Are Beverage Brands Cashing In On A Gummy Gold Rush?
A growing synergy between beverage brands and gummy supplements is benefiting both categories as consumers seek more functional consumables.
Marketing
Draw inspiration for your next beverage marketing campaign, understand the thought process behind a major rebrand and stay informed on the latest beverage products and trends hitting the market. In a competitive marketplace, beverage companies are standing out with their marketing and innovation strategies.
Submit New Products
If you’ve recently launched a new product or have news related to marketing and branding, submit your news to our team.
Read Beverage Company News
Comb through company updates and press releases from beverage companies on our Beverage Newswire feed.
Featured Marketing Content
Tru Bets On Simplicity, Reduces Offerings With Brand Overhaul
Enhanced beverage brand Tru has revamped its packaging as its slims down its portfolio into two functional RTD lines.
Create Lands $20M To Scale Into Creatine Hydration Powders
Creatine gummy brand Create Wellness is moving into powdered beverages with a $20 million investment led by Alliance Consumer Growth and Impact Capital.
Additional Content
Kulli Channels Peruvian Purple Corn into Functional Beverage Play
Amid surging demand for global flavors and functional beverages, Kulli is introducing Chicha Morada – a traditional Peruvian beverage crafted with purple corn – to the U.S. market in a ready-to-drink format.
New Products: Brain Boosts From Bulletproof & Vive; Red Bull, OLIPOP Drop Summer LTOs
This week's new products gallery features new releases from Bulletproof, Vive and Gorilla Mind that promise a mental boost, Amra's new colostrum soda, plus summer-ready releases from OLIPOP and Red Bull.
Marketing: Starbucks Taps Kristen Kish for At-Home Sweet Cream Launch; Plus FIJI Water, Pure Leaf
Starbucks has enlisted chef and television personality Kristen Kish to promote its newly released at-home Sweet Cream Enhancers, available in Vanilla, Brown Sugar and White Chocolate Macadamia flavors.
Adapt Pivots From CBD, Charts Future In Functional Powders
Adapt Superwater is relaunching as a CBD-free powdered hydration brand focused on recovery products for athletes.
L.A. Libations Debuts ‘Re:Lid’ Resealable, Recyclable Aluminum Can
In partnership with Re:Lid USA, L.A. Libations Water – the 9.5 + pH water brand produced by beverage incubator L.A. Libations – has unveiled what it claims is the beverage industry’s first fully recyclable resealable aluminum can.
![[Exclusive] ARMRA Introduces Colostrum Soda to Bridge Wellness, Beauty and Beverage Aisles](https://dg6qn11ynnp6a.cloudfront.net/wp-content/uploads/2026/04/27172535/ARMRA-970-150x150.png)
[Exclusive] ARMRA Introduces Colostrum Soda to Bridge Wellness, Beauty and Beverage Aisles
ARMRA is entering the ready-to-drink category with a shelf-stable bovine colostrum soda designed to translate the brand’s functional benefits into a mainstream beverage format.
Wet Hydration Lands NBA Star Paul George, Raises $10M
NBA star Paul George has invested in Wet Hydration’s new $10 million funding round as the brand targets new retail channel growth.
Lemon Perfect Founder Enters Second Act With POPWTR
Lemon Perfect founder Yanni Hufnagel is launching a new beverage brand, POPWTR, that is targeting the intersection of soda and hydration.
Marketing: Powerade Powers Up for the World Cup
As the official sports drink partner of the 2026 World Cup, Coca-Cola’s Powerade is preparing for the event with a new marketing campaign, “Power Your Legacy,” featuring international soccer stars Lamine Yamal and Rodrygo Goes.
AriZona, Mattel Partnership Taps Into Collectible Culture
AriZona Iced Tea has partnered with Mattel in a two-year deal that will bring co-branded Hot Wheels drinks and collectibles to consumers.
BTS-Inspired ARIH Premieres Energy Drinks, Sodas at Walmart
It’s a collaboration between Korean food companies Paldo and hy that spans 42 different SKUs, including noodle bowls and “pillows” (think dry ramen), postbiotic energy drinks and dual biotic sodas.
From Biohackers To Beverages: Can Paraxanthine Break Into The Mainstream?
Caffeine alternative brands are leveraging the addition of Kim Kardashian to UPDATE energy drink to draw more attention to the innovative ingredient paraxanthine.
Marketing: Electrolit, Monster Head to Stagecoach; Biolyte Unveils First National Campaign
The Coachella Valley Music & Arts Festival may be over, but music festival season is just getting started, as are major brand activations.
Distribution: Drink Hippie Debuts Functional Coffee Concentrate at Target; Natalie’s Scales with Costco
Drink Hippie – the wellness beverage platform co-founded by actress Sasha Pieterse – is entering its next chapter with the debut of Hippie Brew, a functional coffee concentrate