Brand News
Aug 28, 2026Last Updated Aug 28, 2026Inside Axum Capital Partners’ Health And Wellness Investment ApproachAxum Capital’s managing partner Muhsin Muhammad gives insight on the private equity firm’s investment strategy in health and wellness.
Aug 13, 2026Last Updated Aug 14, 2026L.A. Libations, Axum Capital Partners Announce Strategic PartnershipCharlotte-based Axum’s portfolio companies – including its latest acquisition, NBA star Victor Wembanyama’s fledgling hydration drink Barcode – will gain…
Aug 4, 2026Last Updated Aug 6, 2026Axum Capital Acquires Barcode Performance DrinkHydration sports drink Barcode has been acquired by Axum Capital Partners, in partnership with investor and NBA star Victor Wembanyama.
Jul 7, 2026Last Updated Jul 7, 2026Mid-Year Snapshot: Promo Pricing Pushes Sports Drinks AheadAs the category rebounds back into volume-driven growth and with interest in hydration and electrolytes still rising, we take stock of what’s happened in…
Jun 17, 2025Last Updated Jun 17, 2025Cadence Sets Rapid Pace for Platform Innovation With New RTDs, BarsAfter eight months selling just a single SKU, Cadence is eager to make up for lost time with a new slate of products including more drinks, plus bars and…
Jun 9, 2025Last Updated Jun 6, 2025Loom Juice Teams With Michigan Star Justice Haynes On Equity NIL DealJustice Haynes is hoping to bring some of his rising star to startup juice brand Loom, as the University of Michigan football player has taken an equity stake…
Oct 3, 2024Last Updated Oct 3, 2024Barcode Posts Up New NBA PartnershipsSports drink maker Barcode is now the official performance drink of both the San Antonio Spurs and the Miami Heat with five-year deals granting the brand…
Jul 8, 2024Last Updated Jul 8, 2024BevNET Live: The New Pro Partnership with Bar Malik and JadakissIn this video, Bar Malik and BevNET managing editor Martín Caballero discuss how Malik’s unique background as director of performance for the New York Knicks…Dec 20, 2023Distribution: Barcode Scans Texas with H-E-B ExpansionHydration drink brand Barcode is expanding its presence across Texas by going chainwide with grocer H-E-B this week. Also, Prebiotic soda brand Poppi is now…Oct 24, 2023Last Updated Oct 23, 2023Barcode Becomes Official Sponsor of the Brooklyn NetsFunctional beverage brand Barcode has been building its business through tight connections in the NBA. Now, the L.A.-based brand is upping the stakes from…
Oct 6, 2023Barcode Launches in New York with Rainforest PartnershipSports drink maker Barcode has partnered with New York City DSD house Rainforest Distribution, the company announced today, setting the stage for the…
Feb 8, 2023Barcode: Next-Gen Hydration Drink At ‘Inflection Point,’ Aiming for 5K DoorsAfter testing the market for a premium sports drink for the past two years, Barcode is ready to move into national distribution. Recently, the fitness water…
Feb 14, 2022Last Updated Feb 15, 2022Distribution Roundup: Erewhon Invests in BARCODE, Biosteel CEO Talks ChannelsBARCODE, a functional hydration beverage brand founded by former NBA trainer Mubarak Malik, has closed a $2.2 million funding round with participation from…