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.
Marketing
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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
Daily Briefing (Insiders Only): Why Was Liquid Death DOA in the U.K.?
It may be making a killing in the U.S., but Liquid Death turned up DOA across the pond.
Daily Briefing (Insiders Only): Poppi’s Pre-Game Warm Up
This year’s pre-game show began well before Lady Gaga’s performance and no doubt the Big Game hype will bleed beyond this week as marketers work to squeeze the most out of their $8 million per 30-second ad spends.
100 Coconuts Power Through Partnerships Approach
Amid the growing coconut water set, 100 Coconuts is using partnerships with recognizable properties like Disney and Inter Miami to drive trial and build repeat customers in the natural channel.
New Products: Celsius Steps Back in Time, KDP Unveils Slate of Cold Beverages
In this week’s new products gallery, Celsius steps back in time to create its latest Vibe flavor, KDP announces a wide array of new offerings across its brands and G Fuel enters the increasingly crowded powdered hydration space.
UPTIME Energy Acquires RISE Brewing Co.; New Glass Bottle Line Targets C-Stores
UPTIME Energy has acquired cold brew coffee maker RISE Brewing Co. in a deal that aligns two established independent brands in their respective categories into a fully integrated new platform.
Absolut Extends RTDs, Ready-to-Serves with February Flavor Launches
Absolut is expanding both its ready-to-drink and ready-to-serve cocktail lines today, announcing several new flavor additions, including an expansion of its co-branded partnership with cranberry giant Ocean Spray.
Marketing: Glenmorangie Joins Forces With Harrison Ford; Chamberlain Coffee Opens First Café
Single malt Scotch whiskey purveyor Glenmorangie has tapped legendary actor Harrison Ford as the new face of the brand, starting with its “Once Upon a Time in Scotland” campaign.
On the RIVR: SoCal Tribe Looks ‘Beyond The Reservation’ With Beverages
The Soboba Band of Luiseño Indians have become one of the first Indigenous groups to launch a beverage brand, bringing their unique identity and history to the functional and hemp-derived THC drink categories.
Daily Briefing (Insiders Only): Lost & Found Energy Finds Sustainable Growth On TikTok Shop
Though uncertainty is still swirling around TikTok’s future, its ecommerce platform continues to provide brands with opportunities to sell and directly connect with consumers.
Feelin’ Free: Botanic Tonics Adds Capital, Invests In Supply Chain
Botanic Tonics, makers of Feel Free herbal supplement shot, has secured a $25 million internal investment to support its testing efforts and to secure its kava supply chain.
Fancy Food: Tastelli’s New Audience; A2 Builds Awareness
The final Winter Fancy Food Show kicked off at the Las Vegas Convention Center on Sunday and while the show saw more food than beverage, a handful of exhibitors showed off new liquid innovations and brand extensions. Here are our notes:
New Products: Organic Valley Mooves into Non-Dairy, Premier Protein Gets Indulgent
In this week’s new products roundup, Organic Valley ventures into oat-based creamers, Premier Protein unveils a line of dessert-inspired protein shakes and Pepsi adds a new flavor to its permanent portfolio.
2025 Trend Heat Map: Go Small to Win Big
What's in and what is on its way out for beverage in 2025? A panel of industry experts weighed in on what trends are hot, which are simmering and which ones are cooling off.
Top of ‘Mind’: Notes From D.C.’s Mindful Drinking Fest
The Mindful Drinking Fest returned to Washington, D.C. this past weekend, bringing together over 1,200 attendees and nearly 220 adult non-alcoholic products in a Dry January celebration that has grown 10 times since its first iteration.