Repositioning itself as a functional offering, better-for-you soda maker Sipp has discontinued its entire portfolio and relaunched with a new line of seltzers made with antioxidant-rich ingredient camu camu. The rebranded Sipp products went on sale this month on Amazon and will roll out to retailers in the Tri-State area next year.

The California-based cold-pressed juice maker’s strong performance over the course of the last 12 months — dollar sales of its refrigerated organic fruit drinks across MULO plus-convenience were up 517% to $18.6 million through August 18, according to IRI — is a welcome sign for both the Coca-Cola owned brand and the cold pressed juice category as a whole.

The organization will start with three initiatives: a mentorship program, monthly community building events and a digital community on LinkedIn.

Joyride Coffee has secured a partnership with food and beverage service provider Aramark Corporation to cover distribution and equipment service for both existing and future office accounts, the company announced Friday. Under the terms of the deal, Aramark has acquired all assets of Joyride’s delivery business and will create a new division, called Joyride by Aramark.

New York-based coconut water brand 100 Coconuts announced last week that Walker has joined the startup as board member, while fellow beverage marketing veteran Lee Brody is coming on as an advisor. Elsewhere, Keurig Dr Pepper (KDP) veteran Charles Murray has joined Boxed Water is Better as the brand’s Director of Operations overseeing R&D, production and distribution.

Joseph Carr, founder of top-selling wine brand Josh Cellars, spoke about how diligence and self-education were critical in turning his passion into a career and why he left a lucrative job to launch his own company. He also explained how he defines hard work and how Josh Cellars has articulated a positioning that is both premium and accessible.

Celsius Adopts DSD for Target Stores; Rowdy Mermaid Launches Ecommerce Platform; Hubble Adds HiTouch Distribution, Expands Whole Foods; Tea of a Kind Launches New Flavors in Southeast and Midwest; The Bitter Housewife Adds PacNW; KÖE Kombucha Adds SoCal 7-Eleven

Molson Coors Beverage Company has taken a minority stake in ZenWTR, the sustainably packaged bottled water brand launched earlier this year by serial entrepreneur Lance Collins, the company announced today. Terms of the transaction were not disclosed.

The Denver, Colo.-based brand of cold pressed watermelon juice blends has been acquired by Caribé Juice, the company announced today. Terms of the deal were not disclosed.

As the fast casual dining industry has seen an influx of new chains with focuses on rising food trends, Tractor Beverage Co. is hoping to rise with the tide by introducing better-for-you alternatives to the traditional soda fountain. In 2018, the brand launched at restaurant trade shows with a broad, multi-category portfolio of organic, non-GMO beverage products.

Citing ongoing growth in the natural CPG market, asset-based lending company Gerber Finance this week announced it would launch a dedicated natural food and beverage products division.

In the competition for sports drink market share, Gatorade’s Bolt24 is pumping up its offense. The functional hydration sub-line will roll out a new ad campaign this month taking aim at rising competitor BodyArmor, calling out the Coke-backed brand by name.

Nutrition platform brand Bulletproof 360 today announced a $13 million capital raise to fund the brand’s omnichannel expansion and the development of products in new and existing categories. The raise was led by Beliv, the Latin America-based business unit of multinational beverage corporation the CBC Group, and Rocana Ventures along with existing investors CAVU Venture Partners and Trinity Ventures.