Today, you can enjoy one full BevNET Insider story highlighted in the Daily Briefing!

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From small, gradual changes to major lifestyle shifts, BENEO’s functional ingredients provide the building blocks for a healthier future. Support your consumers with targeted benefits that fit their journey with tasty products, whether with or without GLP-1 medication. Learn more

THC drink makers are balancing both the highs and the lows. 

Despite an existential timeline ticking on the category’s future, beverage retailers continue to add intoxicating hemp drinks to the store shelves. Target is the latest to go deeper in the set. 

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The guide offers a snapshot of the brands, ingredients, and services shaping growth across energy, hydration, gut health, and wellness beverages. Used by retailers, distributors, investors, and operators, it’s a resource for tracking category activity and discovering new products and partners.

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Mornings are for hot coffee, but afternoons are for Esspo. That’s what the upstart espresso soda brand is hoping for, anyway, as it makes its retail debut.

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Most CPG brands approach retail like marketing. Retailers run it like a financial system. This guide breaks down how promotions, pricing, and margins actually work and how your brand is evaluated on the shelf. Learn more

Branca International – the company behind Fernet-Branca – announced a strategic investment in Altr, an alcohol-removal company that claims it can preserve taste and mouthfeel while removing and decreasing alcohol. But don’t expect a zero-proof Fernet (at least yet).

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

1. Accelerator Refreshes Brand, Expands Livvy Dunne Deal

2. Tetra Pak Breaks Ground on U.S. HQ Facility Expansion

3. Kombucha Town Set For Rebuild Under New Ownership

4. Kylie Jenner Expands Sprinter Platform With Beauty Subline k2o

5. March Brings Accelerated NA Beverage Growth, NIQ Reports

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

🏈 Wellness is in the spotlight and celebrity athletes are eager to nab co-starring roles. Sports stars have long been part of the beverage firmament, but as the health and wellness space has developed, the concept has evolved from “play like me” to “live like me.” Check out the full feature here

🇺🇸 Coca-Cola unveiled what it’s calling one of its “most ambitious campaigns to date” to celebrate America’s 250th anniversary. Catch all of the details on BevNET

⚽ Essentia Water teamed up with a global soccer star, marking the professional athlete’s first U.S. brand partnership since joining a new team on the West Coast. Read all of the details here

💄 Saint James Iced Tea is announcing another fashionable co-branding partnership just six months after linking with Juicy Couture. Learn more about it

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After raising capital, most founders feel like they have finally unlocked the ability to grow. But what you do next can determine whether that capital creates momentum or quietly sets your business back.

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