BevNET Magazine March/April 2026

The First Drop

By Jeffrey Klineman

Make the Trend, Don’t Race It

Amidst all the takes that you’ve likely seen on this year’s edition of Natural Products Expo West there have been so many discussions of the uses of protein and fiber enhancement that it’s hard to imagine a world where these things actually occur naturally in the things we eat and drink.

Still, that’s how it happened for years: people used actual food to address the base elements of functionality. Instead of creatine, protein shakes and Red Bull, baseball sluggers would eat steaks for strength and drink coffee for concentration, often enhancing that focus with cigarettes (think: Zyn, but add a lighter).

That’s not to argue that the old ways were always the best: as someone who just spent time reading up on medical practices of the 1880s, I can tell you that the old ways aren’t always the best ways, and that unsanitized fingers aren’t state-of-the-art when probing for bullets in the human body.

But what I would argue is that people tend to come with fairly consistent need states, and while there’s a lot of fine tuning in terms of habits (people increasing or decreasing certain kinds of consumption for a health-related reasons), much of what they need from a nutrition format can, ultimately, be derived from actual food, even the ultra-processed kind. What science and economics have accelerated is our capability to manufacture that food consistently and transport it in usable, palatable formats to the consumer.

As we figure out more about the human body, we also get closer to figuring out why certain foodstuffs – or elements of foodstuffs – make it run hotter or colder. That’s what tends to cause innovation responses in the CPG market

these days. Whether it’s battling cortisol or extending the energy buzz, product marketers love a new, super-ingredient derived formula.

I’m always fascinated by the tension between the original food and the derivative, however: in one corner, you’ll have brands emphasizing that their product is innately high in protein (like a duck breast); in the other you’ll have some kind of hybrid whey protein-stuffed beverage that’s clearly the result of an innovation team trying to keep up with the catchwords. Years ago, that kind of catchword proliferation led us to acai-flavored vodka and my all-time favorite Frankenproduct, bone broth kombucha.

As always, the important thought here is “just because you can, it doesn’t mean you should.”

Not that it’s bad to try to offer consumers what you think they want: I’d argue that with the way the algorithmic spotlight flits about online, there’s clearly reason enough to have enough words associated with your brand that you can give the social media wave a chance to get its hooks in. Maybe it gets you a few clicks worth of attention, but if it’s not really core to the product premise, they aren’t going to last, and you’ve wasted time and money.

I say this because there were an alarming number of brands extending themselves into protein and fiber functions at Expo West, far beyond the boundaries that their core products can sustain. Probiotic enhancement is becoming the dill pickle flavoring of functionality. And the idea of creatine or collagen is terrific unless it quickly falls out of solution in your brand. There’s more to it than building a gluten-free water brand.

There are audiences for all manner of product, of course, but there’s also opportunity cost. The amount of time you spend marketing that non-core attribute to gain attention is likely better spent enhancing your connection to your main audience with your main product. Even in competitive times, it’s better to build your own audience than chase the fickle.

If that sounds like a trade-off you’re not willing to make, remember: consumers are facing increasingly expensive products across the board, and are turning more often to private label manufacturers, who are happy to supply supermarkets with less expensive brand substitutes. Simply trying to extend a certain product too many ways creates a more-is-less effect and you end up diluting who you are. Marketing on an added attribute puts you up against every other product adding that attribute, not just your own product set.

As we mentioned last issue – even if there’s a consumer set that might want to supplement every soda sip with a little protein, it’s a dispersed enough group that it’s only going to support a brand or two. The money you’re spending to wink knowingly at the innovation of the moment might be better spent on attracting a consumer-for-life.

Brands are getting better at identifying trends, of course, and through AI and deep insights they’re also getting better at product development. But you’re the entrepreneurs, the disruptors. Make the trend, don’t race it. If you were at Expo West this year, you know: the chase pack is out there already, so maybe make your break in a different direction.

By Barry Nathanson

Time Travel and Trade Shows

Well, the knees finally cried “Uncle,” which meant that for the first time in years, I didn’t attend Expo West.A lifetime’s skiing, running and tennis were fun, but the wear and tear mean that I’m having partial knee replacement on both legs at the end of April.

After telling my surgeon of the enormity of Expo West and the ground I would have to cover, he sagely recommended that I skip it this time around. I heeded his advice.

Expo has grown into a must-attend event for me. I’ve been going to the show for almost 20 years. I’ve seen it grow from a somewhat niche conference to the incredible gathering it is today. While it is overwhelming and difficult to navigate, the value has always merited the logistics and pain of walking the show. It made me think about the benefit of Expo, as well as all the other shows I’ve attended over my 35-year beverage career.

I’ve attended hundreds of events. Early on, FMI was my gold standard, but there were also dozens of others, from individual classes of trade to technology to distributor meetings, and they’ve all played a role in building up my industry knowledge.

Two or three days on the floor are a master class on seeing the trends and innovation the industry has to offer. Up close, you can learn more about what’s going on than months and months on the phone and visits with individual brands. You can sample the wares, take the measure of the team, and generally scope out what a brand needs to make it a success.

Most important, though, shows give me a chance to see friends I’ve cultivated over the years. Walking the show is almost an exercise in time travel, bringing together old and new simultaneously.

It’s the players, not the industry, that are the reason I’m so happy to attend the Expo Wests of the world. Being face to face with the founders, creators and sales teams of the companies, schmoozing around samples, it’s the greatest.

We are in a world of impersonal communication, emails, texts, Zoom calls and a general avoidance of contact. The most important element in business is connection. We have too little of it today and we’re all the less for it. Keep attending the shows: I’ll bring my new knees along.

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Gerry’s Insights

By Gerry Khermouch

Gerry’s Positive Jam

Over the years, one of my favorite live albums has been Social Distortion’s Live at the Roxy, recorded in LA in 1998. Why Social D? Well, musically, the idea of rockabilly mated to punk rock seemed genius to me. And, sad to say, this band also matches up well with my fundamentally pessimistic outlook. Lots in this record to scratch that itch! The album starts with “Story of My Life” (about expectations thwarted) and proceeds through “Bad Luck,” the Stones’ “Under My Thumb,” “Prison Bound” and “Mommy’s Little Monster,” all morbid classics. Ten dreary (but great!) songs in, frontman Mike Ness asks the audience, “You guys want to hear a happy song?” The crowd roars its approval. “Sorry, homie,” Ness informs them. “We don’t do no happy songs.” Then they launch into “Cold Feelings.” Another great song! To paraphrase a Modest Mouse album title, it brings “good news for people who love bad news.” Bliss!

It’s occurred to me that readers of this column over the years might be excused for thinking, “That Khermouch guy, he don’t do no happy songs.” (Ness and I have so much in common!) My ruminations tend to be full of accounts of strategies that misfired, acquisitions that didn’t work out and brilliant concepts that were fundamentally compromised, seeded with warnings about all the ways you’re about to drive your brand off the rails. (Via “landgrab” expansions, in my last column.) So I often envy my old friend and BevNET Magazine publisher Barry Nathanson, with his eternally sunny and optimistic column each month, full of appreciation for entrepreneurs’ outsize dreams and wishes for their great success. Who wouldn’t want to buy an ad from that guy?

So coming back from Natural Products Expo West (held in Orange County, California, the birthplace of Social D – coincidence?), I’ve decided this time to try to do a happy song. This is probably my best shot at accomplishing it this year because the Expo vibe is so energizing. Sure, as the older hands than even me are happy to remind me, the natural products business is much more corporatized these days, and the show has lost much of the relaxed camaraderie of its early days. Still, through economic downturns and pandemic pauses, New Hope has managed to retain the show’s incredible sense of forward-thinking momentum, even as it’s taken a few needed steps to make itself more accessible to the smaller brands that are the lifeblood of innovation in this sector.

Indeed, it’s managed to retain a remnant of its old hippy roots, from the live bands playing the plaza (though not as ambitious a slate this year, I have to say – hey, how about Social Distortion next year?) to the funky/cool booths many of the cool kids muster, especially down in that innovation basement. It can be hard to traverse the crowded aisles because of all the people hugging each other in greeting – not so much an issue at the NACS c-store expo, by way of comparison, for all the vibrancy that show musters flogging all the bad-for-you stuff like soda and energy drinks. There remains this sense of close community that comes from believing we’re all work-

ing together to put Americans on the road to better and more sustainable nutrition. Along the same lines, rivals who’re trying to build new categories quickly learn that, at least at their category’s awarenessbuilding stage, they are as much allies as competitors in trying to get retailers to establish the cohesive shelf sets that signal legitimacy to shoppers. I’m pleasantly surprised at how much they’re willing to share with each other (though not to the point of being naïve) about good retail ers and distributors, economical workarounds to logistics issues, and how to handle the broadliners’ more egregious billbacks. What about what was actually on exhibit at the show? By now, whether you attended or not, you’ll be aware that it brought a deluge of gut pops, protein sodas, collagen beverages, protein coffees, focusenhancing energy drinks, mushroom elixirs and mocktails and other alcohol-alternatives. The honest truth is that I spotted little of what might be called breakthrough innovation among this endless array. (Disclosure: I barely got to one-third of the 400 or so beverage brands on display. Sorry, you other 250 or so!) Still, was that a bad thing? As readers of this column will recognize, it’s not clear that breakthrough innovation is the ticket to success, as it engenders a consumer education burden that in turn requires a degree of patience that the realities of beverage financing and retailer velocity hurdles may not allow for many brands these days. More likely to make it are brands that offer incremental upgrades that, by definition, carry a lower educational burden. Sometimes it’s enough just to disrupt established megabrands with a cleaner formula (natural, of course – the raison d’etre for Expo West – but also increasingly less processed), a newer format (especially cans, though Milkadamia’s dehydrated oatmilk sheets are kind of amazing) or bubbles (with sparkling protein having a moment now).

Thanks to the startup ecosystem out there, the degree of sophistication of even the earliest-stage brands at Expo was kind of remarkable, in the same way that the judges repeatedly note during BevNET Live’s Showdown competitions in recent years. There seem to be fewer compromises on flavor as ingredients like stevia get better and better, and the arrival of clear protein may or may not prove to be a game-changer in that segment.

Of course, being the guy who don’t do no happy columns, this essay wouldn’t be complete if it didn’t end on a somewhat downbeat note. On the ice sheet that was Manhattan before I departed for Anaheim, I slipped while trying to slalom around a bunch of phoneabsorbed pedestrians who weren’t budging when the light they were waiting for turned green. I managed to crack, or at least badly bruise, a rib or two. What better place to head off to, then, than a trade show where all your old friends want to give you a bear hug when they spot you? Ah, well. I guess that’s just the story of my life. Me and Mike.

Longtime beverage-watcher Gerry Khermouch is executive editor of Beverage Business Insights, a twice-weekly e-newsletter covering the nonalcoholic beverage sector.

So Good So You Acquired By Private Investment Firm Bansk Group

So Good So You is soon to be under new ownership, as the Minnesota-based wellness shot maker agreed in March to be acquired by consumer-focused private investment firm Bansk Group. Terms of the transaction were not disclosed.

So Good So You chief brand officer Rita Katona and CEO Eric Hall, who together co-founded the company in 2014, will maintain equity in the company and a seat on the board of directors.

In a statement, Hall praised Bansk as “deeply aligned with our core values around sustainability and investment in people,” as well as its record of “scaling purpose - driven consumer brands.”

Producing its shots from its own manufacturing facility powered by 100% renewable energy, So Good So You emerged as a category leader in refrigerated, cold-pressed juice-based wellness shots alongside names like Suja, Vive Organic and Sol-ti. Earlier this year, So Good So You introduced a line of naturally caffeinated sparkling energy drinks in 8.4 oz. slim cans at Target.

The brand showed sales in excess of $90 million for the trailing 52-week period ending on March 13, according to data compiled from Circana across an index of major retail channels including convenience, grocery, club, military, and online retailers.

“I couldn’t be more proud of the talented and dedicated So Good So You team members who have made this growth possible, and I am excited for our continued success with the support of the Bansk team, as we expand the brand mission and reach even more consumers,” Katona added.

New York-based Bansk Group holds over $5 billion in assets under management in consumer segments like personal care, health and household products, as well as food and beverage with brands like Red’s and No Man’s Land Beef Jerky.

“So Good So You is a category-leading brand with a powerful combination of functional efficacy, great taste, and an authentic, purpose - driven mission,” said Brian O’Connor, Senior Partner and Chief Investment Officer at Bansk Group. “Consumers are increasingly seeking convenient, food-asmedicine solutions that fit seamlessly into their daily routines. So Good So You has been instrumental in developing the category through its high-quality products, continued sales and marketing investments, and exciting innovation across function, flavor, and format.

He continued: “Equally as important, the company has built a differentiated brand grounded in responsible business practices and with a clear commitment to people and the planet – values that fully align with our long-term approach to value creation and sustainability. We are excited to partner with the entire So Good So You team to support the category and the brand’s next phase of growth.”

The transaction marks an exit for So Good So You’s existing institutional investor, Prelude Growth Partners, whom Hall cited as “an exceptional partner.”

“It has been a privilege to support So Good So You to become the leader in its category,” said Neda Daneshzadeh, Co-Founder and Managing Partner at Prelude Growth. “Born from a clear mission to make wellness accessible and delicious to all, the Company today delivers exceptional, efficacious products to an ever-growing set of passionate consumers. We are proud to have played an integral role in the Company’s growth story over the past several years and we look forward to seeing all they will accomplish.”

Huel Acquired by Danone SA In $1.1 Billion Deal

British nutrition brand and meal replacement beverage maker Huel has joined Danone SA after it was acquired in March for a reported fee of over $1.1 billion.

The acquisition deepens Danone’s roster of functional nutrition brands, with Huel’s product portfolio spanning from its flagship powder-based shakes to ready-to-drink beverages and snack bars.

Created by Julian Hearn and James Collier, Huel launched as a digital-native brand in the U.K. in 2015 and is now available in over 250,000 stores worldwide, with estimated revenues of more than 250 million ($333 million) in 2025. The company raised $24 million in 2022 at a valuation of $560 million, backed by notable names such as actor Idris Elba and entrepreneur Grace Beverly.

The brand has slowly pushed into U.S. retail over the last several years, starting with the launch of its Black Edition High-Protein Complete Meal in GNC stores last May. In ready-to-drink, Huel introduced its 12 oz. Daily Greens line last fall at Sprouts, Target and LifeTime Fitness.

Reflecting on his company’s work of “ten years building a brand with a positive impact on people’s health,” Huel CEO James McMaster called the acquisition “the next step” for the brand.

“With Danone, we will now have the infrastructure, distribution and R&D capability to go further, into new markets and to more people, as demand for convenient, complete nutrition continues to grow,” McMaster said in a statement. “We’re so proud of what the team has built, and excited about what comes next.”

Danone described the acquisition as in line with its “Renew Danone” strategy, designed to “enhance Danone’s presence in functional nutrition and extend its portfolio into the gast-growing Complete Nurtition space.” Danone’s support will allow Huel to “accelerate growth, innovation and international expansion,” the company said.

“What they have achieved in the fast-growing Complete Nutrition space fully resonates with Danone’s mission of delivering health through food,” said Antoine de SaintAffrique, CEO of Danone SA. “Combining their range and best-in-class digital capabilities with Danone’s global reach and deep nutritional expertise offers exciting opportunities into the new and fast-growing nutritionally complete space, in line with our Renew Danone strategy. We look forward to learning from one another and unlocking new opportunities and growth for both businesses.”

Blue Monkey Acquires Local Weather, Updates

One year after private equity firms Fifth Ocean Capital and Boyne Capital Partners came together on a deal to acquire Canadian brand Blue Monkey Beverage, the partnership has added next-generation sports drink Local Weather as it seeks to build a functional drink platform.

“There are three big beverage ecosystems – Coke, Pepsi, Keurig Dr Pepper – and then a bunch of entrepreneurs who have great ideas and great brands trying to go it alone,” said Stephen Beck, co-founder of Fifth Ocean and CEO of Blue Monkey, in an interview in March. “The whole thought was to find the right platform in the healthy space and build a portfolio. We felt like Blue Monkey had leverageable assets.”

Founded in 2009 by husband-and-wife team Simon and Mary-Jane Ginsberg, Blue Monkey sources and produces its coconut water, including sparkling varieties, and its various juice-based drink lines in Vietnam.

When Beck took over the Blue Monkey in January 2025, the brand was “a little all over the map from a product standpoint,” he said.

Beck’s team did some SKU rationalization, bringing the offerings down to six flavors of sparkling juice, four flavored coconut waters, four 100% juices and one Tetrapak carton of 100% coconut water.

The team also began the process of redesigning Blue Monkey’s packaging, which began with feedback from buyers centered on the brand’s hero drinks, its sparkling juices. These products sit between the competitive flavored seltzer set and 100% juices, Beck said.

The packaging refresh simplified the fruit imagery and reworked the brand label into a horizontal format to be more legible on-shelf. Across the portfolio, the brand highlighted its blue identity complete with a new monkey mascot on the front-of-pack.

The revamped drinks were set to hit stores in late March

Branding

and early April with a more unified brand identity that makes Blue Monkey recognizable across categories.

Blue Monkey is in roughly 5,000 doors across North America and has commitments for 2,000 new doors in the U.S. for the new packaging.

Backed by NFL quarterback Russell Wilson and digital media founder AJ Vaynerchuk, Local Weather is a relative newcomer to the sports hydration category. It launched in 2022 and has been steadily building in the growing functional hydration set in specialty and natural channel stores.

Beck and his team were first introduced to the modern sports drink brand at Expo West last year. Local Weather’s ingredient deck and identity as a better-for-you sports drink with functional benefits “felt complementary” to how the team was restructuring Blue Monkey, Beck said.

The deal closed in early February for Blue Monkey to acquire Local Weather; the terms of the deal were not disclosed. Local Weather co-founder and former CEO Jon Alagem will remain with the brand as a consultant.

The two brands will now sit “side-by-side” in the Blue Monkey portfolio, where they can play off each other in the U.S. and Canada to scale together, Beck said.

Natural grocery retail is the largest channel for both Blue Monkey and Local Weather in their respective home markets, he said. “There are obvious synergies with how the brands can live together in retail, and we certainly would consolidate our distribution path.”

While Blue Monkey integrates Local Weather into its portfolio, the team is open to pursuing other opportunities to build a functional drinks platform, whether it’s an energy beverage, a mocktail or a modern soda.

“If I had to sort of throw a dart at it, there’s probably one or two [acquisitions] that would fill out our portfolio, depending on the size, scope and category,” Beck said. “I don’t think we’re done yet.”

Pepsi Ventures Group Chief Daniel Grubbs Exits

PepsiCo is entering a new phase as longtime executive Daniel Grubbs announced his departure in early March after a decade spent managing the company’s venture portfolio.

Grubbs joined Pepsi in 2013 as part of the company’s Premium Beverage/ Emerging Brands division, where he worked with acquired and incubated brands like Naked Juice, IZZE, O.N.E. Coconut Water and KeVita. In 2016, he was appointed to lead the newly created PepsiCo Ventures Group with the remit to identify, secure and nurture Pepsi’s relationships with emerging CPG companies.

During his time at the helm, Pepsi executed several nine-figure deals across food and beverage, includ-

ing snack maker Siete and prebiotic soda Poppi. Grubbs also oversaw the launch of the Nutrition Greenhouse accelerator program in Europe and North America, tasked with discovering and mentoring emerging food and beverage startups.

“After an incredible chapter with PepsiCo, I’m filled with gratitude for the experiences, partnerships, and leadership lessons that shaped my journey,” Grubbs wrote on LinkedIn. “It’s been a remarkable period of growth—working alongside talented teams, building strong brands, and driving meaningful impact across the food and beverage industry. I’m especially thankful for the colleagues and mentors who challenged me to think

bigger and lead better every day.”

Grubbs’ new employer is New Yorkbased private investment bank William Hood & Company, where he is set to lead the group’s Food & Beverage division as Managing Director.

“This new role brings an exciting opportunity to partner with innovative companies, founders, and investors across the sector at a pivotal time of growth and transformation,” he wrote. “I look forward to leveraging my industry experience to help clients navigate strategy, scale, and long-term value creation.”

Breakthru

Beverage Enters Hemp Distribution

Breakthru Beverage Group, one of the largest beverage distributors in the U.S., is jumping into the intoxicating hemp drink set.

The move, announced in March, comes as the category actively lobbies federal lawmakers for a solution after Congress passed a spending bill in late 2025 that would ban hemp-derived cannabinoid products on November 12.

The Chicago-based beverage wholesaler will exclusively distribute hemp-derived delta-9 THC beverages with a maximum potency of 10 mg per serving. The company announced it will carry Quirk THC Seltzer, Seth Rogan’s Houseplant and Cheech & Chong brands in neighboring Minnesota, with additional markets to follow.

“We are approaching this space with intention, leveraging our meaningful experience from our business in Canada, where we have developed capabilities and insights within emerging regulated beverage categories,” said Drew Levinson, Breakthru VP of New Business Development, in a statement. “That experience positions us to enter the U.S. hemp-derived THC market with confidence, structure and clarity. Our goal is not simply to participate in this category, but to help shape its future.”

Breakthru operates in 16 states (plus Canada) and has a portfolio spanning beer, wine, liquor and non-alcoholic beverages.

While Breakthru is not the first major distributor to throw its weight behind intoxicating hemp drinks, it stands as another vote of confidence from beverage-alcohol stakeholders.

Also in March, hemp drink maker Woodstock Goods partnered with Florida-based Craft & Art Wine and Spirits to consult on distribution strategies and manage sales.

Adult beverage distributors and retailers have seen low-dose THC drinks as a way to bring revenue back as beer, wine and spirits sales have trended downward in recent years.

In January, a new industry group, the Beverage Alcohol Merchants Coalition (BAMCO), was launched with backing from Total Wine & More, BevMo! by Gopuff, ABC Fine Wine & Spirits and Spec’s. BAMCO’s establishment came after several bevalc industry groups had taken a variety of stances on whether hemp drinks should be regulated like other adult drinks.

In February, Breakthru Beverage told employees in an internal memo that it would be cutting jobs after a “thoughtful, strategic review” of the company’s operations.

Spindrift Enters Iced Tea Category with

As it stretches its innovation capabilities, Spindrift has introduced its first non-carbonated beverage line: Spindrift Iced Tea.

The line features four flavors in 12 oz. cans: Lemon Black Tea (made with lemon and apple juice), Blood Orange Black Tea, Raspberry Black Tea and Peach Green Tea. They contain no added sugars. The drinks launched online in 6-packs via Amazon and direct-to-consumer and began rolling out to select retailers in March.

The brand is the first iced tea in the U.S. to bear the NonUltra Processed Food verified emblem on its cans.

According to Jon Silverman, SVP, Business Development & Innovation, Spindrift has already dabbled in the tea category via its Half & Half tea and lemonade flavor and previously explored sparkling iced tea varieties.

However, the new iced tea line reflects a full embrace of the tea category – opting for non-carbonated formulations that put Spindrift in direct competition with established RTD tea brands rather than the alternative, category-blurring tea drinks it had previously attempted.

The aim with iced tea is to bring Spindrift’s proposition of real squeezed fruit and low sugar to the category, where Silverman said there’s been little innovation and many competitors are “just leveraging a lot of sugar or non-sugar sweeteners” rather than focusing on real ingredients.

“We felt that the category kind of lost its way a little bit, that we could bring some real newness to it and be really differentiated,” he said.

According to Circana, canned and bottled tea drinks declined 1.9% in the 52-week period ending December 28, 2025 to $4.8 billion. Although leading brands like AriZona (-1.8%) and Pure Leaf (-3.5%) provided top-heavy drag on the set, smaller emerging brands – largely taking similar better-for-you and real ingredient approaches as Spindrift – have been gaining momentum.

First Non-Carbonated Innovations

Liquid Death, which introduced iced teas in 2022, was up 16.5% to over $93.6 million in dollar sales during the period. Other startup brands also fared well: The Ryl Co. rose 170.5% ($17.7 million), Just Ice Tea was up 65.2% ($13.7 million) and Saint James climbed 77.6% ($10.1 million).

Though it’s not alone in offering fruity flavors in the tea set, Silverman said Spindrift will lean hard on its real fruit juice position as its key differentiation.

“Consumers enjoy fruit tea, they like to pair tea with a bunch of different foods,” he said. “So, we knew that fruit could bring a real benefit.”

For Spindrift, tea is also an important expansion of its platform into a multifaceted beverage brand. Even before its acquisition by Gryphon Investors last year, Spindrift had begun looking to categories outside of sparkling water for innovation. While its hard seltzer line Spindrift Spiked has since been discontinued, last year the company launched a line of better-for-you sodas; iced tea is only the latest development in a long history of the brand seeking to grow in new categories.

“We’ll continue to look for opportunities that allow us to have differentiation and bring real innovation,” Silverman said. “We like the fact that a lot of beverage categories are somewhere in the journey towards healthfulness, some far along than others. We think we can bring real heft and a point of view to that.”

He noted that it’s still early for Spindrift Soda and the company is eager to see how tea performs, and the company is eager to see how these innovations “play against one another and how they bolster what we do in sparkling.”

“We’re excited about the fact that we can put our name on cans that live in other parts of the store, that hit other dayparts or need states for consumers,” he said. “And we can win some mind-share from our existing consumers.”

Lifeway Closed 2025 With Q4 Growth; +18% Sales in FY

Lifeway continues to enjoy revenue growth from increased volume, recording double-digit jumps in sales and net income after a year in which the company batted down a mooted acquisition by stakeholder Danone.

The Chicago-based kefir brand reported a 13.7% yearover-year increase in net sales (+18% on a comparable basis) to over $212 million during FY 2025, closing the year with 18% growth in net sales in Q4. The company’s profile has risen, it noted in a press release, as new U.S. dietary guidelines and the rise of GLP-1 drugs have increased focus on protein-rich and fermented foods like kefir.

Net income was up 54% for the year, with gross margin expanding by 140 basis points.

Lifeway plans to meet consumer demand through innovation. Lifeway Kefir Butter recently launched in three varieties, while Muscle Mates — a new 8 oz. line of drinkable kefir made with 20 grams of protein and 5 grams of creatine — was showcased in March at Natural Products Expo West.

That expansion is being supported by marketing campaigns with Chicago Bears players Colston Loveland and D’Andre Swift, as well as the launch of the Lifeway Power Play shake at Barry’s Fuel Bar at Barry’s fitness centers.

The company reiterated its long-term target of $45 million to $50 million in adjusted EBITDA for FY 2027.

The earnings report turned the page on an eventful 2025 for Lifeway, during which an on-again, off-again acquisition by Danone finally collapsed after the French dairy giant withdrew its interest in September. That came against the backdrop of efforts by Lifeway board members Edward and Ludmila Smolyansky to unseat Julie Smolyansky from control of the company.

After threatening legal action against each other, both companies are back in good standing after entering a cooperation agreement that included an “orderly refreshment” of Lifeway’s board of directors.

The agreement did not explicitly state whether or not Danone may still be interested in restarting acquisition talks, but Lifeway agreed to facilitate the public registration of Danone’s shares for sale, meaning that if Danone were to sell some or all of its shares of Lifeway common stock it would “consider in good faith a potential marketed offering of all or a portion of its shares”.

Mezcla Raises $9.5M Series B To Fuel Brand Building, Distribution Expansion

Protein bar maker Mezcla has closed a $9.5 million Series B funding round led by Bluestein Ventures, with participation from Santatera Capital, Grupo DMI, Lever VC, Habitat Partners, Tonic Ventures and Steve Platt, former chief executive of BrightFarms and Icelandic Provisions. SG Credit Partners provided debt financing as part of the raise.

Mezcla markets a line of plantbased snack bars featuring a distinctive puff-crispy texture. The products are available in more than 9,000 retail outlets nationwide including Whole Foods, Sprouts, Publix, HE-B and select Target, Albertsons, Kroger and Costco regions. Flavors include Pistachio Chocolate, Matcha Vanilla, Maple Blueberry, Hazelnut Chocolate and Frosted Strawberry. According to founder and CEO Griffin Spolansky, Mezcla is at an inflection point: the product works, retention is strong, and consumers who try it “get it,” driving a 128% compounded annual growth rate since 2022.

The challenge has been communicating that clearly enough to earn a first purchase. Updated packaging, bigger flavor callouts and stronger food imagery are all part of reinforcing that positioning, Spolansky said. Within the crowded bar set, Mez -

cla sits in a balanced middle ground – not a chalky, protein-maximizing functional bar, and not a candy bar disguised as a health snack. Each Mezcla bar delivers 10 grams of protein and 170 calories, made with pea protein, quinoa crisps, nuts, seeds and coconut oil.

“ There are a lot of companies in the bar space that focus on numbers – ‘we have the best macros’ – but they don’t focus on the actual experience of eating food,” Spolansky told Nosh.

The brand is also evolving beyond its earlier, more niche “cultural flavors” identity toward a broader but still adventurous flavor strategy. The goal is to maintain excitement and uniqueness while expanding accessibility – offering bold, unexpected flavors alongside approachable ones.

The new funding will support distribution growth across natural, conventional, mass and club retail channels, as well as product innovation and brand building. Additionally, the company plans to expand its team across key functions including marketing, ecommerce and research and development.

Innovation, Spolansky noted, has historically been resource-intensive.

“When we want to focus on new flavors or improving the product,

it’s been difficult because we have to bring in a food scientist who then has to learn the product,” he said. Building in-house expertise will help accelerate that process.

To date, the brand has raised a total of $16.5 million. Previous investors include an array of consumer products executives, venture capital firms and professional athletes.

As part of the latest round, Lindsay Levin, venture partner at Bluestein Ventures with prior senior marketing roles at PepsiCo and RXBAR, will join Mezcla’s board.

“Most protein bars ask consumers to trade off taste, texture, or functionality — Mezcla delivers on all three,” said Levin in a statement. “We’ve been tracking the brand for over three years and have seen exceptional performance across channels. We believe Mezcla is positioned to become a leading brand in the category as it continues to scale.”

Beyond brick-and-mortar, Mezcla plans to deepen its direct-to-consumer and Amazon businesses and expand partnerships with online retailers, including Misfits Market, where Spolansky sees significant untapped potential.

“We’re really excited to start exploring in much heavier depth,” Spolansky said.

HI-CHEW Parent Co. Morinaga Acquires My/Mochi Ice Cream

Morinaga & Co., the holding company of global confectionery manufacturer Morinaga, Inc., has entered into a definitive agreement to acquire My/Mochi Ice Cream for an undisclosed amount.

The transaction places My/Mochi, which has grown to the largest mochi ice cream brand in the U.S. after launching in 2017, into the portfolio of Tokyobased Morinaga, a global corporation with annual revenues nearly $4 billion. Morinaga’s portfolio includes HI-CHEW, DARS chocolate, Choco Monaka Jumbo ice cream and Angel Pie.

“We are thrilled to partner with Morinaga & Co., a globally reputable company, whose scale and research and development capabilities will enhance our ability to innovate and grow,” said Craig Berger, president and CEO of My/Mochi, in a statement. “We’re looking forward to reaching a broader group of consumers and driving meaningful impact together in the years to come.”

While the brand launched in 2017 as

My/Mo Mochi Ice Cream, its original mochi ice cream product was invented by Frances Hashimoto in the early 1990s. Today, My/Mochi produces a broad portfolio of mochi ice cream, nondairy mochi ice cream and mochi sorbet products in flavors like Peach Mango, Salted Caramel and Dubai Chocolate.

In 2020, the Los Angeles, Calif.based brand was acquired by Lakeview Capital, a Michigan-based family office, to capitalize on the growing consumer demand for bite-sized frozen novelties. The following year, My/Mo rebranded as My/Mochi and refreshed its packaging to unify its portfolio.

In the 52-week period ended January 25, My/Mochi achieved $80 million in sales, according to SPINS MULO data cited by the brand. However, the brand’s share of the frozen mochi category declined from 69.14% in 2024 to 64.30% in 2025, per Keychain.

The U.S. frozen novelty space is ripe with opportunity. According to Circana’s MULO

+ Conv 2025 52-week data, the category reached $8.6 billion in sales last year. As America is one of Morinaga’s priority global growth regions, the proposed transaction will enable the company to enter the U.S. frozen dessert market at full scale.

Following the acquisition, My/Mochi will remain headquartered in Los Angeles with Berger at the helm. The brand will leverage Morinaga’s expertise in frozen confectionery – which spans popsicles, ice cream bars and chocolate-coated ice cream – to enhance its product development capabilities and commercial strengths.

“In welcoming My/Mochi to the Morinaga family, we see a tremendous opportunity to build a sustainable snacking business positioned for future growth. We will honor the heritage and innovation behind My/Mochi while combining the strengths of our brands to bring even more fun and excitement to our consumers and customers across the U.S.,” said Teruhiro “Terry” Kawabe, president and CEO of Morinaga America, in a statement.

Harken Sweets Scores Major Kroger Expansion Backed by Selva Ventures

Harken Sweets, armed with new capital from Selva Ventures, is readying a major retail expansion with Kroger, adding roughly 2,000 doors and bringing its total retail footprint to around 7,500 stores.

The supermarket chain will carry the brand’s Lil’ Ones line, a snack-size spin on its low-sugar, high-fiber, plant-based candy bars, which feature date caramel and a creamy oat milk chocolateflavored coating.

Lil’ Ones, which launched last year at Sprouts, has become Harken Sweets’ fastest-growing product line.

According to founder and CEO Katie Lefkowitz, the Kroger rollout marks a significant milestone after years of pursuing the retailer. The relationship began last spring during Kroger’s Nourishing Change Conference, where the brand was voted a top concept by Kroger employees, leading to a test in 500 stores ahead of the full rollout.

Lefkowitz said merchandising and growth strategy vary by retailer, with fullsize bars in checkout lanes at chains like Walmart and Albertsons, while multipacks anchor other sets. Sampling and promotional support will play a major role in the Kroger launch, as trial continues to

drive conversion, Lefkowitz emphasized.

The investment by Selva Ventures - no amount was noted - will support rapid retail expansion and team growth. Recent hires include a head of operations and strategy, a national sales director and a shopper and field marketing manager. The brand previously secured funding from Melitas Ventures.

“We feel incredibly lucky to have partners who really understand what we’re building and believe in the long game of better-for-you candy,” Lefkowitz said.

Kiva Dickinson, managing partner at Selva Ventures, said in an email to Nosh, “At Selva Ventures, we look for founders who are reshaping everyday consumer habits in ways that improve human health. Katie is doing exactly that — reimagining sweets so they can be both deeply satisfying and aligned with how people want to live today. Harken sits at the intersection of nostalgia, function and wellness, and we’re excited to support Katie as she builds what we believe can become a generational brand.”

Harken Sweets is also introducing 15-count multipacks of Lil’ Ones in Halloween and holiday packaging, a calculated extension within a category where nearly half of purchases are

seasonal, Lefkowitz noted.

The occasions strategy focuses first on the natural channel, with broader rollout plans to follow and positions the company as a better-for-you alternative in a traditionally indulgent candy-driven space, she said.

“Halloween becomes this big guilt fest with your kids, where you want them to enjoy candy, but now they’re having, like, how many grams of sugar?” she said.

Prior to founding the business, Lefkowitz led operations at Caulipower for four years, growing the frozen food brand “from the early days to over $100 million” in sales and catapulting a white-hot cauliflower craze.

“That experience taught me how us little guys can really transform these comfort food categories by just thinking about them a little bit differently,” Lefkowitz previously told Nosh. “That’s the concept of Harken, but instead of pizza, it’s a candy bar, and instead of cauliflower it’s the date fruit.”

Dates have gained popularity in recent years as a nutritious, lower-glycemic sweetener often described as “nature’s candy.” The fruit is used in a variety of applications, including snacks, frozen desserts, beverages and condiments.

Brewscape

George Clooney & Partners Take Aim at NA Beer With Crazy Mountain

George Clooney, Rande Gerber and Mike Meldman’s non-alcoholic (NA) beer brand has been among the beer business’ worstkept secrets.

The Casamigos founders teased getting into beer’s fast-growing space last October. However, whispers about their involvement started long before.

Former New Belgium CEO and Beam Suntory executive Steve Fechheimer cryptically posted about the “Project Zero” NA beer brand to LinkedIn several times over the last year, including announcing himself as CEO. He also made filings for the Crazy Mountain name with the U.S. Patent and Trademark Office in June.

The foundation laid over the last year built to the March 9 official press push, including a Page Six feature, pixelated billboards on Los Angeles’ Sunset Strip and numerous social media posts.

Clooney, Gerber and Meldman explained their reasons for getting into the increasingly crowded but growing NA beer space in a press release.

“We love beer, we just don’t always want the effects that come with it,” Clooney added.

Fechheimer told Brewbound that the trio contacted him about a year ago with the idea for an NA beer. He described Crazy Mountain as “authentically their idea” for a lager brand that

“fit with their lifestyle.”

“This is important to them,” Fechheimer explained. “This is their next adventure together.”

Crazy Mountain will ride into 25 states “pretty quickly,” with a focus on both the biggest beer and NA beer states, Fechheimer explained. Included among the launch states are California, Texas, Florida, Illinois, New York, Massachusetts and Colorado.

Signed on for the launch are Reyes Beverage Group, Keg 1, Columbia Distributing, Crescent Crown, Andrews Distributing and Southern, he added. The rest of Crazy Mountain’s map will fill out through 2027.

JuneShine to Outsource Production, Shut Down Facility; 30 Employees Affected

JuneShine Brands is shifting production of all its brands to third-party producers.

The company’s portfolio – including JuneShine Hard Kombucha, JuneShine Spirits ready-to-drink cocktails (RTDs) and Willie’s Remedy+ THC beverages – will move production from in-house to contract production facilities, in a move meant to “maximize efficiencies, bolster profitability and accelerate long-term growth,” according to a press release.

JuneShine declined to share where production will be moving, but noted in the release that it will be “leveraging specialized production partners.” The transition is expected to be complete by June 1, JuneShine co-founder and CMO Forrest Dein told Brewbound.

The company’s existing production is headquartered at the “JuneShine Scripps Ranch,” a 25,000 sq. ft. facility that formerly housed Ballast Point. The location includes a taproom space, which remains open.

“At our current size and trajectory, this realignment allows us to be a more agile and effective partner,” Dein said in the release. “Moving to a horizontal model ensures that our resources

are allocated where they provide the most value: in the hands of our consumers and on the shelves of our retailers.”

With the move, JuneShine will be able to dedicate less time to “the capital-intensive brewing process” and focus “the company’s creative energy” “on developing category-defining production,” the company wrote.

“In an era of rising raw material costs and increasingly complex supply chains, maintaining a fully vertical, high-quality craft brewing operation has become a challenge for even the most established brands in California,” JuneShine VP of Operations Ronnie Riedell said in the release.

“This realignment is the most sustainable and sensible next step for our business,” he continued. “By outsourcing production, we are not just cutting costs; we are building a more resilient, efficient organization that can continue to deliver the premium quality our fans expect for years to come.”

Thirty employees will be affected by the move, Dein told Brewbound. The company gave those employees 90 days’ notice and noted that it is “committed to supporting its production staff during this transition.

Tilray to Acquire BrewDog Brand, UK Brewery and 11 Pubs for £33 Million

Tilray Brands has struck a deal to acquire some assets of Scottish craft brewery BrewDog.

The deal, which closed March 2, includes BrewDog’s global brand and intellectual property, its brewing operations in Ellon, Scotland, and 11 pubs across the U.K. and Ireland.

Tilray separately acquired BrewDog’s Australia business unit, while also working toward a deal for its U.S. assets.

The announcements came weeks after news broke that BrewDog was exploring a sale and had secured the services of global consulting firm AlixPartners.

“BrewDog is one of the most iconic, mission-driven craft beer brands in the U.K.,” Tilray CEO and chairman Irwin Simon said in the release. “It helped redefine modern craft beer through bold innovation, fearless creativity and an unwavering commitment to great beer.

What makes BrewDog truly special has always been its brewers, its brewpubs and its passionate community of beer fans.”

Tilray is set to acquire three BrewDog pubs in Scotland:

• Dogtap Ellon, on-site at the company’s main production brewery;

• Lothian Road in Edinburgh;

• And the Edinburgh DogHouse in downtown Edinburgh.

Other pubs included in the deal are in Dublin, Ireland; Birmingham and Manchester, U.K.; and five pubs in London, including Canary Wharf, Paddington, Seven Dials, Tower Hill and Waterloo.

The Australia deal includes BrewDog’s production facility in Brisbane, two bars in the same city (DogTap Brisbane and BrewDog Fortitude Valley) and three licensed taprooms (Pentridge, Victoria; South Eveleigh, New South Wales; and Perth, Western Australia).

Garage Beer Adds Molson Coors, BeatBox Vets to C-Suite

Garage Beer continues to build out its executive team.

The independent beer brand, which is backed by Jason and Travis Kelce, has named BeatBox alum Patrick Brang its chief financial officer and longtime Molson Coors veteran Andrew McGuire its chief revenue officer.

“Patrick and Andrew are tremendous additions to the Garage Beer team,” president Brian Amicon said in a press release. “Patrick brings a strong track record of scaling businesses in growth mode, while Andrew adds deep experience and leadership in the beer industry.

“We’re humbled and excited to have both of them helping drive the next stage of Garage Beer’s growth,” he continued.

The hiring of Brand and McGuire comes on the heels of Garage adding Amicon as president and Molson Coors alum Pete Marino as board member.

McGuire spent nearly 20 years at Molson Coors, where his most recent title was chief customer officer for the global brewer’s U.S. operations.

At BeatBox, which closed its 85% sale to Anheuser-Busch InBev nearly two weeks ago, Brang served as SVP of finance.

Pabst, Brown-Forman FMB Partnership to End in July

Brown-Forman and Pabst Brewing Company are ending their production, sales, marketing and distribution partnership for flavored malt beverages (FMBs) such as the whiskey brand’s Jack Daniel’s Country Cocktails after five years.

The companies said they mutually agreed to wind down the relationship, with Brown-Forman shifting production in-house, effective July 7.

In 2021, Pabst was granted the exclusive rights to Brown-Forman’s Jack Daniel’s Country Cocktails FMB line as well as the right to create new offerings. Jack Daniel’s Bolder, Jack Daniel’s Hard Tea and el Jimador Spiked Bebidas followed. However, Brown-Forman retained full ownership of Jack Daniel’s Country Cocktails’ trademarks and other assets.

Now, Brown-Forman will take over “management of the supply, sales, marketing, and distribution for these products,” per the announcement. The company will also “oversee the supply chain and commercial operations for these brands, aligning them with the company’s broader strategic focus on the ready-to-drink category.”

Nearly 500 workers lost their jobs with the closure of 38 BrewDog-owned pubs across the U.K., AlixPartners shared in a press release.

The brewery, distribution center and remaining pubs represent the preservation of 733 jobs, AlixPartners noted. Eighteen franchise-operated bars in the U.K. and across the globe will remain in business.

In addition to the closure of dozens of bars, another shift in BrewDog’s financial situation is that no payments will be made “to any equity holders, including that granted under the Equity for Punks scheme,” AlixPartners noted in the release.

The Equity for Punks community includes more than 200,000 individual investors who participated in the brewery’s eponymous crowdfunding campaigns, which have reportedly raised more than $102 million between 2009 and 2021.

A-B Closes $490 Million Deal for 85% Stake in BeatBox

Anheuser-Busch InBev closed on its previously announced acquisition of BeatBox Beverages on February 27.

As reported in December, A-B acquired an 85% stake in party punch maker BeatBox for a purchase price of “up to approximately $490 million” with plans to achieve 100% ownership “after five years based on a predetermined pricing formula.”

With BeatBox, A-B is now the thirdlargest “hard beverage supplier in the industry,” according to a press release. The brand joins A-B’s other growing beyond beer offerings, Cutwater Spirits RTD canned cocktails and Nütrl vodka-based hard seltzer.

“We’re incredibly proud of what the BeatBox team has built and couldn’t be more excited for the journey ahead,” BeatBox co-founder and CEO Justin Fenchel added. “Joining Anheuser-Busch and their beyond beer portfolio marks an important next step for us. This partnership gives us the opportunity to accelerate our momentum in the U.S. and bring BeatBox to even more fans.

“Thank you to everyone who has supported BeatBox along the way. We’re just getting started.”

Channel Check

Spotlight Categories

When you move past the obvious Starbucks, it’s a wonder to behold just how much coffee the folks over at Monster Energy sell, between their Java Monster and their Killer Brew. There’s a lot to be said about the high-quality care

RFG Ready-To-Drink Coffee

put into, say, a La Colombe, but you’ve got to hand it to the Monster team, they know how to brand and sell. Meanwhile, on the refrigerated side, SToK continues to impress, while the Bizzy train keeps on rolling. Way to stick with it!

Cappuccino/Iced Coffee

Topline Category Volume

Canned and Bottled Tea

Bottled Juice and Drink Smoothies

Nonflavored Seltzer

Flavored Seltzer

Energy Drinks

Energy Shots

Sports Drinks

Protein, Hydration Take Over Expo West 2026

Even amid ongoing challenges affecting the food and beverage industry, Natural Products Expo West returned at full strength this year, with brands, entrepreneurs and industry professionals showcasing renewed energy and innovation at what many have dubbed “The Super Bowl of CPG.”

While there have been surges before, this year’s show suggested that interest in protein beverages may have reached its highest level yet, including Elmhurst’s new line of shelf-stable “Clean Protein” drinks.

The New York-based company used the show as Clean Protein’s launchpad in March, showcasing the four-SKU line featuring 27 grams of protein per 11 oz. carton. The drinks, Elmhurst’s first dedicated protein beverages, are now available online and are currently rolling out at retail with Sprouts as a 90-day exclusive, priced at $4.99 each.

As protein continues to soar in popularity, plant-based beverage specialists like OWYN, Remedy Organics and Koia have responded by growing innovation. But up until now, Elmhurst has primarily leaned on promoting its vertically integrated, patented processing methods that have allowed it to build a wide portfolio of milks, creamers and barista-focused products across retail.

Clean Protein leverages that expertise for a more nutritionminded product, Elmhurst reps told BevNET at the company’s booth. The brand overindexes with female consumers, and the new cashew-milk drinks are designed to be approachable and indulgent, with staple flavors Chocolate and Vanilla paired with elevated offerings like Strawberries & Cream. There’s also Pistachio Creme, which picked up a NEXTY Award for Best Dairy Alternative from Expo West organizers New Hope.

The protein trend has also opened a whole new avenue for innovation for dairy brands, with Dairy Farmers of America (DFA) highlighting several new protein-rich milk products at the show. The co-op sampled its regional Kemps Protein+ ultra-filtered milks and Alta Dena Protein milk.

Kemps new milks contain 13 grams of protein per serving, are lactose-free, and come in Chocolate and 2% Reduced Fat varieties in 48 oz. bottles. The brand is focused on the Midwest market, including Chicago, Wisconsin and Minnesota, where the line is expected to launch in April.

“The innovation for us really needs to be earned,” said DFA senior brand manager Kelly Torres-Chadd. “We need to respond in a way that is very clear to our consumer, and giving them an option that is going to be familiar.”

At the show, hydration was another category with a signifi-

cant amount of line extensions and rebranding efforts, including Harmless Harvest’s first foray outside of the refrigerated aisle with a shelf-stable 100% pure coconut water.

The new offering comes in 12 oz. single-serve and 32 oz. multiserve PET bottles, which are set to roll out to mass and grocery retailers over the next few weeks.

Reps at the Harmless Harvest booth at Expo West noted that launching a heat-pasteurized product – as opposed to the microfiltration process used in its refrigerated drinks – opens a path for the brand to claim white space as a premium shelf-stable option. Retaining the PET bottle, rather than adopting the Tetra Pack vessels typical for the category, reflects that positioning, while commanding a higher price point.

The 12 oz. bottles are tagged at $3.49 each, while the 32 oz. bottles will be around $7.99. In contrast, a 32 oz. bottle of refrigerated Harmless Harvest retails for around $10.99. The new format also continues the company’s strategy of leveraging its coconut supply chain to extend the brand into different categories and adjacencies, including smoothies, sparkling drinks and yogurts.

Elsewhere, refillable bottled water brand PATH Water announced its move into sports hydration. Going into production in April, PATH Sports Hydration will launch with four flavors: Berry Citrus, Strawberry Watermelon, Tropical Punch and Peach Mango. Each 16.9 oz bottle contains sea salt, 60 mg of magnesium and 700 mg of potassium, with zero sugar and 10 calories. CVS has already agreed to be one of the brand’s first retail partners starting in June for $3.49.

The launch will be followed by hydration stick packs later this year, designed to refill the Sports Hydration bottles.

Tropicana Brands Group (TBG) is chasing both hydration and protein with its latest product innovations. The company displayed its new multi-serve (46 oz.) and single-serve (11 oz.) Tropicana Hydrate juice drinks, including Strawberry Watermelon and Peach Mango flavors made with added electrolytes and real fruit juice.

“There’s a lot of single-serve hydration beverages, but not anything that people can really put in their fridge and go to throughout the week,” she said. “It’s giving people an opportunity to get that daily refreshment into their day, versus having to buy individual single-serves.”

Meanwhile, TBG is using its Naked brand of smoothies to lean deeper into the ever-prevalent protein trend. The company sampled two new flavors for its Indulgent Protein line – Chocolate Banana and Blueberry Cheesecake – each made with 20 grams of protein per serving with added fiber and lower sugar.

Brewers Association Reimagines 2026 Craft Brewers Conference

The 2026 edition of the Brewers Association’s (BA) Craft Brewers Conference (CBC) in Philadelphia (April 20-22) comes amid turbulence for the trade association’s membership and an evolution of its marquee event.

The craft brewing industry is now coming off its third consecutive year of declines as craft brewers fight for relevance in a crowded total beverage marketplace. The declines come as craft brewers face myriad challenges, from macroeconomic headwinds raising the cost of doing business to shifting consumer preferences. Drinkers are also feeling cost pressures that have dinged their discretionary spending.

As a result, the number of brewery closures (434) outpaced the number of openings (268) for a second year, and a growing number of craft brewers are forging partnerships and huddling in regional platforms to weather the downturn.

Midway through 2025, the BA reported craft volume was down 5%. The full-year number, while not yet fully fleshed out, is expected to see a deeper decline.

“It’s no surprise that it’s going to be a tough number this year,” BA president and CEO Bart Watson said in a recent edition of the Brewbound Podcast. “We’re not seeing the boom years anymore and that’s an understatement.”

Those losses compound upon down years in 2024 (-4%) and 2023 (-1%) and a flat business in 2022. Craft’s last growth year, 2021 (+8%), is now a distant memory.

However, Watson reminded listeners that while the overall trends are down, “we’re still seeing a fair amount of health from a lot of members,” with regional variation and microstories of growth within the larger picture. Although Watson anticipates a repeat of 2024 when “more members saw decreases than they saw growth,” he noted “thousands of breweries” posted growth numbers last year.

“I think that’s something that can be easy to forget,” he said.

Those stories will factor into Watson’s annual “State of the Industry” speech, which will close this year’s CBC – and serve as a precursor to the World Beer Cup awards ceremony.

Watson said he’ll thread the needle be-

tween giving a “clear-eyed” view of where the industry is at this moment while offering ideas for how craft brewers can push forward in the future.

With small and independent craft brewers confronting these new realities and rethinking their business models, the trade group that represents them has also reimagined the program of its top event, shortening and retooling the program while offering a cheaper ticket price. Those changes are in response to requests from members who want additional business resources and ideas for driving traffic to their locations.

“We think CBC works best when it’s the big-tent event that everybody is coming to and connecting with,” Watson said, adding he views CBC in four buckets:

• Commerce/the BrewExpo trade show, where brewers learn about trends and connect with suppliers;

• Education, with a host of new voices on the speaker roster;

• Networking, with a more intentional approach.

• Fun!

“CBC should be that week where you do all four of those things,” he said. “But you come back recharged, energized with new ideas, new energy.

“I want to take the challenge on to provide value in all of those buckets,” Watson said. “But we think it’s a great deal and the best use of a few days you can spend in a year.”

Hospitality, which has become a big-

ger part of craft brewers’ businesses in recent years, will be a main theme of this year’s CBC.

“The vast majority of our members are brewpubs or taprooms and so that hospitality experience, getting butts in seats is really the thing that makes or breaks their businesses,” Watson said.

“Craft is gonna win or lose with people wanting to come into breweries and then having a great experience or not having a great experience,” he continued.

As such the BA has tapped Will Guidara, author of Unreasonable Hospitality, to give the event’s opening keynote speech.

“He’s like a hospitality business ‘Ted Lasso,’” Watson said. “He really brings a spirit and a positivity that is going to be welcomed in craft right now as people try to lean in, do better, grow in what’s a challenging time but one where many people are still finding opportunities to thrive.”

The program will also feature more networking, with dedicated sessions on taproom management, small brewery leadership, marketing and communications, small brewery production, export development, microbrewery production and sales and distribution.

Brewbound will be in town for the event and will be hosting a free networking party at Love City Brewing from 5-7 p.m. ET on Sunday, April 19.

Additionally, look for the Brewbound team on the ground in Philadelphia and on the BrewExpo floor recording future episodes of the Brewbound Podcast throughout the trade show.

RTD Coffee

Best known for its multiserve cold brews, Bizzy’s next innovation sees it going small, as in a three-SKU line of 2 oz. double espresso shots (100mg caffeine each). Available in Light, Dark and Medium Roast varieties, these on-the-go pick-me-ups are available now nationwide at Sprouts and select grocery stores. For more details, visit bizzycoldbrew.com.

Nguyen’s Coconut Latte was delicious enough, but this could be next level. The Vietnamese RTD coffee specialist is pitching its newest flavor, Cinnamon Coconut Latte, as an evolution of their popular Coconut SKU, now dusted with cinnamon for a brighter, slightly spiced profile. 12-packs are available now from the brand’ s website for $48 each. To learn more, visit nguyencoffeesupply.com.

Having already tested protein coffees in its own stores, Starbucks is taking the trend to wholesale with RTD Coffee & Protein drinks. Available starting March 23, each 12 oz. bottle will retail for $3.99 and contains 22 grams of protein along with 5 grams of prebiotic fiber and just 2 grams of sugar. The line comes in Classic Caffè and Caffè Mocha varieties. For more information, go to starbucks.com.

The Dubai chocolate craze may have already peaked, but, to be fair, it hasn’t hit coffee yet. That changes this month with the latest release from Happy, available on Amazon and TikTok Shop in both RTD and ground coffee formats. For more details, head to happyproducts.com.

CSDs

Nixie is going bigger with its better-for-you soda line by launching two new flavors: Cherry Cola and Strawberry Cream. The new zero sugar products will be distributed through the brand’s growing DSD network, including Big Geyser in New York, and can be found in 12 oz. cans in singles and 4-packs in Whole Foods, Albertsons/Safeway, Sprouts, New Seasons and more. To learn more, go to drinknixie.com.

The Coca-Cola Company’s Mr. Pibb, recently revamped with new branding and reformulated for higher caffeine content (54 mg per 12 oz. can), is expanding nationwide with Punchin’ Peach and Thrillin’ Vanilla flavors rolling out exclusively on the West Coast, the Midwest and in Florida. For more information, go to coca-colacompany.com.

Canadian kombucha and soda maker Cove is hoping to get big exposure from going small, as in 7.5 oz mini cans. The new format includes flavors like Rainbow Sherbet and Ice Pop, and can now be found at Target. Learn more at covesoda.com.

Energy

Monster’s REIGN line is jumping on the candy flavor trend with its latest release, Watermelon Sour Gummy, complete with the requisite 300mg of natural caffeine, BCAAs and zero sugar. Don’t take my word for it, either: per newly minted Super Bowl champ DeMarcus “Tank” Lawrence, “This new flavor is the bomb.” It’s now available nationwide. To learn more, head to reignbodyfuel.com.

Target is getting an exclusive flavor from podcast star Alex Cooper’s Unwell Energy brand. Peach Sorbet joins the other refreshing fruit SKUs (Cherry Lime, Passion Fruit Orange Guava, Watermelon and Pineapple Coconut) this week, priced at $2.69 per can. Learn more at drinkunwell.com.

Gorgie has partnered with the viral pop singer Mr. Fantasy for a limited-edition flavor, Sexy Fizzle Punch. The drink collab includes a golden ticket giveaway with prizes ranging from gift boxes, mini record players or access to an exclusive listening party with Mr. Fantasy. For more information, visit getgorgie.com.

Dairy

Dairy producer Horizon Organic is providing a better-for-you sweet treat for families with Horizon Organic No Added Sugar 1% Lowfat Chocolate Milk Boxes. Each milk box contains 8 grams of protein, no added sugar and is shelf stable. The innovation is available online through major retailers, the company said. For more information visit horizon.com.

With protein demand soaring and projected to continue, Nurri is well-positioned to expand its platform. The high-protein milkshake brand is launching a three-SKU family of flavored coffee creamers with 5 grams of protein, one gram of sugar and 80 calories per serving. The line is launching now in three flavors (Rich Chocolate, Sweet Cream and Salted Caramel) in 24 oz. bottles. Learn more at drinknurri.com.

Juice

Better-for-you kids juice maker good2grow has added its fourth flavor in its bigger 10 oz. juice beverage line, Watermelon Berry Twist. The brand’s larger format bottles are available in Walmart, Target, Albertsons, H-E-B, Hy-Vee, QuikTrip and Circle K, among others. For more information, visit good2grow.com.

Juice and shot maker Suja Organic is adding a Watermelon Love cold-pressed juice and a Digestion Goldenberry wellness shot to its lineup. Along with Watermelon, the 12 oz. cold-pressed juice uses strawberry, lemon and dragonfruit for a 25-calorie drink with no added-sugar. The Digestion shot comes as a 2 oz. shot with prebiotics and ginger. Learn more at sujaorganic.com.

Sparkling Water

National Beverage Corp. is betting you like piña coladas. The latest LaCroix flavor innovation sampled at Expo West was Pineapple Coconut, a flavored sparkling water launching in 12 oz. cans in singles and multipacks. For more information, go to lacroixwater.com.

Soda fountain favorites are still as popular as ever, as seen with Sparkling Ice Caffeine’s expanded Soda Shoppe collection. Orange Cream, Root Beer and Cherry Cola now join the lineup, each with 70mg of caffeine per 16 oz. can. Get more details at sparklingice.com.

Coke-owned Topo Chico is expanding its popular flavored subline Sabores with an ontrend new flavor: Passion Fruit. It’s now on sale in individual 12-ounce cans ($1.99) and 8-packs ($8.99). Go to topochico.com to learn more.

Protein

Kefir producer Lifeway Foods showcased its take on the protein trend at Natural Products Expo West with Lifeway Muscle Mate, a line of drinkable kefir made with 20 grams of protein and 5 grams of creatine in 8 oz. bottles. Available in Mixed Berry, Strawberry Banana and Vanilla varieties, the line is now in retail across the country. For more information, go to lifewaykefir.com.

Refrigerated nutrition shake brand Remedy is expanding its protein options with a trio of new releases under the Pro Power banner, each with 35 grams of protein and 6 grams of fiber per 12 oz bottle. They are now available in Chocolate, Strawberry and Vanilla flavors

at Sprouts and other retailers nationwide. To learn more, visit remedyorganics.com.

Having touched a range of plant-based dairy categories already, Elmhurst is introducing its first-ever dedicated protein line with Clean Protein, rolling out to stores this month as an exclusive with Sprouts. The shelf-stable four-SKU line ($4.99 each) features 27 grams of protein per 11 oz. carton, and is available in three cashew milk-based flavors – Sea Salt Chocolate, Vanilla and Strawberries & Cream – and one pistachio-based flavor, Pistachio Creme. Visit elmhurst1925.com to learn more.

RTD Cocktails

Dave Portnoy’s pitbull-fronted brand is moving beyond lemonade. Lucky One Sweet Tea launches nationwide in four non-carbonated, vodka-based flavors – Original, Half & Half, Peach, and Raspberry – at 100 calories per can. It’s available in single-flavor 4-packs and variety 8-packs for a suggested retail price (SRP) of $10.99 and $19.99, respectively. More at luckyonelemonade.com.

The makers of Surfside have officially launched Super Lyte, a non-carbonated vodkaade at 4.5% ABV, 90 calories, and zero sugar. The four-flavor variety 8-pack (Fruit Punch, Orange, Lemon Lime, Blue Chill) launches across 20+ East Coast and Midwest states this spring – debuting at the Philadelphia Phillies home opener on March 26. SRP is $19.99. More at statesidebrands.com.

Pennsylvania-based Holla Spirits is refreshing its vodka-based Crush RTD lineup with new can designs, a new Grapefruit Crush flavor, and a new variety 4-pack featuring Orange, Grapefruit, Watermelon, and Blueberry at 4.5% ABV. Also new to the lineup is CrushTea – a blend of the brand’s Orange Crush with tea, a first-of-its-kind mashup for the brand. Now available across seven states. More at hollaspirits.com.

For the first time in its decade-long history, On The Rocks is launching a cocktail built around parent company’s flagship bourbon, Jim Beam. The Jim Beam Whiskey Sour –crafted by mixologist Joaquín Simó – combines caramel, citrus, and warm spice at 20% ABV, available nationwide in 375ml ($12.99) and 750ml ($24.99) ready-to-serve bottles. More at otrcocktails.com.

HEMP HOPES:

THC DRINKS PREPARE FOR UNCERTAIN FUTURE AMID REGULATORY FIGHT

By: Lukas Southard

With about seven months to go before a Congressionallymandated deadline that effectively bans intoxicating hemp products in November, it might be expected that industry stakeholders would be looking for an offramp from the boomor-bust drink category.

Yet, the existential threat presented to hemp-derived THC drinks has actually increased sales and brought new awareness to the category. Instead of hand-wringing, optimism has been the drug of choice for many hemp beverage stakeholders. They are cautiously expanding their retail footprints and doubling down on distribution partnerships – while also hedging with hemp-free innovations in case it all comes crashing down on November 12.

Delta-9 THC drink sales were up 148% year-over-year in the 52 weeks ending February 22, according to SPINS natural channel tracking.

While this is strong growth, it doesn’t give the full scope of where this category is drawing much of its sales. Many brands have established stable revenue through ecommerce and direct-to-consumer transactions.

According to NielsenIQ, retail sales were about $250 million, predominantly occurring in liquor (about $150 million) and convenience (roughly $56 million) stores. Breaking it down by dosage, roughly 32% of retail sales are of 10 mg of THC and about 27% are 5 mg.

Ambient shelf 4-packs are the primary format that retailers are carrying intoxicating hemp brands but “singles are on fire and growing fast,” said NielsenIQ VP of Convenience and Growth Accounts Jason Zelinski.

“Four-packs that are $30 is a really tough pill to swallow for an entrance price point for something consumers don’t understand yet,” he said. “Retailers are quickly moving singles into coolers, especially in c-stores, where that is how people shop [in that channel].”

Despite the positive sales data, the storm clouds have not blown away, and most eyes (and dollars) remain fixed on Capitol Hill to forecast blue skies for hemp beverage operators.

They are hedging, though: “Optimism alone is not a strategy,” Tom Eddleston, the founder of Fabric, a THC-infused hop water.

Retailers Push For Beverage-Only Regulation

The newly formed Beverage Alcohol Merchants Coalition (BAMCO), backed by Total Wine and More, BevMo! by Gopuff, ABC Fine Wine & Spirits and Spec’s, is using its pull to lobby for a beverage-only carve-out. The coalition believes the most viable solution for intoxicating hemp drinks is to be placed within each state’s three-tier system of adult beverage regulation, according to BAMCO spokesperson Jonathan Grella.

BAMCO has not released its regulatory framework, but the coalition believes that “consumer power can be translated to political power,” Grella said. “We want to make clear to policymakers that this category exists, it’s in demand, it’s earning shelf space and it needs to be preserved.”

While the entrance of a few stores owned by major retailers Target, Sprouts and Circle K signal tentative steps toward the mainstreaming of the category in grocery retail, most of the movement is happening at the independent level. Some of those

retailers that have already staked their future on intoxicating hemp, and are more wary that a satisfactory resolution will come from lobbying Congress.

Top Ten Liquors is a leader in Minnesota’s hemp beverage movement. Last year, about 15% of total sales were hemp products and nearly 25% of Top Ten’s consumers purchased from the category, said Top Ten founder Jon Halper. Halper hopes to raise that 25% to 50% in 2026, depending on news out of Washington.

“We are all in today and are not taking any steps back as far as our strategy. We’re investing in the category and doing everything we can to grow it,” he said. “What I’m hearing from wholesalers is: ‘We’re in, but come June, we’re gonna start restricting it because we got to make sure that we’re safe’.”

Halper believes all retailers currently carrying hemp beverages will continue to do so right up to the November deadline, whether new regulations are passed, a last-minute extension is implemented or the ban goes into effect.

“At the end of the day, if a product is not legal in our stores and we purchased it from a wholesaler, our complete expectation is that they will take it back and reimburse us for the product that we’re not legally allowed to sell,” he said. “No different than defectives.”

DISTRIBUTORS

Despite the uncertain position the category finds itself in, most of the category is “staying positive,” said 3-Tier Beverages analyst Devon Hevener.

Positivity can be gleaned from the $15 million Series A investment Willie’s Remedy+ received in February from VC firm Left Lane Capital, with additional participation from Second Sight Ventures.

Another recent vote of confidence came from Breakthru Beverage Group, which announced it would start distributing Cheech & Chong, Seth Rogen’s Houseplant and Quirk THC Seltzer in Minnesota.

“Wholesalers are cautious, but they are finding that there are still windows of opportunity,” Hevener said.

Still, while celebrity-backed brands and established category contenders like Uncle Arnie’s and Cann might be investing resources in fast-growing popular retail markets like Minnesota, Texas and Florida, some newer entrants are facing an uphill battle to win over distributors. Heading into the summer, wholesalers are starting to make inventory decisions based on warehouse space and the tenor of conversations happening in Congress.

“You’re gonna see some of the more prominent brands get through it and weather the storm,” said Kevin Arn, owner of Florida-based EBG Distribution. “In the short term, you’re gonna see a tightening on the supply side. [EBG] will continue to sell it, but with caution. I’m not out there looking for other brands or to grow my portfolio right now.”

As distributors like EBG de-risk, brands are taking various approaches to prepare for the worst while hoping for the best.

BRANDS

At Fabric, Eddleston is taking a more proactive and conventional approach: Diversifying out of THC.

The Colorado-based brand has formulated a functional Fab -

ric Zero hop water using L-theanine instead of cannabinoids. The brand already makes Clarity, with 10mg of nonintoxicating CBG (Cannabigerol), but Fabric Zero is a way to get onto more retail shelves and introduce consumers to Fabric.

In the last year, BRĒZ and Hippie Water have taken similar approaches, launching uninfused line extensions that build brand awareness and open new distribution partnerships.

A 4-pack of Fabric Zero will be under $10, providing an accessible option that has “mass-market” appeal, Eddleston said. Zero is also structured as a separate business entity, so it was siloed from Fabric’s infused products, which will remain in the portfolio until regulations are imposed or the category is shut down.

“We’ve isolated the risk into a single entity that doesn’t impact the overall business,” he said. “If for some reason THC does blow up or is reclassified, we’re not selling a federally illegal product.”

Other entrepreneurs are taking a more aggressive approach.

Intoxicating hemp RTD and spirit alternative brand Delta is seizing on the opportunity to increase its respective market share.

Founded in 2020, the brand has seen a sales lift since going into Sprouts Farmers Market in January and will be part of a hemp beverage endcap in some of the retailer’s stores. According to founder and CEO Jack Sherrie, this moment is an “opportunity to grow the brand while everybody else is on pause.

“We’re actually hitting the gas pedal,” he said. Delta plans to hire between 12 to 15 new team members and is building on its ambassador program.

Yet, to protect itself if November does bring bad news, Delta is “diligently exploring” a Plan B, he said, that would allow the brand to continue to operate within the three-tier system of adult beverage distribution.

Without divulging too much, Sherrie conceded that the brand is working on a potential pivot that would include “other components of the plant that have mood-altering effects that you could use as an ingredient.”

With all the uncertainty about mainstream retail channels being closed to beverage makers, why wouldn’t they turn to the regulated-but-legal dispensary channel, the most obvious refuge for THC drinks in some states?

Stakeholders point to a history of low-dose drinks selling poorly in dispensaries. Recreational marijuana consumers seek higher-THC products, and most dispensaries are not equipped with the space to merchandise refrigerated drinks, let alone the warehouse space for beverage inventory.

There’s an argument to be made that the growth of the intoxicating hemp has opened up more demand in dispensaries for the beverages as multistate operators like Tilray, Curaleaf or Trulieve have expanded into intoxicating hemp beverages.

But cannabis and hemp industry CEO Richard Lee is skeptical that dispensaries will ever be the best option for THC drinks. Although Lee launched Woodstock Goods hemp beverages as a separate business offshoot from the regulated cannabis brand Woodstock Goods, he said the real opportunity lies within the existing three-tier beer, wine, and spirits structure.

Woodstock Goods recently inked a strategic partnership with sales and operations business Craft & Art Wine & Spirits.

Similar to Delta, Woodstock is not pulling back but investing deeper because “if anything, consumer demand is spiking right now,” Lee said. “Some of the biggest distributors who aren’t yet in the game are all circling.”

Led by former Southern Glazer’s Wine and Spirits executive Kevin Fennessey, Craft & Art will allow Woodstock to get conversations going quicker with beverage alcohol distributors and navigate the three-tier system.

As many brands “tread carefully” right now, Lee expects sales to continue through the summer and up to the November deadline. Woodstock is embracing that opportunity by continuing to pursue distributors.

“This happens in markets where there is a boom of too many brands and then a correction to see who the winners will be,” he said. “There is still a lot of momentum in the space.”

Photo Credit: Delta

Photo Credit: Woodstock

THC-infused beverage brand Uncle Arnie’s has a new fizzy “lifting” drink on offer. The brand launched SodaPop, a line of 12 oz. cannabis-infused CSDs available in Grape, Orange and Strawberry flavors. Each 12 oz. slim can contains 10 mg of THC and is vegan friendly. The drinks can be purchased online direct-to-consumer for $62 per 8-pack and will also be rolling out to select retailers nationwide.

For cannabis consumers seeking a different drinking experience, High Rise Beverage Co. has launched a THC-infused spirit packaged in multiserve 750 mL bottles. Available in 5 mg and 10 mg per serving varieties, each bottle contains 15 servings balanced with 2.5 mg each of CBD and CBG, as well as real fruit and organic cane sugar. Each unit will retail for $59.99.

Hemp-derived wellness product brand Carolindica expanded its beverage collection with High Tide, a new line of THC-infused sodas and seltzers. The seltzers (10mg THC, 25mg CBD) are available in Orange Cream, Rogue Berry Riot and Lemon Lime. The Max Strength Tall Boy THC Soda (60mg Nano THC) is available in a Limelight flavor, while the Strong and Sweet Sodas (25mg THC) are offered in Berry Blitz, Blush Rush (strawberries and cream) and Limelight flavors.

We’ve seen a slew of new and existing cannabis beverage brands embrace spirit-style 750mL bottles over the past 12 months, and Delta’s entrance into the category just confirms its red-hot status. The THC seltzer maker’s inaugural Cannabis Spirit is Blood Orange Vanilla, offering 10mg THC and 2mg CBD per serving and infused with a curated terpene profile.

Cannabis CPG business MariMed Inc. is feeling the good Vibations. Vibations is a line of powdered electrolyte drink mixes made with 5 mg of fast acting, hemp-derived THC and 5 mg of THCV per stick pack. The line comes in Strawberry Lemonade, Tropical Punch, Lemon Lime and Half and Half varieties and is available in Rhode Island.

Massachusetts-based low-dose THC beverage company Woodstock is expand-

ing its options for consumers looking for a bit more punch: its new “no hangover required” releases — Cherry Pomelo (“Drift”) and Salted Melon (“Bliss”) — each contain 10mg THC alongside 10mg CBD and 100mg L-Theanine (for Drift) and 100mg Lion’s Mane extract (for Bliss).

Ready to get punched? Nine Dot is happy to oblige with a pair of new sparkling THCinfused releases: Peach Punch and Berry Punch, available in low-dose (3 mg THC/5 mg CBG) and high-dose (10 mg THC/10 mg CBG) versions.

In March, intoxicating hemp beverage brand Climbing Kites will add Bubz, a line of non-alcoholic (NA) THC-infused sodas sold in 12 oz. can 4-packs. In Iowa, Bubz will feature a 4 mg THC dosage to maintain compliance in the state. Select markets will receive Bubz in 10 mg dosages, with 5 mg to follow.

Former Navy SEAL and author Rob O’Neill announced a new partnership with hi Seltzer, a THC-infused seltzer brand, marking another step in his personal shift away from alcohol and toward alternative wellness choices. The partnership debuted at the Daytona 500.

Is Wild Black Cherry the flavor Magic Cactus fans have been waiting for? Yes, according to the low-dose THC brand, which has graciously responded by making it their latest release in its line of infused sparkling cactus waters in 12 oz. cans.

Cycling Frog, the cannabis beverage brand on a mission to normalize THC in everyday life, launched its THC seltzers on Gopuff for delivery across Tennessee, Wisconsin, and Florida. Customers 21+ can now order Cycling Frog’s refreshing, real fruit juice, THC seltzers directly through the Gopuff app or website and have them delivered right to their door in as fast as 15 minutes.

After helping trailblaze the microdosed cannabis beverage category, Cann has iterated its formats as hemp-derived THC drinks move outside of cans. The Los Angeles-based brand added Citrus Spritz as the first 750ml bottle product in its portfolio, following a similar path to other intoxicating hemp brands that are targeting at-home and on-premise cocktail makers.

When it comes to health and wellness, consumers’ awareness and concerns about everything from what they eat to what they wear have skyrocketed. Food and drink are increasingly pointed to as both the cause of and the cure for many conditions.

That scrutiny has had ramifications across the beverage space – and even bottled water, the category whose growth as a phenomenon signaled the initial shift of consumers into “healthy beverage” – isn’t immune.

As consumers grow more concerned about environmental toxins like microplastics, adopt GLP-1 drugs that transform their diets and educate themselves on the importance of routine hydration, the way they’re approaching the bottled water category is transforming, from the packaging formats they’re most likely to buy to the amount they purchase.

Amidst these crosswinds, the category is relatively stable. Market research firm Circana reported that sales of the $17.6 billion unflavored, bottled still water category in U.S. MULO and c-store accounts were down by 0.6% in the 52-week period ending December 28, 2025. However, in a sign that stocking up is beating out single-serve purchasing, bulk still water products were up 3.2% in the same period to $2.7 billion.

But that surface stability hides shifts, according to Nick McCoy, co-founder and managing director of Whipstitch Capital. Channel matters, he said, and individual brand performance is varying widely.

Water is also increasingly playing a role in the diets of healthconscious consumers, McCoy observed. The recent focus on hydration and GLP-1 use are tailwinds for this often all-too-plain category. Combined with an uncertain economy, consumers are changing how and where they pick up their bottled refreshment.

“I've seen shifting GLP-1 data where, within the last year or a few months, it was showing [users make] more trips to convenience stores,” McCoy said. “And the latest data I saw [in March] was more trips to mass and less trips to convenience.”

With health and budget both at the top of mind, there’s plenty to unpack in bottled water.

Pack in Action

From fueling growth for emerging brands like PATH to top-down affirmation from the Primo Brands portfolio, water companies of all sizes are continuing to lean on aluminum as a way to attract both eco- and, increasingly, health-conscious consumers.

Nicole Doucet, CEO of aluminum bottle and canned water brand Open Water, said that while sustainability remains the company’s “North Star,” oftentimes today the brand has found that it’s attracting consumers more concerned about the health impact of contaminants like microplastics than it is shoppers worried about the environment.

For Open Water, which completed a comprehensive rebrand around a year ago, those health concerns are an opportunity to introduce itself to consumers and begin selling them on its bigger mission and positioning as an environmentally friendly business.

“I see the health conversation as a bonus, as a way to get people to maybe dig a little bit deeper and realize that the impact goes beyond just them,” Doucet said. “We're worried about the bigger issue, or the complete issue, and the health thing is sometimes the beginning of people digging into this.”

Environmental researchers, such as those at Pennsylvania State University, will note that microplastics primarily enter water systems at the source, and can impact both tap and bottled water. Nevertheless, many consumers will still veer away from PET bottles due to associations or concerns around plastic leeching into their beverages. A 2025 study from Concordia University appeared to vindicate those concerns, finding that the average person will consume between 39,000 to 52,000 microplastic particles annually, but people who drink bottled water will take in around 90,000 more particles each year.

Reza Mirza, global CEO of Icelandic Glacial, said he’s seen similar concerns around microplastics and PFAS chemicals driving consumer behavior, noting that the brand’s glass business is “on fire” as people seek out better-for-you packaging solutions.

However, Mirza cautioned that plastic is still the dominant force in the category – and for the company: glass only makes up around 15-20% of Icelandic Glacial’s business.

“Right now, PET is still the biggest driver for bottled water,” he said. “Once you just step back from all the noise, all the nonsense –What really drives consumption of bottled water? It is convenience. And there is still no other material out there which offers the convenience of plastic.”

Beyond traditional retail, the health and environmental concerns are also continuing to push on-premise accounts to embrace alternative packaging. As Doucet suggested, there’s no shortage of businesses across industries that are ripe targets for new accounts, noting that Open Water has recently added both theme restaurant chain Medieval Times and “hot tub yacht” tour companies to its customer list as hospitality and entertainment businesses seek to provide better, premium offerings to their consumers.

For a smaller emerging brand like Open Water, brand building on-premise can also pose a challenge. One aluminum competitor, PATH, has carved out a unique revenue stream for itself by creating customized, co-branded bottles for its murderers’ row of high end hospitality partners, Open Water plans to lean on its core packaging wherever it goes to build brand equity and to maintain its core messaging.

“I think that when you're making the switch away from plastic, oftentimes you're switching from something that is very cheap to something that's slightly more expensive,” Doucet said. “So you want a brand that's gonna tell that story, right? Just tell the ‘why’ behind it. I think that we've done a very good job there.”

While cans as a format for still water has declined in recent months, Doucet, suggested that her brand and others are continuing to see growth for aluminum cans, but the decline of Liquid Death’s flagship still water has had an outsized drag on the segment. According to NielsenIQ, retail dollar sales of Liquid Death’s still water line was down 17.8% in the 52-week period ending March 7, 2026, with volume dropping by

Nonflavored Bottled Still Water

More Occasions, More Opportunities

The health mindset is also opening up new occasions for water brands.

Shadi Bakour, CEO of PATH, suggested that as “we’re seeing alcohol plummet, it just creates more of an opportunity for your average person to be consuming more water.”

While Bakour said he doesn’t see alcohol as a competitor for PATH – single-use plastic brands are still its primary competition – the health occasion has opened the door for new marketing opportunities for brands to execute on.

“Consuming more water, creating more hydration, leads to just everything in life that's good – more productivity, weight loss, it's really simple to think that you can just drink more water and that's the solution. But it’s such an impactful thing.”

PATH, which was founded in 2017, has been rapidly adding to its list of marketing activations, partnering with pro sports teams, gym chains, airlines and cruise liners, Bakour said.

“We've built the base now for us to really lean in, continue to expand and develop and what we've done over the past [several] months is we've focused a lot on honing in on our team and we've brought a ton of talent to the organization, so that is allowing us to evolve and really operate as a highly effective and winning organization,” he said.

At Icelandic Glacial, which Mirza says operates on a shoestring marketing budget in order to focus its funds on execution, bottled water brands still have large opportunities ahead to balance broad health and wellness messaging with premium lifestyle campaigns. For Icelandic, that means global activations with designers at Paris Fashion Week and events like the South Beach Food and Wine Festival.

“If I'm a brand, I would want to be in the premium water space, but I’ve got to have a story,” he said. “I’ve got to have significant strength behind it. Just premium pricing on purified water in a nice package is not the whole thing for a brand to be successful. The whole thing has to come together.”

Sourced from the legendary Ölfus Spring in Iceland, Icelandic Glacial is naturally alkaline with a pH of 8.4. Certified free from PFAS and forever chemicals, it’s untouched by humans—nothing added or taken away. The brand’s newly reimagined 750ml Sportscap bottle is the same exceptionally pure water you love, now in a slimmer, sleeker bottle perfectly crafted for on-the-go lifestyles. Designed for daily use and easy to hold, it fits effortlessly in car cup and bike holders, handbags and exercise equipment.

Built on the belief that drinking water shouldn’t be boring, Hint is entering a new era with a bold brand refresh that reclaims its leadership in simple, flavorful hydration. The refreshed identity puts flavor front and center, reinforcing Hint’s positioning as “water for people with tastebuds” and transforming water from a daily chore into a pleasurable ritual, without sugar, sweeteners, or calories. With more than 25 still and sparkling varieties ranging from Watermelon and Blackberry to Lemon Zest Freeze and Peppermint Bark, Hint continues to make hydration enjoyable and craveable.

Building on its lineup of reusable water bottles and still, alkaline, sparkling, and flavored sparkling waters, PATH’s new sports hydration line delivers clean, functional hydration, packed with magnesium and potassium and naturally flavored for a refreshing boost. Launching in four vibrant flavors: Peach Mango, Berry Citrus, Strawberry Watermelon and Tropical, the drink comes in a sleek 16.9 oz aluminum bottle with an ergonomic, easy-grip design made for life on the go. The innovation doesn’t stop there: PATH sports hydration also offers convenient powder packets in the same crave-worthy flavors, letting you refill, remix and rehydrate again and again.

Caliwater, the functional cactus water brand cofounded by Vanessa Hudgens and Oliver Trevena, announced that Benson Boone has joined the company as a new investor and one of the faces of the brand, marking a major step forward as Caliwater continues to shape how a new generation thinks about clean hydration.

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. Pitching the brand as one of the only domestically produced mineral waters in North America, Formosa is set to hit stores in Canada this Spring with still and sparkling 750 ml glass bottles and 355 ml slim cans.

Pitching itself as a first-to-market “purified spring water” exclusively in glass bottles, Loonen, launched in December on Amazon and in stores in Los Angeles and San Francisco, aims to raise the bar on transparency in a category particularly vulnerable to vague claims and greenwashing.

Free Bird Southern Spring Water made its official NASCAR Cup Series debut as the primary sponsor of Chase Briscoe’s No. 19 Toyota Camry XSE for Joe Gibbs Racing at Darlington Raceway on March 22, marking a major milestone for the fast-rising Southern beverage brand. The Darlington race marks the first time Free Bird will appear as the primary partner on Briscoe’s car, launching a three-race primary sponsorship schedule during the 2026 NASCAR Cup Series season that also includes the Quaker State 400 at EchoPark Speedway in Georgia on July 12 and the Bank of America 400 at Charlotte Motor Speedway on October 11.

Sauna Water, the Minnesota-based botanical beverage brand rooted in sauna culture, announced the completion of a sweeping brand transformation that includes new packaging design, two new product SKUs, plans for additional products in 2026, added electrolyte functionality across its full lineup, a new online store, and significant national retail expansion. The brand now partners with 250+ active wholesale accounts spanning sauna businesses, gyms, hotels, liquor stores, cooperatives, and grocery chains across 13 states.

ShineWater is thrilled to announce a new partnership with the Global Alliance for Community Empowerment (GACE) to deliver clean, safe drinking water to communities in Northern Ghana—advancing health, resilience, and opportunity across the region. Through this initiative, ShineWater and GACE are investing in sustainable water solutions designed to support daily life and long-term community growth. A portion of every ShineWater purchase supports clean water access in northern Ghana.

Premium alkaline water brand TEN Alkaline Spring Water is pleased to announce continued expansion in the Northeast with new distribution at Stop & Shop and Giant Eagle. Both supermarket chains have approved TEN’s flagship 1-Gallon bottle, bringing the nation’s leading alkaline gallon SKU to even more shoppers across the region.

PºWDER CºUNTRY

Drink mixes are growing faster than RTDs – and with function as a prime sales driver, things are only going to accelerate.

By: Jeff Klineman

For powdered beverage brands, the outlook is a lot brighter than Crystal Light. Manufacturers have found that Mixto-Drink beverages aren’t just for flavor. In an era where consumers are asking their drinks to deliver functional benefits, powdered mixes are taking off.

Over the past four years, the growth rate of powders and mixes has been twice that of liquid beverages, according to recent findings by retail data analysts at Circana. The broad category of was $7.4 billion in revenue last year – small when compared to the overall $221 billion retail market for beverages, but becoming increasingly important.

What’s driving powdered growth? In many cases it’s lifestyle factors, like portability, lower cost, environmental sensibility, and the ability to customize, notes Sally Lyons Wyatt, EVP at retail data supplier Circana.

When it comes to flavor on the go, “you can add as much or as little as you like,” Lyons Wyatt notes.

But beyond flavor, powders have flourished as consumers seek more functionality from their beverages.

Hydration, in particular, is deep in its powder era: between them, LMNT, Liquid IV and Dry Water are each selling more than $100 million; Liquid IV, at close to $900 million, would already be the third-largest hydration drink in the country if it was in bottles.

Energy drink brands have also started to reap big benefits from portable, powdered versions; mixes in that category were up 18% last year, according to Circana, with Celsius, Alani Nu and C4 leading the way among established beverage companies. Meanwhile, Liquid IV has launched its own caffeine-fortified mix and the brand is moving up in the powdered energy pack.

Photo Credit:

So what’s not moving with the customer? Protein. While manufacturers and consumers are both very interested in protein supplementation, and protein powders are up, the actual format is more tub-based than single-serve. They’ve still shown terrific growth, but they’re harder to take on-the-go.

Still, portability isn’t the only key attribute of the mixto-drink set; the supplementation of drinks is increasingly popular, notes Scott Dicker, Senior Director of Market Insights at retail information provider SPINS. On-the-rise functionalities like brain health, mood support, general wellness and more are becoming increasingly popular in the mix-to-drink space because, while their audiences are growing, they’re still small enough and the ingredients are expensive enough so that daily dosage doesn’t easily fit within the packaged, RTD infrastructure.

Hydration, in particular, is deep in its powder era.

As with other supplementation, Dicker says, from a cost and regularity standpoint for products like creatine, it just makes more sense to mix it up at home day by day.

That supplementation idea makes sense because mixes already straddle a space between the beverage cooler and the supplement aisle. Blendable products offer everything from basic wellness (Athletic Greens) to protection from yeast infections (Uqora). They straddle the line from a regulatory sense as well – really, experts note, the only thing that determines whether a powdered product destined for drinking is a beverage or a supplement is the nutritional label treatment its manufacturer chooses.

Emerging Types

While hydration, energy, and protein comprise the big three of functionality, there’s a host of products that are on the way that slot in well with the powder format. Look to the trends, the experts say.

Generally, Dicker notes, the lifecycle of many products that move from the supplement aisle to a liquid format first go through a pill or capsule format before they transform to the “ready to mix” state, moving to RTD or even food formats if they are particularly successful.

Product types that are likely to grow, he notes, include mood support, prebiotic gut health, and multivitamin/ wellness vehicles like AG1.

“We’re seeing a lot more millennials doing things like green [drinks],” Lyons

On the mood support front, there’s a little bit of blurring of use cases: some consumers are looking for products like magnesium, ashwagandha, L-Theanine and Vitamin D because they are drinking less. They’re also looking for a lot of those same additives to restore brain health – alongside other nootropics like choline, bacopa, and Ginkgo Biloba.

Also heading into the mix are beauty-from-within type products, Dicker notes, citing nutrient-rich powder formats, like colostrum and collagen peptides, as being likelier than protein to end up in ready-to-mix sachets. Both mix easily and are fairly taste-neutral, he added, making them a good fit for on-the-go consumption.

Take creatine, an increasingly in-demand supplement. As research has expanded the cohort to include more casual athletes, and it’s started being added to chewable, gummy supplements, plenty of beverage makers have eyed creatine. But the muscle-builder tends to be hard to maintain in solution over the long term – one beverage manufacturer we spoke with admitted he has to overdose his drinks with the stuff to be able to maintain even the smallest level in his “creatine enhanced” RTD shake. Nevertheless, when dry, it’s easily be mixed into a beverage for instant consumption.

One characteristic that keeps products in the ready-to-mix camp, rather than transformation into an RTD, is expense.

Creating efficacious doses that can still be fun to drink is an expensive prospect, and consumers often prefer to mix their own, much like a multivitamin, Dicker notes. While some functional products, like energy or hydration, can be felt quickly, it’s hard for consumers to invest in case-specific RTDs when they can get a better dose at home at a lower cost. For a lot of ‘long lead’ functions, like overall health support, some RTD brands have shown various degrees of success, he said, “but you’d need so many different drinks.”

Energy Drink Mixes

Photo Credit: Liquid I.V.

With more products looking to blend hydration with energy, Liquid I.V. is eager to claim leadership of the space in powder sticks with its Energy Multiplier line, launched last summer. This month, the brand is launching a new flavor, Fruit Punch, with the same 2:1 ratio of L-theanine (200mg) and natural caffeine (100mg), plus 3x the electrolytes of the leading sports drink. Fruit Punch is available now in 14-count bags for $24.99.

Powdered hydration brand Cure has a new tropical-themed flavor, Peach Mango. Like its other SKUs, Cure has zero addedsugar and is formulated with coconut water powder, pink Himalayan salt, lemon juice powder, and sweetened with stevia and monk fruit. The electrolyte drink mix comes in 8-, 14- and 28-count packages.

Bloom Nutrition has expanded its protein powder lineup into an on-trend format. The Nutrabolt-owned nutrition brand is launching clear protein powders in two flavors, Raspberry Lemon and Strawberry Watermelon, each with 20 grams of protein per serving. Both also contain five grams of grass-fed bovine collagen peptides. A 10-serving bag is available online for $29.99 and at Target.

Pitching the innovation as “the next evolution in hydration science,” rapid hydration specialist DripDrop introduced Zero Sugar Plus, delivering six electrolytes and 15 essential vitamins and minerals with a “sodium–amino acid co-transport system” that avoids the need for sugar. The line arrives on DripDrop’s website and on Amazon in two variety packs (8-count or 16-count packs) with flavors Watermelon, Raspberry Lemonade, Tropical Punch, Tangerine, and Strawberry Kiwi, Peach, Cherry Limeade, Wild Berry.

Footwear and apparel brand NOBULL is getting into protein and electrolyte powders with a new Nutrition line of products. The protein supplements are available in whey or plant-based formulations in Chocolate and Vanilla flavors. The hydration stick packs come in 15-count stick packs in three flavors (Blueberry Pomegranate, Lemonade and Fruit Punch). All are available on the NOBULL website.

Powdered shake brand GoodVice is bridging the trends of fiber, protein and functional indulgence. Each 0.64-gram packet contains 10 grams of prebiotic oat fiber and 15 grams of grass-fed milk protein with creatine and magnesium.

Overwhelmed by superfood supplements? New brand Sunello aims to simplify daily nutrition with a range of powder blends targeted at specific wellness goals: Happy Belly for digestion, Flex Ease for joint support and Lean for metabolism. The non-GMO powders, USA-made powders are available now for $65.99 at the brand’s website.

Protein supplement brand Equip has a new flavor of Prime Protein: Mocha. The coffee flavor uses grass-fed beef isolate protein powder line and is available in 1.98 lb pouches and sweetened with stevia. Each 1 oz. serving has 20 grams of protein and formulated with Indian spray dried coffee.

As it enters its 100th year in business, Jel Sert is carving out a decidedly forward-looking approach to the powder category, one that leans on budget-friendly functionality — hydration, energy, immunity and protein, specifically — as the springboard for further growth. The company’s partnership with Dunkin’ represents perhaps its highest-profile innovation into functional drinks. In January, Jel Sert launched powdered versions of Dunkin’ Refreshers, the chain’s line of fruit-flavored, non-carbonated drinks featuring 80 mg of caffeine per serving, sourced from green tea.

CLOOP, the Korean company behind Netflix’s “Squid Game” energy drink collaboration, is set to enter the U.S. powdered hydration set with this month’s launch of Hydrobae, marking a significant step in its global expansion. Available in a Yuzu Citrus flavor, each zero-sugar stick pack contains 3,439mg electrolytes, L-theanine, ginger extract and Vitamins B and C. The product’s hero ingredient, Korean pear extract, has been used in Korea for generations to support recovery after heavy drinking or heavy meals, CLOOP claims.

CRAFT BEER OVERVIEW:

BREWERIES CONTINUE to SEEK STRENGTH in NUMBERS

By: Zoe Licata

Craft beer has historically held itself as different from many other CPG segments. Primarily, it's the initial spark that created the business: even as the landscape has become increasingly competitive, craft brewers' overall position as a better alternative to big beer has long served to give its founders a common bond.

As craft continues to tackle sales declines and lost shelf space, that bond has evolved: now, they're running in packs.

In the first three months of 2026, we've seen a growing set of brands either forming or expanding existing craft brewery platforms or collectives. Craft companies are joining forces to share production capacity, sales teams, back-end efficiencies and more. Whether it's for survival or for momentum, the strategy is strength in numbers.

Long-time industry watchers have seen it before, like 2008, when Craft Brew Alliance formed, aligning Widmer Brothers and Redhook, and later Kona. Or the mid-2010s, when Artisanal Brewing Ventures (Victory and Southern Tier, and later Sixpoint and Bold Rock Cider) and the CANArchy Craft Brewery Collective (Oskar Blues and Cigar City, and later others) took shape.

The most recent wave of collectivism has been in full swing for a few years now, mainly with regionally based organizations such as Barrel One Collective (Harpoon, Smuttynose, Long Trail and more) in New England, Wilding Brands (Denver Beer Co., Stem Ciders, Great Divide, Upslope and more) in Colorado and Hendler Family Brewing [HFB] (Jack’s Abby, Night Shift and Wormtown) in Massachusetts.

One of the most recent platforms to join the trend is the Oregon Beverage Collective (OBC), formed in February through the tie-up of several Bend-based bev-alc companies: Crux Fermentation Project, Cascade Lakes Brewing, Silver Moon Brewing, Goodlife Brewing and Tumalo Cider.

Like many of these deals, the structure of the collective isn’t entirely straightforward. The Rhine family,

owners of Cascade Lakes, acquired Crux Fermentation from its founders, Larry Sidor and Paul Evers. The two companies remain separate entities, however. Meanwhile, GoodLife, Silver Moon and Tumalo remain privately owned.

Nearly all production for the five companies is transitioning to Crux Fermentation’s production facility in Bend. According to estimates from the Brewers Association (BA), OBC’s collective volume would total more than 40,000 barrels, placing it among the top 60 BA-defined craft breweries in the country.

OBC president Andy Rhine joined the Brewbound Podcast following the deal, and emphasized that OBC’s formation wasn’t out of necessity, even in a Pacific Northwest market facing challenges brought on by distributor consolidation. Instead, the collective’s foundation was built via long-time relationships among the city’s brewery owners and with recognition of rising costs for craft breweries.

Even with a portfolio of five brands and efforts to consolidate production, sales and marketing, Rhine said maintaining each brand’s “unique identity” will be key to the future of the collective, both as a way to foster each brand’s connections with consumers. From a regulatory side, there are also “some advantages with licensing and self-distributing to your own on-premise locations.”

“We see ourselves as roughly doubling the volume of Crux’s facility and there’s also a lot of exciting opportunities with relationships and territory coverage,” Rhine said. “They all have a unique brand identity and they all have some pretty good things going for them, so we’re just trying to accelerate.”

CREATING a LOUD VOICE in DISTRIBUTION

While addressing capacity space and production costs is core to OBC’s formation, the added volume is also a benefit when dealing with distribution partners.

“Distributors are taking this as a sign of strength, a sign that we’re a stable business and that each brand underneath this portfolio now has more sales and marketing support than they had prior, especially the smaller ones,” Rhine said.

HFB co-founder and CEO Sam Hendler shared similar sentiments during the Brewbound Live business conference in December.

“It’s a totally different conversation when you’re walking into the room to talk about 40,000 cases versus walking into the room talking about 400,000 cases, and you get meaningfully more attention,” Hendler said during a panel discussion with Wilding Brands chief development officer Charlie Berger.

“Chain as well,” he added. “When you have real business working in that chain, it’s way easier to have that dialogue, be aware of opportunities that are coming down the pipeline and be positioned to win.”

HFB was formed out of the contract brewing business Jack’s Abby built to optimize production capacity. Eventually contract brewing clients, such as Night Shift, evolved into acquisition targets.

“As you get into these conversations of people trying to

solve real business challenges – and contract brewing was one lever – quickly, certain conversations went to a place where an acquisition just made more sense,” Hendler said.

Having a strengthened relationship with distributors has become even more vital for craft breweries in an era of wholesaler consolidation. In fact, bev-alc distributors merging or swapping brand rights have been hitting the newswire just as frequently as craft deals in the last year, especially in California, one of craft’s largest markets.

The consolidation means some brands – particularly craft beer – have lost some of the attention they were receiving from their boutique distributors pre-consolidation. Having a larger portfolio made up of several brands, sometimes even across several bev-alc categories, can strengthen a collective’s sticking power.

Still, alignment is complicated. Take Blake’s Beverage, which merged three hard cider brands – Blake’s Hard Cider, Austin Eastciders and Avid Cider Co. – in late 2023.

Like many craft beer collectives, Blake’s operates each of its three brands as three entities with unique identities and intentional portfolios, but with consolidated resources such as production and sales teams. Earlier this year, Blake’s formed a new distribution partnership with Ben. E. Keith Company, which consolidated the company’s Texas network from 19 distributors to one.

“When you have a complex business with a lot of brands and SKUs, creating that internal alignment is super important, so we feel really good about that opportunity,” CEO Andrew Blake said.

But that was just one state.

“It’s gonna be another five years, probably, before we’re truly, fully aligned,” Blake said. “It’s slow and costly, so this takes time.”

WHY this ERA is DIFFERENT

There’s a core difference between this wave of groupthink and what has come before: ambition.

Ten years ago, the sky was the limit for craft breweries. Major beer producers were showing that they’d be willing to pay up for brands, and help scale them to national distribution.

In 2015, Constellation scooped up Ballast Point Brewing in an eye-watering $1 billion deal. That same year – also the same year CANarchy was formed, as Oskar Blues Holdings – Heineken grabbed 50% of Lagunitas Brewing. Molson Coors took a majority interest in Saint Archer Brewing, the first of several purchases the macrobrewer would make in the last decade.

Dozens of other craft deals happened that year, including several purchases by Anheuser-Busch InBev (A-B). Craft was hot, and everyone wanted a piece of the segment’s perceived potential. Platforms provided an opportunity to give even more value to a potential buyer, or the resources to expand just as far without “selling out.” Artisanal Brewing Ventures (ABV) was formed more than a decade ago, and now consists of four core brands: Victory, Southern Tier, Sixpoint and Bold Rock. Around the same time, Oskar Blues Holdings formed with Oskar Blues and Cigar City, later adding Perrin, Deep Ellum, Three Weavers, Squatters and Wasatch.

Ten years later, it's different. Many of those major brewers have offloaded their craft brands, mainly to Tilray Brands, the global cannabis firm. Tilray acquired four of Molson Coors’ craft offerings and eight craft brands from A-B, likely for pennies on the dollar of their initial purchase prices.

CANarchy was sold to Monster Beverage Corp. in 2022 in a $330 million cash deal. Monster has since written off around $232.4 million of that through several impairment charges, including $51.2 million in Q4 2025.

It’s clear that major craft buyups aren’t happening anymore – again, unless it’s by Tilray, which recently added BrewDog to its lineup in a nearly $54.5 million deal (note: that Scottish brewery was once valued at nearly $2.7 billion). The industry has hit a ceiling: 10,000 craft breweries cannot all garner consumer attention and continue to grow, particularly in a consumer environment that includes more choice than ever across bev-alc bases, styles and price points.

In 2025, both craft beer dollar sales (-4.3%) and volume, measured in case sales (-5.8%) declined yet again, outpacing losses in total beer (dollar sales -2.9%, volume -4.5%) in Circana-tracked multi-outlet plus convenience channels (year-to-date data through December 28).

Through the first two months of 2026, beer dollar sales are about flat (+0.3%), while volume remains in the red (-1.6%). But analysts warn that easy comps from the prior year could be skewing early trends.

In response to several years of declines, craft breweries have turned inward, consolidating distribution footprints, portfolios, teams, locations and more. If big beer or easy sales can’t lift the segment anymore, craft breweries will

have to do it themselves.

But it won’t be easy; even with several brands rowing the same way, it can be tough to tell whether it’s on an outrigger canoe, or a life raft.

“If you're looking to put something like that together, it’ll take twice as long as you think, it'll be twice as expensive, and the synergies will be probably about half of what you expected at the onset,” Blake said. “People underestimate the complexity of bringing [together] multiple brands, and there’s a real shift of mindset when you go from a branded house to a house of brands.”

CRAFT BEER FAMILIES

GLP1: AN ERA- DEFINING,

MULTIFUNCTIONAL OPPORTUNITY?

By Mark Murphy

Initial trepidation around GLP-1 drugs amongst beverage brands has been pushed aside as innovation takes hold through an evolving understanding of this new type of consumer hunger. Yet unlike other trends where a clear angle defines their purpose, GLP-1s and their myriad of companion products are unique in how diffuse they are. How are brands realizing the opportunities, and how can others avoid its pitfalls?

Consumer spending is not going away. The total beverage market rose to $490 billion in 2025 according to Circana, an average compounded growth rate of 3%. Not to mention over-performing trending categories such as energy drinks (itself enjoying a 15.2% sales jump to over $27.5 billion in the 52 weeks ending February 22 2026 according to Circana). At the same time, consumers are looking for more - whether that be added functions or increased dosage. Put against the purpose of GLP-1s, isn’t this an impossible contradiction?

Whatever Happened to Keto?

To understand GLP-1s - that class of drugs that has grown popular as a weight-loss method by “tricking” the gut into believing it is a hormone that brings satiety and reduces appetite - as a trend is to understand what they aren’t.

They’re the absence of appetite, not the need for something to tide you over. They make every bite count, so for product makers, at least, GLP-1s seem to be synonymous with protein enhancement. But maybe it should go a bit further. They’re really part and parcel of a bigger shift. A May 2025 research study by Tate & Lyle shows that 69% of GLP-1 users ‘almost always’ seek out labels that reference added fiber, reduced sugar and refined carbohydrates, maximum nutrient density and recognizable ingredients - and, yes, a higher protein content.

That’s the shift: historically these themes have been siloed and were drivers of trends, but for GLP-1 users and adherents they’re pieces of the big picture.

Over multiple generations, the narrative has been a search for less. Even relatively recent health and wellness movements such as Paleo and Keto were created with a structure of less: less intake, less eating windows, less temptation. Intermittent fasting is arguably at the zenith of such consumption practices.

GLP-1 as a culture, meanwhile, isn’t restrictive in what it promotes to eat, rather it encourages a holistic ‘less will be more’ mentality. As users are satiated with much less, it becomes important to pack in as many nutrients as possible - in other words, if you’re only going to have one sparkling beverage drink per day (ideally in a slim 12 oz. can), you darn well better make it count.

Hence the paradigm shift: do - and consume - more.

“This protein movement is the first time in my 40 years of observation where we are telling women, you can use more of something,” enthuses Morgan Zanotti, the Founder and CEO of Waay, a protein-infused CSD.

“That might sound like, okay, so what? But the message to women was, ‘Hey, we’re low fat women, we need you to cut the fat,’ right? And then it’s ‘Actually, we need you to cut the carbs.’ Then we need you to cut the calories. And then it was intermittent fasting - if you could just not eat at all, that would be great.”

Now come GLP-1s, which curtail appetites but also, somehow, increase food spending as well. According to a recent Circana report from November 2025, GLP-1 users will grow from 23% of US food and beverage purchasers as of Novem -

ber 2025 to 35% by 2030. Moreover, GLP-1 users outspend non-users, despite seeking smaller portions, showcasing a substantial value proposition.

“With GLP-1 drugs, every bite counts,” says Jonny Forsyth, Senior Director of Mintel Food and Drink. “This will turbocharge foods with added functionality, a segment which already has strong growth momentum.”

But what, exactly, is a GLP-1 friendly food? That’s another oddity of the GLP-1 movement. It’s just relatively unstructured - that is to say, no certification board or industry-agreed-upon GLP-1 friendly label has popped up, nor is it likely to. “We haven’t gone as far as looking for label claims of GLP-1 - we feel like there’s a little bit of potential misunderstanding of that,” says Chris Hunter, Co-founder/CEO, Koia.

“If someone’s not on GLP-1 and they see that [on a label], they may say, ‘Well, that’s not for me.’ What we’ve focused on is the inherent benefits of the product and how they fit nicely in general, but also with people that are on GLP-1s.

“That might show up on Amazon, somebody searches ‘GLP-1 protein,’ and we pop up. But we’re not going to have GLP-1 friendly on our label. That’s kind of how we’re thinking about it, let’s promote the benefits where they exist. But we’re not trying to pigeonhole the product.”

“A lot of brands have learned from Keto and Paleo that trends sometimes come and go,” adds Evonne Chan, Senior Marketing Insights Analyst, SPINS. “Then you have to do all these updates to your packaging, to your messaging, but

if you just stay true to what you actually are, you wouldn’t have to do all these things. When the trend comes and goes, you remove something from the front of pack that doesn’t change what your product is. So if you’re a protein drink, when a trend comes and goes, you’re still a protein drink. It didn’t change anything about what your product is.”

“I think they’re trying to speak to a broader audience, rather than being the GLP-1 product.”

Small is the New Big

We are now in the era of less is more - where quality counts above all else. If consumers are wanting less, how are brands supposed to sell more? This decade is also introducing the concept of benefits stacking, something brands are increasingly investing in.

A Kantar-SC Johnson GLP-1 Study published in January 2025 shows a strong shift in consumer grocery spending six months into GLP-1 adoption - notably, a 6.5% decrease in soft drinks. That’s not to say consumers don’t want diet sodas anymore, it’s that they want less and in turn are seeking more from their purchases. It’s a fundamental rearrangement in behavior. How are brands translating that consumer evolution into their products?

“They [GLP-1 consumers] are looking at consuming less, but getting just as much, if not more, benefits out of the less consumption, right?” says Hunter, of Koia. “So for us, that means stacking benefits in one product, rather than having five different products.”

It’s a sentiment Chan, of SPINS, agrees with. “Consumers are looking for products that do a lot more than just one thing, more than just hydrating, it needs to do X, Y and Z.”

A Sparkling New Trend

True to the supplements evolution arc, benefits stacking is finding its way into conventional retail by way of sparkling beverages and an emerging protein soda set. What are the potential hallmarks of a GLP-1 focused drinks brand?

In January Koia launched a new Protein Pop line - a four SKU range of sodas each with 10g of clear pea protein, 4g of chicory root fiber, 3g of organic cane sugar and additional sweetness from organic stevia extract and monk fruit extract. It’s wrapped up in refined yet playful branding that references soda insurgents such as Poppi; a far cry from the masculine-dominated approach that defined the era of 16 oz. energy drinks and gym-bro centric protein shakes.

“We looked at the modern soda world and they’re traditionally focused on prebiotics and fiber,” says Hunter. “We looked at it as an opportunity to optimize and add an additional benefit with protein, so it’s not a full departure from what people already know or expect.”

Similarly, Waay could more easily visually fit into the Functional Beverages shelf in Walmart than the Health & Wellness aisle despite its multifaceted credentials. It too builds on top of protein, including bovine collagen peptides in each of its 3 SKUs and foregoing sucralose and sugar alcohols in favor of stevia and monk fruit extract.

“My whole impetus was like, let’s sell protein. Let’s sell fun, non serious, casual protein. And collagen felt like the perfect addition to the formulation for my target audience,” says Zanotti.

Broad Strokes

As brands seek out the next growth set, it’s important not to get bogged down in too many details and keep in mind the overarching consumer shifts. In the case of GLP-1 drugs and their companion products, there’s a few sharp insights to keep in mind.

“Given that these drugs increase satiety, every bite and sip counts,” says Becca Henrickson, Senior Beverage Category Strategy Manager of ingredient solutions provider Tate & Lyle. “This is where we see increased interest in categories providing nutrient dense options like protein shakes, prebiotic sodas and now even protein sodas.”

Put it another way: if demand is already being sated by consumers at home, isn’t that enough of a guide? Henrickson has a telling insight.

“In our focus group work we had several respondents on a GLP-1 medication note that they would pour their protein shake into their coffee each morning. They wanted the caffeine boost but preferred to ‘drink’ their breakfast with it.”

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Experience The Purest Tasting Water on Earth™

Icelandic Glacial Sourced from the legendary Ölfus Spring in Iceland, Icelandic Glacial is naturally alkaline with a pH of 8.4. Certified free from PFAS and forever chemicals, it’s untouched by humans—nothing added or taken away. Exceptionally pure water in every sip.

Science-Backed Probiotic Water for Digestive Health & Immunity

Karma Water

Karma Probiotic Water's patented PushCap delivers 2 billion CFUs & six essential vitamins for digestive health and immune support. Zero artificial colors, flavors, or sweeteners. Non-GMO, gluten-free, vegan. Available nationwide in RTD & Stick Packs.

Welcome to the Delicious Side of Kombucha Humm Kombucha

Hemp THC Social Beverage by Former NFL Player Micah Hyde Hyde’s Hail Mary

Functional Mushroom Adaptogenic Drinks Hypha Life

All-Natural Energy Water with Cognizin® for Focus & Cognitive Health

Karma Water

Karma Energy Water delivers 150mg natural caffeine, nine essential vitamins, and Cognizin® for energy, focus, and mental clarity. Zero artificial colors, flavors, or sweeteners. Non-GMO, gluten-free, vegan. Available nationwide in RTD & Stick Packs.

Lift

Bridge Brewing Company

The Believer Series represents Lift Bridge’s expansion beyond traditional craft beer into the fast-rising world of functional cannabis beverages drinks that blend cannabinoids like THC and CBD with botanicals, mushrooms, and adaptogens.

Coconut flower hydration for your everday moments

Kaviva

Experience the kava root's world-renowned relaxation with the refreshing sparkle of a seltzer. Made with all-natural ingredients and real fruit juice, Kaviva is the best tasting, strongest kava seltzer on the market. Plus, it's hangover-free!

Lionheart Farms Phils. Corp.

The Power of SLOW offers all-natural & refreshingly delicious hydration. No added sugar. SLOW is the only coconut flower drink built around organic, single-origin coconut flower sap, low-GI sweetness, and regenerative coconut farming, all in one can.

mainelove is about more than water. It’s about building community, being environmentally conscious, and spreading love.

We began with the simple idea of taking something Maine has in abundance -- pristine water --and sharing it in a way that supports our neighbors, protects the planet, and sends a little love to everyone.

Rooted in the Maine spirit, guided by a commitment to quality, transparency, and sustainability, mainelove is crafted for modern consumers who value wellness and brands with heart.

As 12th-generation Mainers, we are building a company that shines a light on one of the world’s best natural resources. Ethically sourced and carefully curated, mainelove delivers refreshing water with a crisp, clean taste and smooth finish.

Purely from Maine, it’s premium without being pretentious and functional without being fussy because we believe that’s the Way Water Should Be.™

Bold Functional Beverages for Energy, D-Stress & Clarity

Melting Forest

Melting Forest is a fast-growing functional beverage brand delivering clean energy, stress support, and mental clarity. Our Energy, D-Stress, and Mocktail drinks combine nootropics, mushrooms, and adaptogens. Available in 3,000+ stores.

Neoron inc.

A nootropic drink for mental performance. "Daily Brain Shield" with clinically studied Bacopa, B12, Guarana and L-Theanine for memory & mood support. Sugar-free, Keto & Non-GMO. See why buyers love our mental focus!

RangeMe TOP 50 & Amazon's Choice!

NO UGLY New Zealand

No Ugly is New Zealand’s leading performance-lifestyle functional wellness brand. Our clean, science-backed drinks & sups deliver fast, real benefits; hydration, recovery, energy, mood, gut health & sleephelping you perform, feel & live your best.

C4 Performance Energy® Pink Lemonade packs a bold burst of sweet-tart citrus with a smooth finish that keeps you coming back for more. With 200mg of caffeine, It’s the perfectly balanced pick-me-up to fuel your day.

The fruity social seltzer that actually works.

NEORON Focus + Calm | Sugar-Free Nootropic Drink for Mental Clarity

Sweet Dreams Are Made Of This

Nutrabolt

NEW! C4 Performance Energy® Pink Lemonade

Low Dose Hemp & Functional Beverages for Modern Social Drinking Magnetic Beverage LLC

Simply Water. Simply Better. The Way Water Should Be.™ mainelove

Odyssey Functional Energy

Odyssey Functional Energy

Odyssey is a functional energy drink powered by Lion’s Mane, Cordyceps, L-Theanine, Panax Ginseng, and green tea caffeine, delivering clean, sustained energy, focus, and mood support without the crash. Available in 85mg & 222mg caffeine formats.

OLIPOP's New Sleek Can Format Available in Convenience

OLIPOP

Finally, a new kind of soda that's delicious, refreshing, and actually good for you. 2-5g Sugar. Supports digestive health, and backed by Science. OLIPOP's new 12 oz sleek can format now available in Convenience stores across the country.

Refreshing Alkaline Water—Now with a Hint of Flavor

Perfect Hydration

New lightly flavored

Perfect Hydration

Alkaline Water in Lemon and Berry. Built for active consumers who want functional hydration and a little flavor—without sweeteners, calories, or compromise. No bubbles or aftertaste. Made in the USA.

Hydration with Coconut Water, Electrolytes and Vitamins

PerformX

PerformX is a coconut water based hydration drink made for everyday athletes. It delivers electrolytes, great taste, and clean ingredients to support active lifestyles. Built around the mindset of Never Give Up, PerformX helps fuel training, recovery

Create Something Brilliant Monin

Functional Sparkling Hydration with Electrolytes + Calm Focus

Q REFRESHERS featuring hydrating electrolytes and vitamins B + C

Q MIXERS

Meet Q REFRESHERS. Sparkling beverages packed with vibrant fruit flavor, electrolytes and a boost of B + C vitamins that are as tasty solo as they are mixed into whatever you're drinking. Big on flavor, smart on function - the best of both worlds!

Bottled in aluminum directly at the source in the pristine North Georgia mountains, our spring water boasts a naturally balanced pH and a rich profile of essential electrolytes and minerals. Sparkling coming soon!

Rambler Sparkling Water. Taste the Minerals!

Rambler Sparkling Water

Rambler is the only sparkling mineral water of its kind. Sustainably sourced, made in the USA, packed with electrolytes and carbonated to the perfect level. A blend of calcium, magnesium, potassium. Sodiumfree, sugar-free, calorie-free. Get ramblin'

REDCON1

Jolt expands into modern soda with an authentic soda lineup featuring Cola, Root Beer, Dr. Jolt, and Cream Soda in 12 oz cans with 80mg caffeine, zero sugar, prebiotics, and focus nootropics, bringing mass appeal to the growing modern soda category.

Remedy Organics

Remedy Organics creates organic plant-based functional beverages designed to support everyday wellness. The lineup now includes Pro Power shakes delivering 35g of protein and 6g fiber—supporting strength, recovery, and performancefocused nutrition.

Rizzy THC Lemonade Tea

RIZZY - craft THC lemonade tea with zesty organic lemons, smooth black tea, and natural sweeteners. Choose Rizzy Light (5 mg Δ9 + 10 mg CBD), Rizzy (10 mg Δ9), or Rizzy Extra (25 mg Δ9) for a flavorful way to relax. Enjoy responsibly!

STAYLYTE

INC

StayLyte delivers sparkling functional hydration for builders, professionals, and creators moving through long days. Electrolytes, L-theanine, botanicals, and prebiotic fiber support calm focus and steady clarity without crash energy.

Tantrum Lifestyle

Formula Zero by Tantrum Lifestyle is a zero sugar energy drink for creators, outliers, and culture drivers. Built on unapologetic energy, it powers originality, focus, and bold self-expression in zero compromise occasions.

Remedy Organics Functional Beverages

When Life Gets you Lemons... Drink Rizzy!

Tantrum Lifestyle Zero Sugar Energy Drink

Not All Wellness Is Bottled Equal. Sol-ti is Best in Glass®. Sol-ti

RAIN

Pure Mountain Spring Water

Jolt Expands To Modern Soda

The Ryl Co.

Ryl Tea is redefining modern iced tea with clean ingredients and built-in functionality. Brewed from real tea leaves and packed with antioxidants and vitamin C, it delivers bold flavor with zero sugar, no artificial sweeteners and 5 calories or less

Designed for active adults & athletes, our better-for-you coffees are naturally sweetened, boast 150mg of natural caffeine, & have functional benefits.

Our Lattes have 10g of protein, while our Cold Brews are low calorie, low sugar, and dairy free.

Thrown LLC dba

Nappy

Boy Drank

Strawberry Surge

Good Game by T-Pain is a bold strawberry flavored 2oz nootropic energy shot. Natural flavor & color, supporting mood, focus & energy. It delivers clean performance with 0 sugar, 0 calories & niacin flush-free support.

Nappy Boy Drank

Orange Vanilla Vortex

Good Game by T-Pain is a creamy orange vanilla flavored 2oz nootropic energy shot. Natural flavor & color, supporting mood, focus & energy. It delivers clean performance with 0 sugar, 0 calories & niacin flush-free support.

Ryl Tea: Modern Refreshment with Benefits

Throne SPORT COFFEE

Throne Sport Coffee Premium-Charged Lattes & Cold Brews

Good Game by T-Pain Strawberry SurgeNootropic Energy Shot

Thrown LLC dba

Good Game by T-Pain Orange Vanilla Vortex - Nootropic Energy Shot

Organic Sparkling Yerba Mate I 5 Ingredients or Less Tama Tea

and Nappy Boy Automotive Launch Pink Slip

Thrown LLC dba Nappy Boy Drank

Good Game by T-Pain and Nappy Boy Automotive introduce Pink Slip, a cotton candy flavored 2 oz nootropic energy shot supporting mood, focus and energy.

Fuel Your Drive with zero sugar, zero calories and niacin flush-free support.

VOSS Water

New VOSS Sparkling in sleek aluminum is a new way to enjoy VOSS. Artesian sourced with ultrafine bubbles, VOSS Sparkling in sleek aluminum is the perfect companion with meals or as a mixer and can go anywhere. Available in 3x8 pack cartons (24 ct)

Sparkling Prebiotic Electrolyte Hydration With Real Fruit Juice

VYV Hydration

The white space between prebiotic soda and functional hydration. VYV delivers 5g prebiotic fiber, 455mg electrolytes, and real fruit juice in every can. Zero added sugar, 30 calories. Three sparkling flavors. Lively Hydration.

Blood

Wild Blood is premium coconut water harvested from coconuts from Ben Tre region of Vietnam, available in still and sparkling. Coconuts from this region are known for their smooth, sweet flavor and are often considered the best on the planet.

Wet Hydration Functional Electrolyte and Protein Water

Wet Hydration

Wet Hydration is a functional hydration brand for modern life, seamlessly fitting into everyday lifestyles. The portfolio spans electrolytes, protein water, and emerging innovations that support consumers throughout their day. Electrolyte waters deliver flavor-specific functional benefits, while protein waters feature 10g of clear whey protein, BCAAs, and electrolytes in a light, refreshing format.

CocoBee™ Functional Energy (Jun + Coconut Water)

Wild Tonic Honey-powered functional energy made from Jun, coconut water, and green tea. CocoBee™ delivers clean, sustained energy, hydration, and gut support—no jitters, no crash, and no artificial stimulants. Smooth, refreshing, and naturally functional.

Yerba Madre's Regenerative Organic Certified yerba mate is native to the Atlantic Forest of South America. With naturally occurring caffeine and polyphenols, yerba mate boosts energy and focuses the mind.

Energy Drink Corp

XL is a globally established brand delivering functional energy with caffeine, taurine, and B-vitamins. With multiple flavors, zero-sugar options, and distribution in 90+ markets, XL offers strong retail performance and broad consumer appeal.

XL

XL Energy: Power. Focus. Performance

Yerba Madre

Yerba Madre Organic Yerba Mate

XOCHi: A Seriously Delicious Mexican Inspired Prebiotic Soda XOCHi

Good Game by T-Pain

New VOSS Sparkling in Sleek Aluminum

Wild

Wild Blood - Premium Coconut Water

Allen Flavors Inc. is a privately owned, dynamic, innovative leader in the food and beverage industry. We offer an array of specialized services well beyond that of a typical flavor house. We consistently provide our customers with a library of high-performance, great-tasting traditional flavors, including the industry’s broadest and most rapidly growing collection of certified organic flavors.

Save Money and the Environment BankUnited, NA

AstraPouch®

Switching to Astrapouch® from glass containers saves our customers an average of 30% on packaging costs. Our pouches and Bag-in-Box options also provide up to an 80% reduction in carbon footprint compared to glass, plastic bottles, and paper bottles. Please contact us to learn more about how we can help your company achieve these savings and environmental benefits.

Bank United's (NYSE:BKU) Beverage Practice provides a broad range of financial services to businesses in the beverage and related services industries. We are unique in offering an industry focus and expertise to middle market companies. Targeted financing solutions include working capital, equipment, real estate, acquisitions and debt consolidation. We also offer treasury and deposit services.

Custom Flavor House

Flavors

The Beck Flavors family provides the ultimate strategic partnership for our customers, offering innovative and quality custom flavor solutions. From concept to commercialization, Beck’s flavor chemists, application technologists, and marketing experts will collaborate with you to create a highly customized flavor solution that’s tailored to the unique needs of your brand. Good. Better. BECK

We are trusted by entrepreneurs & established brands alike to commercialize their beverages. Our product development & commercialization knowledge, manufacturing relationships & global sourcing capabilities provide the expertise your brand needs to succeed. Whether you’re looking for ingredients & packaging, or need support with development, regulatory, pilot production or more, we can help.

A leading producer of of functional beverages and a trusted partner of leading brands and retailers. We assist in product development, product formulation and production. Our range of capabilities and MOQs allow for incubation to full national scale.

Trusted by leading beverage brands, BioBotanica offers high-quality liquid and powdered botanical extracts. Our made-to-order ingredients are crafted using our proprietary Bio-Chelated® cold-extraction process for purity, consistency, and formulation flexibility. Explore our beverageready ingredient portfolio.

Brothers International Food Holdings, LLC, sources fruits from the earth’s prime growing regions and we’re proud to be one of the largest importers of fruit concentrates and purees in the United States. We offer a wide range of imported and domestic NFC juice, IQF, canned, essences, and oils.

With over 150 years of experience in the fruit industry, Brothers International is a leader in sourcing premium and organic ingredients. Our team partners exclusively with highly qualified processing facilities around the globe. Through long-standing relationships with growers and processors, we ensure exceptional product quality and competitive pricing for our customers. Our expanding network includes over 150 suppliers across 30+ countries and more than 600 customers. All suppliers undergo a rigorous vetting process so we can guarantee full traceability, sustainability, and compliance with all international regulations. Our products are koshercertified, and we can assist you in sourcing Fair Trade Certified and Demeter (Bio-dynamic) ingredients. Our mission is to provide the best products and services to our customers.

Main office: Brothers Ingredients, Rochester, NY 585-343-3007. Florida divisions: Dennick Fruit Source 813-884-4552, Hosh International 754-701-4901, Food Partners 863-298-8771. Visit brothersinternational.com or email ingredients@brothersinternational.com for info.

100% American Made Aluminum Cans Can-One USA

BevSource

The BevSource Advantage

Big Watt Beverage Co

Product Dev Specialists

Bio-Botanica, Inc.

Liquid Botanical Extracts

Caffe Del Mar

Turnkey RTD Beverage Solutions

CanSource / TricorBraun

CanSource is a leading supplier of aluminum beverage packaging and other packaging materials. As a proud Ball Distributor, CanSource offers brite cans, shrink sleeved cans, direct print cans, and digitally printed cans across the most diverse portfolio of aluminum cans and bottles. Our various supply options with short lead times and small MOQs offer solutions for any company or project.

We Bring Functionality to Life

Döhler is a global producer, marketer and provider of technology-driven natural ingredients, ingredient systems and integrated solutions for the food, beverage and nutrition industry. Our comprehensive portfolio includes natural flavors, colors from natural sources, end-to-end solutions and more. Sustainable by nature, Döhler helps to nourish the world better: Good for people - Good for planet.®

End-to-end beverage co-packing

Proper Beverage is a high-performance manufacturing partner for alcoholic and non-alcoholic brands, offering end-to-end processing, packaging and logistics solutions, backed by technical expertise to meet the highest standards.

Flavor Dynamics, Inc.

Flavor Dynamics, Inc.

Flavor Dynamics is the perfect choice for your functional beverage flavors. Our team is guided by a commitment to creating, superior quality products. Our "AA" BRC audit grade represents our commitment to food safety and quality assurance. We offer clean label requirements, including Organic, Non GMO, Natural, Gluten free, Vegan and Masking Agents for more challenging ingredient systems.

Beverage Flavor Experts

Flavorcan International Inc.

Elevate your beverages taste with Flavorcan. 35+ years of flavor innovation expertise, a diverse flavor portfolio, and customized solutions that will make your brand stand out. Let's embark on a journey of flavor innovation together, and create beverages that will not only quench thirst but also excite taste buds and capture hearts. Contact us today to explore the endless possibilities.

Fogg is a global leader in designing and manufacturing advanced rotary filling, rinsing, capping, and enclosure systems. We provide gravity, pressure, and non-contact filling technologies tailored to meet the specific needs of each customer. Today, Fogg supports an expanding portfolio of dairy, water, food and beverage, pharmaceutical, and consumer packaged goods companies around the world.

Farbest Brands can help you meet the demand for clean-label ingredients with a full range of high-quality dairy and plant proteins, gum acacia, lecithin, vitamins, sweeteners, natural colors, as well as USDA-certified organic, and NON-GMO Project Verified ingredients No matter your budget, application, or label claim we guide you to the ingredients that are right for you.

Team up with Forté and let us help you create a flavor that compliments your unique beverage and vision to perfection! With our deep flavor knowledge and unwavering passion for excellence, our flavorists are ready to collaborate with you to bring your flavor ideas to life. Let’s join forces and transform your beverage dream into a flavorful reality!

Fortis Solutions Group is a leading North American provider of packaging solutions for beverage brands. With capabilities in shrink sleeves, labels, flexible packaging, and folding cartons, Fortis helps emerging and established brands launch faster and scale with confidence. Our digital and flexographic technologies deliver high-impact graphics, flexible volumes, and reliable production.

Natural Brain Performance

FutureCeuticals

CognatiQ® is the only clinically validated brain health ingredient made from whole coffee fruit. It delivers patented benefits that enhance working memory and cognitive performance both quickly and over time. It naturally boosts BDNF – a key neuroprotein that drives brain cell growth and connectivity – and activates brain regions linked to decision-making, accuracy, focus, and cognitive control.

Beyond the Boost

Givaudan

As the energy market continues to grow, consumers crave exciting flavors and precise solutions, but how can they develop the right beverage for the right consumer? At Givaudan, we empower our customers with our consumer understanding, technical expertise and diverse portfolio of functional ingredients. Let’s create the next generation of energy experiences together!

EXBERRY® Plant-Based Colors

GNT USA, LLC

EXBERRY® by GNT supports functional beverage innovation with sustainable, plant-based color solutions designed to perform in complex formulations. From energy and hydration to wellness-focused beverages, we work alongside brands to achieve consistent, appealing color while supporting clean-label positioning from development through scale.

Natural dairy ingredients to bring creaminess to your beverages. Galloway Company

Doehler North America

Listing #1 for Functional Beve

Farbest Brands

Ingredient Sourcing Simplified

Fogg Filler

Beverage Bottling Experts

Forté Flavors

Flavors are our Forté

Fortis Solutions Group

360°

Stop Being a Best-Kept Secret

People have to know you to buy you. At Go Social, we drive brand awareness and retail demand for beverage brands through strategic PR, social media, and influencer marketing. Exclusive for BevNET Readers: Mention this ad and request a complimentary social media audit to pinpoint your untapped growth potential.

Gotham DSD (Direct Store Delivery) provides a Dedicated Sales Team, Delivery Trucks and Warehouse to get your brand accelerated into the NYC marketplace. Gotham DSD succeeds by working with only a few select food and beverage brands at a time. With limited brands to manage, we can focus on executing the needs of each brand while giving each brand the ability to grow.

Hidell International is a 59 year old, global Bottled Water and Beverage Consultancy. The company specializes in identifying water resources, completing hydrogeological investigations and developing health and wellness ingredient formulations for beverage clients. We have specialized in collagen and energy based products.

Icon Foods delivers reliable clean-label sweetener and fiber solutions for today’s beverage innovators. Our formulation systems help reduce sugar, maintain mouthfeel, and support scalable production. With dependable ingredients and technical expertise, we help brands move from concept to commercialization with confidence. Formulation Confidence Starts at Icon.

Go Social

Gotham DSD

Gotham -Grow your Brand in NYC

Hidell International

Natural Health and Wellness

Icon Foods

Drive Shelf-Level Retail Awareness with Everyday Creators Hummingbirds

Fruit Ingredients for Beverage

iprona supplies high-quality fruit-based ingredients for beverage applications, including juices, juice concentrates, purées, and extracts. Since 1923 with strong expertise in fruit processing and natural technologies, iprona supports beverage brands with clean-label solutions, consistent quality, and reliable sourcing – from raw fruit to finished ingredient.

IHC is your solution to guide you through the canning process! With over 250 MILLION cans filled to date, IHC offers unmatched Experience and Expertise. We service the Eastern US and deliver Quality you can count on – Guaranteed seams, All beverage types, All can sizes, Materials sourcing, & Co-Packaging Partners –whatever your situation we can get your product canned. IHC is your one stop shop!

MANE is a global leader in natural flavors and colors, helping beverage brands turn ideas into market-ready products. Our expert team and portfolio of flavors and colors support rapid development and clean-label solutions, while consumer insights ensure your concept resonates with consumers. Partner with MANE to transform your next innovative idea into a successful flavor launch.

By

MBD is a branding and packaging design agency with a proven track record of building and evolving successful national and retail beverage brands. We partner closely with our clients to create packaging that resonates with consumers and drives sales.

Functional, Fortified & Clean: Jungbunzlauer Beverage Solutions

Jungbunzlauer

Jungbunzlauer empowers beverage developers to craft the next generation of functional drinks—hydrating, energizing, and wellness-focused—with label-friendly, bio-based ingredients.

Our fermentation-based portfolio delivers proven performance and consumer trust. From mineral fortification and electrolyte balance to sugar reduction and natural stabilization, Jungbunzlauer ingredients make it possible to design beverages that support modern health needs without compromising on taste or texture.

Key ingredients for functional applications include:

• Mineral salts for electrolyte and recovery beverages.

• Erythritol and stevia blends for sugar-reduced energy and wellness drinks.

• Citric acid and buffers to enhance flavor stability and pH balance.

• TayaGel® gellan gum for suspension and smooth texture in plant-based or proteinenriched beverages.

Supported by global R&D expertise and application labs, Jungbunzlauer helps brands formulate effective, sustainable beverages that meet today’s functional and nutritional demands.

Naturally Better Ingredients. Better for you. Better for the planet.

www.jungbunzlauer.com

Leave Your Competition in the Cold Lanxess Corporation

Looking to safeguard the quality and shelf-life of your beverage and eliminate chilled chain distribution needs? LANXESS Corporation offers two unique and innovative technologies, Velcorin® and Nagardo®, which provide microbiological protection in a wide variety of beverages.

Velcorin® (Dimethyl Dicarbonate) is a cold sterilization agent that kills microorganisms during production, resulting in cleaner and more stable beverages.

Benefits of Velcorin® include:

• No impact on sensory profile

• Clean label solution

• Compatibility with all types of common packaging

• Cost-effective

• Application-specific advice and services from Velcorin® team

Nagardo® (Dacryopinax Spathularia) is a natural guardian that protects against beverage spoilage to secure and prolong shelf life.

Benefits of Nagardo® include:

• Achieve natural & consumer friendly claims

• Efficient control of a broad range of spoilage organisms

• No impact on sensory profile

• Broad application in a variety of beverages

• Easy integration into production process

• Application-specific advice and services from Nagardo® team

LANXESS Corporation hopes to conveniently meet all of your microbiological protection needs with our widely applicable technologies and services.

For more information on Velcorin®, please visit Velcorin.com

For more information on Nagardo®, please visit Nagardo.com

iprona

Iron Heart Canning Co

Mobile Canning Solutions

MANE Inc

MANE: Your Flavor Partner

Marketing

Design (MBD)

Packaging and Design Experts

Don’t Let your formula Sink your brand

Flavor & Taste Solutions

Flavor Solutions

Consumers today want it all—you’re balancing the demands of great taste, supply chain challenges, regulatory hurdles and consumer acceptance. The experts at McCormick Flavor Solutions can help. From ideation to launch, we can create a seamless, winning path for you. Design, develop and scale up using our Beverage Innovation Studio in Geneva, IL or Hunt Valley, MD.

Flavor it... Naturally.

Mother Murphy's Flavors

Beverages today must quench thirst while being healthy, energizing, and exciting. Our flavors are available in natural, natural and artificial, and artificial formulations. Our commitment to high standards has made us an industry leader in regulatory compliance. Whether you're developing a Dry Mix Beverage, RTD, TTB, Coffee, or Tea, Mother Murphy's Flavors is your premier flavor partner.

Invest in the people running your process. Nex Tec provides fundamental and advanced stretch blow molding training for plant teams. Programs are available onsite at your facility or at our Fort Worth training center. Each course combines 50% classroom instruction and 50% hands-on learning using production equipment in our lab environment. Train with NEX TEC— Build Skills from Within. Turn Operators Into Experts

Innovation inspired by Nature

NEXIRA

Nexira is a global leader in natural ingredients, matching all the needs of beverage manufacturers: clean label, organic and natural solutions to emulsify, stabilize and texturize with its high-quality specialties based on acacia, locust bean, guar and tara gums. Nexira offers gentle prebiotic fibers and botanical extracts to improve nutritional content.

McCormick

Sustainable Packaging That Stands Out On The Shelf PakTech

Nidra Packaging is a full-service co-packing company located in Chesapeake, Virginia. Our client roster includes an array of functional beverages, brewed tea, non-alcoholic, and alcohol. Our capabilities include still and carbonated formulations, aluminum cans of all sizes, aluminum cans with foil tops, and bottles with ROPP & T-Cork enclosures. We offer Peace in Co-Packing. Welcome to Nidra!

Oregon Fruit Company

Oregon Fruit is a family-owned fruit processing company in Oregon, operating since 1935. We offer high-quality, real fruit purees and concentrates for your beverage needs. With low MOQs, competitive pricing, consistent ingredients & clean labels, we’re trusted by both small-scale & national beverage manufacturers. Our engaged team is here to support your beverage program.

Beverage marketing that pops.

Pathfinder leads the way for functional beverage makers, offering specialist ingredient blends for a wide range of drinks applications. With small to bulk packaging options available, we work with our partners to develop and supply ingredient blends to help grow your business. From functional mushrooms for soda to gut health for coffee, Pathfinder provides solutions across diverse categories.

Variety Packs Made Simple

Premier Packaging LLC

You make the beverage. We make the variety pack. Secondary contract packaging, display building, 3PL warehousing, and full e-commerce capabilities from our FDA-certified facilities.

In the beverage world, standing out isn’t optional. It’s survival.

Shelves are crowded, attention spans are short, and even great products get overlooked without the right story.

That’s where Pellizzi & Company comes in.

We help beverage companies build brands people remember, create digital experiences that convert, and launch marketing campaigns that cut through the noise. From strategic branding that defines what makes your drink unique, to high-performing websites and campaigns that drive real growth, our work is designed to move brands from overlooked to unmistakable.

Our team understands the beverage space: how to position products, connect with consumers, and build momentum in competitive markets. It’s why brands trust us to shape how they show up and scale.

Companies like Carbliss, Colectivo Coffee, Saltire Rare Malt, and Piggly Wiggly Supermarkets have partnered with Pellizzi & Company to sharpen their presence and bring their marketing to life.

Because great drinks deserve more than shelf space—they deserve attention. And we know how to get it.

Struggling to find skilled technicians for your plant? PS TEC helps keep production moving. Our experts provide industrial mechanics, equipment overhauls, preventative maintenance, project management, and experienced machine operators to support your team. Add PS TEC expertise to your team.

The beverage industry is full of new ideas. Few become sustained growth. That’s where we come in. Rhoads 2 Growth helps CPG companies build their Innovation Engine— aligning strategy, systems of work, team & culture, and leadership so innovation consistently delivers in-market performance. Led by Vivian Rhoads, global innovation expert in Food, Beverage & Dietary Supplements.

Function in Every Sip

PTM Food is the ultimate product development and manufacturing support firm that offers unparalleled expertise, creativity, and development services to help you achieve a distinct competitive advantage. We leave no stone unturned in our quest to uncover critical industry insights and develop products that are truly cutting-edge. Our team is more than capable of delivering successful results!

Vibrant Ingredients provides a premium portfolio of clean label, nature sourced ingredients for functional food and beverages. With over 70 years of expertise, we combine technical innovation and marketing insight to deliver on trend wellness solutions, including natural caffeine and L-theanine, helping brands create products consumers actively seek.

Nidra Packaging

The Fruit for Beverage

PS TEC

Close the Skilled Labor Gap

PTM Food

Beverage & Food Development

Rhoads 2 Growth LLC.

Build Your Innovation Engine

Vibrant Ingredients

Pellizzi & Co.

Seamless Logistics for Beverage Brands on the Rise

R.C. Moore, Inc.

Scale your Functional Beverage Brand Now -- Sensapure Can Help Sensapure

& Vegetable Ingredients

Stiebs, since 2005, has been devoted to sourcing, processing & delivering the world’s finest plant-based products. We offer a full line of fruit & vegetable based ingredients as Single Strength Juice, Juice Concentrates, Purees and IQF Cubes. From the beginning stages of product development to delivering an on-going supply of premium natural products, our team is here to help you succeed.

Crafting Flavors, Inspiring Ideas Sovereign Flavors Inc.

Fruit

Stiebs

Ultra Ingredients is a global supplier of premium clean-label essences, extracts, and ingredient solutions serving the beverage, food, and nutrition industries. Our portfolio includes fruit and vegetable ingredients in a variety of formats, natural sweetener systems and sugar reduction tools, botanical distillates and extracts, coffee and tea concentrates, functional green tea extracts, and adaptogens, designed to support clean-label formulation and product innovation. Through our trusted international sourcing network and experienced team, we provide reliable supply, technical insight, and responsive service to help brands develop distinctive products and bring them to market with confidence. From emerging beverage startups to established global manufacturers, Ultra Ingredients partners with clients to deliver high-quality ingredient solutions that support today’s evolving beverage landscape.

Great texture and clean taste remain the biggest challenges in high protein, plant based beverages and TWG Health & Nutrition’s newest product line, WrightPro™, is engineered to solve both.

WrightPro™ delivers smooth mouthfeel and neutral flavor while providing complete, high quality protein, enabling beverage brands to meet rising protein demands and label compliance without compromising product integrity or drinkability.

For beverage manufacturers, this translates to exceptional performance in ready to drink shakes, functional beverages, and performance nutrition drinks, with significantly reduced chalkiness, astringency, and plant protein off notes, even in low fat, low sugar, and neutral beverage systems. Each WrightPro™ solution is fully customizable, offering unmatched formulation flexibility. Protein sources can be precisely tailored to deliver complete amino acid profiles, application specific performance, and optional functional enhancements such as fiber, vitamins and minerals, flavor systems, and color solutions.

Customization also extends to label preferences and formulation needs. WrightPro™ supports clean label positioning, reduced soy dependence, and targeted nutritional strategies aligned with today’s consumer trends, from sports and active nutrition to everyday wellness and GLP-1 focused weight management products.

Your Brand, Perfectly Wrapped Zion Packaging

Allen Flavors Joe Harriman South Plainfield NJ (908) 561-5995 allenflavors.com

ALO Drink (by SPI West Port)

ALO Drink So. San Francisco CA (650) 616-7777 alodrink.com

American Fuji Seal an ha Bardstown KY (312) 989-4917 fujiseal.com

Aonic, Inc.

Area 51 Energy

AstraPouch®

AstroBliss

AUTOFOCUS

Todd Collis San Francisco CA (704) 996-1099 aoniclife.com

Garrett Quigley Fort Worth TX (907) 312-3490 drinkarea51.com

Michael Mrozak Middlesex NY (585) 299-9899 Astrapouch.com

Michael Pool Tampa FL (813) 947-9374 astrobliss.com

Trisha Ashworth - CA (415) 307-2953 drinkautofocus.com

Balchem Corporation - Montvale NJ - balchem.com

BALLISLIFE DRINK Inc.

Ben Schubert Montreal FL (514) 447-0303 shop.ballislife.com

BankUnited, NA Bill DeMilt New York NY (212) 705-8642 bankunited.com

Be LOVE™

Beck Flavors

Berlin Packaging

Fallon Ryan - - - drink.love

Nick Palank Maryland Heights MO (314) 878-7522 beckflavors.com

Berlin Packaging - - (800) 223-7546 berlinpackaging.com

Bev-Hub - Manhattan KS (316) 339-0360 Bev-Hub.com

BevSource - Saint Paul MN (866) 956-4608 bevsource.com

Big Watt Beverage Co

Bimble Beverages

Bio-Botanica, Inc.

Rick Dow Minneapolis MN (630) 715-5281 bigwattbeverage.com

Josh Pirutinsky Aventura FL (845) 558-9572 drinkbimble.com

Jason Katsoris Hauppauge NY (631) 231-5522 bio-botanica.com

Bloom Energy - Austin TX - bloomnu.com

Brio

Brothers International Food

Butcher's Bone Broth

Cabo Foods Inc.

Caffe Del Mar

Calaveras Energy Inc

Can-One USA

CanSource / TricorBraun

Chilly Water

Clean International, Inc.

CoAqua Coconut Water

COOP NeuroRefreshers

Cornbread Hemp

Cove Soda

DaoHer Beverage

Doehler North America

ecobean

End-to-end beverage co-packing

Faith Springs dba H2forLife

Farbest Brands

Flavor Dynamics, Inc.

Flavorcan International Inc.

FLORA

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Fogg Filler

Forté Flavors

Fortis Solutions Group

FutureCeuticals

Galloway Company

Generous Brands

Gilpin + Company

Cody Fisher Addison TX (918) 938-9303 brionutrition.com

Mike DeLaurentis Rochester NY (585) 343-3007 brothersinternational.com

Priya Kane San Leandro CA (510) 507-1854 butchers.co

Brady Bunte Laguna Beach CA (949) 463-2373 proballer.com

Paul Taparauskas Solana Beach CA (858) 382-8677 caffedelmar.com

Robert Casenhiser Saratoga Springs UT (801) 335-9106 calaverasenergy.com

Nicholas Hanna Nashua NH (603) 704-9344 can-one.com

Robert Renfro - - (833) 228-3959 cansource.com

Stuart Edwards Kinston NC (252) 527-3178 Chillywater.com

Trevor Schell Wolcott VT (802) 370-4033 sipcleann.com

Anthony Cadieux II Ponte Vedra Beach FL (904) 481-6296 drinkcoaqua.com

Cooper Neel Philadelphia PA (610) 680-6908 coopneurorefreshers.com

Kelly Gage-Cole Louisville - (470) 385-9322 cornbreadhemp.com

Talia Meade Halifax - +16132660362____ covesoda.com

Grace Huang San Mateo CA (669) 977-8113 daoherbev.com

Kristy Ellenson Cartersville GA (470) 334-9858 doehler.com

Justin Cruz South Burlington VT (929) 375-0181 ecobean.com

Brian Hirsch Hudsonville MI (616) 820-0328 properbeverage.com

Danny Day Blue Ridge GA (678) 809-4319 h2forlife.com

Tracey Jordan Park Ridge NJ (201) 573-4900 farbest.com

Colleen Roberts South Plainfield NJ (908) 822-8855 FlavorDynamics.com

Mario Moreno Toronto - (416) 321-2124 flavorcan.ca

Adam Peabody Chicago IL (630) 407-4875 drinkflora.com

Aysel Agalarova Brooklyn NY (347) 449-1749 drinkflyingostrich.com

Karl Walby Holland MI (616) 786-3644 FoggFiller.com

Janet Guzman Valencia CA (818) 307-4062 forteflavors.com

Tom Truitt Virginia Beach VA - fortissolutionsgroup.com

Charlie Lockwood Momence IL (888) 452-6853 futureceuticals.com

Luke Gambaro Neenah WI (920) 636-6367 gallowaycompany.com

Molly White Bakersfield CA (330) 289-7845 generousbrands.com

Tim McLaughlin Birmingham AL (215) 534-2166 gilpinezo.com

Givaudan - Cincinnati OH - givaudan.com

GNT USA, LLC

Jeannette O'Brien Dallas NC (704) 469-5555 exberry.com

Go Social Courtney Sandora Golden CO (502) 424-9406 thegosocial.com

Gotham DSD

Trent Moffat Long Island City NY (877) 931-3030 gothamdsd.com

COMPANY

Harmless Harvest

Heritage Global Partners

Hidell International

Highly Favored Protein

Hoplark

Humm Kombucha

Hummingbirds

Hyde’s Hail Mary

Hypha Life

Icelandic Glacial

Icon Foods

Infusd Nutrition

Noelle Haley Oakland - (415) 895-8161 harmlessharvest.com

Nick Dove San Diego CA (858) 847-0659 hgpauction.com

Henry Hidell Accord MA (781) 749-8040 hidellinternational.com

Justin Bohannon Georgetown TX (480) 729-9402 Lyflo.com

Sarah Usher Philadelphia PA (443) 350-4900 hoplark.com

Paige Wise Los Angeles CA (310) 272-6939 hummkombucha.com

Kelly Valentine - IA - hummingbirds.com

Destiny Munoz-Semple - NY (612) 707-0822 hydeshailmary.com

Moose Koons Denver CO (303) 845-2728 Hyphalife.com

Kennidy Holland Los Angeles CA (818) 404-1591 icelandicglacial.com

Rondi Vetter Portland OR (503) 374-0189 iconfoods.com

Tomas Omichinski Halifax - (902) 448-5288 infusd.tech iprona

Iron Heart Canning Co

Island Luxury

Jungbunzlauer

Karma Water

Kaviva

Lady Bird Soda

Lanxess Corporation

LEVL Beverages Inc.

Lift Bridge Brewing Company

Lionheart Farms Phils. Corp.

Magnetic Beverage LLC

Magtein

mainelove

MANE Inc

Scott Surma Tucson AZ (815) 355-4945 iprona.com

Brian Casse - NH (973) 342-1388 ironheartcanning.com

Spencer Antle West Palm Beach FL 561-787-8000 islandluxury.co

Alex Merlos Newton MA (774) 327-8352 jungbunzlauer.com

Brad Coleman Pittsford NY (585) 218-0022 drinkkarma.com

Spencer McManes Austin TX (404) 518-8350 EnjoyKaviva.com

Allie Robino Farmers Branch TX (832) 605-8845 drinkladybird.com

Mike Turpin Pittsburgh PA (817) 357-5851 Lanxess.com

Matthew Kemper Corona Del Mar CA (559) 930-8160 drinklevl.com

Sam Ziegler Stillwater MN (952) 836-7934 drinkbeliever.com

Russell Fernandez Rizal - +639209724526___ drinkpowerofslow.com

Destiny Muñoz-Semple - LA (612) 707-0822 magneticbeverage.com

Dena Strehlow City of Industry CA (626) 964-6910 magtein.com

John Violette Westbrook ME (207) 509-6376 mainelove.com

Cara Newkirk Lebanon OH (513) 658-9848 mane.com

Marketing By Design (MBD) Maria Dubuc Beverly MA (508) 878-1940 mbdesign.com

MATCHA.COM

McCormick Flavor Solutions

Melting Forest

Mingle Beverage Company

Matcha.com Tuscon AR (520) 273-2110 bulk.matcha.com

Chloe Morris Hunt Valley MD - mccormickfona.com

Sean McDonald Corona CA (951) 444-7332 meltingforest.com

Laura Taylor Berwyn PA (708) 870-8625 minglemocktails.com

Monin Monin Customer Support - - (800) 966-5225 monin.com

Mother Murphy's Flavors

Neoron inc.

NEX TEC

NEXIRA

Nidra Packaging

Night Shift Energy

NO UGLY New Zealand

Michael Oden Greensboro NC (800) 849-1277 mothermurphys.com

Denis Burlakov Isle La Motte VT (929) 552-9440 drinkneoron.com

Harold Bailey Fort Worth TX (817) 439-7665 nextec-usa.com

Franck Gillet Somerville NJ (908) 707-9400 nexira.com

Joshua Canada Chesapeake VA (757) 613-2737 nidrapack.com

Thomas Jeider Baton Rouge LA (225) 612-1531 nightshiftenergy.com

Aaron Taylor Auckland - +6421880466_____ nougly.nz

Nutrabolt - Austin TX - cellucor.com

Odyssey Functional Energy

Offshoot Brands

OLIPOP

Candy Tree Fort Lauderdale FL (917) 825-1369 drinkodysseyenergy.com

Ben Lackey Conshohocken PA (973) 900-2692 offshootbrands.com

Leah Dockstader - - (949) 525-3698 drinkolipop.com

Oregon Fruit Company - Salem OR (503) 485-9026 oregonfruit.com

PakTech - - - (541) 461-5000 PakTech-opi.com

Pathfinder Ingredients

Pellizzi & Co.

Perfect Hydration

PerformX

Pour Me Beverages

Premier Packaging LLC

Projo* Power Coffee

PS TEC

PTM Food

Q MIXERS

Will Jackson Ellesmere Port - +447765476668___ pathfinder-uk.co

James Pellizzi Milwaukee WI (262) 309-1223 pellizziandcompany.com

Jared Smith Los Angeles CA - perfect-hydration.com

Williams Do Los Angeles CA (626) 993-7614 drinkperformx.com

Lou Lopez Nashville TN (608) 346-8585 pourmebev.com

Hector Marin Los Angeles CA (720) 584-1406 premierpackaging.com

Charbel Mawad Los Gatos CA (408) 966-1551 idrinkprojo.com

Harold Bailey Riverton NJ (480) 668-3961 pstec-usa.com

Don Rodgers Wall Township NJ (888) 736-6339 ptmfood.com

Katie Powell New York NY (419) 322-5464 qmixers.com

R.C. Moore, Inc.

RAIN

Rambler Sparkling Water

REDCON1

Remedy Organics

Rhoads 2 Growth LLC.

Rizzy THC Lemonade Tea

Scientific Living. Inc.

Sensapure

Sol-ti

Sovereign Flavors Inc.

STAYLYTE INC

Stiebs

Tama Tea

Tantrum Lifestyle

The Agave Sweetener Company

The Ryl Co.

Throne Sport Coffee

Thrown LLC dba Nappy Boy Drank

Evan Chase Portland ME (704) 253-4266 rcmoore.com

Robert Tucker Tiger GA (706) 250-0805 responsiblyrain.com

David Mead Austin TX (512) 657-2726 ramblersparklingwater.com

Esther Polanco Boca Raton FL (954) 232-7172 joltcola.com

Joe Wilbeck - - (917) 749-4293 remedyorganics.com

Vivian Rhoads San Diego CA (323) 333-3880 rhoads2growth.com

Evan Kent Mooresville NC (704) 421-4589 drinkrizzy.com

Mike Chang Irvine CA (949) 608-0802 scientificliving.com

Scott Rackham Salt Lake City UT (801) 456-4284 sensapure.com

Megan Dunn San Diego CA (386) 290-5722 solti.com

David Ames Santa Ana CA (714) 437-1996 sovereignflavors.com

Odera Akachukwu Dallas TX (945) 308-3249 staylyte.com

Brad Drumhiller Madera CA (559) 661-0031 stiebs.com

Kelly Struble Wilmington NC (336) 250-1707 tamatea.com

Miranda Nickell Kissimmee FL (513) 320-7157 Tantrumlifestyle.com

Gloria Sahagun Zapopan - +523333301100___ theagavesweetener.com

Ken Kurtz Cedar Knolls NJ - drinkryl.com

Melissa Segal Stamford - (914) 309-7325 sportcoffee.com

Jason Tucker Roswell GA (770) 800-6572 nappyboydranks.com

TWG Health & Nutrition - - - (337) 783-3096 twghealthandnutrition.com

Ultra Ingredients

Vibrant Ingredients

Audryn Swigert Culver City CA (310) 617-0007 ultra-ingredients.com

Michael Kelly Lake Mary FL (855) 337-1633 vibrantingredients.com

Vitacyclix, Div. of MORRE-TEC Len Glass Union NJ (908) 688-9009 morretec.com

VOSS Water

VYV Hydration

Wet Hydration

Rachel Chambers Cincinnati OH (513) 500-6911 vosswaterusa.com

Doug Hamaker Madison WI (862) 823-2448 drinkvyv.com

Lindsey Tate Henderson NV (714) 907-2418 wethydration.com

Wild Blood Taylor Ellison Austin TX (832) 465-9364 wildblood.com

Wild Tonic

XL Energy Drink Corp

Holly Skaggs Cottonwood AZ (928) 634-5434 wildtonic.com

Maja Leitner New York NY (212) 594-3080 xl-energy.us

XOCHi Scott Myers - TX (540) 817-5974 drinkxochi.com

Yerba Madre

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Zion Packaging Sales Team Corona CA (951) 335-4600 zionpack.com

C4 Energy Teams Up with Knicks Standout Josh Hart

Nutrabolt, owner of C4 Energy, one of the nation’s fastestgrowing energy drink brands, announced a partnership with New York Knicks star Josh Hart. The collaboration strengthens C4’s position in basketball and underscores its commitment to fueling athletes at the intersection of sports and culture.

“I’m proud to join C4 and their roster of top athletes because they reflect how I show up every day: focused, disciplined, and ready to give my all,” said Josh Hart. “C4 fuels the effort I can control on the court, and being NSF Certified for Sport gives me full confidence in what I put in my body, making this partnership a natural and authentic fit.”

“Basketball is the perfect intersection of sport and culture, and it’s a space where C4 thrives,” said Robert Zajac, Nutrabolt’s Chief Marketing Officer. “We’re not just participating; we’re building authentic connections that fuel the game beyond the court. Josh embodies the energy, grit, and authenticity that power our brand, and we couldn’t be more excited to welcome him to the C4 family.”

The relationship with Hart broadens C4 Energy’s influence in basketball, which also includes partnerships with the New York Knicks, Boston Celtics, Miami Heat, Canada Basketball, and NBA Europe, strengthening its presence across the sport.

Benson Boone Joins Caliwater as an Investor and New Face of the Brand

Caliwater, the functional cactus water brand co-founded by Vanessa Hudgens and Oliver Trevena, announced that Benson Boone has joined the company as a new investor and one of the faces of the brand.

Boone has quickly emerged as one of music’s most magnetic new voices, known for his emotion-forward pop-rock sound, viral moments, and high-energy live shows. That intensity demands hydration that can keep up. On tour, Caliwater became part of his daily routine.

“It’s my go-to drink,” said Boone. “Caliwater tastes amazing and keeps me hydrated. We go through so many boxes of it on tour. Partnering with Caliwater felt natural — I was already a fan.”

As a partner, Boone will be deeply involved in product development, creative collaboration, and brand direction, helping shape what Caliwater becomes next. His role reflects the brand’s approach to growth: partnering with people who live the product — not just promote it.

“Benson has become a very close friend, and I am beyond excited to now call him a business partner as well,” said Oliver Trevena, co-founder of Caliwater. “He connects deeply with people through his authenticity, and

he’s incredibly intentional about how he takes care of himself. That’s what makes him such a powerful addition to the Caliwater family.”

“Caliwater has always been built around real life,” added Vanessa Hudgens, co-founder. “Long days, late nights, movement, recovery — Benson gets that. He’s hands-on, passionate, and genuinely excited to build with us.”

Boone joins a growing Caliwater community of partners and cultural voices that includes Demi Lovato, who has long shared the brand as part of her wellness routine, along with Glen Powell, Gerard Butler, Nikki Reed, and Cody Bellinger — a group united by real use and shared values, not hype.

Cardi B Joins Zevia as a Shareholder and Brand Ambassador

BACARDÍ Rum Launches Global Campaign Featuring New Music From TAINY

BACARDÍ Rum is proud to announce a new chapter of its global “Do What Moves You” campaign, celebrating Latin culture and the infectious rhythms that move us, inspired by Puerto Rico and powered by one of music’s biggest hitmakers, Puerto Rican artist and Grammy Award–winning producer, TAINY.

In collaboration with Puerto Rican director and creative powerhouse Alfred Marroquin, TAINY is launching a track teaser for his reimagined version of the beloved Latin classic “Tu Sonrisa” by Elvis Crespo in a lively 30-second campaign film. Marroquin and TAINY are both go-to collaborators for the biggest names in music – Marroquin known for his creative direction across photography, music videos, and halftime shows, and TAINY who has helped shape the sound of modern Latin trap music that continues to dominate worldwide charts.

Cardi B and Zevia announced a multi-year partnership that pairs Zevia’s zero fake, zero sugar soda with an artist who has built her empire on one non-negotiable principle: keeping it real.

“I love soda, but I can’t be out here drinking a whole can of sugar,” said Cardi B. “Zevia, it’s zero sugar, no fake ingredients, and it hits. This year, we are taking it to the next level together.”

As a shareholder and brand ambassador, Cardi B will help shape Zevia’s cultural strategy and creative direction across multiple touchpoints.

“In a world full of fakes and artificial choices, Zevia stands for doing things the real way,” said Kirsten Suarez, Chief Marketing Officer of Zevia. “Cardi B is unapologetically confident, says what she means, and never waters herself down—qualities that mirror how we think about our ingredients and our brand. Together, we’re excited to show people that better-for-you doesn’t have to be boring, niche, or overcomplicated.”

The partnership kicks off with Zevia as the official sponsor of Cardi B’s Little Miss Drama Tour. The Bardigang—Cardi B’s fan base—should keep an eye out for Zevia moments on and off the stage, including a select number of ticket giveaways taking place through the end of the tour.

Looking ahead, Cardi B’s major campaign with Zevia will launch in Summer 2026 during peak beverage season. The campaign will include new Zevia x Cardi B commercials, in-store product displays, social content, a sampling tour, in-person appearances, and more. Cardi B will also collaborate with Zevia on new products and flavor innovation, bringing her signature flair to the better-for-you category.

Death Wish Coffee Co. Releases Collector’s Box Inspired by

Season 2 of Marvel’s ‘Daredevil: Born Again’

Death Wish Coffee Co. is releasing a limited-edition collector’s box inspired by Season 2 of Marvel Television’s “Daredevil: Born Again,” streaming March 24 on Disney+.

The co-branded set will be available on Death Wish Coffee Co.’s website while supplies last. The box will feature a 10-ounce ground bag of Death Wish Coffee Co.’s signature, never-bitter Dark Roast, paired with a custom heat-reactive mug inspired by “Daredevil: Born Again.” When filled with piping hot coffee, the mug’s exterior shifts to reveal

Daredevil overlooking New York City.

“There’s a natural synergy between our rebellious brand and the fearless nature of Daredevil,” said Steve Gardiner, CEO of Death Wish Coffee Co. “We are thrilled to bring this universe to life for our community. This exclusive box set pairs our most powerful, smooth-tasting roast with a custom mug designed for the true collector. It’s a tribute to the relentless drive of Matt Murdock, and a must-have for anyone who takes their coffee—and their heroes—seriously.”

Free Bird Southern Spring Water Makes NASCAR Cup Series Debut

Free Bird Southern Spring Water made its official NASCAR Cup Series debut as the primary sponsor of Chase Briscoe’s No. 19 Toyota Camry XSE for Joe Gibbs Racing at Darlington Raceway on March 22, marking a major milestone for the fastrising Southern beverage brand.

The Darlington race marked the first time Free Bird appeared as the primary partner on Briscoe’s car, launching a three-race primary sponsorship schedule during the 2026 NASCAR Cup Series season that also includes the Quaker State 400 at EchoPark Speedway in Georgia on July 12 and the Bank of America 400 at Charlotte Motor Speedway on October 11.

Free Bird first partnered with Briscoe in 2025 as a brand ambassador relationship and expanded the collaboration into a multi-year agreement with Joe Gibbs Racing, announced earlier this year.

ton is an iconic track and we’re proud to see Free Bird on Chase’s No. 19 car for the first time.”

“From day one, Free Bird has been about showing up where everyday Americans gather,” said Jay Williams, Founder of Free Bird. “NASCAR is one of the last places where people from every background still come together around something they love. Darling-

Joe Gibbs Racing executives say the brand aligns naturally with the sport’s fan base.

“We are thrilled to help introduce Free Bird to our NASCAR community,” said Eric Schaffer, Executive Vice President and Chief Commercial Officer for

Joe Gibbs Racing. “The brand celebrates the same American spirit that defines our sport, making them a natural partner for Chase and our No. 19 team.”

Free Bird will continue supporting Briscoe throughout the NASCAR season through at-track activations and regional marketing initiatives designed to introduce the brand to race fans across the Southeast.