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After nearly seven years of developing the business under the name Avsome, rebranded avocado seed tea line Awesome Iced Tea is ready to meet the world.

With operational support from Harney & Sons and the addition of former Red Bull executive Bill Connors as a founding partner and CEO, Awesome rolled out to stores in New York in May. It is now looking to disrupt a broadly sleepy iced tea category that’s been dragging under the weight of declining, established players.

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Consumers today have more beverage choices than ever before…

But they’re choosing drinks based on the benefit – hydration, energy, protein or relaxation – rather than the category they fall into, according to FMI’s inaugural “Power of Beverage” report. 

Read the full analysis with Insider access

Out on the range, cowboys need protein coffee too. 

Free Rein is filling that need with the launch of its first RTD line, featuring 20 grams of protein. 

Continue reading the full breakdown with Insider access

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

1. Suppliers Face Steep Losses as RNDC Enters Chapter 11

2. Is Poppi Slowing Down? Analysts Suggest Outlook Looking ‘Less Optimistic’

3. Align Ventures Closes $125M Early Stage Fund II

4. Coke Projects Confidence in Innovation Strategy Amid Strong Q2 Earnings

5. Brown-Forman Shuts Down Sazerac Bid Again

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.

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

🐮 Alexandre Family Farm has dropped its Certified Humane and Regenerative Organic Certified third-party verifications as it faces scrutiny over animal welfare practices. Get the details

🪴 Senorita has become the official THC Beverage partner of the Lollapalooza music festival. Learn about the deal

🔄 Recoup reformulated and refreshed its packaging by removing plastic sleeves. Read about the changes

🍌 Califia Farms debuted a limited-edition banana creme almond milk and ready-to-serve latte. Learn more on BevNET

Hungry for more? Stay in the loop on the latest marketing news with BevNET Insider

Building a differentiated brand is only half the battle. The other half is making sure consumers actually understand why it matters.

Join Sahra Nguyen, founder and CEO of Nguyen Coffee Supply, and Kyle Nguyen, co-founder of Lucky Ox, to discuss one of the biggest challenges growing brands face: how to stay true to what makes your product unique while communicating it in a way that resonates with mainstream consumers. 

Listen to the episode here.

Also available on Spotify and Apple Podcasts.