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You might have noticed that coffee shops and fast food chains are increasingly padding their drink menus with a thirst-quenching, new category called Refreshers. The success of this fruit-forward, functional drink set is now creeping into CPG retail as an alternative to energy drinks. 

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Nestlé has paid roughly $523 million to take full control over German nutrition brand Yfood.

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Are your functional beverages meeting the ‘anytime, anywhere’ wellness demand? Consumers want performance, energy, and metabolic support in drinkable formats that fit their busy lives. Access insights and opportunities to lead in the functional beverage space by adding wellness to every RTD sip. Learn more

Right Coast Spirits’ Italian Ice is heating up at Trader Joe’s and riding high as it enters its third summer.

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Here’s a look at leading headlines from around the beverage industry. Go beyond the headlines with Insiders access.

1. Gopuff Debuts Immersive Agentic Shopping Feature

2. How Spade’s ‘Approachable,’ Anti-Functional Modern Soda Landed Walmart

3. Ryl Tea Brings In $20M As Retailers Bet on “Modern Tea Movement”

4. Uncle Nearest Moves Closer To Possible New Ownership

5. BodyArmor Launches FIT Sparkling Sports Drink Line

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It’s Hump Day! Here’s a taste of the latest marketing moves from around the beverage industry.

⛰️ Mountain Dew Baja Blast tapped Actor Danny Trejo for its latest national advertising campaign: “Have a Baja Blast.” Read more

🪞 Outshinery has released its Mid-Year Visual Scorecard, a free six-section diagnostic that helps beverage marketing leads assess the readiness of their visual asset library. Read the full press release 

🔵 Accelerator Active Energy launched Blue Raz Slush in collaboration with athlete and content creator Kai Trump. Check out the full scoop

🕸️ Liquid I.V. has joined forces with Sony Pictures’ “Spider-Man: Brand New Day” as the film’s exclusive functional hydration partner, marking its largest entertainment collaboration to date. Get all the info

Hungry for more? Check out all of the latest in beverage marketing news with Insider access

Getting ready for BevNet Live June 10–11 in New York City? Or on the fence?

BevNet's Editor-in-Chief, Jeff Klineman, walks through a practical "how to do BevNet Live" guide — covering the agenda, key speakers, and how to make the most of every hour at the show.

Listen to the episode here. Also available on Spotify and Apple Podcasts.