Hoplark’s Brand Refresh Aims to Boost Discovery Across Channels
Hoplark is rolling out a comprehensive refresh this summer aimed at solidifying its identity across categories while broadening its reach to new consumers.
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Featured Marketing Content
PLEZi Rebuilds Around Steph Curry with Hydration Refresh
The better-for-you beverage brand first founded by former First Lady Michelle Obama and led by L.A. Libations is rolling out a rebrand for its 16.9 oz. PLEZi Hydration line, with plans to focus fully on a cross-generational opportunity in sports drinks, having dropped its original kids juice line.
‘Protein for All’: Muscle Milk Reformulates RTD Line with Ultrafiltered Milk, Cleaner Labels
Muscle Milk is undergoing its most significant transformation yet, rolling out a reformulation and packaging refresh across its RTD line to reposition the brand from strictly gym fuel to “protein for all.”
Additional Content
Gold Bar Whiskey Drafts Joe Montana for 49ers-Themed RTD Launch
The San Francisco-based distillery announced today the launch of its first RTD cocktail, a take on a Moscow Mule called the Gold Bar Whiskey ‘Double Gold’. Each 12 oz. can contains ginger, lime, a splash of orange juice and has an 8% ABV.
Malibu Teams Up With Dole To Launch RTD Pineapple Rum Cocktail
A favorite poolside duo just got a convenient upgrade. Malibu and Dole are teaming up to launch ready-to-drink (RTD) cocktails coming early 2026.
Dirty Business: Why Soda Trends Are Shaping Strategy From Pepsi to Taco Bell
Emerging from the soda shop channel frequented by Utah’s Mormon plurality, the dirty soda trend became a social media sensation thanks in no small part to the vibrant colors of the drinks and Gen Z’s thirst for customizable beverage options.
Yerba Madre Launches Summer Seasonal Flavor, Teasing New LTO Strategy
For its first release since changing its name from Guayaki in May, yerba mate specialist Yerba Madre is embracing fresh, fruit-forward summer vibes – while teasing a new seasonal flavor strategy.
‘Too Good To Pass Up’: Not Beer Launches THC Drinks
Not Beer is not just a sparkling water brand anymore with the launch of a 3-SKU line of THC drinks, focused on value-generation in flavor formulation and pricing.
VUUM Seeking Edge in New Sparkling Protein Set with ‘2.0’ Rebrand
When VUUM first launched in late 2023, it was largely alone in trying to pitch consumers that sparkling energy and protein were a proper match. But now, the startup has debuted a rebranded and reformulated product line dubbed ‘VUUM 2.0."
Analysis: PepsiCo’s Gut Health Play is a Gut Check for CSDs
As the alt-soda category has grown over the past decade, the success of main brands Poppi and Olipop has been largely parallel, with one slight separation: the emphasis on functionality.…
Hiyo Expands National Whole Foods Footprint with New Flavor Drop
Hiyo, a non-alc social tonic infused with adaptogens and nootropics, has extended its national retail partnership with Whole Foods Market with its latest flavor, Pineapple Coconut, the company announced today.
Pepsi Announces New Prebiotic Cola Launching Online This Fall
Months after acquiring poppi, PepsiCo is launching Pepsi Prebiotic Cola, a new two-SKU line featuring three grams of prebiotic fiber per 12 ounce can that is set to launch on Black Friday in November.
No Cap Closes $3M Round to Fuel Supply Chain, Marketing Growth
After pulling off its first activation at the X Games last month, zero-sugar soda No Cap is putting more fuel in the tank for the second-half of 2025 with $3 million in new investment to support supply chain optimization and marketing support.
Courage In A Can? This Non-Alc RTD Aims For A Flirty Buzz
Flirting while buzzed can be one of the many hazards or benefits of picking up a drink, but is there a way for a non-alc beverage to bottle up that liquid courage? Amber Murphy and Jordan Bauer, founders of Drink Redacted, are hoping so with an “aphrodisiac tonic” hitting the market this month.
MUD\WTR Pumps Up With Protein, Positions For Retail Expansion
Alt coffee maker MUD\WTR has launched into the powdered protein shake set as the brand plans its expansion further in retail.
“Bachelor in Paradise” Star Justin Glaze Finds Love With Espresso Martini RTD
Will Justin Glaze find love on this season of Bachelor in Paradise? Only time and reality TV producers who violate their non-disclosure agreement will tell, but we do have the scoop on Glaze’s new labor of love: a ready-to-drink (RTD) cocktail brand that launches today.
Marketing: REIGN Total Body Fuel Seeks 100 ‘Warriors’; C4 Honors ‘Local Legends’
REIGN Total Body Fuel, the performance beverage created by Monster Energy, is kicking off a search for 100 “Reign Warriors,” a grassroots ambassador program