matt’s Organic Susan McLean Clermont FL (352) 394-8737 -

UPDATE Energy

Victory Beverages

Vitacyclix, div of MORRE-TEC

Wild Era Energy Tea Co.

Wild Tonic

XL Energy Drink Corp

Daniel Solomons - - - drinkupdate.com

Kevin Swindell Alexander AR (901) 486-8656 DrinkVictory.com

Maria Jewelyn Mendoza Union NJ (908) 922-4409 morretec.com

Jamison Levin Winters CA (707) 292-0301 drinkwildera.com

Raven Deidrich Cottonwood AZ (928) 634-5434 wildtonic.com

Maja Leitner New York NY (212) 594-3080 xl-energy.com

Zion Packaging Sales Team Corona CA (951) 335-4600 zionpack.com

Rockstar Energy Drink Signs Racing Prodigy Lia Block

Rockstar Energy has announced the addition of professional race car driver Lia Block to its lineup of athlete partners, strengthening its presence in motorsports with one of the industry’s fastestrising stars. At 18 years old, Lia has already shattered records and barriers, solidifying herself as one of the most well-rounded drivers in motorsports.

“For as long as I can remember, racing has been my passion,” said Block. “To be able to wear the iconic gold star and represent Rockstar Energy on the track as I step into this next chapter of my career is an incredible milestone – especially as the first female driver on their roster. I hope this partnership inspires more women to break into racing and chase their dreams.”

“We are thrilled to welcome Lia Block to the Rockstar Energy family,” says Steve Mateus, director of sports mar-

keting, Rockstar Energy. “In her 18 years, Lia has solidified her place as a trailblazer in the sport, making history and headlines. Her relentless drive, competitive spirit, and passion for the sport make her a natural fit for the Rockstar team. We are excited to be a part of Lia’s journey as she continues to achieve greatness, especially as we head into the F1 Academy season.”

Block’s signing is announced on the heels of Rockstar’s recent addition of professional golf sensation Charley Hull, further diversifying the brand’s growing roster of talent and commitment to supporting and elevating female athletes. As the first female driver named to Rockstar’s elite roster, Block joins an unstoppable lineup including three-time

Formula Drift champion Fredric Aasbø and his teammate Ryan Tuerck; surfer and Olympic medalist Tatiana WestonWebb; snowboarders Jill Perkins, Olympic Gold Medalist Red Gerard, and sixtime X Games Medalist Reira Iwabuchi; and Olympic skateboarders Chris Joslin, Cory Juneau and two-time Olympic Gold Medalist Keegan Palmer.

C4 Energy Announces “Made for Athletes. Certified

for Sport.” Campaign

Nutrabolt, owner of C4 Energy, one of the fastest growing energy drink brands in the country, unveiled its innovative new brand campaign “Made for Athletes. Certified for Sport.”

The campaign, created in partnership with independent agency Flower Shop, highlights C4 Energy’s long-standing dedication to crafting exceptional products. These products use high-performance ingredients like CarnoSyn Beta Alanine and BetaPower Betaine Anhydrous to power their clinically studied formula that boosts strength and endurance, along with 200mg of caffeine to deliver explosive energy to athletes. C4 Performance Energy is also NSF Certified for Sport, meaning the products meet rigorous safety, quality, and performance standards and contain no unsafe levels of athletic banned substances. This certification is trusted by top sports organizations, including the NFL, NBA, NHL, PGA, NASCAR, and more.

“We’re thrilled to launch the ‘Made for Athletes. Certified for Sport.’ platform, reinforcing our brand as an authority in sports and fitness,” said Robert Zajac, Chief Marketing Officer at Nutrabolt. “The C4 brand has been synonymous with performance since our launch, and we have a long history of creating products that fuel athletes’ sport and fitness journeys. This has always been our core distinction in a crowded market and is why some of the best athletes in the world use our products every day. This campaign marks the latest chapter in educating consumers on our dedication to athletic performance and ingredient safety while also underscoring our commitment to sports.”

Rolling out nationally, the work delivers a bold, high-energy public service announcement: the side effects of C4 may include extreme athleticism, peak performance, and the power to shatter personal records.

Anchored by an all-star roster of athletes—including football standouts Bijan Robinson, CJ Stroud, and Cam Ward—the campaign unfolds across dynamic digital content, immersive retailer experiences, high-impact out-of-home placements, engaging social spots, and product integrations at major sports moments.

The new campaign assets are designed to:

• Reinforce C4 Energy’s position as the premier sports performance brand for athletes and fitness enthusiasts

• Highlight the NSF certification of C4 Performance Energy products

• Educate consumers on the key benefits and ingredients that power C4 Performance Energy products

Three Peat: POWERADE Returns To Fuel March Madness With Latest ‘IT

TAKES MORE’ Campaign

POWERADE, the Official Hydration Partner of March Madness, announced its latest national marketing campaign, “IT TAKES MORE TO GET THIS FAR.” Building upon the brand’s commitment to college sports, “IT TAKES MORE TO GET THIS FAR” spotlights the workouts, the setbacks and sacrifices, and the drive to climb the ladder and ‘cut down the net’ as National Champions.

As the Official Hydration Partner of March Madness, POWERADE supports athletes on and off the field and provides them with more electrolytes to power their journey to perform their best when it matters most. To further bring this to life, the new campaign features POWERADE’s recently announced star athlete partners, University of Connecticut (UConn) Huskies forward ALEX KARABAN, University of Arizona Wildcats guard CALEB LOVE, and North Carolina State University (NC State) Wolfpack guard SANIYA RIVERS.

“Winning at the highest level takes relentless dedication, and I’ve experienced firsthand the grind it takes to get there,” said UConn forward, Alex Karaban. “As I prep for this year’s tournament, I can’t wait for fans to check out the new campaign to see how POWERADE fuels me every step of the way.”

To further amplify the campaign’s footprint, the brand is also teaming up with more than 35 NIL athletes from colleges and universities across the country to support digital and social media content.

RECOVER 180 Partners With San Diego Legion As Exclusive Hydration Brand

RECOVER 180, the organic-certified leader in sports hydration, is excited to announce its newest partnership in the sports world with the San Diego Legion as the exclusive hydration brand for the team. This collaboration aligns with both brands’ shared commitment to optimal performance, athlete well-being, and supporting the growth of rugby in America.

RECOVER 180 contains no added sugars, making it a healthier alternative for athletes and fitness enthusiasts who prioritize peak performance.

“We’re thrilled to partner with the San Diego Legion,” said Whitney Spielfogel,

VP of Communications for RECOVER 180. “Our goal is to provide athletes with the best hydration possible, and the Legion embodies the dedication and drive that we value. We look forward to being part of their success this season!”

“Having RECOVER 180 as our exclusive hydration partner is a gamechanger. Their products align perfectly with our focus on top-tier performance, and we’re proud to support a brand that prioritizes the health and well-being of athletes here at the San Diego Legion,” said Ryan Patterson, Owner of San Diego Legion.

“As an Olympic coach, I’m always

Electrolit Announces Marketing Campaign for Coachella

Electrolit announced the launch of its multi-channel marketing campaign in celebration of the upcoming 2025 festival season. The campaign, designed to spotlight Electrolit’s ability to support festival-goers with science-backed hydration, will run until April, culminating with the festival’s highly anticipated return to the desert.

As the hydration sponsor of Coachella for three consecutive years, Electrolit is doubling down on its commitment to music enthusiasts, festival-goers, and the culture of artistic expression. The campaign – titled “Every Set” – features vibrant visuals and dynamic storytelling.

seeking ways to improve athlete performance and recovery. The San Diego Legion’s partnership with RECOVER 180 is invaluable, providing advanced hydration to optimize performance, speed recovery, and keep athletes at their peak throughout the season. It’s a game-changer for those pushing their limits.” says John Manenti, Head Coach of San Diego Legion.

RECOVER 180’s organic, clean hydration products are designed to help athletes achieve peak performance, and their partnership with the SD Legion will ensure that players stay hydrated and energized throughout the season.

Highlights of the Campaign

• Streaming Activation: Through partnerships with leading digital platforms, Electrolit’s campaign will feature targeted advertisements, engaging video content, and interactive experiences tailored to music and festival fans nationwide.

• Out-of-Home Advertising: Electrolit’s vibrant and eyecatching billboards, transit ads, and festival signage will saturate key markets, including Los Angeles and on the drive out to Coachella Music Festival in Indio, Calif.

• Coachella Exclusive Presence: During the festival, Electrolit will host an impressive activation site that will serve as a hydration station where festival-goers can replace lost electrolytes.