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This week's reviews examine a pair of potent new takes on modern hydration: POPWTR, which promises to "taste like soda" and "hydrate like water," and an updated version of prickly pear-based drink Pricklee.
Celsius is blossoming in its role as the "energy category captain" for PepsiCo, as the combined portfolio of Celsius, Alani Nu and Rockstar drove triple-digit increases in revenue and adjusted EBITDA in Q1 2026.
In distribution news, Ayrloom heads to New York's Governor's Ball as StageWater heads to Nashvilled for CMA Fest.
Award-winning musical artist Carrie Underwood is expanding her health and wellness app business fit52 into a CPG-aligned platform company with the launch of HiNote, a nutrition brand aimed primarily at female consumers.
Amidst the vast range of choices, consumers are increasingly selecting drinks that excite and empower them both mentally and emotionally, according to Keurig Dr Pepper’s second annual State of Beverages Trend Report, released this morning.
Republic National Distributing Company (RNDC) continues to sell off its territory.
As the brand aims to scale and achieve mainstream adoption, functional beverage maker Recess has brought in former Beatbox marketing leader Zech Francis to head up its own marketing efforts as CMO.
Zero-proof cocktail brand MEDASE is rolling out a summer-long, tour-style campaign, dubbed “64 Medase Moments,” aimed at connecting with consumers through curated gatherings and community-driven celebrations.
![[Exclusive] Target Expanding Hemp Beverage Sales to Fla., Tex., Ill.](https://dg6qn11ynnp6a.cloudfront.net/wp-content/uploads/2026/05/05154452/target-expanding-hemp-beverage-sales-to-fla-tex-ill-square-crop-1-150x150.png)
Target will be adding hemp-derived THC drinks to store shelves in over 300 stores across Texas, Florida and Illinois.
Premier Protein is set to join the burgeoning protein soda category as parent company BellRing Brands attempts to navigate increased competition, heightened consumer price sensitivity and rising input cost inflation.
Innovation is everywhere, but the majority of what consumers see is incremental change. What does it mean to do something meaningfully different? Lasso is attempting to answer that question. In this episode, CEO Mike Messersmith, the former Oatly executive who helped turn oat milk into a cultural phenomenon, shares how his company is rethinking food from the ground up.
Celebrity Brands. If they aren’t the only brands one can have – and one might have been led to believe we’re all headed that way, given the casting call that went out for panels at the Beverage Forum, which took place last week in L.A. – they’re a growing part of the business.
Celzo is stepping into its next phase of growth with a packaging refresh that seeks to better capture what consumers experience when they crack open a can of its agua fresca: a “feel good fiesta” that injects Latin culture into current wellness trends.
Founded by former OWYN executives, Day/Dream is positioning around the idea that specific functional benefits should be tailored to day parts.