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The expo hall of any major marathon will feature a slate of familiar hydration powder and sports drink makers handing out samples or selling products.

While Gatorade, Nestlé’s Nuun and Athletic Brewing remain the most active beverage sponsors, (per data-tracking from SponsorUnited), smaller drink makers are using a growing interest in run clubs and community fitness groups to mine similar brand awareness building results.

How brands are using run clubs and tech to target new distribution regions?

🎁 Gift Link! Read the full story here to find out – even if you’re not yet an Insider. 

Fall is just around the corner and brands are rolling out seasonal selections. No surprise there is a glut of pumpkin-spiced populating store shelves, but some brands are taking the changing of seasons into different flavors. 

Take the return of Zevia’s Salted Caramel seltzer or 5-hour Energy’s Cranberry Lime and Gingerbread Snap shots as a sign of the seasonal times. All the while, GURU is still hanging on to the last bit of summer sun with its latest Tropical-inspired SKU. 

🆓 Check out the full list of new sips on BevNET

Here’s a sample of the leading headlines from the beverage industry the past week. Insiders get access to the full story.

1. Nutrabolt Takes Majority Stake in Bloom Nutrition
2. Celsius Enlists Former Mark Anthony Exec to Lead Marketing
3. Coca-Cola’s Red Tree Moves Fresca Mixed From Constellation Brands to Sazerac
4. Jumex Embraces Sports with Hydrolit +Advance Launch, UTSA Partnership
5. Flow Water May Be ‘Wound-Down’, Co-Packing to Continue [Updated]

You’ve sampled the headlines. Want the full story?BevNET & Nosh Insider allows you to dive deep into market shifts, brand strategies, competitive benchmarks, and more. It’s how the most successful food and beverage operators stay one step ahead.