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The evolution of the celebrity-backed brand is a curious one. 

Years ago, a star actor or athlete would simply have been hired as a spokesperson to promote a product. Then consumers got tired of these inauthentic pay-for-play ad campaigns. 

Table stakes have risen over the past couple decades (beginning around the time 50 Cent invested in Vitaminwater); celebrity partners now often come with a financial stake in the business – proof they have skin in the game.

During Expo West, I got the chance to sit down with the founding team at cactus water brand Caliwater, which consists of High School Musical star Vanessa Hudgens and actor/producer/entrepreneur Oliver Trevena, as well as new investor/partner Demi Lovato. 

Unlock the full interview with BevNET & Nosh Insider

🥛 Elmhurst has used its vertically integrated structure to quickly and constantly innovate within plant-based dairy over the last half-decade, so its first-ever launch of a dedicated protein product – Clean Protein – is a notable indication of where it sees runway ahead. Read the complete story

⚖️ Gym Weed’s debuted Gym Soda, joining the expanding ranks of protein-infused soft drinks with 15 grams of clear protein and 3 grams of sugar per 12 oz. can, plus (of course) some L-theanine and lion’s mane extract. Continue reading the full breakdown

☕ Dunkin’ is hoping to fuel “life on the double” with its new higher-caffeine line in 16 oz. cans. Read the full story 

(Still) More Protein: Expo West also saw plant-based protein specialist Koia showcasing a brand new format, a couple of starkly differentiated takes on protein coffee, and the debut of Remedy Organic’s Pro Power line. 

🆓 Check out the full gallery on BevNET

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• An inside look and analysis of why three brands recently refreshed their looks

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This new step-by-step guide from Vibrant Ingredients breaks down how to move from concept to commercialization, covering extraction, labeling considerations, concentrate formats, and packaging strategy. Download the full guide and build your next cold brew RTD with confidence. Learn more

Cannabinoid emulsion company Vertosa is asking a Florida District Court to toss out a January case claiming the business engaged in false advertising, unfair competition and related

misconduct related to the Lanham Act.

Read the full analysis with Insider access

The ready-to-drink (RTD) margarita – in all its malt, wine, and spirit based forms – has staying power, according to a new report from Bump Williams.

Continue reading the full breakdown with Insider access

Looking to make more data-based decisions for your business? The Nombase Data Hub is your centralized resource for food, beverage, and beer industry reports, available exclusively to Insiders.

📊 Gain access to reports built from consumer insights, social listening, scan data, and on-premise surveys.

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

1. Coefficient Capital Closes $290M Fund II; Total Assets At $800M

2. Westrock Coffee Grows FY Net Sales +40%

3. Ten Months After Rebrand, Yerba Madre Eyes National Expansion

4. The Functional Ingredients Posting Triple-Digit Growth in Adult Non-Alc

5. PATH Water Enters Sports Drink Set

Target is expanding its food and beverage footprint with new store concepts and larger grocery sections – potentially creating more space for emerging brands. The hosts discuss what Target changes mean for startups and also spotlight notable trends and brands from Expo West. 

The episode also features interviews from our Miami meetup, including one with angel investor Spencer Slaine.

Tune into the episode here. Also available on Spotify and Apple Podcasts.

That's all for today's Daily Briefing: Lite Edition. We'll be back in your inbox on Monday.

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