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
Greenbar Distillery Sidesteps RTDs in Search of Cocktail Convenience
Los Angeles’ first post-prohibition era distillery, Greenbar Distillery, built its business on the craft cocktail movement – providing unique and local spirits for a growing bar scene in the early 2000s. But helping customers execute inexpensive and uncomplicated cocktails at home was always a challenge.
Pinterest Debuts First-Ever Co-Branded Product With Chamberlain Coffee
For the first time in its 15-year history, Pinterest is reaching out into the real world with a co-branded product, enlisting social media star Emma Chamberlain and her eponymous coffee company for a limited release launching today.
Spirits Marketing: Aviation Stirs Up Father’s Day; Aperol Scoots Into Summer
In spirits marketing this month, Aviation Gin stirs up Father's Day, ALB brings to dirty martini to breakfast, Aperol Hits NYC
Yerba Madre Strikes Several Pro Soccer Sponsorship Deals
In its first major marketing announcement since rebranding from Guayakí to Yerba Madre, the California-based brand is tripling down on sports partnerships, via three new soccer-related initiatives.
Icelandic Glacial Strikes First Ever Celeb Deal with Julianne Hough
Premium water brand Icelandic Glacial is joining the celeb club, announcing today a sponsorship agreement with Dancing With the Stars performer Julianne Hough, its first ever brand partnership with a celebrity influencer.
New Spirits From Diplomatico, Greenbar, Smirnoff & More
In this new spirits roundup, Smirnoff gets a ginger guava kick, Diplomatico Rum drops a 13-year limited release and Brother’s Bond graces hotel guests with regenerative grain-whiskey.
BREZ Platforms With Non-Infused Innovation; ‘Hard to Build’ With THC
BRĒZ has launched two new hemp-derived THC SKUs and a pair of non-infused options that position the brand deeper within the growing functional and adult non-alc sets in grocery retail.
Boxed Water to Alter Some Environmental Claims After NAD Ruling
The National Advertising Division (NAD) delivered a mixed decision to Boxed Water is Better on Friday, ruling that while several of its environmental marketing claims were backed up and qualified, others will need to change.
Loom Juice Teams With Michigan Star Justice Haynes On Equity NIL Deal
Justice Haynes is hoping to bring some of his rising star to startup juice brand Loom, as the University of Michigan football player has taken an equity stake in the business as part of a new NIL deal last week.
New Products: Throne Gets A Fresh Look, Gorgie Puts On Blush, Plus Four Sigmatic’s Triple Play
This week’s new product gallery includes a new look for Throne Sport Coffee, Gorgie’s exclusive flavor launch in Target and 5-Hour Energy’s (literally) glowing new flavor addition.
Joyburst Flips Script on Process Server in Video; Soda, Protein Coffee On the Way
Brad Woodgate, founder of functional beverage brand Joyburst, is no stranger to litigation. So when a process server came to his door last month, he seized the chance to turn a sour occurrence into a viral marketing moment.
Afterdream Re-Awakens: AMASS, De Soi Distiller Launches THC RTD
Morgan McLachlan, the master distiller behind adult non-alc (ANA) brand De Soi and botanical spirits line AMASS, is dipping back into an exploding beverage category.
More Than Coachella: Why Alix Earle’s Poppi Partnership Matters
Influencer partnerships have become a go-to tool for CPG brands seeking to gain an edge in the crowded marketplace, but how can one ensure the return will be worth it?
Spirits Distribution: Mission Craft Cocktails Hits Total Wine; Carbliss Heads South
In this month’s distribution news, Mission Craft Cocktails reaches a major milestone, RTD Carbliss continues its push through the Midwest, a spirits veteran makes a big play, and more.