Long known for offering consumers a luxury experience, artesian Norwegian water brand VOSS is now looking to play a bigger role in shoppers’ daily routines with the extension of its VOSS+ line of functional beverages. The launch accompanies a national marketing campaign that seeks to position the brand as an everyday product.

Hydrogen-infused sparkling water brand HyVIDA is emphasizing fun and flavor, alongside health, in a new rebrand that launched this month. Based in Michigan, HyVIDA is available in Lemon Lime, Raspberry and unflavored Pure varieties. Each 12 oz. can contains zero calories and retails for $1.49-$1.99.

Ringing in the company’s first day trading on the Nasdaq Stock Market, Oatly CEO Toni Petersson said the decision to go public was “the right thing to do.” Initially priced at $17 per share, at the top of its predicted range, Oatly’s stock opened at roughly $21 per share, up about 24%, as it began trading shortly before noon today.

Q Mixers is looking to raise its national profile with the appointment of comedian and TV host Joel McHale as Chief Happy Hour Officer. The celebrity partnership arrives as the company is seeking to expand its on-premise business as pandemic restrictions are lifted across the country.

Oatly is going public at $17 per share, according to a report in the Wall Street Journal, which cited sources familiar with the matter. The company offered 84.4 million shares and the IPO raised $1.43 billion, giving the company a valuation of roughly $10 billion.

As it prepares to enter the energy drink category with two new performance brands, sports nutrition company MusclePharm Corporation has brought on former Rockstar Energy EVP of sales and distribution Joey Cannata as a partner to build out its national distribution network.

Nearly a year after being formally separated from Dean Foods, plant-based food and beverage company Good Karma is beginning a new chapter. The Colorado-based company announced today a brand refresh accompanied by the launch of a new line of refrigerated plant-based milks and a direct-to-consumer ecommerce platform.

Swedish plant milk maker Sproud announced this week that it has hired industry veteran Bill Lange as its General Manager for North America, responsible for overseeing the brand’s retail growth strategy.

Less than 18 months after it debuted in the U.S. market, The Coca-Cola Company announced today it will discontinue its Coca-Cola Energy line in North America. Launched in January 2020, Coca-Cola Energy was available in original cola and cherry flavors with full calorie and zero sugar variants. Each 12 oz. slim can contains 114 mg of caffeine, guarana and B vitamins.

Two publicly-traded beverage companies are tapping into the power of celebrity. Today, The Alkaline Water Company announced that it has brought on Shaquille O’Neal as an equity partner and advisor, while Monster Energy is turning to rapper Post Malone to help promote a new giveaway campaign.

Adaptogenic beverage startup Droplet accused PepsiCo of “corporate plagiarism” in an Instagram post this weekend, claiming the conglomerate’s new Soulboost brand “blatantly” lifts its concept and brand identity. PepsiCo has denied all allegations.

In this week's Distribution Roundup, CBD beverage maker Unity Wellness doubles its nationwide distribution, partnering with several new DSD distributors including Legacy Distribution Group in Colorado and Lipman Brothers in Tennessee. Plus: updates from Reed's, Costa Brava Cocktails, Waterloo, BIOLYTE, Pivot Cold Brew and more.