Celsius' rise to the third-largest energy player has come as the brand has cultivated a more approachable, female-friendly positioning, in which its 12 oz can format played a key role in bringing new consumers into the category.

But having ascended to the third-largest energy brand in the U.S. (and at some distance over its closest rival, Rockstar), Celsius is ready to make a more concerted effort to capture workout-focused "performance energy" users: meet the 16 oz Celsius Essentials line, showcased at the NACS show launching in six unique flavors. 

Didn't Celsius try a 16 oz already? Yes, it did, but the since-discontinued Celsius Heat line, which debuted at NACS back in 2017, had a "too hardcore positioning" with 300mg caffeine, Fieldly noted. For Essentials, that's dropped down to 270mg, but also padded with the addition of BCAAs (once also positioned as a dedicated line), seven essential vitamins and, as has become standard for the space, no sugar. 

The expectation is for Essentials to be a more direct competitor with the likes of C4 and GHOST, something that distribution partner Pepsi has lacked since exiting its deal with Bang and turning to Celsius to take its place (though Pepsi-owned Rockstar also plays in 16 oz cans). Those brands have enjoyed a lift through licensing deals for SKUs based on candy IPs like Starburst or Sour Patch Kids, and Essentials takes a similar approach -- flavors include Orangesicle and Blue Crush -- minus the official branding.

"It's fitness meets lifestyle, which has really worked for the Celsius portfolio," said the CEO. 

Going bigger is one way to attract consumers, but what about moving the other way? Read the full story on BevNET for more from Fieldly about why Celsius sees a “huge opportunity in flexing down" in terms of package or caffeine payload, its growing presence in foodservice and how marketing dollars are being deployed as competition heats up.

New research shows that the caffeine and antioxidants from guayusa may help cognitive performance in gamers. The first-of-its-kind study highlights AmaTea® Max organic guayusa extract and the ingredient's impact on focus, reaction time, stamina, and jitters. View the study results. Learn more

Polling more than 1,800 workers from a mix of distributors, importers, producers and on and off-premise businesses, Provi’s just-released 2023 Beverage Industry Career & Salary Survey Report revealed how salaries compare across tiers, workplace policy priorities for beverage professionals, and the most pressing issues for workers. Here’s our top takeaways: 

📊Compensation within the beverage industry declined since 2019, with 30% of respondents citing a lack of raises in the past two years.

⚖️ Beverage professionals increasingly emphasizing a need for better work-life balance, particularly paid time off, including sick leave and vacation time, emerged as the most crucial workplace policy, with 75% of respondents expressing its importance. 

👷🏼‍♂️ But executives in owner/CEO/senior management roles showed lower importance attribution to both PTO and healthcare benefits. In what might be shaping up to be the year of labor, the discrepancy raises questions about the industry's capacity to align with workforce expectations.

👶🏼 Trying to hire from a younger pool? Respondents aged 22 to 30 over-indexed on every single workplace policy when compared to the total industry base, placing far more importance on pay transparency, parental leave benefits and diversity initiatives.

The non-alc category may be growing double-digits, but consumers watching their ABV intake are not necessarily reaching for new zero-proof innovations: A recent survey from IWSR revealed that drinkers often go for water, coffee, tea or soft drinks instead of non-alc products, citing taste, availability and cost as deterrents. We talked to two producers about how they are pushing through those barriers. 

🍸 Spiritless rolled out mocktails to compliment the mother non-spirits, which makes retail sampling more convenient, and has become a bigger part of the business than expected.

 💵 Meanwhile, Improv Booze Free Cocktails priced their cans to drive trial and spent eight months gathering feedback in its home market to understand their consumer.

🛒 Total Wine’s CEO recently remarked that canned mocktails are the new hot item in the section, will the other side of the aisle begin to mirror the variety of spirits-based RTDs?

Read the full story on BevNET

Whether it is swinging for the fences or going long with the pigskin, plant-based energy drink maker Yerbaé keeps bringing investors from professional sports. The brand has announced in the last week two more high-profile investors: MLB All-Star and Home Run Derby champion Giancarlo Stanton and NFL Baltimore Ravens Coach Anthony Weaver.

💸 The publicly-traded company closed a $4M funding round in August teasing that it was just the “first tranche” of new investments from “prominent celebrities and sports stars.”

🏆 The brand has leaned into its connection to professional sports amassing a large list of investors and influencers from nearly all major sports while also going after Crossfit personalities, rock-climbing and surfing. 

🫰In May, the company reported revenue of $3.5M in net sales for Q1 2023, with volume growth up 130% during the quarter.

Functional beverage brand Odyssey has grown its distribution presence to over 6,000 doors, with new partner Heidelberg Distributing opening up the market in Ohio for the mushroom-added elixir and energy drink maker.

🚛 Heidelberg services around 9,100 off-premise accounts in Ohio, in which Odyssey said in a press release it is hoping to quickly make headway.

🤝 The brand is also making strides in Michigan, partnering with John P. O’Sullivan Distributing. Primarily a beer distributor, the DSD house also carries energy brands like Alani Nu, 5-Hour Energy and ZOA in its non-alc portfolio.