When it comes to slinging beverages, a little star power never hurts. Functional latte maker Taika has finally secured the celebrity partnership it’s been dreaming of since the day it took its name as Oscar-winning actor and filmmaker Taika Waititi has joined the company as a co-owner and as Chief Creative Officer. 

The name Taika means “magic” in Finnish, so the New Zealand-born director of Jojo Rabbit and Thor: Love and Thunder was not intended as the brand’s namesake, but he had long been on the top of co-founders Michael Sharon and Kal Freese’s list of potential partners. It took some serendipity for the two to come together; according to Sharon, he was attending a party last year in Los Angeles while wearing a branded shirt, prompting a woman to tell him she “has a friend named Taika.” Waititi had been passingly familiar with the brand previously and ultimately agreed to come in as an equity partner.

According to Freese, with Waititi now acting as the brand’s CCO, Taika’s goal is to become the “Red Bull of Creativity,” positioning itself as an energy-boosting beverage brand for any creative pursuit. The partnership kicks off today with Waititi starring in an online ad, touting the drink as his "secret creative fuel."

Read the full story later today on BevNET

Several electronic devices owned by Bang Energy manufacturer Vital Pharmaceuticals (VPX) have been placed on “lockdown” by a Florida federal bankruptcy court after former CEO Jack Owoc was accused last week by VPX’s attorneys of extracting and sharing privileged corporate information, following his termination from the beverage company in March.

Last week, VPX filed an emergency motion to hold Owoc and his wife Megan Owoc, the brand’s former SVP of marketing, in contempt of court on allegations that he had improperly duplicated and shared documents from electronic devices, including a laptop, still in his possession. Although Judge Peter Russin declined to hold the Owocs in contempt, stating only that “It may very well be [or] it may not be” worthy of a contempt charge, he ordered a ban on anyone from accessing the devices in question until an agreement can be reached “on a process to allow access to the information once it has been extracted by an independent third party.”

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FIJI Water is committed to sustainability and is proud to have launched its 330mL and 500mL bottles made from 100% recycled plastic (bottles only) in 2022. FIJI Water is available direct. For the latest updates on FIJI Water, please visit fijiwater.com. Learn more

Packing a pineapple punch, a few alcoholic tepache brands are aiming to find a niche for the ancient Mexican beverage among the rise of Mexican distilled spirits and flavor-forward RTDs. 

While a few non-alc counterparts like De La Calle have raised awareness of the drink via grocery shelves since 2021, new entrants like Sazón and Tequila Tepache Hi-Ball are upping the ABV and going after agave spirit-heavy on-premise accounts (think beer and a shot, but “through a Mexican lens”). 

To differentiate from other emerging hard fermented beverages, these brands are focused on the culture behind the drink and presenting a premium, tropical beverage to compete with RTDs. Read about how these new brands are aiming to ferment U.S. interest. 

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Toys and soda are both staples of childhood — so why not adults too? Olipop has made nostalgic flavors and guilt-free indulgence the cornerstones of its better-for-you soft drinks, and now come the toys: the brand scored some precious and prominent screen time in the new video for the Nicki Minaj + Ice Spice collab “Barbie World,” the first single from the “Barbie” movie which hits theaters next month. “As traditional media channels get more and more saturated, we're constantly looking for unique ways to connect with new consumers in authentic ways, and this definitely fits the bill,” said David Lester, OLIPOP’s director of growth + talent. Of course, Olipop isn’t Barbie’s only beverage of choice: see Swoon’s pink lemonade crossover LTO.

Asian pear juice startup Seoul Juice has scored a new equity partner — U.S. men’s soccer player and MLS star Jordan Morris — ahead of its forthcoming launch at Costco stores in the Pacific Northwest next month.

• Morris, a forward who is set to represent the U.S. Men’s National Team (USMNT) at the CONCACAF Gold Cup this summer, was attracted to the brand “as it helps keep him hydrated and does not raise his blood sugar as he has Type 1 Diabetes,” per the company.
• On July 1, the brand will be available at Costco locations in Seattle, Portland and Anchorage, Alaska. The big-box chain will introduce Seoul Juice in 12-packs of 16.9 oz. bottles, and it will be available for purchase at $18.99.

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