After a lackluster adoption in the early 2020s, a second wave of CBD-infused hydration and sports drinks is building a new consumer base alongside the successful adoption of low-dose, hemp-derived cannabis beverages.
Lemon Perfect is moving into nearly 500 Target stores, cannabis beverage brand Cann is now available in New York state and Bored Cow makes its national retail channel debut in Sprouts Farmers Market.
DEFY, the CBD sports drink brand co-founded by NFL Hall of Famer Terrell Davis, announced this week it will launch its first non-CBD infused product line with DEFY Water, a new bottled alkaline water for which a portion of all proceeds will support veteran, female and minority-owned nonprofits.
Sitting at the intersection of two consistently growing beverage categories, the addition of CBD to sports drinks has emerged as a rising trend over the past few years, offering functionality beyond the hydration benefits typically found in athletic performance beverages.
Colorado-based CBD drink maker Defy LLC filed a lawsuit last month against Tennessee-based hydration beverage brand Defiance Fuel, claiming the latter company infringed on its trademarks; A new lawsuit against 75 members of Dairy Farmers of America’s (DFA) leadership team is accusing the co-op of extortion and cartel-like tactics; Family of late Hansen’s Beverage Co. founder Hubert Hansen were awarded $17 million in a ruling against The Coca-Cola Company and Monster.
