LifeAID co-founders Aaron Hinde and Orion Melehan discussed the investment in a call with BevNET on Tuesday, indicating the amount of the raise was in the “high seven figures.”

Peet’s Cold Brew will ship starting today and will soon be available in select Peet’s Coffee cafés, grocery stores, and partner locations in the San Francisco Bay Area before expanding into new markets.

The sparkling beverage brand shared the revamp - featured across its soda and carbonated water product lines - with BevNET ahead of its upcoming rollout into stores and foodservice outlets next month.

Made with organic apple cider vinegar, cold-pressed fruits and vegetables, and four billion vegan probiotic cultures, the line extension is set to debut at Whole Foods Markets across the country beginning in September.

Convenience store sales of non-alcoholic beverages were up 4.6 percent for the second quarter of 2016, according to Wells Fargo Securities’ latest “Beverage Buzz” report.

Company founder and CEO CJ Rapp discussed the deliberately “modest” capital raise in a call with BevNET, saying the company raised the necessary funds to support its recent “Push For Better” campaign alongside the recent launch of its Karma Probiotics line extension.

Project Juice announced the news in a press release on Tuesday, in which CEO Susan Shields said the addition of Jirik - and the creation of the new position - arrives as part of Project Juice’s efforts to expand its wholesale business beyond its brick and mortar locations and the business’ continuing evolution from “from a cold pressed juice to a plant-powered nutrition brand."