Jibby Brings CBD Cold Brews, Matcha to NYC Via Gold Coast
Backed by fresh capital and a new brand design, Florida-based CBD-infused drink maker Jibby is looking to keep its momentum going in 2022 by launching with New York-based DSD house Gold Coast.
Like other brands in the fledgling category, Jibby’s growth has been restrained as large retail chains continue to wait for further guidance from the FDA on selling foods and drinks that feature CBD as an ingredient. In the meantime, the brand is seeking to leverage its fast start on D2C – where it sells a bag-in-box fridge pack alongside its 11 oz. cans – to connect with independent grocers in the Big Apple, where awareness and adoption of CBD in coffee is already high.
According to Jibby co-founder, the brand already has its three canned SKUs – Unsweetened Cold Brew, Oat Milk Latte and Oat Matcha Latte – in around 150 stores in its first 10 days with the distributor, while the partnership has also opened opportunities to expand beyond the city; hemp distribution specialists Athena Products will also take on Jibby for service in Connecticut, Pennsylvania and New Jersey, Reina said.
In a bigger context, Jibby is one of a fast-growing cohort of RTD “coffee-plus” brands seeking to tie premium coffee in with next-gen functional ingredients and adaptogens. That group includes names like Taika, a|dash,Pop & Bottle and Earth & Star. However, CBD-specific cold brew and matcha have been relatively unexplored spaces when it comes to on-the-go RTD products.
“We’ve tested placements in both the CBD set and also the coffee set in-market,” said Reina. “The value proposition of Jibby is really energy without the jitters; you’re still coming in for a coffee drink for productivity, but a calm focused productivity. Whereas a lot of people looking at the CBD set, they are looking for relaxation. So on one hand when we’re in the CBD set, we get people who already are warmed to CBD as an ingredient and are willing to take a chance on something that they’ve never seen before, whereas when we’re in the coffee section, we’ll get people who are looking for that energy for the coffee and then are intrigued by a novel ingredient that they’ve never seen before.”
Jibby’s playful comic-style branding and characters (and sizable payload of 25 mg of CBD) makes it stand out against a growing field, Reina noted, but at $4.99 per 11 oz can, he noted the product plays competitively with other Fair Trade and organic cold brews and ceremonial grade matcha RTDs without the added functionality. Behind the scenes, the company raised a pre-seed funding round at the beginning of 2022 to help seed growth in both Florida and now New York.
“The brand really just pops and doesn’t look like anything around, especially in the CBD space where everything is really muted and minimalist,” he said. “It’s just one of those things that was easy for people to grab it off the shelf and give it a try. And once they do they end up really liking it.”
NXT LVL Branches Out in Sprouts, MAPCO
Performance beverage brand NXT LVL is seeding the ground for national expansion as the company announced distribution in several new retail chains around the country this week, including MAPCO Express, Sprouts and Lowes Foods stores.
Founded in 2020, NXT LVL produces better-for-you canned hydrogen waters and energy shots. The brand’s parent company, Takeover Industries, is publicly traded as a subsidiary of Labor Smart, Inc. and the products are currently sold in about 500 stores nationwide.
According to president Jason Tucker, the distribution gains come as NXT LVL is working to educate consumers on the functional benefits of hydrogen-infused water, which he said helps improve hydration, and raise brand awareness through influencer partnerships with celebrities like retired boxer Manny Pacquiano and rapper T-Pain.
This latest expansion sees NXT LVL extend itself into multiple channels including gas and convenience via 300 MAPCO locations throughout the Southeast and grocery and conventional via Lowes and 50 Sprouts stores on the West Coast. In March, NXT LVL joined L.A. Libations’ startup beverage incubator SIP and Tucker said the company is helping to service the Sprouts expansion in addition to other retail chains throughout California.
“L.A. Libations brings another piece to the puzzle that we don’t have internally,” Tucker told BevNET. “They went from the idea of us being in Sprouts to us being in Sprouts at literally the snap of a finger. So there is a value that they bring there.”
Tucker declined to say how large NXT LVL anticipates its footprint will grow this year, but said the brand is currently “on book” to enter a “significant number of channels and outlets” by the end of 2022.
Most of the retail expansion is focused on NXT LVL’s core hydrogen water product, which is sold in 12 oz. cans. However, the company is also now looking to extend its platform into the energy space via its Gamer Shots line, which Tucker said had a soft launch last year and is now beginning to become a bigger focus. The Gamer Shots line, which targets the video gaming and esports space, includes two SKUs – Berry Punch and Winner’s Juice, the latter being co-branded with T-Pain.
The Gamer Shots line comes as many brands, particularly in the energy category, have targeted the gamer demographic as a rising consumer base. Earlier this week, Ghost Energy announced it had partnered with esports organization FaZe Clan for a multiyear partnership, while products like MTN Dew Game Fuel and G Fuel have continued to target the community. Outside of energy, The Coca-Cola Company last month announced its latest LTO cola flavor, Byte, would be “pixel flavored” in a play towards gamers.
“The gaming space to us is a hugely untapped market,” Tucker said. “It’s a younger demographic mixed in with an older demographic, so it’s really one of those rare places where you can find young and old competing and having fun and co-existing virtually, just like they would in a terrestrial world. It’s not a fully actualized market yet, granted, I still see it as a brand new niche – which means there’s a lot of opportunity.”
Señor John Launches Ready-to-Drink Cold Brew Lattes at Sam’s Club
Señor John has launched a variety pack of four ready-to-drink specialty cold brew latte flavors at Sam’s Club, the brand announced in a press release this week.
Named after owner and CEO John Castellón, Señor John is the only RTD specialty cold brew that is planted, hand-picked, roasted, brewed and packaged on a farm in Jinotega, Nicaragua, the brand claims.
The variety pack of specialty cold brew lattes, which includes Mocha Mint, Vanilla Cherry, Mango Berries and Original latte, is now available at Sam’s Club stores nationwide.
Better Booch Lands in Raley’s, Costco and Target Stores Across the Nation
Craft Kombucha brand Better Booch has landed in all 150 Raley’s stores across California and Nevada, the brand’s CEO, Trey Lockerbie, announced in a LinkedIn post this week.
Additionally, Better Booch recently expanded into Costco as well as 150 Target locations in the southeast, including stores in Florida, Georgia, North Carolina, South Carolina and Alabama.
Koios Launches Its Nootropic Functional Beverages in 600 CVS Locations
After expanding into several retailers earlier this year, Koios has announced its launch in over 600 CVS stores across eight states.
The brand’s functional nootropic beverages are now available in CVS locations throughout Texas, Tennessee, Missouri, New Jersey, California, Florida, Indiana and New York.
“We are thrilled to be working with the largest retail pharmacy in the country,” said KOIOS CEO and founder, Chris Miller, in a press release. “CVS is leading the charge in health solutions for the world, and we’re excited for our brand’s functional and healthy beverages to be a part of that. Our mission is to make the world a healthier place and our partnership with CVS will help us succeed in this.”
Thus far in 2022, Koios has landed placement for its functional beverages in United Supermarkets, Ingles Markets, Tony’s Fresh Market, Raley’s and Harris Teeter. With the addition of CVS, the brand is now available in more than 6,000 retail locations nationwide.
Owl’s Brew Expands Into Ohio
Owl’s Brew is bringing its boozy teas to store shelves across the Buckeye State, the brand announced in a recent press release.
This distribution expansion is a result of a partnership with Heidelberg Distributing and House of LaRose.
Additionally, the brand recently launched its bestselling flavor, White Tea & Watermelon, in a 19.2 oz. can to “offer consumers a better-for-you option at concerts, festivals, convenience and for on-the-go occasions.”
The new addition is available in Pennsylvania, Texas, North Carolina, Virginia, Florida, New York, Connecticut, Ohio, Georgia, Illinois, California and New Jersey.
Kona Gold Beverage Co. Teams Up With Wisconsin Distribution Inc.
Last month, Kona Gold Beverage Co. teamed up with Wisconsin Distribution Inc. to bring its Ooh La Lemin lemonades to Wisconsin.
During the three-day kickoff, Kona Gold Beverage Co. reportedly sold over 2,000 cases of Ooh La Lemin into key accounts including Walmart, Woodman’s and various convenience store chains, according to a press release.
“Selling over 2,000 cases in three days is a huge success and we anticipate going forward as we kick off new distribution [partnerships] in various states. We are committed to hiring territory representatives in new states we launch in, and we will continue to support our distribution partners and ensure we are successful in every market we enter,” said Robert Clark, CEO of Kona Beverage Co., in the release.
Earlier this year, the company partnered with Wine & Beverage Merchants of West Virginia to distribute still and sparkling Ooh La Lemin lemonades across West Virginia. Ooh La Lemin is now available in Walmart and other popular chains throughout the state.
Looking ahead, the company is working to sign distribution partners in Alabama, California, Georgia, Kansas, Mississippi, Nevada, North Carolina and Utah.
“We are working on inking partnerships with several of these distributors in the coming weeks, and shortly after there will be kickoffs scheduled like the successful one we had in Wisconsin,” said Clark.
HOP WTR Mixed Packs Launch in H-E-B Stores
HOP WTR, which has quickly emerged as an early player in the growing non-alcoholic, hopes-infused beverage category, is now available in a mixed 12-pack at H-E-B stores.
Designed to offer consumers a greater variety and an opportunity to sample all that the brand has to offer, the mixed pack features four core flavors: Blood Orange, (recently-introduced) Lime, Mango and Classic.
“H-E-B stocks the best-of-the-best and we are so excited to be included in their top-notch selections,” Jordan Bass, HOP WTR co-founder, said in a press release. “Our partnership with this top-tier supermarket chain will help us continue to bring our alcohol- and calorie-free drinks t everyone.”
Earlier this year, HOP WTR launched its first-ever brand campaign, “Up to No Good.” According to a press release, the video campaign “showcases the positive power of ‘No’ while spotlighting how HOP WTR’s ‘No’s’ (no alcohol, no calories, no carbs, no sugar, no gluten, no GMOs) help consumers live life to the fullest.”
In addition to H-E-B, consumers can find HOP WTR online at Amazon, goPuff, and Thrive Market and in-store at Erewhon, BevMo!, and select Ralph’s, among others.
Machu Picchu, Meet Amazon
Organic energy drink maker Machu Picchu announced this week that it is now available on Amazon in two-flavor 12-packs of 12 oz. cans for $34.99. The drink is also available individually for $2.99 at MachuPicchu.Energy and via Gopuff.