DECEMBER 7-9 | LOS ANGELES, CA
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New Beverage Showdown: Billion-Dollar Brands Start Here

 

The application is now open for the 27th edition of the New Beverage Showdown, the industry’s premier beverage brand pitch competition. Presented by Coca-Cola North America’s New Revenue Streams, the business competition will take place during BevNET Live L.A. 2025 on December 7–9 in Marina del Rey, CA.

The New Beverage Showdown is a proven platform for highlighting standout founders and showcasing bold innovation. Past competitors include Poppi, Liquid Death, Health-Ade, MALK, CANN, Sanzo, Wildwonder, Pretty Tasty, and many more. These brands didn’t just pitch to win, they used the stage to refine their story, accelerate investor interest, and spark industry conversations.

The application is now closed!

Apply Today

Presented By

New Beverage Showdown Semifinalists

BevNET Live L.A. 2025 Judges

  • Melissa Angle, VP Merchandising & Supplier Relationship Management, UNFI - BevNET Live L.A. 2025

    Melissa Angle

    VP Merchandising & Supplier Relationship Management, UNFI

    Melissa Angle, VP Merchandising & Supplier Relationship Management, UNFI - BevNET Live L.A. 2025

    Melissa Angle

    VP Merchandising & Supplier Relationship Management, UNFI

    Melissa Angle is the Vice President of Natural Category Merchandising and Supplier Relationship Management for United Natural Foods, Inc. (UNFI), a premier grocery wholesaler delivering a wide variety of fresh, branded, and owned brand products to more than 30,000 locations throughout North America, including natural product superstores, independent retailers, conventional supermarket chains, ecommerce providers, and food service customers. Melissa began her career at UNFI in 1998 as a Custom Flyer Coordinator in the Dayville, Conn. facility. She quickly moved into a Category Management role for Grocery. In 2001, Melissa joined BIN Sales & Marketing, a natural broker, where she served as Brand Manager and later Director of Marketing before returning to UNFI in 2006. Over the years, Melissa has held several key positions of increasing responsibility at UNFI, including National Director of Marketing – East and West, East Region Director of Supplier Relationship Management, National Sr. Director of Supplier Relationship Management, and Vice President of Supplier Relationship Management. She’s played a pivotal role during numerous mergers, acquisitions, and organizational transformations, including the formation of UNFI and integrations with Millbrook, Haddon House, Trudeau, Tony’s, and SUPERVALU. Outside of work, Melissa enjoys spending time with her two adult children, Ashleigh and RJ. She’s an avid pickleball player, a home project enthusiast with a passion for painting, and is currently diving back into sourdough baking.

  • Kim  Route, Category Manager, INFRA - BevNET Live L.A. 2025

    Kim Route

    Category Manager, INFRA

    Kim  Route, Category Manager, INFRA - BevNET Live L.A. 2025

    Kim Route

    Category Manager, INFRA

    Kim Route is a Category Manager at INFRA, where she curates strategic promotions and identifies emerging trends across snacks, candy, chocolate, and beverages. With experience spanning both conventional and natural grocery, she is passionate about helping independent retailers thrive and advancing a more sustainable food system. Outside of work, Kim enjoys time with her three dogs, trying new recipes, exploring local breweries, and serving on the Advisory Board for Minnesota State University’s Women in Leadership program.

  • Lourdes Grill, President, Red Tree Beverages (CCNA) - BevNET Live L.A. 2025

    Lourdes Grill

    President, Red Tree Beverages (CCNA)

    Lourdes Grill, President, Red Tree Beverages (CCNA) - BevNET Live L.A. 2025

    Lourdes Grill

    President, Red Tree Beverages (CCNA)

    Lou Grill leads Red Tree Beverages, the Coca-Cola Company’s U.S. subsidiary for alcohol ready-to-drink products, where she drives innovation, brand development, and operational excellence in a rapidly evolving segment. Lou is recognized for her strategic vision and cross-functional expertise, spanning finance, marketing, sales, commercialization, and people development. Her career includes general management of the Coca-Cola McDonald’s North America business, oversight of Natural Channel sales and strategy with retailers such as Whole Foods and Sprouts, and leadership in strategic partnerships with major entertainment and hospitality brands, including recognition as one of the Top 50 Women in Global Cinema by Celluloid Junkie.  Lou’s approach emphasizes the creation of mutual value from insight-based innovation driving through to commercial and marketplace impact. Lou began her career in finance at The Coca-Cola Company and previously held financial roles at Federal Express Corporation in market development and business planning. She is the executive sponsor of Women’s LINC, Coca-Cola’s Women’s Inclusion Network, and holds an MBA from the University of Georgia and a BA from Duke University.

  • Ken Sadowsky, Sr. Advisor, Verlinvest - BevNET Live L.A. 2025

    Ken Sadowsky

    Sr. Advisor, Verlinvest

    Ken Sadowsky, Sr. Advisor, Verlinvest - BevNET Live L.A. 2025

    Ken Sadowsky

    Sr. Advisor, Verlinvest

    Ken Sadowsky is an astute trend identifier and a 35-year veteran of the beverage industry. Ken’s career started as an operator in Auburn, MA at Atlas Distributing, a company founded by his grandfather. He was an early distributor of vitaminwater, among the first to distribute Snapple, Red Bull, and Monster. Later he joined the board of GLACEAU, the parent company of vitaminwater & smartwater. Today, Ken is the Senior Beverage Advisor for Verlinvest, the diversification vehicle of the Belgian InBev family with over €4.5 deployed across 25+ portfolio companies. Ken sits on the board of directors for Vita Coco (COCO), Icelandic Glacial Water , and LifeAID, and was previously an advisor for Bai and Essentia Water. Ken continues to advise and invest in new companies to this day.

  • Mike Schneider, CRMO, BevNET - BevNET Live L.A. 2025

    Mike Schneider

    CRMO, BevNET

    Mike Schneider, CRMO, BevNET - BevNET Live L.A. 2025

    Mike Schneider

    CRMO, BevNET

    Mike Schneider is a seasoned executive who lives at the collision of brand, experience and product. He has deep roots in branding, mobile, content and events. Prior to BevNET, Schneider lead major rebranding efforts for Skyhook and GasBuddy and was the CMO of Apptopia. He also spent over 8 years in big Boston ad agencies Hill, Holliday and allen and gerritsen leading content, digital innovation and analytics teams. A long-time blogger and thought-leader, Schneider got his start drinking and evaluating craft beer and co-wrote Location Based Marketing for Dummies.

  • John Craven, CEO, BevNET - BevNET Live L.A. 2025

    John Craven

    CEO, BevNET

    John Craven, CEO, BevNET - BevNET Live L.A. 2025

    John Craven

    CEO, BevNET

    As founder and CEO of BevNET, John Craven is a widely-recognized authority on the beverage industry and he is frequently cited in mainstream media. His vision shapes the editorial, publishing, and positioning of all of BevNET's properties, including BevNET.com, NOSH.com, BevNET Magazine, Brewbound.com and their associated conferences. John is a graduate of Boston College with a BS in Marketing and Computer Science.

  • Fred Hart, Founder & Creative Director, Hart Brands - BevNET Live L.A. 2025

    Fred Hart

    Founder & Creative Director, Hart Brands

    Fred Hart, Founder & Creative Director, Hart Brands - BevNET Live L.A. 2025

    Fred Hart

    Founder & Creative Director, Hart Brands

    Fred Hart is a brand consultant and creative director obsessed with building and studying CPG brands. Over the last decade, Fred's built a 30-person branding agency, transformed over 130 CPG brands, won 5 Design Effectiveness Awards, and has quenched the design thirst of beverage brands ranging from KOIA, Suja, Califia, Monster and more.

  • David De La Garza, Sr. Director of New Revenue Streams, The Coca-Cola Company North America - BevNET Live L.A. 2025

    David De La Garza

    Sr. Director of New Revenue Streams, The Coca-Cola Company North America

Past Competitions

How It Works

The New Beverage Showdown offers early-stage beverage brands a high-visibility platform to pitch their products to an audience of investors, retailers, suppliers, service providers, and fellow entrepreneurs. The competition has helped launch some of the industry’s most iconic and fastest-growing brands.

The competition will be livestreamed on BevNET.com and BevNET's social platforms, reaching thousands of beverage industry professionals watching online from home. It will also feature live audience voting during the semi-final round.

Semifinal Round - December 8

12 semifinalists present 2 minute pitches.
4 judges provide immediate feedback.
Finalists chosen end of day

Final Round - December 9

6 finalists present 5 minute pitches across 2 rounds
4 judges engage in interactive Q&A.
Winner chosen end of day

Prize

$10,000 BevNET advertising package
Live interview on BevNET
Engraved trophy

The application is now closed!

New Beverage Showdown Past Participants

What Past Competitors Say

"We approached the BevNET New Beverage Showdown with the sole intent of winning it all. That caused us to sharpen up in every way and to really question all aspects of the business, because we’d have to ace live presentations to industry experts. That self-evaluation truly helped us on our path to understanding the “what,” “how,” and “why” behind Health-Ade at a critical time in our growth." - Justin Trout, Co-Founder & COO, Health-Ade Kombucha

"The New Beverage showdown was a great experience. It provided insightful feedback from industry experts, and helped open doors to vital resources to help us continue to grow our brand. Most importantly, we had a blast!" - Stephen Ellsworth, Co-Founder, Poppi

“I love the Showdown — I think that format is an amazing way for new brands like ours to be introduced to the decision makers of the industry... We’re in big places like CVS, Gelsons, Sprouts because of the New Beverage Showdown.” - Scarlett Leung, co-founder, Pretty Tasty

"Being a part of the BevNET Live 2015: New Beverage Showdown helped create brand awareness for MALK within the beverage industry. Many doors opened from raw materials to distribution after our participation. For any new beverage business looking to make the right connections, I would highly recommend participating in this amazing event!" - August Vega, CEO, MALK

Apply Today

Everything You Need to Know

Contact Us for More Information

The application is now available for the New Beverage Showdown at BevNET Live LA 2025 on December 7th through 9th in Marina del Rey, California. The link to apply is above. If you have any questions, please send us a short note below. A member of the BevNET team will respond promptly with answers to your questions.

This form is from an event that has already taken place and is no longer accepting submissions.