Are Beverage Brands Cashing In On A Gummy Gold Rush?
A growing synergy between beverage brands and gummy supplements is benefiting both categories as consumers seek more functional consumables.
Marketing
Draw inspiration for your next beverage marketing campaign, understand the thought process behind a major rebrand and stay informed on the latest beverage products and trends hitting the market. In a competitive marketplace, beverage companies are standing out with their marketing and innovation strategies.
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Featured Marketing Content
Tru Bets On Simplicity, Reduces Offerings With Brand Overhaul
Enhanced beverage brand Tru has revamped its packaging as its slims down its portfolio into two functional RTD lines.
Create Lands $20M To Scale Into Creatine Hydration Powders
Creatine gummy brand Create Wellness is moving into powdered beverages with a $20 million investment led by Alliance Consumer Growth and Impact Capital.
Additional Content
De Soi Targets Daytime Use Occasions with Adaptogenic ‘Social Spritz’
De Soi, the non-alcoholic apéritif brand co-founded by Katy Perry, is pursuing daytime consumption with the upcoming release of a line of adaptogen-infused beverages featuring a lighter flavor profile.
Pricklee Rebrands as Natural Hydration Drink, Raises $2M
After five years in business and hot off raising a $2 million seed round, Pricklee has rebranded its offerings and repositioned itself from a cactus water to a “natural hydration” drink as it seeks to scale national distribution and become more competitive in mainstream channels.
Vital Proteins Taps into RTD Ingestible Beauty with Collagen Sparkling Water
Vital Proteins, the brand widely credited with helping mainstream collagen in consumer-facing products, announced today the launch of Collagen Sparkling Water, seeking to meet consumer demand for hydration with proven added benefits.
Caliwater Adds Benson Boone As Investor, Ambassador
Caliwater has added Seattle-born, Grammy-nominated artist Benson Boone to its cap table, following singer Demi Lovato last March.
Kombucha Culture Enters U.S. With Gen Z Lifestyle Pitch
Costa Rica-based Kombucha Culture is scaling into the U.S. after building its brand in its home country over the last decade.
Hint’s Flavor-forward Brand Refresh Seeks to ‘Reclaim Water’s Equity as the Original Wellness Beverage’
After more than two decades on the market and 1.5 billion bottles sold, unsweetened flavored water pioneer Hint is betting that a comprehensive brand refresh will help it reclaim center stage in the increasingly crowded hydration set.
Blue Monkey Acquires Local Weather, Updates Branding
Blue Monkey Beverages has acquired next-generation sports drink Local Weather as it seeks to build a functional drink platform.
Ex-Refinery29 Team Launches Fizzy Espresso RTD
Has the soda renaissance come for espresso? The founders of media platform Refinery29 are betting on it with their new beverage venture, Esspo.
Starbucks Continues Protein Push with New RTDs
Roughly five months after beefing up its in-store menus with protein-forward handcrafted beverages, Starbucks is doubling down on the protein coffee trend with new bottled beverages.
Nixie Launches New Flavors, DSD As Soda Is Ready to ‘Run’
After a hot start in sparkling, Nixie knows where it's going next.
UPDATE Relaunches with New Co-Founder Kim Kardashian
Reality-star-turned-entrepreneur Kim Kardashian has officially entered the beverage world, joining paraxanthine-powered energy drink UPDATE as a co-founder ahead of its national rollout to Walmart stores nationwide this spring.
Coaqua Recruits Ex-Liquid Death Social Media Leader
Kendyl Vanscoy is coming onboard to guide social media strategy as Coaqua's new Marketing Director, having recently done the same over the last three years for Liquid Death.
Flow Founder Acquires, Relaunches Formosa Springs Mineral Water
After nearly 40 years off the market, legacy Canadian mineral water brand Formosa Springs is returning, relaunching this year under the ownership of Flow Water founder Nicholas Reichenbach.
Post CosMc’s, McDonald’s Expands Energy Drink Offerings Under McCafé Brand
McDonald’s may have shuttered its beverage-centric, small-format concept restaurant CosMc’s last year, but that doesn’t mean the fast food giant isn’t pursuing other opportunities in the category.