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
Logan Paul Talks PRIME’s Big Year
In this video interview, PRIME co-founder Logan Paul sat down with us to discuss how the brand achieved its rapid rise in both the hydration and energy drink categories, including how his and his co-founder KSI’s hands-on approach to branding and marketing helped differentiate the company from other influencer-backed brands.
White Claw Goes Dry For 0% Alcohol Sparkling Water
White Claw announced yesterday the launch of White Claw 0% Alcohol, a four-SKU line of “premium seltzer for adults” set to begin rolling out in variety 12-packs and single flavor 6-packs on January 1, 2024.
Marketing: MiO Offers Drink Insurance, Energy Drinks Partner With Recording Artists
In this week’s marketing roundup, enhanced water concentrate brand MiO takes aim at Gen Z consumers’ dissatisfaction with the “unwelcome side effects” of energy drinks while Rockstar and Monster target the music industry as prime areas to bring new customers to the brands.
Ozempic & CPG: Fear & Loathing, or False Alarm?
The long term impact of GLP-1 drugs on consumer behavior remains to be seen but many CPG food and beverage companies are already preparing.
Coke Wins NARB Appeal for Powerade Electrolyte Claims Over Gatorade
The Coca-Cola Company will be able to challenge Gatorade’s electrolyte content on Powerade labels after the National Advertising Review Board (NARB) favored the company in a decision this week regarding Powerade’s claim to have “50% more electrolytes vs. the leading sports drink.”
Lucky F*ck Lands $4M Investment, “Moving Quickly” With Distribution Growth
Energy drink maker Lucky F*ck, launched by Kate Farms founder Richard Laver, has landed a $4 million seed investment from Imaginary Ventures to expand its distribution into Southern California and Texas.
Yerbaé Teams With Penn State NIL Collective To Build “Beachhead” For Eastern Expansion
Yerbaé has partnered with Penn State University’s NIL collective, Happy Valley United, in a unique marketing arrangement that includes the release of an exclusive Blue Razz flavor and new distribution partners in Pennsylvania.
Raise the Dead: Weird Beverages Teams With Legendary Band
Canned tea maker Weird Beverages is teaming with our Editor-in-Chief’s favorite band, The Grateful Dead, to release a pair of new permanent flavors -- Grateful Grapefruit and Mystical Mint -- in its 16 oz. can Weird Yerba lineup starting on January 1.
This Week’s New Products: Eggo Coffee Creamer, Plus Juvee, HOIST, Health-Ade and Tropicana
In this week’s new products roundup, Luna Bay Booch launches its first zero-proof line, Juvee gets into the hydration game and Nestlé reteams with Eggo for another waffle-themed offering.
“Approachable and Elevated”: Q Mixers’ Rebrand Seeks to Forge Stronger Connection With Consumers
Premium cocktail mixer brand Q Mixers is debuting a vibrant new look for the second time in its 17-year history as it looks to build a stronger connection with consumers both before and after purchase.
Spirits Gallery: New Releases From Yola, Freeland, 1953, Bruichladdich and More
In the latest new spirits roundup, Tamworth Distilling unveils a wilderness-inspired smoked trout brandy, Heaven’s Door announces the newest addition to its Bootleg Series and Chicken Cock partners with headwear brand The Ampal Creative.
This Week’s New Products: Dwanta’s Holiday Punch, Plus Tribucha, Poppi and Red Bull
In this week’s new products roundup, Tribucha Kombucha rocks out with Greta Van Fleet, G.O.A.T. Fuel launches two new exclusive flavors with The Vitamin Shoppe and ZOA, Poppi, Red Bull and Milk Bar unveil festive seasonal offerings.
Ocean Spray Unveils First Zero Sugar Product, Zeroing in on Millennials
For the first time in its 93 years of existence, Ocean Spray has launched a line of Zero Sugar juice drinks as it seeks to modernize the brand’s identity and entice millennial consumers.
New Products: Coffee Mate Iced Coffee, Plus GT’s, Harmless Harvest, Boxed Water
In this week’s new products gallery, Coffee Mate makes its first foray into the iced coffee space, GT’s launches a Target-exclusive new flavor and Boxed Water pays homage to the mischievous yellow Minions from Illumination’s Despicable Me.