Consumers expect soft drinks to deliver on every level: striking color, authentic flavor and added benefits. As brands shift to natural solutions, sensory impact must stay strong. Discover how Döhler’s natural ingredients and expertise elevate your next carbonated concept. Explore and get in touch! Learn more

Life as a sporting legend isn’t what it used to be. 

Sports nutrition has come a long way from the days of Babe Ruth’s beer-and-hot-dog diet, with each successive generation of stars becoming more attuned to how to properly care for their bodies for high-level performance over a longer career. Now that ethos is bleeding into both current and former athletes’ budding lifestyle wellness ventures; the pitch isn’t just “play like me,” but “live like me.” 

That evolution is playing out in a pair of celeb-athlete-backed brands: David Beckham’s IM8 Health and Tom Brady’s collaboration with beverage industry legend Mike Repole, NOBULL. 

Read the full story and analysis on BevNET

• Protein2o is looking to reach “elite” athletic consumers with P2X, its new premium hydration and protein drink line. Read the story here.
• Female-focused hemp THC brand Alohi has launched a sparkling drink line featuring low dose, intoxicating beverages in 12 oz. cans. Click here for more.
• Tru is leaning into full-sized RTD beverages with its revamped 12 oz. functional drink line, featuring Energizing and Calming varieties. Get the scoop on the brand overhaul.
• Q Mixers is embracing functionality with its new Q Refreshers line, a hydrating brand extension that can be mixed with alcohol or consumed on its own. Read about it here.

Looking for even more new products? Check out our full gallery.

As the brand leans into its favorability among female consumers, Saint James Iced Tea is announcing a new fashionable co-branding partnership with Tarte Cosmetics.

Insiders can read more about this and other beverage marketing news on BevNET.

Learn what it really takes to scale a beverage brand into major retail. This guide covers production timelines, packaging challenges, and co-manufacturing strategy from experienced operators at Octopi. 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.

On this week’s show, the hosts break down the latest wave of CPG deals, including HOP WTR’s sale to Constellation Brands and So Good So You’s acquisition by a private investment group – just two of several recent moves. They also explore what’s fueling continued buyer activity and why non-alcoholic, functional, and better-for-you beverage brands remain especially attractive targets.

Listen to the episode now on your podcast platform of choice.

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