No one quite knows how the final chapter (11) in the long-running Bang saga will end, but the Vegas odds look a lot clearer after the past week: barring any dramatic final twists, Monster Beverage Corp. is set to finalize its acquisition of the complete assets of Bang Energy at a court hearing next Thursday, July 12. 

Nothing is guaranteed at this point — as emphasized by Monster in a press release announcing the deal on Monday — but per an internal company communication authored by interim CEO John DiDonato, dated Friday, the threat of a U.S. Federal Trade Commission (FTC) investigation into the transaction has been lifted. A secondary bid from New Providence, a group led by former Red Bull COO Gary Smith, was reportedly never seriously considered by Vital Pharmaceuticals’ creditors. 

Here’s what we’ll be watching for as the story moves ahead:

• What’s Jack’s next move? The ex-CEO’s ascent to billion-dollar business boss has flamed out in spectacular fashion, but his ability to recover from setbacks (and attract an attentive audience) suggests there’s more chapters ahead. Having bruised his aspirational personal narrative (and control of his social media platforms), a reinvention is likely coming. 
• Which trucks get Bang? Monster’s unique distribution partnership with Coca-Cola means it moves on the Red Trucks, but also through beer wholesalers. Taking Bang through the former option would leave beer distributors with an energy drink-sized hole in their portfolios and fewer viable options to replace it -- an unsettling flashback to past experiences with Celsius (Pepsi) and C4 (Keurig Dr Pepper). If taken on Coke's trucks, there's questions as to where it might be positioned; remember Monster has its own Bang rival in Reign, which has picked up momentum after an uneven start. 
• What’s the trickle down effect? There’s still plenty of action further down in the category, thanks to hard-charging brands like PRIME, Ghost, Alani Nu and ZOA — all of which move through beer distributors. But with Bang folded into Monster, the category may be dangerously consolidated: having already hiked prices with little blowback over the past year, that could be a future trend. 

Botanic Tonics, LLC, maker of kratom and kava tonic brand Feel Free, is moving to dismiss the FDA’s case against the company after the federal agency seized over 250,000 units of product and raw materials from its Oklahoma manufacturing and distribution facility in April. In its initial action, the FDA cited the company’s improper use of kratom as the reason for the seizure, which it considers to be an addictive drug with no approved uses. 

However, Botanic Tonics is pushing back on that characterization of kratom, arguing that it is safe to use. While the FDA has defended the seizure by arguing that reports of adverse reactions to kratom increased year-over-year from 2021 to 2022 (131 reports to 209 last year), Botanic Tonics claims that reports are down from 239 in 2018, and noted there have been more “adverse events related to caffeine in the last five years than herbal kratom.”

Founded in 2020, Botanic Tonics surpassed $30 million in revenue in 2022, founder JW Ross claime on a March episode of the Beyond A Million podcast. However, the company has faced heightened scrutiny this year; besides the FDA seizure, two consumer class action lawsuits have been filed against the company, in March and May respectively, calling into question the safety of Feel Free and alleging the products are addictive.

Flow Beverage Corp. chief revenue officer Timothy Dwyer will leave the company this week, effective July 7, after four years with the Toronto-based Tetra Pak packaged water brand.

• In a press release, the company credited Dwyer with playing a key role in shifting Flow’s sales strategy towards a U.S. channel focus program and Flow CEO Nicholas Reichenbach thanked Dwyer for his “significant contributions” to the brand, citing his leadership and “team building skills.” 
• Dwyer joined Flow in October 2019. Before that he spent 10 years with Vita Coco, including nearly four years as that brand’s VP of sales.
• In its Q1 2023 earnings report in March, Flow reported net revenue up 40% with gross margins improved to 30%.

In this week’s new products roundup, Pressed Juicery launches a Summer Debloat Program in collaboration with Hilma, Tropicana grows its zero sugar product line and Abstinence Spirits and Mingle Mocktails unveil new non-alc formats. Read the story.

In the emerging non-alcoholic beverage category, momentum behind “unleaded” drinks is coming from a rising demand among sober-curious consumers as well as an abundance of new NA brands entering the set. Although there are plenty of male founders (and consumers) in non-alc, a growing contingent of women entrepreneurs are pushing the category into new places with NA bottle shops, pop-ups and innovative products to bring more inclusivity to the movement.

In this panel discussion, BevNET senior reporter Lukas Southard sat down with three female founders in the non-alcoholic set discuss the growing contingent of women pushing the category into new places with NA bottle shops, pop-ups and innovative products to bring more inclusivity to the movement.

Watch the interview on BevNET

For a company that has trademarked the tagline “Sunshine in a Bottle,” changing packaging is not an insignificant step. But Vitamin D-enhanced ShineWater is ready to make that jump, announcing this week that its existing 16.9 oz. PET bottles will be phased out over the next year in favor of 16 oz. aluminum cans.

• Three flavors — Strawberry Lemon, Fruit Punch and Mixed Berry — will hit stores this fall, with the full pivot set to be complete by mid-2024.
• Speaking with BevNET last week, CMO Ryan Coon said the move was motivated by a combination of consumer and retailer feedback, along with a shift towards restricting sales of single-use plastic bottles in certain hospitality venues.
• But in terms of brand strategy, the new packaging “really doesn’t change much” for ShineWater, Coon said.

Read the full story on BevNET

Brooklyn-based roaster Partners Coffee has unveiled its first-ever summer seasonal blend along with new packaging design for its single origin coffees aimed at bringing consumers closer to its sourcing and sustainability practices.

• The revamp marks the first branding overhaul for Partners (previously Toby’s Estate from 2013 to 2019), which sells roasted-to-order beans direct from its website and also operates five cafe locations in the New York City area.
• Along with the new bags, Partners is also rolling out its first-ever summer blend: Block Party, a project described by green coffee buyer Samuel Klein further as “an opportunity to source some things from supply chains that might otherwise be a little outside of our wheelhouse or the normal market.”

Read the full story on BevNET