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Brands and retailers alike are rethinking what the morning eating occasion looks like. Between changing consumer habits, demand for convenience and rising interest in protein and fiber, the traditional breakfast set is becoming ripe for innovation. 

One startup believes the next opportunity isn’t a protein shake, but rather creating a new “liquid breakfast” category. 

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Barcode has been acquired by Axum Capital Partners. The deal partners the Charlotte, N.C.-based investment firm with the hydration brands’ investor and NBA star Victor Wembanyama, who signed a five-year exclusive agreement with Barcode in 2023.

Read the full analysis with Insider access

Cann is going golfing. 

The THC beverage brand has launched a new Half & Half flavor in partnership with investor and NBA Hall of Famer Dwayne Wade.

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Our first review of the week brings sips of a new family of Arabic-inspired ready-to-drink cold brew lattes from Yah Yah Yah in Baklava, Dubai-Style and Cardamom flavors

📝 Check out all of our tasting notes

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

1. Protein Sparks Dairy Rebound As Shakes, Ultra-filtered Milk Gain Ground

2. Senate Approves 30-Day Hemp Deadline Extension

3. Christian Energy Drinks are Becoming a Thing. What’s Driving Them?

4. NIQ: Vodka RTDs Are the Category’s Best Recruitment Tool

5. Southern Glazer’s Closes Eagle Rock Colorado Deal

You’re seeing the surface. Insider members get the full story.

BevNET & Nosh Insider is built for the teams who don’t just read the news, they use it. Unlock full access to everything on BevNET.com and Nosh.com, our members-only daily newsletter, and deep-dive data reports on the trends, brands, and moves shaping the future of food and beverage.

If staying ahead is part of your job, this is your silver bullet.

Investor, entrepreneur, and longtime business journalist Darren Rovell shares the lessons he's learned backing breakout brands like Athletic Brewing and Biena Snacks, building his own company, Kickstand Cocktails, and evaluating hundreds of startups every year.

He explains what separates investable founders from the rest and how emerging brands can carve out an advantage – even in the most competitive categories.

Listen here. 

Also available on Spotify and Apple Podcasts.