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
Wet Hydration Lands NBA Star Paul George, Raises $10M
NBA star Paul George has invested in Wet Hydration’s new $10 million funding round as the brand targets new retail channel growth.
Lemon Perfect Founder Enters Second Act With POPWTR
Lemon Perfect founder Yanni Hufnagel is launching a new beverage brand, POPWTR, that is targeting the intersection of soda and hydration.
Marketing: Powerade Powers Up for the World Cup
As the official sports drink partner of the 2026 World Cup, Coca-Cola’s Powerade is preparing for the event with a new marketing campaign, “Power Your Legacy,” featuring international soccer stars Lamine Yamal and Rodrygo Goes.
AriZona, Mattel Partnership Taps Into Collectible Culture
AriZona Iced Tea has partnered with Mattel in a two-year deal that will bring co-branded Hot Wheels drinks and collectibles to consumers.
BTS-Inspired ARIH Premieres Energy Drinks, Sodas at Walmart
It’s a collaboration between Korean food companies Paldo and hy that spans 42 different SKUs, including noodle bowls and “pillows” (think dry ramen), postbiotic energy drinks and dual biotic sodas.
From Biohackers To Beverages: Can Paraxanthine Break Into The Mainstream?
Caffeine alternative brands are leveraging the addition of Kim Kardashian to UPDATE energy drink to draw more attention to the innovative ingredient paraxanthine.
Marketing: Electrolit, Monster Head to Stagecoach; Biolyte Unveils First National Campaign
The Coachella Valley Music & Arts Festival may be over, but music festival season is just getting started, as are major brand activations.
Distribution: Drink Hippie Debuts Functional Coffee Concentrate at Target; Natalie’s Scales with Costco
Drink Hippie – the wellness beverage platform co-founded by actress Sasha Pieterse – is entering its next chapter with the debut of Hippie Brew, a functional coffee concentrate
How Can Brands Turn Gameplay into Growth?
Gaming isn’t yet a core marketing channel for most food and beverage brands, but as time spent in games increasingly rivals time spent on social media, it’s emerging as a powerful growth engine for converting awareness into transactions.
Pablo’s Mate Signs with LAD, Preps Soccer-Themed Summer Campaign
As yerba mate’s profile in the U.S. continues to grow, Los Angeles-based startup Pablo’s Mate is feeling bullish that it can help grow awareness for the tiny brand as it prepares for a big marketing push this summer.
Profile: Charm Tonic Puts Gen Z Lens on “Social Wellness”
A pair of young entrepreneurs in Minnesota have launched Charm Social Tonic, an adaptogen-powered mocktail that's gone from a university class project to making its retail debut at stores and cafes around the Twin Cities this spring.
New Products: Bucked Up Innovates; Cann Boosts Buzz With Caffeine
In this week's new products gallery, a trio of hemp brands showcase their 10mg innovations, Bucked Up jumps into hydration (and lower caffeine) and Monster's female-focused FLRT debuts.
Esspo Attacks ‘Afternoon Slump’ With Espresso Soda, Now at Whole Foods
Despite a checkered history for sparkling RTD coffee at retail, Esspo is betting that its combination of flavorful refreshment and moderate caffeine will resonate with consumers seeking something different to shake them out of the afternoon doldrums.
Kylie Jenner Expands Sprinter Platform With Beauty Subline k2o
Kylie Jenner's RTD cocktail brand has launched an ingestible beauty platform, k2o by Sprinter, with its first Advanced Skin Hydration product.