Martín Caballero

Martín Caballero

Managing Editor, BevNET

Martín writes news articles and feature stories covering the non-alcoholic beverage industry for BevNET. A graduate of Boston University, Martín's previous work has appeared in USA Today, The Boston Globe and The Boston Herald.

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Posts by Martín Caballero

After Pace-Setting First Year, ZOA Aims Higher

This year, the brand is looking to continue expanding its audience with the release of two new zero-sugar flavors — White Peach and Tropical Punch, which will replace Original and Lemon Lime — and a 12 oz. can format.

Levia, Hi5 Seeding Growth for Cannabis Seltzers in New England

For both cannabis seltzer brands, each owned by vertically integrated multi-state cannabis operators, this year is poised to be a critical one for growth, as the former completes its takeover by Florida-based Ayr Wellness, and the latter aims to tackle pricing while preparing to debut an innovative new product.

Harmless Harvest Vet Guilbert Takes on New Mission: Energy Drinks

Positioned to compete directly with Bang, C4 and the range of other high-caffeine energy drinks that have emerged from the supplement space over the last several years, Echelon packs its muscular, 300mg caffeine formula into an 8.4 oz. slim can in three flavors, each with a spicy kick: Yuzu Cayenne, Berry Habanero and Watermelon Thai.

For No&Low Brands, Dry January Marketing Evolving

For brands in the burgeoning no-and-low space, the opportunity to build messaging around Dry January is clear. And as the movement has evolved, so have the approaches those brands are taking to drive eyes to the category, both during the month, and beyond.

U.S. Dairy Prevails in Tariff Dispute With Canada

U.S. dairy processors earned a major victory this week after a three-member panel ruled in their favor in a dispute with Canadian regulators over access to the country’s national market.

Singer Katy Perry Launches Non-Alcoholic Apéritif Brand

Singer Katy Perry is embracing “pleasure with restraint” with the launch of De Soi, a line of sparkling non-alcoholic apéritif created in partnership with master distiller Morgan McLachlan of premium spirits maker AMASS.

Nielsen: Price Hikes Help Offset Uneven Volumes

Driven in part by manufacturer price increases and decreased promotional activity, dollar sales growth remains strong across non-alcoholic beverages, according to the latest analysis of Nielsen data by Goldman Sachs Equity Research.

Tru Drinks Aligns With Polar, Btomorrow Ventures For $3.6M Round

Massachusetts-based functional drink maker Tru is poised to move into a new growth stage with the closing of a $3.6 million funding round that includes participation by powerhouse New England beverage manufacturer and distributor, Polar Beverages.

Distribution Roundup: VYBES, Day One Bring CBD to San Diego

Having built its core business in Southern California, functional beverage brand VYBES is now aiming to capture one of the region’s biggest markets; Also, Angry Angel makes its debut in Publix, Rowdy Energy expands nationwide with 7-Eleven, and Wilfred's Non-Alcoholic Aperitif launches in the U.S.

J.M. Smucker Co. Divests From Natural Beverages, Grains

The J.M. Smucker Company continued to cull its CPG brand portfolio today with the announcement of an agreement to sell its natural and organic beverage and grains business to venture group Nexus Capital Management in a cash deal valued at around $110 million.