Nowadays Founders Bet on ‘Calm’ with New Beverage Brand Unwind
The founding duo behind hemp THC beverage brand Nowadays is looking to help build another emerging beverage category — this time, without the buzz.
Product Launch
Featured Product Launch Content
Canadian Protein Coffee Brand Brüst Preps For U.S. Debut With Target, Meijer
Protein coffee brand Brüst is leveraging its scale in Canada to move rapidly into the U.S. with deals in place in a variety of retailers.
Inside David Protein’s Strategy To Shake Up RTD Protein
David Protein founder Peter Rahal provides details on his brand's approach to the RTD protein shake category.
Additional Content
Licensing Deal Brings Nine Loko Intoxicating Hemp Beverages to Market
Four Loko-maker Phusion Projects has licensed some of its brand assets to Chuck It LLC for use on intoxicating hemp beverages.
Owl’s Brew Follows Hard Soda Debut With Functional NA Mixers
After launching its Spiked Pop hard soda in February, Owl’s Brew is shaking up its portfolio again with a line of NA mixers.
Tom Brady Teams With Gopuff to Launch Good Nut Premium Coconut Water
NFL legend Tom Brady continues to push further into the beverage industry, announcing a collaboration with gopuff on a new line of premium coconut water.
‘Healthy Enough’ Products Dominate 2025 New Product Pacesetters
Healthy, but not too healthy. That’s the gist of the products that made this year’s edition of Circana’s 2025 New Product Pacesetters.
‘Protein for All’: Muscle Milk Reformulates RTD Line with Ultrafiltered Milk, Cleaner Labels
Muscle Milk is undergoing its most significant transformation yet, rolling out a reformulation and packaging refresh across its RTD line to reposition the brand from strictly gym fuel to “protein for all.”
Ritual Zero Proof Debuts RTDs
Diageo’s Ritual Zero Proof has entered the ready-to-drink (RTD) category with three canned non-alcoholic (NA) cocktails.
Can NoBiggie Crack Kids Drinks With Mini Sparkling Waters?
New kids drink brand NoBiggie is going after the opportunity for younger flavored sparkling water drinkers with its mini-can format.
Marketing: MEDASE Hits the Road with Tour-Inspired Campaign; Plus Cometeer, ZOA and PHORM
Zero-proof cocktail brand MEDASE is rolling out a summer-long, tour-style campaign, dubbed “64 Medase Moments,” aimed at connecting with consumers through curated gatherings and community-driven celebrations.
In L.A., Stars Dish on Celebrity Brands
Celebrity Brands. If they aren’t the only brands one can have – and one might have been led to believe we’re all headed that way, given the casting call that went out for panels at the Beverage Forum, which took place last week in L.A. – they’re a growing part of the business.
Former OWYN Execs Target ‘Full-Day’ Function With New Energy Powders
Founded by former OWYN executives, Day/Dream is positioning around the idea that specific functional benefits should be tailored to day parts.
Kulli Channels Peruvian Purple Corn into Functional Beverage Play
Amid surging demand for global flavors and functional beverages, Kulli is introducing Chicha Morada – a traditional Peruvian beverage crafted with purple corn – to the U.S. market in a ready-to-drink format.
New Products: Brain Boosts From Bulletproof & Vive; Red Bull, OLIPOP Drop Summer LTOs
This week's new products gallery features new releases from Bulletproof, Vive and Gorilla Mind that promise a mental boost, Amra's new colostrum soda, plus summer-ready releases from OLIPOP and Red Bull.
Adapt Pivots From CBD, Charts Future In Functional Powders
Adapt Superwater is relaunching as a CBD-free powdered hydration brand focused on recovery products for athletes.
L.A. Libations Debuts ‘Re:Lid’ Resealable, Recyclable Aluminum Can
In partnership with Re:Lid USA, L.A. Libations Water – the 9.5 + pH water brand produced by beverage incubator L.A. Libations – has unveiled what it claims is the beverage industry’s first fully recyclable resealable aluminum can.