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In a new article titled “Don’t be fooled by coconut water and other new sports drinks,” Consumer Reports hammers away claims of enhanced hydration and elevated nutrition as touted by beverage brands in a range of categories, including plant-based waters and electrolyte-fortified drinks.

In a sweeping revamp, Agua Enerviva is now known simply as Agua. While still identified as an "energy water," a reworking of the label gives far greater prominence to its low-calorie formulation, something that founder Carol Dollard calls “one of the most important things that consumers are looking at when they pick up a beverage.”

The transition follows Coke’s purchase of a 16.7 percent stake in Monster last August which followed years of careful consideration.

Howell, who joined Roobiee Red Tea as its chief executive officer in 2010, has left the company to become the director of innovation for spirits giant Brown-Forman. Meanwhile, longtime beverage veteran Bill Meissner, most recently the president and CEO capsule-based coffee company Tazza Pronto, has joined Rooibee’s board of directors,

The upcoming 2,000 sq. ft. space is slated to be up and running later this summer, and will serve as the company’s “innovation center,” according to Spindrift founder Bill Creelman.

From the the New York Post naming it “New York City’s hot new cult,” to its spotlight on NBC’s “The Today Show,” a recent wave of publicity has thrust matcha in front of the eyes of the general public.

Jonathan Yohannan, the director of public relations for Panera Bread, stated that, for the time being, the company's "No No List" will not be extended to beverages sold at its stores.