Inside Pure Fuel’s Partnerships-Over-Retail Strategy
Philadelphia-based hydration brand Pure Fuel is making moves to expand its retail distribution after spending its first two years building partnerships.
Headlines
NIQ: Bev-Alc Sales -3% Halfway Through 2025; RTDs Are Bright Spot
Beverage-alcohol sales are down 3% year-to-date (YTD) in off-premise channels, market research firm NIQ shared in its “Halftime Report.”
No Cap Closes $3M Round to Fuel Supply Chain, Marketing Growth
After pulling off its first activation at the X Games last month, zero-sugar soda No Cap is putting more fuel in the tank for the second-half of 2025 with $3 million in new investment to support supply chain optimization and marketing support.
New Products: RYTHM Finds RTDs, Liquid Death Does Fruity Pebbles
This week’s new product gallery features a new format for MUD/WTR; new THC-infused drinks from Flyers Cocktail. Co., RYTHM and Upstate Elevator Co..; and a new drink working the line between energy drinks, hydration and immunity.
Tilray’s Breckenridge Distillery Launches NA Spirits
Canadian cannabis giant and U.S. craft beer platform Tilray Brands is at it again. The company’s Colorado-based Breckenridge Distillery announced Thursday the launch of Mock One, a collection of non-alcoholic (NA) spirits.
Taste Radio: How To Go Viral In 10 Seconds? Sell Raw Cod. Not Celeb ‘Tinis.
What happens when a high-profile protein bar brand suddenly dives into frozen seafood? Naturally, the industry takes notice… and chaos ensues. The hosts unpack David’s unexpected launch of raw cod, a move that seems both strategic and defiant, and which sparked intense debate across CPG. They also delve into the debut of a celebrity’s “love potion” and a luxurious presentation of pecans.
Kratom in Legal Crosshairs Again as Mitra-9 Faces Proposed Class Action
Kratom beverage maker Mitra-9 Brands is facing a proposed class action lawsuit over allegations that its products are addictive, leading to habitual use and withdrawal symptoms.
Courage In A Can? This Non-Alc RTD Aims For A Flirty Buzz
Flirting while buzzed can be one of the many hazards or benefits of picking up a drink, but is there a way for a non-alc beverage to bottle up that liquid courage? Amber Murphy and Jordan Bauer, founders of Drink Redacted, are hoping so with an “aphrodisiac tonic” hitting the market this month.
Cane Sugar Distillate In Your Tequila? What The Diageo Lawsuits Mean For Spirits
Rumors that have long-circled major tequila companies – that their 100% tequila is not really tequila – have finally made their way from the cantina to the American court system.
Wake the Dead: Liquid Death Taking on ‘Caffeine-Crazy’ Energy Drinks in 2026
Liquid Death’s beverage platform is expanding to energy drinks, with the company sharing a first look at its new Sparkling Energy line in 12 oz. cans that are set to launch at retail in January 2026.
Pepsi: Formulation, Infrastructure Changes Afoot After Q2 Volume Drop
Rising sales outside the U.S. helped offset more dips in domestic demand for PepsiCo’s snacks and beverages during Q2, the company reported on Thursday.
Cookies Enters Spirits With RTD Tequila Cocktail Launch
The San Francisco-based cannabis cultivator and lifestyle brand is entering the ready-to-drink cocktail market with Adios, a four-SKU line of beverages made with fruit juice and ultra-premium tequila.
Distribution Roundup: Bawi Brings its Agua Fresca to Whole Foods
Sparkling agua fresca brand Bawi has landed in select Whole Foods Market stores in its home market of Texas, as well as Chicago and Northern California locations.
Reviews: KFR is a Keeper, And We Could Drink Alldae All Day
Cascara and water kefir are each two beverage categories in need of a hero brand -- could new releases from Alldae or KFR be the answers?