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• Why Crystal Geyser expanding into sparkling water and insight from the launch strategy
• Key highlights from Zevia’s better-than-expected earnings
• Details on NIQ’s global expansion plans
• The first Coke ever served

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Is there room for more flavored sparkling water in an already packed category?

Well, yes – you didn’t really think we were going to say ‘no,’ right? Despite rife competition down from private label all the way through the premium end, the flavored seltzer category grew just under 10% year-over-year through March, outpacing both flavored still water (+8.9%) and non-flavored sparkling water (+7.6%) during that period.

Now, Crystal Geyser is now the latest to jump in the pool. 

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Yesterday we looked at the hand-in-glove relationship of Hemp THC and online sales. But the category is growing and the gloves are coming off: The successes and challenges of hemp beverage distribution have brands considering growth strategies built within the three-tier alcohol distribution system. It may seem obvious to align with beer DSDs and spirits distributors as hemp drinks lobby for federal guidelines, but some stakeholders are on the fence.

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This week at BevNET we rounded up a pair of sweet lattes from Pop & Bottle and Happy (in partnership with Tate’s Bake Shop) along with a duo of booze-free cocktails from St. Argestis and ISH.

Then, we chronicled our thoughts with each swig, highlighting aspects of the brand, liquid and product positioning that stood out and things the company could consider for next time. 

🆓 Check out this week’s review roundup on BevNET.

To submit your beverage product to BevNET for review, click here. And to browse past reviews, check the archive here.

Gatorade isn’t what you’d call a stranger to sports marketing, but even the GOAT has to push themselves to greater heights. Ahead of the World Cup next year, PepsiCo is reorganizing its sports and entertainment partnership teams under one department with hopes to uplift its entire portfolio.

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On this episode of CPG Week, we run through the biggest news of the week, starting with Guayakí’s big rebrand to Yerba Madre. Senior reporters Lukas Southard and Brad Avery discuss the significance of this chance for the yerba mate category leader.

⚖️ Lukas then runs down the latest hemp-derived THC beverage category regulatory news and how it relates to a two-part feature he recently wrote on how the intoxicating category balances DTC footprint with retail distribution.

👻 Why is Mondelēz suing Ghost over its sweet treat trademarks? Brad explains the recent breakup of the confections maker and the now KDP-owned energy brand.

📊 The podcast wraps up with a brief overview of Q1 earnings from Celsius and Black Rifle Coffee before discussion turns to Free Bird founder Jay Williams’ recent kidnapping by the Hamburglar.

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

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