How Coconut Water Quietly Became One of the Fastest Growing Categories in Beverage
Hydration, clean label, plant-based – when it comes to leading beverage industry trends, coconut water is having a moment, and consumers are responding.
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Featured Marketing Content
Celtic Sea Salt Turns Its Trace Minerals Into a Hydration Beverage Play
Fifty-year-old salt seller Celtic Sea Salt is extending its clean label, naturally sourced mineral salt into the beverage set for the first time.
Barron Trump-Backed Sollos Tunes Out ‘Noise,’ Launches With Gopuff
Having weathered the initial media storm, the Sollos team is ready to get down to the business of building a beverage brand, starting by launching its 12 oz. single slim cans with Gopuff across the East Coast this week.
Additional Content
Powerade Launches Enhanced Water As First Innovation In Five Years
Power Water is a new electrolyte water by Powerade, expanding its opportunity in the growing hydration category.
SPINS Expands With Marketing, AI Capabilities
SPINS today announced the debut of two new platforms for both CPG brands and retailers that will expand the market researcher’s capabilities into digital marketing and AI enablement.
UFC Champ Michael Chandler Partners With Phorm Energy; Production Expands
The energy drink brand, a joint venture backed by 1st Phorm, UFC boss Dana White and Anheuser-Busch InBev, has revealed three-time mixed martial arts (MMA) champion Michael Chandler as its newest partner and a central focus of new content and marketing.
Marketing: Something & Nothing Rethinks Modern Soda; Jarritos Turns 75
U.K.-based Something & Nothing is seeking to rethink the future of the category with its first stateside out-of-home campaign, “Not Pop.”
Ben Stiller Launches New ‘Nostalgic’ BFY Soda Brand Stiller’s
Actor Ben Stiller is joining the likes of beverage heavyweights Coca-Cola and PepsiCo in the modern soda stakes, launching his new low-sugar CSD line.
Wellness on the Rocks: Roxii Supercube Brings Functional Beverages into the Frozen Aisle
Powders and shots have become the go-to formats in the functional beverage category, but Roxii Supercube is targeting a different section of the grocery store: the frozen aisle.
Marketing: Everyday Dose Sponsors ‘Wellness Meets Culture’ Runningman Festival
In marketing news, functional coffee Everyday Dose sponsors Runningman Festival, Taste Salud's new soccer sponsorship and more.
New Products: Protein Coffees, Creatine Kefir And Seasonal Varieties
This week’s new products gallery is full of new protein-laced options as well as new LTOs for the changing of the seasons.
Marketing: Charles Barkley Takes Center Court with Coco5; C4 and RECOVER 180 Tap NFL Stars
Coconut water-based hydration beverage Coco5 is continuing its push from locker room staple to fast-rising wellness player with a new ad campaign starring co-owner and retired NBA Hall of Famer Charles Barkley.
Liquid Death Goes To Eleven With Spinal Tap Ad, Pro Sports Investors
Liquid Death has added a pro sports investment firm, 4th & 1 Ventures, as it launches a Spinal Tap partnered marketing campaign.
PATH Water Lays Trail to Profitability as Revenue, Margins Spike
As it works to close out an active Series B funding round, sustainable brand PATH Water is trotting directly towards break-even revenue and ramping up international production. PATH reported 2025 revenue is on track to surpass projections at over $75 million.
Celsius Enlists Former Mark Anthony Exec to Lead Marketing
Celsius Holdings has appointed seasoned marketing executive Rishi Daing as CMO, effective today. Daing most recently served as EVP of the Mark Anthony Group.
The Racers, Not the Race: How Brands Win With Run Clubs
Run clubs have increasingly become a prime opportunity to connect with consumers and gather valuable data to build deeper retail footprints.
New Adult Non-Alc Drinks From Parch, Lapo’s, Wilderton And More
This month’s adult non-alc offerings include a desert-inspired spritz from Parch, buzzy coffee elixirs from Lapo’s and Wilderton, and two agave spirit replacements that keep the plant in the forefront.