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Lionel Messi is used to making headlines, but there’s been an eerie silence coming from his struggling beverage business over recent months. 

The football (OK, soccer!) GOAT is preparing to once again step into the global spotlight when he leads reigning champion Argentina out for his record-setting sixth FIFA World Cup appearance this summer in North America. 

But his nascent Mark Anthony Brands (MAB)-backed hydration venture, Mas+ By Messi, is already in retirement less than two years after its launch, as confirmed in a statement to BevNET this morning. 

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It’s time to reveal the semifinalists for BevNET’s signature pitch competition, the New Beverage Showdown, taking place at BevNET Live NYC on June 10 + 11.

Get all of the details here

The diet culture of the 2000s gave us the skinny margarita, will the better-for-you trends of the 2020s give us the skinny spritz? One brand is betting on it.

Continue reading the full breakdown with Insider access

Functional beverages do more than hydrate. Consumers want multiple benefits in drinkable formats that fit a busy lifestyle. Our latest report explores current and emerging trends, offering actionable insights into opportunities for performance, energy, and metabolic support—anytime, anywhere. Learn more

Juni made a significant distribution gain this week. The sparkling adaptogenic iced tea brand added hundreds of Kroger banners to its footprint.

Read the full analysis with Insider access

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

1. Perfect Purée Acquires Strongwater

2. Ya Ya Foods Owner Secures Plant-based Milk Factory Grant

3. NIQ: Hard Tea RTDs Gain On-Premise Share as Spirits & RTDs Lead Growth

4. Zero-Proof Playbook: Echelon’s Max Schikora on White Space, Sales Occasions

5. Reed’s Plots Another ‘Course-Correction’ Amidst Grim Q1

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.

🍭 Olipop unveiled its first ever brand refresh, with new packaging for its shelf-stable products, alongside a new marketing campaign called “The Feel Good Soda.” Read about it here

🍷 NA wine is boasting the star power of names like Patricia Heaton, Elton John and Brad Pitt. Check out the feature

💪 Muscle Milk is rolling out a reformulation and packaging refresh across its ready-to-drink line aimed at repositioning the brand from strictly gym fuel to “protein for all.” Click here for more

✈️ Hint is turning hydration from a chore into something people can’t wait to do with its latest marketing campaign, MMMMM Water. Read the full story

Thirsty for more? Access all of the latest beverage marketing news on BevNET

In this episode, Evan Walther of Oceans walks through a discussion with Troy Bonde, co-founder and CEO of Sauz, William Hicks, CEO and co-founder of Magic Mind, and Ian Myers, founder of Oceans, on what really happens when a CPG brand moves from early traction into serious growth.

They get into the messy middle between roughly $2M and $20M in revenue, when product market fit is real, but the team, cash flow, operations, and retail systems are suddenly under pressure.

Listen to the episode now. Also available on Spotify and Apple Podcasts.