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
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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
Marketing: ZOA Energy Brings Back Dwanta Claus, Lavazza Partners with NYU
ZOA – the energy drink brand co-founded by Dwayne “The Rock” Johnson – has announced the return of seasonal flavor, Dwanta’s Holiday Punch, accompanied by a new short film.
Nine Years After Exit, Steaz’s Founders Return to Lead Turnaround
After years of declining sales and a retreading footprint, Steaz owner Nova Naturals, a subsidiary of Novamex, has brought on the organic iced tea brand’s original leaders to bring the brand back to a positive growth trajectory.
Craft Spirits Distillery Tattersall Expands Into THC-Infused Beverages
Another craft distiller is expanding into THC-infused beverages. Wisconsin-based Tattersall Distilling announced today the launch of Tattersall Functional Beverages, two THC-infused drinks blended with adaptogens and electrolytes.
Kava Goes Premium With DTC Kit Brand KEANU
Launching this month, kava brand Keanu is taking a premium positioning with its DTC kits as it attempts to educate consumers on the difference between instant kava and drinks made with kavalactone extracts.
New Products: Monster, Red Bull Fuel Holiday Shopping With Seasonal Options
New products from Liquid I.V., V8, Monster Energy and Red Bull fuel holiday shopping with new seasonal flavor varieties.
PepsiCo Highlights ‘Depth and Diversity’ of Portfolio With New Corporate Brand Identity
In conjunction with its 60th anniversary, PepsiCo has unveiled a new visual identity to “highlight the depth and diversity” of its portfolio that includes over 500 brands.
Marketing: Rambler Sparkling Water Invites Consumers to ‘Chug Life’
Rambler Sparkling Energy is attempting to redefine what a non-alcoholic beverage can looks and feels like with its “boldest” campaign to date: “Chug Life.”
BeatBox Parent Co. to Add Chillitas FMB Line in 2026 Targeted to 2nd Generation Latinos
BeatBox parent company Future Proof will launch Chillitas in February, a new-to-world, flavored malt beverage (FMB) outside of the company’s flagship party punch brand.
Keef’s Low-Dose Functional Waters Expand Opportunity In Hemp
Keef Brands diversified into intoxicating hemp when it saw its opportunity with a broader addressable market and support its high-potency dispensary products.
Rhinegeist Enters THC Beverages with Fuzzy Bones as Ohio Lawmakers Set Up Regulatory Framework
Amid murky times for THC beverages in its home state of Ohio, the state’s largest craft brewery, Rhinegeist, is wading into the intoxicating hemp beverage category with Fuzzy Bones.
Barebells Launches Protein Soda As Category Expands
Bar brand Barebells showed off its move into beverages with Protein Soda at last week's NACS show, as other brands also joined the fast-growing category.
Dutch Bros. Diving Into Retail With RTD Coffees, Creamers
The fast-growing coffee chain is launching an ambitious cross-format push into retail, enlisting supplier Trilliant to produce a full slate of innovation set to hit shelves in January.
Global Flavors and ‘Female Rage’ Fuel Union Kitchen Event
Global flavors, heritage-inspired foods and “Female Rage” fueled Union Kitchen’s Meet the Makers event this past Sunday, drawing in nearly 100 vendors to sample.
New Products: Uncle Matt’s Does Yerba Mate, Seasonals From Laird and Sylva
This week’s new sips include autumn-inspired seasonals from Laird and Sylva, a line of THC-infused craft soda from current and former NBA players and a partnership between Monster Energy and a British racing star.