You’re receiving the Lite Edition of BevNET’s Daily Briefing. Join us as a BevNET & Nosh Insider to receive the full version, which includes:

• Inside Pablo’s Mate’s on-the-street approach to make Yerba Mate appeal to the masses
• How Chobani keeps up a “challenger mindset” and avoids sliding into complacency
• Details on Liquid Death’s attempt at a cereal milk SKU 

Become an Insider to get the full scoop delivered daily.

Lionel Messi has an energy drink – but you can’t buy it in stores. 

No, we’re not talking about some new extension from Mas+ by Messi, but rather yerba mate. For Messi, his Inter Miami teammate Luis Suarez and hundreds of soccer players around the planet, the hot herbal infusion – traditionally consumed through a metal straw in a gourd – is a daily (sometimes all-day) essential that they’re rarely seen without. 

Could tapping into that story – rather than sourcing or health benefits – help yerba mate go mainstream? 

Insiders can access the full story to learn how NY-based Pablo’s Mate is embracing the product’s story and soccer as it works to make Yerba Mate mainstream. 

BevNET Live heads to Marina del Rey, CA on December 7-9, and the official hotel room block at the Marriott is now available. Rooms always go fast. Staying on-site means you’re just steps away from networking opportunities, product sampling, and every moment of the event.

Register now to unlock access to the room block and save $100 with early registration.

Register Now for BevNET Live »

We caught up with GamerSupps this week to get more details on the brand’s move into energy RTDs and learned how it aims to leverage deep connections within the gaming and anime communities to drive awareness. 

Insiders can access the full interview.

Go beyond the headlines with exclusive access to our editorial team’s insights and hot takes on the latest in food and beverage. As an Insider, you’ll unlock premium newsletter content and archives along with deeper coverage on BevNET.com and Nosh.com. Plus, enjoy event and job listing discounts, along with exclusive Insider perks on Nombase, our digital community and directory for CPG professionals. Join now.

BevNET Insiders got a data dump this week. Here’s a taste of the insights…

⚡ Consumers are expecting more than a caffeine kick from their energy drinks these days; they’re seeking ingredients that support clarity, balance and hydration, according to Brightfield Group’s “Energy Reimagined” report.  

🥤 SPINS’ latest insider report explores the driving forces behind the “modern soda” category boom, including how sugar content and sweetener choices are reshaping buyer behavior. 

🥃 From tequila overtaking whiskey as the top-performing spirits category to RTDs dominating growth charts, the U.S. on-premise BevAlc market is shifting. Our exclusive CGA by NIQ report reveals where the momentum is heading. 

Check out the Nombase Data Hub for complete access.

On the CPG Week podcast, the hosts discuss the rise of Khloé Kardashian’s protein popcorn brand and the downfall of a co-manufacturer. 

Monster Beverage execs have scooped up Rite Aid’s Thrifty Ice Cream brand in bankruptcy proceedings. What does this mean for the future of the business?

Joe Tea is expanding beyond tea and showcased its new snack and beverage launches at the Summer Fancy Food Show this month.

Click here to listen to this week’s episode. Also available on Spotify and Apple Podcasts.

Like what you are listening to? Please don’t hesitate to rate our show and leave a review on your podcast platform of choice.