Founded by Todd Berardi in 2005, the acquisition of Hiball -- which markets a line of organic energy, coffee and protein drinks as well as Alta Palla, a line of organic sparkling juices and waters that debuted in 2016 -- marks A-B’s return to the energy drink category after a three year absence.
Alta Palla has chosen to attack this category with a 16 oz. can. The size puts it on part with products that are packaged in plastic bottles. It’s hard to say if a non-resealable package of this size is going to beat out a smaller and perhaps more appropriately portioned sized can, but it is something that gives the product a visual point of differentiation.