Marketing: La Colombe, Niagara Bottling Hit The Soccer Pitch
The World Cup is in full swing in North America, and brands like La Colombe, Naigara Bottling and KA_EX are jumping into a summer of soccer.
Marketing
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Featured Marketing Content
DryWater Finds Everyday Hydration Niche, Expands To 41K Doors
DryWater is expecting to hit 41,000 doors by the end of 2026 as it targets a growing demand for clean-label, daily hydration powders.
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.
Additional Content
Beyond CEO Brown: Protein Drink Pivot Hopes to Flip the Script for Brand
When Beyond Meat announced in January that it had developed its first ever beverage product, a protein drink line called Beyond Immerse, it was a move that appeared to come out of left field.
With a New CEO at Coke, TaB Fanatics Hope to Revive The Classic Soda
When the Coca-Cola Company announced in October 2020 that it planned to discontinue its iconic zero calorie cola brand Tab, Adam Burbach hardly expected he’d be spending the next six years of his life fighting to bring the drink back.
Can NoBiggie Crack Kids Drinks With Mini Sparkling Waters?
New kids drink brand NoBiggie is going after the opportunity for younger flavored sparkling water drinkers with its mini-can format.
Recess Names Former Beatbox Exec Francis as CMO
As the brand aims to scale and achieve mainstream adoption, functional beverage maker Recess has brought in former Beatbox marketing leader Zech Francis to head up its own marketing efforts as CMO.
Marketing: MEDASE Hits the Road with Tour-Inspired Campaign; Plus Cometeer, ZOA and PHORM
Zero-proof cocktail brand MEDASE is rolling out a summer-long, tour-style campaign, dubbed “64 Medase Moments,” aimed at connecting with consumers through curated gatherings and community-driven celebrations.
In L.A., Stars Dish on Celebrity Brands
Celebrity Brands. If they aren’t the only brands one can have – and one might have been led to believe we’re all headed that way, given the casting call that went out for panels at the Beverage Forum, which took place last week in L.A. – they’re a growing part of the business.
Celzo Packaging Refresh Reinforces ‘Feel Good Fiesta’ Functional Agua Fresca Positioning
Celzo is stepping into its next phase of growth with a packaging refresh that seeks to better capture what consumers experience when they crack open a can of its agua fresca: a “feel good fiesta” that injects Latin culture into current wellness trends.
Former OWYN Execs Target ‘Full-Day’ Function With New Energy Powders
Founded by former OWYN executives, Day/Dream is positioning around the idea that specific functional benefits should be tailored to day parts.
Kulli Channels Peruvian Purple Corn into Functional Beverage Play
Amid surging demand for global flavors and functional beverages, Kulli is introducing Chicha Morada – a traditional Peruvian beverage crafted with purple corn – to the U.S. market in a ready-to-drink format.
New Products: Brain Boosts From Bulletproof & Vive; Red Bull, OLIPOP Drop Summer LTOs
This week's new products gallery features new releases from Bulletproof, Vive and Gorilla Mind that promise a mental boost, Amra's new colostrum soda, plus summer-ready releases from OLIPOP and Red Bull.
Marketing: Starbucks Taps Kristen Kish for At-Home Sweet Cream Launch; Plus FIJI Water, Pure Leaf
Starbucks has enlisted chef and television personality Kristen Kish to promote its newly released at-home Sweet Cream Enhancers, available in Vanilla, Brown Sugar and White Chocolate Macadamia flavors.
Adapt Pivots From CBD, Charts Future In Functional Powders
Adapt Superwater is relaunching as a CBD-free powdered hydration brand focused on recovery products for athletes.
L.A. Libations Debuts ‘Re:Lid’ Resealable, Recyclable Aluminum Can
In partnership with Re:Lid USA, L.A. Libations Water – the 9.5 + pH water brand produced by beverage incubator L.A. Libations – has unveiled what it claims is the beverage industry’s first fully recyclable resealable aluminum can.
![[Exclusive] ARMRA Introduces Colostrum Soda to Bridge Wellness, Beauty and Beverage Aisles](https://dg6qn11ynnp6a.cloudfront.net/wp-content/uploads/2026/04/27172535/ARMRA-970-150x150.png)
[Exclusive] ARMRA Introduces Colostrum Soda to Bridge Wellness, Beauty and Beverage Aisles
ARMRA is entering the ready-to-drink category with a shelf-stable bovine colostrum soda designed to translate the brand’s functional benefits into a mainstream beverage format.