• Zero to 💯: NA Retailer Lands Big Time Backer
• 🥤 Moshi Alternates Sodas For Sparkling Water
• 🔀 Siempre Switches It Up

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As Dry January wraps up, non-alc retailer The Zero Proof is keeping the NA party rolling with new backing from a major beverage player. 

The company announced today the closing of its Series A funding round, led by the Asahi Group Beverages & Innovation, the U.S.-based venture arm of Asahi Group Holdings, with participation from the company’s previous lead investor, Overline, along with Springdale Ventures.

The company will use the growth capital to ramp up its wholesale business, with plans to hire salespeople in key markets, expand its distribution network nationwide, grow its base of key retail accounts, and broaden its wholesale portfolio. 

The Zero Proof is one of a handful of new retailers that have capitalized on the double-digit growth of the adult non-alc category. Like competitor Boisson, it’s now leveraging a partnership with a BevAlc giant to expand further beyond e-commerce. Boisson recently landed an investment from the venture arm of Pernod Ricard— both deals illustrate how strategics are moving into the category in addition to launching zero proof versions of their flagship brands.

The investment is likely a step towards Asahi Europe & International’s ambition for 20% of their portfolio to consist of alcohol-free products by the end of the decade. 

Read the full story on BevNET

Two legends of a different kind are teaming up: NFL icon Tom Brady will merge his health and nutrition brand TB12, along with apparel company Brady, with BodyArmor co-founder Mike Repole’s sneaker brand NoBull in an effort to create a ​​complete wellness company.

🤝  Brady’s businesses will be renamed under the NoBull banner and he will become the company’s second largest shareholder.

💰 Repole, BevNET’s Person of the Year in 2021, purchased a majority stake in NoBull last year and intends to transform the brand into a “billion dollar powerhouse” with Brady onboard, according to CNBC.

💭 The partnership has been in the works for nearly two years, said Repole: “We found that even though we go about things a little differently, we get to the same place and we have the same core values.”

When customers told Moshi that it wanted a low sugar, canned alternative to its Asian-inspired sodas in glass bottles, it listened.

🍐 The Brooklyn-based brand is launching a new line of flavored sparkling waters made with a combination of fruit juice and natural flavors in four flavors – Asian Pear & White Miso, White Peach & Yuzu, Fuji Apple & Concord Grape and Honeydew Melon & Cream.

👐 According to founder Alton But, the new line will open up new, everyday use occasions for existing Moshi consumers, noting that the flavors are a “natural segue” from its existing sodas.

💭 “It’s no secret that healthier beverage options are the future of our industry. As soda and sparkling water are traditionally presented to retailers as separate categories, we feel that growth for both lines can occur alongside each other,” But said.

Read the full story on BevNET

With so many new tequila brands on the shelf, how does a brand stand out? For Siempre Tequila it’s by not trying too hard. 

📈 Since debuting in 2015, Siempre has found itself in one of the hottest categories in spirits, which means a lot more competition (including from too many to count celebrity-backed brands). 

👀 So the founders decided to update the look— but by going less bold. Switching from an  eye-catching metallic to recycled materials is part of a larger shift focusing on sustainability and storytelling.  

👪 In addition to the external changes, the founders moved distilleries, working with a costlier and smaller producer where they are distilling additive-free expressions for the brand. By sharing more about co-founder Monica Sanita’s family and the distillery, the founders are aiming to get a leg up on new entrants as a brand rooted in heritage and quality.

Read the full story on BevNET