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
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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
Barebells Doubles Down On Protein Drinks
Fresh off a launch into clear whey protein soda, Barebells has unveiled its three-SKU line of ultra-filtered protein Milk Drinks.
Spirits Marketing: WhistlePig Hits Kentucky, Martha and Snoop Are Back
In spirits marketing this winter, Sun Cruiser tapped its first athlete partner, Still G.I.N. recruited a familiar face, and WhistlePig turned a historic bank into an experiential whiskey hub.
Taste & Nutrition Drive Consumers Back to Dairy by Way of A2/A2
The market for A2/A2 dairy, an easier-to-digest iteration of cow’s milk, has been gaining momentum in the U.S., but the dairy format’s acceleration over the past year comes amid heightened demand for minimally-processed, high-protein functional products.
Loonen Debuts Spring-Sourced Purified Water, Closes $6M Round
Pitching itself as a first-to-market “purified spring water” exclusively in glass bottles, Loonen aims to raise the bar on transparency in a category particularly vulnerable to vague claims and greenwashing.
BevNET Live Day Two: The Evolution Of Beverage Biz Leadership
The personal and professional responsibilities of a modern beverage entrepreneur were in the spotlight on Day Two of BevNET Live Winter 2025.
Once Upon A Coconut Partners With L.A. Libations; Albertsons Launch in 2026
Once Upon A Coconut has partnered with beverage incubator L.A. Libations to help grow its business in Southern California.
Marketing: Aspiring Astronaut Alyssa Carson Enters Loom’s Orbit; Pepsi Joins F1
Loom, which bills itself as the “Juice of the Future,” has named aspiring astronaut and astrobiologist Alyssa Carson its newest “Loominary.”
New Products: Beekeeper Gets Spicy, Protein Water Expands
This week, Beekeeper Coffee buzzes into Hot Honey, more clear protein water and Pepsi unveils Wild Cherry & Cream’s packaging redesign.
Monster Backing Female-Focused Innovation, ‘Premium’ Partnerships
Monster Energy explained during its investor day presentation how it was reaching across the gender gap with innovation and rebranding.
Marketing: Caliwater Teams with Sacramento Kings; Stiller’s Is ‘Making Soda Sexy’
Cactus water brand Caliwater has inked a partnership with the Sacramento Kings and Golden 1 Center for the 2025-2026 NBA season.
Spirit Brands Preach Pivot from CPG Marketing Playbook
If you’re a spirits company taking its marketing cues from CPG, you may be doing it wrong.
Can Creatine Be The Next Big Thing In Functional Beverage?
Creatine is quickly becoming the next big functional beverage ingredient thanks to innovation in micro-encapsulation technology.
Saint James Says Sales Ignite After Pack Refresh
Over six months since introducing its refreshed aluminum packaging, Saint James Iced Tea is enjoying the benefits of a glow up. The startup beverage maker moved away from cartons this spring and the difference was felt instantly.
Marketing: Blake Lively’s ‘Betty’ Drinks Join Holiday Menu at Serendipity3
Betty Buzz and Betty Booze are collaborating with New York City restaurant Serendipity3 on a limited edition holiday menu, “Sip into the Season,” available through December.