After announcing it would drop its flailing sports drink brand BioSteel earlier this summer, Canopy Growth announced Friday it has found two buyers for the brand’s assets through a court-approved agreement.
Flow Beverage Corp. CEO Nicholas Reichenbach said this week’s sale of the company’s Verona, Virginia production facility to sports drink maker BioSteel is primed to create a “path to profitability” for the Canadian alkaline water company.
After racking up high-profile sponsorships with professional basketball and soccer teams and leagues, beverage maker BioSteel Sports Nutrition is hitting the ice — literally. The company announced today it has entered a multi-year partnership naming BioSteel the Official Sports Hydration Drink and Official Hydration Partner of the National Hockey League (NHL) and the NHL Players’ Association.
BARCODE, a functional hydration beverage brand founded by former NBA trainer Mubarak Malik, has closed a $2.2 million funding round with participation from Erewhon Market; also, BioSteel CEO John Celenza offers his insights on the brand’s channel strategy.
Upstart sports drink brand BioSteel has announced a U.S. retail expansion that will see the brand enter nearly 15,000 new locations nationwide across grocery, convenience and drug chains this year.
Sports nutrition brand BioSteel announced today it has signed University of Connecticut women’s basketball freshman Azzi Fudd as its newest brand ambassador and partner, marking the brand’s first college-level NIL (Name, Image and Likeness) deal and bringing together one of the fast-growing brands in sports drinks and a rising star college athlete.
One year after the launch of its RTD sports drink line, BioSteel is drawing comparisons to one the category’s major players — and not just because of its name. Last month, a report from Goldman Sachs Equity Research praised the Toronto-based company, calling it an “emerging disruptor in the sports drink category” that “reminds us of an early stage BodyArmor.”
In this weeks distribution roundup: Recess and Breakthru Beverage Group partnership continues CBD distribution wave, Mad Tasty now at Sprouts, blk. expands presence at Walmart, BioSteel joins WB Canna Co. & Wellness’ Latin America and Carribean portfolio and 7-Eleven partners with Minibar Delivery.
As athletic consumers look to cut sugars and artificial ingredients from their sports drink intake, BioSteel Sports Nutrition is aiming to compete head-on with category leaders via a new all natural, zero-sugar, RTD Tetra Pak line launching this month.
BioSteel is doubling down on athlete and influencer partnerships as the company expands, announcing endorsement deals Tuesday with top sportscasters and television personalities, Erin Andrews and Amanda Balionis, along with five additional partners, boosting the company’s existing roster of all-star ambassadors to 20.
BioSteel Sports Nutrition Inc. has been named The Official Sports Drink of the Brooklyn Nets and Barclays Center, the company’s first major partnership with a professional U.S. sports team.
