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.

A Legacy of Showcasing the Industry’s Next Big Brands

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.

Competition Format

• Day 2: 12 semifinalists each deliver a 2-minute pitch live on the BevNET Live stage.
• Day 3: The top six finalists present 5-minute business presentations, followed by questions from industry-expert judges..
• Winner: Receives a $10,000 BevNET advertising awareness package and significant post-show industry exposure.

Who Can Apply?
We’re looking for early-stage non-alcoholic beverage brands across all categories, formats, and business models, from first-time founders to fast-scaling disruptors. Eligible brands must be either pre-launch (with product ready to sample) or in market for less than two years. 12 beverage brands will be chosen as semifinalists.

Why Apply?

• Industry Visibility: Pitch in front of hundreds of in-person beverage industry decision makers: investors, retailers, distributors, and thousands more via livestream.
• Expert Feedback: Judges include retail buyers, venture firms, strategic investors, and brand builders.
• Community & Connection: Join a cohort of ambitious founders working to redefine beverage innovation.

How to Apply

Applications are open now and will be accepted through Friday, October 31, 2025.

Apply for the New Beverage Showdown

To learn more about the format and what to expect, visit the BevNET Live website.

About BevNET Live

BevNET Live is the leading event for beverage entrepreneurs, retailers, investors, and service providers. Held twice per year, BevNET Live is known for shaping the beverage conversation, surfacing rising stars, and fueling strategic connections.

Join us December 7–9, 2025 in Los Angeles, California, and witness the next generation of beverage brands take the stage.

For questions about the New Beverage Showdown or BevNET Live, please contact our BevNET team. Sponsorship opportunities are available for companies seeking additional visibility.