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This mule is on the move...

Owen’s Craft Mixers’ brand mascot is a mule – cute, but not necessarily indicative of speed. It’s ironic, then, to see how the Florida-based brand has been moving lately (hint: it’s not slow). 

In the markets where Owen’s began shifting distribution from Republic National (RNDC) to Southern roughly 18 months ago, sales jumped more than 70% in the first five months after the switch, founder and CEO Josh Miller told us.

• The brand is now planning an ambitious push to expand its presence across channels in the months ahead, starting with Whole Foods Market. 

That momentum means a change in strategy, too. Rather than “spraying and praying,” Miller’s team is locking into specific growth opportunities that can start small and scale big. 

• Yet in teaming with artist and investor MGK for a new collaborative launch, he also admits the time is right to break a longstanding rule on innovation. 

Read the full article on BevNET

Stay up-to-date and understand where new products are moving as you strategize your next step.

🛒 Vita Coco introduced a new kids line, available exclusively at select Walmart stores. Read more.

☺️ Melo’s sparkling kava beverage brand has rolled out to Erewhon Market locations. Learn more.

🥥 CocoLove’s coconut water brand is expanding its footprint with new distribution partners Eagle Brands, Southern Eagle, Sun Coast Beverage in South Florida, along with Pacific Beverage in Central California. Read more.

Liquid Death built a billion-dollar business by challenging convention, but as its collaborations multiply and its products move beyond water, some are questioning whether the brand is evolving or jumping the shark. 

Plus, we dig into Jetty, the new hydration brand from Poppi founders Allison and Stephen Ellsworth, and unpack its mysterious early appearance at Whole Foods.

Listen now.

Also available on Spotify and Apple Podcasts.

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