Channel Check: What’s Hot and What’s Not
SPOTLIGHT CATEGORIES: SPORTS DRINKS
The biggest beverage news came from the biggest deal, with Coke scooping up the remainder of Body Armor for $5.6 billion. It’s a move that happened soon after Body Armor passed its new stablemate, Powerade. But Body Armor isn’t the only brand shaking things up: Electrolit’s numbers this month continue to scale, with the brand’s MULO performance now starting to illustrate the inroads the brand has made in the past couple of years. With other brands starting to percolate below the radar, next year’s rankings could reflect some surprising insurgencies in a once-staid category.
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