In making the jump into the competitive energy drink space with the launch of a carbonated C4 On-the-Go in April, sports nutrition company Nutrabolt is betting that the brand’s existing audience — the over 5 million customers who have purchased its products — will follow along with them.

In an effort to attract a growing number of drinkers who are moderating alcohol consumption, several beer companies are looking toward non-alcoholic brews as a way to boost sales and court the 30 percent of U.S. adults who don’t imbibe.

A2, which produces animal-free dairy products, announced last week a partnership with global ingredient firm ADM that aims to demonstrate the market potential of its technology through the launch of a milk-free whey protein.

Over the last four-plus weeks, Morning Recovery, the first product from 82 Labs, has enjoyed a successful launch at 70 7-Eleven locations in Chicago, one of its three retail test markets along with San Francisco and Los Angeles.

Former PepsiCola-East President Michael Lorelli has joined the board of directors for cannabis company Cannabiniers which produces THC-infused beers and teas; actress and activist Ruby Rose invests in REBBL and will serve as an advisor the elixir brand.