Guayakí Reassesses Self, Transitions to Third-Party Model
Guayakí Yerba Mate is once again embracing DSD distribution, announcing this week that it has completed a transition from self-distribution to “a predominantly third-party distribution model” that includes national coverage through Anheuser-Busch InBev houses.
“This transition to a third-party distribution model positions Guayakí for its next growth phase,” said Jared Riddle, Guayakí ‘s head of distribution, in a press release. “This latest transition is a strong step forward, but it’s the strength of our entire distribution network that ensures we can continue meeting rising demand while staying true to our mission and values.”
The nearly three-decade old brand previously moved away from DSD, telling BevNET in 2018 that it had embraced self-distribution, establishing an internal system for delivery, dubbed the “Hacedor” program, which consisted entirely of electric vehicles and manned by formerly incarcerated people with a goal of hiring 10,000 ex-prisoners by 2028.
However, although adoption of the program coincided with double-digit sales growth for Guayakí’s retail business, the project would eventually lead to legal woes, including a class action lawsuit filed by a driver for the company, alleging violations of California law regarding employee meal breaks.
It’s not immediately clear when Guayakí began to move back towards DSD, but the shift appears to have occurred sometime after the appointment of former Red Bull CEO Stefan Kozak as CEO in 2021. Beverage Business Insights first reported in 2023 that Guayakí had begun partnering with several third-party distributors, including Polar Beverage in New England.
Ben Mand, the former chief executive of Harmless Harvest, was named as CEO of Guayakí last spring and in January 2024 the company reported it had raised $75 million.
According to this week’s release, the company says it has now achieved full U.S. coverage over the last three years and added 40,000 outlets to its network, holding 86% market share in the yerba mate category.
“By partnering with leading distributors in every market, Guayakí is poised to accelerate growth, enhance in-store execution, and share the vibrant culture and benefits of yerba mate with even more communities,” the company stated.
Wildwonder to Whole Foods
Functional beverage brand wildwonder has expanded in Whole Foods Market stores nationwide, launching four flavors into the natural retailer: Guava Rose, Strawberry Passion, Peach Ginger and Mango Gold.
A fifth flavor, Raspberry Lychee, is expected to launch in the chain in the near future, the brand said in an announcement today.
“This nationwide launch at Whole Foods Market is a dream realized,” said wildwonder founder Rosa Li in a statement. “When I started wildwonder, I wanted to share the healing traditions of my heritage in a way that felt fresh and approachable. Seeing wildwonder on shelves coast to coast is proof that people are ready for bold, functional beverages that make them feel as good as they taste.”
The brand is also available in retailers such as Sprouts, Erewhon, Target and Albertsons Safeway.
Spritz Society Gets with Gallo
RTD cocktail brand Spritz Society is partnering with E. & J. Gallo Wineryfor distribution across the country, beginning with a rollout into South Carolina, Illinois, Texas and Florida stores this month and a national expansion to follow in March.
“We are thrilled to be partnering with GALLO to expand our retail presence nationwide,” said Spritz Society founder and CEO Ben Soffer in a press release. “Our national expansion starting in March will allow Spritz Society fans to finally find our products in their local stores, marking a major milestone in our long-term growth strategy.”
Spritz Society produces a line of canned cocktails with 4.5% ABV per 12 oz. can. Available in Pink Lemonade, Peach, Lemon Iced Tea and Pickle flavors, the drinks retail for $12.49 per 4-pack.
More Distribution News from Across the Industry
- Beekeeper Coffee is now available in the Portland Trail Blazer’s home court, the Moda Center, during the NBA team’s home games.
- Waterloo Sparkling Water has also inked a sports partnership, this one with the NHL’s New York Rangers, placing the brand into Madison Square Garden concession stands.
- Flyers Cocktail Company, maker of RTD hemp THC beverages, is now on board with Tryon Distributing in North Carolina.
- Evolution Fresh has introduced its Real Fruit Soda line into coolers at select Whole Foods stores around the country.