The emergence of non-fungible tokens (NFTs) as a tradable digital resource has been among the most notable innovations in finance and the art world this year, but the cryptocurrency-driven trend has yet to make a major impact on the physically-bound CPG world. Now, digital company Club CPG is hoping to change that with the launch of a new platform, Crypto Packaged Goods.

Super Coffee, a producer of functional bottled coffees made with MCT oil, has launched a new marketing campaign releasing a “first-of-its-kind Open Source Coffee Code.” Timed to National Coffee Day, the campaign consists of newspaper ads in The Seattle Times and the Boston Globe urging their biggest competitors to “Please steal our idea.”

Plant-based milk startup Uproot is targeting the higher education channel with a line of dairy alternatives offered through food service beverage dispensers. Founded in 2019 the brand currently produces Oat milk, Soy milk and a Chocolate Peamilk, with plans to introduce additional innovations in the near future, Conway said.

Vita Coco is officially going public. The New York-based coconut water maker filed on Monday with the U.S. Securities and Exchange Commission for an IPO seeking to raise up to $100 million. The company intends to list on the NASDAQ under the ticker symbol COCO.

As the beverage industry faces a painful crunch on aluminum can supply, another manufacturer announced last week that it is working to expand production. Crown Holdings said Friday that it has selected Mesquite, Nevada as the location of a new aluminum can manufacturing facility.

As the cocktail mixer category sees renewed growth with the rise of at-home alcohol consumption, U.K.-based premium brand Fever-Tree is feeling the buzz. The company reported U.S. revenue growth of 42% on a constant currency basis in the first half of 2021, with on-premise sales rebounding rapidly following last year’s channel shutdown.

Brands like Zolt, MANTRA Labs and Plants by People launched during the height of the pandemic last year as ecommerce plays and are now establishing themselves in a period where consumers are seeking out solutions to stress, immunity and sleep issues. Meanwhile slightly more established players like the aforementioned Beam and Blume have seen sales spike online and embraced new innovation.

Actress Blake Lively is the latest film star to throw her hat into the beverage industry as the founder of Betty Buzz, a new brand of non-alcoholic sparkling mixers launching today. Available in five flavors -- Tonic Water, Sparkling Grapefruit, Meyer Lemon Club Soda, Sparkling Lemon Lime and Ginger Beer -- Betty Buzz mixers are non-GMO and are made with no artificial sweeteners or colors.

The growth of better-for-you products has been one of the top stories of the food and beverage industry for years now, but according to the latest Healthy Living Consumer Products review by Whipstitch Capital and SPINS, that growth is now “beyond long-term,” rating as one of the top industry trends for 2021.

Jones Soda, the Seattle-based craft soda brand, announced today that it is bringing back for a limited time its (in)famous Turkey & Gravy Soda as a special release timed to the company’s 25th anniversary this year. The relaunch is the third special release flavor this year, following the limited launch of Birthday Cake Soda and Pineapple Cream. Turkey & Gravy is zero calories, sweetened with sucralose and is available in 12 oz. bottles.

Nootropic-infused sparkling water brand HOP WTR announced this week it has achieved 500% growth in its first full year on the market, with its retail footprint now reaching 17 U.S. states. Launched as an online exclusive last year, California-based HOP WTR is now available in all BevMo! locations in California, Washington and Arizona.

San Francisco-based functional beverage maker Wildwonder announced this week that it has closed a $2.1 million seed round which will fund the brand’s expansion on the West Coast and beyond.