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Explore alcohol-free botanical extracts designed for mood and stress-focused beverage applications. Built for consistency, scalability, and clean label positioning. Request samples to evaluate in your next formulation. Learn more

The Gatorade generation is coming of age. 

The Pepsi-owned brand’s evolution from a sideline staple to a ubiquitous “lifestyle” brand has been a long-term play: all those kids (like me) who grew up crushing bottles of Orange flavor Thirst Quencher at school lunch have grown up with the brand.  

But Gatorade’s announcement this morning of a new strategic reset shows that - amidst the rise of viable competitors like KDP-distributed Electrolit and Unilever-owned Liquid I.V. - they need to get focused. 

Insiders can read the complete story with added context on BevNET

Adam Kost made a quick sale out of his RTD cocktail brand, taking it from its first appearance, in 2022, to a March exit to Sazerac. But Dirty Shirley almost didn’t make it to the store; its success ultimately depended on one key early pivot to allow the brand to break free of category boundaries and establish its own lane for growth.

Kost will discuss that pivot, and will explain the fine line Dirty Shirley carved to go from near failure to fast sale when he takes the stage at BevNET Live NYC 2026, taking place on June 10 and 11. The longtime beverage marketing veteran will discuss his lean startup, proof-of-concept strategy, the key insight that gave Dirty Shirley the oxygen it needed to grow, and the branding ideas that created Dirty Shirley’s emotional connection to its audience.

BevNET Live’s early registration discount is ending next week. Register by Friday, April 24 and save $100 per ticket.

Register for BevNET Live

Gutsi, a new gut health friendly functional beverage brand just entering production this month, is already trading on the public markets.

Insiders can read the whole story on BevNET.

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

Tired of chasing food, beverage, and beer reports across sites? The Nombase Data Hub, powered by BevNET, brings together consumer trends, category shifts, retail data, all in one searchable archive, powered by top research partners.

Insider-only access here.

This week on the podcast, Monica and Brad discuss Unilever’s acquisition of Grüns, Suja Life’s initial public offering, Ithaca Hummus’ plans for category domination, and Mark Anthony Brands’ purchase of Finnish Long Drink.

Click here to listen to this week’s episode. Also available on Spotify and Apple Podcasts.