PLEZi, the kids beverage brand co-founded by former First Lady Michelle Obama, is looking to win over a greater share of the category with the launch of PLEZi FIZZ. The new line debuted this morning with Cherry Limeade, Lemon Lime Squeeze and Strawberry Lemonade flavors. 

🆕 While the formulation and product tenets remain in line with PLEZi’s existing fruit-forward, no added sugar offerings, the flavor profiles and move into cans marks a significant extension for the brand.

📈 The products are positioned as a soda alternative that appeals to kids aged six “through teenagers and beyond,” said PLEZi Nutrition co-chair Sam Kass. 

🚚 The products will be available on Amazon and roll out to 7-Eleven and select club stores in the coming months. PLEZi’s inaugural fruit drink line launched in 2023 and is sold in more than 5,000 stores nationwide.

Read the full story on BevNET.

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Bottled water strategic BlueTriton Brands has partnered with Hawaii Volcanic to distribute the premium water brand through DSD and its ReadyRefresh Direct Delivery program, beginning this week in California.

🌴 The deal was arranged via L.A. Libations, an equity partner in Hawaii Volcanic. L.A. Libations CEO Danny Stepper noted the door is open for more collaboration between the CPG incubator and BlueTriton in the future.

🌺 Hawaii Volcanic CEO Jason Donovan noted the deal gives BlueTriton its first brand presence in Hawaii, as well as an additional premium West Coast brand alongside Arrowhead.

🌎 Hawaii Volcanic began expanding in the mainland U.S. last year after partnering with L.A. Libations. It is now in over 8,000 stores across the U.S.

In our latest round of distribution news, we checked in with new coconut vodka water, Mother's Milk and another fruit-infused vodka cocktail named after the same parent, Mom Water, as well as craft distillers Heritage Distilling and Frey Ranch.

🍻 Following in the footsteps of spirits giant Sazerac switching to a beer wholesale approach, Heritage distilling is heading into new territory with the MillerCoors network. After the acquisition of another regional distiller last month, the Heritage CEO says he is taking advantage of “hungry and effective beer wholesalers who want and need our products” and sees beer distributors as the next growth opportunity for craft brands. 

🥥 After launching last year, New York-based vodka coconut water Mother’s Milk has made headway into multiple Total Wine & More outlets, but pulled back on entering into new states with the major retailer so that it can build brand awareness first. 

👩‍❤️‍👨 Sticking with mom-themed cocktails, Mom Water has extended into 36 states after another big year of growth. Don’t worry, she’s bringing Dad along too (Dad Water has quadrupled its distribution from seven states in its first year of production).  

🧑‍🌾 Farm-to-table dinner parties in five more states can now add a whiskey to the mix: As one of the few distilleries that grows 100% of its own grains, Frey Ranch has taken a slow approach to expansion since its launch ten years ago. Now it’s moving into new U.S. markets. 

Read the full story.

This week on Taste Radio, Ray Latif sits down with Kyle Cooke, the reality TV star and founder of Loverboy hard teas, spritzes and canned cocktails, to discuss building the brand under the spotlight of his time as a cast member of Bravo’s “Summer House” series.

🌅 Cooke talks about featuring Loverboy on the show and translating that into retail sales.

📸 He also shares why 470,000 Instagram followers leaves him feeling like he needs to “make a better effort” at social media and raising brand awareness.

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