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
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.
BUM Energy Expands Sales Team Ahead of Walmart, Target Rollouts in 2026
BUM Energy, the RTD drink brand of fitness supplement maker RAW Nutrition, has brought on a team of seasoned liquid experts as it expands into mass and club channel retailers.
Laird Shutters Picky Bars, Moves into Dairy with Protein Coffee
Laird Superfood reported a 10% jump in year-over-year net sales in Q3, as the company prepares to support that growth with innovation within a streamlined product portfolio in 2026 that includes its first-ever dairy-based release.
New Products: Gorgie Taps Cranberry For The Holidays, Mockly’s New Packaging
Cranberry is the holiday flavor popping up in seasonal varieties from drink makers like Gorgie, Halfday, Unwell and Cann.
TikTok and Tariffs Stoke Supply Chain Tension
Between TikTok's influence, tariff impacts and the MAHA movement, innovating across the CPG landscape is more complex than ever. We spoke with a range of stakeholders during SupplySide Global to see how they are navigating ever-changing demands and constraints.
Huxley Rebrands to Showcase “Refreshingly Real Energy”
Natural energy drink Huxley is unveiling a revamped visual identity to better communicate its positioning as a moderately caffeinated, hydration-focused option in the increasingly competitive category.