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
New Products: C4 Teams With Jolly Rancher, Zing Zang Joins the Pickle Craze
In this week’s new products roundup, C4 grows its partnership with Jolly Rancher, Zing Zang jumps on the pickle-flavored bandwagon and Lifeway celebrates spring with a Cherry Blossom-inspired kefir.
Marketing: Kylie Kelce Stars in Liquid Death’s ‘Kegs for Pregs’; Niagara Water Inks NIL Deal With UCLA’s Waterboy
In Liquid Death’s latest provocative ad campaign, Kylie Kelce – podcaster and wife of retired NFL star Jason Kelce – is throwing back a couple of cold ones. Cans of water, that is.
Coca-Cola’s Red Tree Adds Vodka Lemonades, Punch & More to Bev-Alc Lineup
More Minute Maid Spiked ready-to-drink (RTD) options are on the way from Coca-Cola’s “firewalled” bev-alc subsidiary, Red Tree Beverages.
Expo West 2025 Video: How Perfy Has Stood Out from Packaging to Pizza Soda
At Natural Products Expo West 2025, we spoke with Perry CEO Vasa Martinez about the brand's approach to marketing; from the wacky to the more grounded, such as the company’s focus on its benefits for diabetic consumers.
JuneShine and Willie Nelson’s Social Tonic Duet: Willie’s Remedy+
The country music star and his wellness enterprise partner Long Play, Inc. have partnered with California-based bev-alc maker JuneShine Brands to launch Willie’s Remedy+, a non-alcoholic (NA), intoxicating hemp-based “social tonic.”
New Products: Equator Coffees Does Multi-Serve, Red Bull Celebrates Spring
In this week’s new products gallery, Equator Coffee unveils its first multi-serve offerings, Red Bull launches its first U.S. Spring Edition and Hoplark pays homage to one of its community members.
Bloom Expands in RTD with Prebiotic Soda Launch This Fall
Bloom Nutrition – and by extension, Keurig Dr Pepper (KDP) – is entering the red-hot “modern soda” category with Bloom Pop, a shelf-stable prebiotic soda set to launch at Walmart on Labor Day.
Marketing: Lucky Energy Highlights Clean Ingredient Deck; Rockstar Partners with Racer Lia Block
Lucky Energy is emphasizing the importance of clean ingredients in its new ad campaign, “Shangry,” which playfully highlights the digestive issues traditional energy drinks can cause.
New Products: Protein Options Abound, Talking Rain Enters Prebiotic Soda
In this week’s new products roundup, protein is king with new additions from Lean Body, Quest Nutrition, Joyburst and Genius Gourmet.
Halfday Unveils ‘Mature And Modern’ New Look
Canned iced tea Halfday has unveiled a packaging refresh intended to bring a more mature look to the brand's appearance and better message its better-for-you attributes to consumers.
Más+ by Messi Joins Inter Miami CF Team of Star Sponsors
Inter Miami's fast-growing family of beverage partners includes Splendor, Flow, Celsius, 100 Coconuts, Ketel One and now Más+ by Messi.
GT’s at 30: Founder Dave Talks Maintaining Integrity with ‘Real Kombucha’ Refresh
Way back in 1995, 15-year-old GT Dave began brewing his first batch of kombucha in his childhood home. Flash forward 30 years, and what was once, for American consumers, an obscure, fermented Asian tea drink is now a multimillion dollar beverage category with a presence in just about every major retail channel across the United States.
Daily Briefing (Insiders Only): Poppi Super Bowl Fallout Continues As Rivals Pile On
The Super Bowl giveth, and the Super Bowl taketh away. That may be what Poppi is feeling this week as – just one year after earning plaudits for its splashy Super Bowl TV spot – the modern soda brand is reeling from fallout around its marketing stunt for this year’s Big Game.
Hailee Steinfeld Unveils RTD Cocktail Brand Angel Margarita
Actor and singer Hailee Steinfeld is the latest celebrity seeking to make a splash in the RTD cocktail space, announcing today the launch of Angel Margarita in partnership with Jordi Zindel and Rodrigo Hernandez of Premium Beers Group.