• Why Huxley Is Betting On Balanced Energy
• High On Lemons, Sweet on Coffee
• Simply Good Foods: Q3 Fueled By Protein
• Jennifer Aniston, smartwater Still Going Strong
• Now Streaming: Taste Radio

New regulations and rising demand for clean, quality packaging have made glass a key advantage in spirits-based RTDs. This free guide offers expert insights from the Glass Packaging Institute, Via Carota Craft Cocktails, and Sandstrom Partners to help you assess glass’s role in your beverage company’s future. Learn more

Beverage founders know that shipping liquid is an expensive endeavor. Doing it from the Hawaiian Islands is exponentially more challenging.

For Hawaiian Soda Co. the prospect of moving to the mainland was not part of the business’ initial plan when it launched into retail in 2023. Soon after securing a retail partnership on the islands, the better-for-you soda brand found demand was growing on the mainland too.

“We got a lot of traction with visitors to the islands asking: ‘How do we get this back at home,’” said co-founder Gina Ho.

With the help of a co-packing partner located within the lower 48, Hawaiian Soda is now in the midst of scaling from a regional soda business to a recognizable name in the modern soda set. It has its eyes on an expansion throughout the West Coast, Texas, Utah and the Midwest.

The brand is about to launch into more than 40 Costco locations in Hawaii and California as it onboards with new distributors in Vegas and the Pacific Northwest.

But making the move to the mainland is no easy prospect (ask Shaka Tea, which shut down operation in December). 

Hawaiian Soda Co. has used the resources provided by its inclusion in the retail and CPG investment group Mana Up’s incubator program to bring Hawaiian flavors off the islands.

Read how Hawaiian Soda is charting westward growth on BevNET.

This week at BevNET we rounded up two new releases from sparkling coffee startup Fuzzee and THC cocktail specialists Nowadays.

Then, we chronicled our thoughts with each swig, highlighting aspects of the brand, liquid and product positioning that stood out and things the company could consider for next time. 

🆓 Check out this week’s review roundup on BevNET.

To submit your beverage product to BevNET for review, click here. And to browse past reviews, check the archive here.

“Moderate caffeine” and “hydration” aren’t typically attributes the everyday consumer associates with energy drinks. But Huxley is hoping to change.

Since its 2024 sprint from concept to launch, the lower caffeine, higher electrolyte brand has built a distribution foothold across the Midwest. 

• Its products are available in approximately 500 doors, including select Target, Fresh Thyme Market and Hy-Vee locations. 
• Huxley is hitting the road this summer with a series of 10 Costco roadshows to generate greater brand awareness. 
• Roughly 50% of the brand’s customers are converting from other brands, while the other half are individuals who feel the energy drink category doesn’t speak to them, according to founder Simon Solis-Cohen.

💬 “The best way we sell our product is by having a conversation and getting people to taste it. We’re not trying to dupe a popular energy drink. We’ve completely reimagined what an energy drink can be,” said Solis-Cohen. 

Insiders can learn more about Huxley’s approach to the energy drink category by reading the full story on BevNET.

There’s a lot to love in the big ole’ new product gallery we have for you this week. Here’s a preview: 

🍋 ​We’ve got a couple of cold ones ready for when 5 PM hits. Not beers, mind you, but THC-infused lemonades. First is a new limited-run 10mg THC Lemonade from Nowadays. And we’re eager to sip some of the Original, Raspberry, and Half & Half flavors from Atlanta-based Triple, too.

🥛 Is coffee basically just dessert now? Fine with us, as in that case there’s a pair of tasty-looking options this week from Nespresso x Milk Bar (Cereal Milk Latte) and Starbucks, the latter revamping its classic Frappuccino drinks for their 30th (I know!) anniversary. More into the classics? The new RTD cold brew from Waffle House is what you’re looking for. 

🆓 Check out the complete new product gallery here.

Quest Nutrition, OWYN and Atkins’ parent company highlighted the continued expansion of its high-protein shakes, bars and baked goods in a Q3 earnings report Thursday. 

• While Q3 net sales were up 12.8% year-over-year and gross profit rose 9.2% compared to the same period last year, Simply Good Foods’ (SGF) gross margin declined in the quarter driven in-part by Atkins.
• Quest – which represents about 60% of SGF sales – grew its bar sales by 3% with the new Quest Overload line and its 45-gram-protein shakes “performing very well” just a few months after launching, CEO and president Geoff Tanner said.
• OWYN has complemented SGF’s portfolio with its robust protein shake options which have grown in retail by over 20% during Q3. 
• While SGF continues its revitalization plan for Atkins, company leadership conceded there might be more SKU rationalization of the “long-tail of lower velocity” products.

Read the full breakdown on Nosh.

Nearly 20 years after their first campaign in 2007, Jennifer Aniston’s partnership with smartwater is still going strong. Now, the duo has teamed up on a new TV spot celebrating life’s “simple, smart choices.”

• The Friends star “embodies everything smartwater stands for: great taste, effortless style and intentional living,” according to Shakir Moin, President, Marketing, Coca‑Cola North America.
• Fifteen and 30-second versions of the TV spot showcasing smartwater and smartwater alkaline with antioxidants are airing now, and the campaign will include social media, audio and out-of-home creative.

Catch up on the latest marketing news with the full story on BevNET.

Could plastic packaging be the next target on MAHA’s hit list? Have we reached peak chili crisp? Has Dubai chocolate already jumped the shark? 

The hosts dig in and debate, then spotlight a new $450 million fund that’s fueling emerging food and beverage brands. They also sit down with Tara Lindley of High West, who talks about how the revered whiskey brand balances innovation with market demand.

Tune into the episode now. Also available on Spotify and Apple Podcasts.