Plink!, a startup brand of low-sugar beverage tablets, emerged victorious today in the 23rd edition of the New Beverage Showdown , BevNET’s biannual pitch competition for emerging beverage brands sponsored by The Coca-Cola Company’s Venturing and Emerging Brands Unit (VEB).
The win marks the first time a tablet brand has claimed the title.
Founded earlier this year, the brand has set out to bridge a gap in the just-add-water white space between Kool Aid and Liquid I.V. Currently available in three flavors – Pineapple Grapefruit, Pomegranate Berry and Watermelon – the tablets are available direct-to-consumer for $19.80 per 18-pack.
“We have crazy huge visions and aspirations, but we’re also questioning ourselves and our harshest critics, so this gives us a boost,” said Plink! co-founder Luke Montgomery-Smith.
Judges in the final round included BevNET CMO Mike Schneider; Matt Hughes, VP of emerging brands new revenue streams at The Coca-Cola Co.; Bonnie Shah, CMO of L.A. Libations; and Danielle Muller, chief strategy officer at The GRO Agency.
The judges complimented Plink! on its innovative positioning within the “enormous runway for non-beverage beverages” and on its eco-friendly packaging.
Following Wednesday’s semifinals, Plink! competed in the final round alongside five other brands, including Leisure Project, RUUTS, Berry Bissap, Perfy and SOMI.
As the winner of New Beverage Showdown 23, Plink! will walk away with a $10,000 awareness-building advertising package from BevNET and bragging rights.
Plink! joins past New Beverage Showdown champions including Hiyo, Agua Bonita, Kite, CANN, and HopTea.
The next New Beverage Showdown will take place during BevNET Live Winter 2023. Details on the competition format and selection process can be found on the event website.