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Vita Coco and Zico marked the beginning of the U.S. coconut water category’s growth, which began in earnest over 20 years ago. In that time it stayed a small and challenging, though constant, presence in the market. Is there a bigger opportunity within it for new brands?

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Applications are now open for BevNET’s New Beverage Showdown at BevNET Live NYC (June 10–11). This is an opportunity for early-stage brands to build visibility, connect with decision-makers, and pressure-test their pitch in front of a live audience. Selected finalists will also compete for a $10,000 BevNET advertising package. Apply by May 1.

Learn more and apply now. 

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• How Mission Craft Cocktails grew from 2k to 80k cases in one year

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This new step-by-step guide from Vibrant Ingredients breaks down how to move from concept to commercialization, covering extraction, labeling considerations, concentrate formats, and packaging strategy. Download the full guide and build your next cold brew RTD with confidence. Learn more

Uncle Nearest has filed for Chapter 11 bankruptcy, while its founders Fawn and Keith Weaver have also filed a lawsuit against lender Farm Credit Mid-America, alleging the financial firm engaged in a smear campaign against the brand.

Read the full analysis with Insider access

Sol-ti is keeping its foot on the gas after its Starbucks roll out last year, with the SoCal juice and shot maker revamping its leadership team, bringing on new (and some in-house) talent to operations, supply chain and sales roles across the company.

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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.

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

1. Milo’s Aims to Control the Chilled Category

2. HRBL Debuts with Adaptogenic Functional Drink Line

3. Coefficient Capital Closes $290M Fund II; Total Assets At $800M

4. Ten Months After Rebrand, Yerba Madre Eyes National Expansion

5. High-ABV, Spirits-Based RTD Margaritas Outpacing Competition

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

💪 Pres is thinking long-term with its approach to the protein coffee category, as we learned from Lukas Southard’s interview with the startup’s leadership team at Expo West. Read about the new venture on BevNET

🤩 Cali Water could always use a little more star power: in this case, it’s artist Demi Lovato who’s the latest name to join the cap table at the cactus water hydration brand. Watch the full interview on BevNET

🍄 PolkaDot, which shared a first look at the redesigned packaging for its mushroom-enhanced functional drinks at Expo West. Read more on BevNET

😎 How do you define ‘Leisure’? The California-based brand has settled on a simple solution: its new cans feature larger front-of-pack ingredient illustrations and place the brand’s logo and “electrolyte refresher” positioning in a bolder, more playful font. Click here to get the full story

☕ Move over, George Clooney – no seriously, make some room. The Hollywood star has been Nespresso’s most prominent ambassador for over a decade, but now he’ll be joined by British songstress Dua Lipa, presumably to bring in the under-60 crowd. More details here

Check out even more beverage marketing stories on BevNET

Expo West is a massive event, and it can take weeks to fully process what you saw and what it actually means. There is a lot of noise, but if you look closely, the real signals start to emerge and point to where the industry is headed next.

In this episode, we sit down with Sherry Frey of NielsenIQ to make sense of it all through the lens of real consumer data. We break down what is really happening with protein and how consumers are thinking about it in their diets, why regenerative and transparent sourcing are gaining traction, which flavor trends are sticking, and how the ongoing GLP 1 conversation is reshaping product design around satiety and nutrient density.

Listen into the episode here. Also available on Spotify and Apple Podcasts.