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
Marketing Roundup: Waterloo Goes to Flavortown, Share a Coke Returns
Waterloo is partnering for the second year in a row with celebrity chef Guy Fieri on a new limited edition line of co-branded flavors: Lemon Italian Ice, Huckleberry Cobble and Spiced Mango Sorbet; The Coca-Cola Company’s “Share a Coke” cans and bottles are coming back.
Daily Briefing (Insiders Only): Saratoga’s Morning Routine Bump
Fitness influencer Ashton Hall’s morning routine has turned into a huge boost for Saratoga Spring Water, and after a viral video last month turbo-charged the brand’s sales, we’re watching for their next move.
Daily Briefing (Insiders Only): The Other Better-For-You Drink Category
Innovation around low-sugar, plant-based liquid is seeping into an OG better-for-you drink category, and no, we aren’t talking about “Modern Soda” or energy drinks. Today, senior reporter Lukas Southard has all eyes on the smoothies and juices sector.
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.