GLOW Beverages Announces Partnership With BETR Brands, Classic Beverage & Boathouse Group To Accelerate National Expansion

For Immediate Release

April 29, 2025

GLOW BEVERAGES ANNOUNCES PARTNERSHIP WITH BETR BRANDS, CLASSIC BEVERAGE & BOATHOUSE GROUP TO ACCELERATE NATIONAL EXPANSION 

Expanded Leadership Team to Relaunch Brand Includes Audie Keaton as COO, Mary Blaney as CFO and Sam Wilson as EVP

Los Angeles, CA – GLOW Beverages, a functional hydration beverage brand designed to support beauty, wellness, and performance from the inside out, today announced a sweeping leadership and commercial transformation designed to reset the brand and accelerate national growth. Food industry veteran Audie Keaton has been appointed President and Chief Operating Officer of the company, and Sam Wilson has been named Executive Vice President, overseeing sales, distribution, and trade marketing. 

Rounding out its leadership team and market relaunch, GLOW brought on strategic brand agency Boathouse Group, which will be responsible for the company’s brand, marketing, communications/public relations and social media. Industry finance and controller veteran Mary Blaney was named GLOW’s Chief Financial Officer.

Kev Kouyoumjian, a managing partner of GLOW, will continue to lead the company as Chief Executive Officer.

“This leadership group, with Audie at the helm, will allow GLOW to evolve into a nationally scaled, best-in-class brand, redefining the functional beverage category,” said Kev Kouyoumjian, CEO of GLOW. “I couldn’t be more excited about where this company is headed and to work with this strong team.”

In one of the first major moves under the new leadership, GLOW has entered into an exclusive direct-store-distribution (DSD) agreement with Classic Beverage of Southern California, one of the region’s most respected and high-performing distributors. Classic Beverage will serve as the sole DSD partner for GLOW products in the Southern California market.

“We intend to operate quickly, decisively and with the right partners,” said Audie Keaton, President & COO of GLOW. “With a restructured leadership team, exclusive distribution partnership in a key market, and a renewed operational game plan, GLOW Beverages is demonstrating swift execution and a clear path toward national expansion.” 

Keaton brings decades of operational and scaling expertise, having led multiple brands to national prominence. He already started to correct longstanding supply chain challenges and aligned a clear go-to-market framework for the company’s relaunch. He also reaffirmed GLOW’s equity partnership with Kylie Jenner now that the company’s infrastructure is stable to fully activate the relationship. 

“Kylie Jenner remains a core part of GLOW’s identity and future,” Keaton said.  

Wilson brings deep category experience from leadership roles at Congo Brands (PRIME Hydration, Alani Nu), Bang Energy, and Red Bull North America. To execute GLOW’s new strategy at speed, the company finalized a long-term agreement with BETR Brands, Wilson’s fractional commercialization firm, to lead execution across all key commercial verticals.

GLOW already has established partnerships with Walgreens and Kroger, with beverages currently sold by those retailers in select markets. The brand is actively expanding, and conversations are ongoing with major retailers in key strategic regions. GLOW plans to scale rapidly and introduce its products to additional, high-priority markets in the coming months.

About GLOW Beverages

GLOW is a functional hydration beverage brand designed to support beauty, wellness, and performance from the inside out. Infused with electrolytes, vitamins, and natural ingredients, GLOW delivers clean, refreshing hydration without added sugars or artificial ingredients. With a mission to empower better-for-you lifestyles, GLOW continues to innovate at the intersection of wellness and flavor. 

About BETR Brands

BETR Brands is a fractional sales and distribution partner founded by beverage industry veteran Sam Wilson. With a leadership team that has helped scale global brands such as Red Bull, PRIME Hydration, Alani Nu, and Bang Energy, BETR Brands offers turnkey commercialization solutions including sales strategy, national distribution, field execution, and trade marketing. BETR Brands has been retained by GLOW Beverages to lead execution across key commercial functions as part of the brand’s transformation strategy.

About Boathouse

Boathouse is an independent, full-service, integrated marketing and communications agency. Fueled by artificial intelligence, grounded in data, and guided by analysis, Boathouse uses strategy, expertise, intelligence, and creativity to deliver measurable results and drive meaningful impact. With expertise in brand advertising, strategic communications, performance marketing, social media, and social impact, Boathouse benchmarks a company’s narrative and helps reshape and enhance its story in the marketplace. This integrated approach allows for more impactful, tailored messaging that drives growth and resonates with target audiences.