• 🆓 Tequila Regulators Take Aim at Additive-Free
• 👹 Monster’s co-CEO Plans For Succession
• 🆕 Gallery: This Week’s Hot New Beverages
• 👻 Ghost Energy Now Haunting The Ballpark
• 🎾 Jordan’s Cincoro Brings Heavy Hitters
• ⭐ Walmart Is Getting ‘Better.’ But Will Brands Benefit?

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You may think additive-free is just a wellness buzzword, but tensions over the certification of additive-free tequila have led to some telenovela-level drama.

⏪ In the past few years, “additive-free” – a term used to designate tequila that’s been produced without sweeteners and other artificial ingredients – has entered the agave spirit chat. But there’s been only one major resource, online platform Tequila Matchmaker, for finding additive-free tequilas. 

🇲🇽 The body that regulates tequila, which has previously denounced independent additive-free labeling efforts, recently filed a complaint with Mexican authorities against Tequila Matchmaker, leading to a raid of the house belonging to the founders. 

🤔 The incident coincided with the conclusion of the comment period for changes to the U.S. Alcohol and Tobacco Tax and Trade Bureau’s (TTB) next set of rules for alcohol labeling. Multiple comments demanded more transparency in tequila, meaning that regulators and the brands they work with may have felt the heat coming from consumers and industry. 

We explored how the drama may point to future changes in the labeling of tequila (and other spirits). Check out the full story on BevNET.

After more than 30 years as the chief executive of the Monster Beverage Corporation, co-CEO Rodney Sacks announced he is preparing to reduce his day-to-day responsibilities at the company beginning sometime next year. His co-CEO Hilton Schlosberg is positioned to take over the role full time, while Sacks will remain on as chairman.

🕜 Besides a wind down start date of 2025, no detailed timeline was given for Sacks’ departure from his current role. 

💹 The decision comes in coordination with an upcoming modified Dutch Auction tender offer, which Sacks and Schlosberg intend to participate in.

⚡ The announcement was made in a characteristically subdued manner with minimal commentary from Sacks during the company’s Q1 earnings call yesterday. As for the financials, Monster reported double-digit net sales growth in Q1 2024, rising +11.8% to over $1.9 billion.

Read the story on Sacks’ decision and catch up on the company’s full Q1 earnings on BevNET.

From dessert-flavored coffee concentrates to Star Wars-inspired blue milk, the latest edition of BevNET’s weekly New Products Gallery features innovations spanning all sides of the beverage industry. Here’s a sneak peek at what’s inside: 

🚀 You no longer have to travel to a galaxy far, far away to get your hands on the blue milk seen in Star Wars thanks to TruMoo’s newest offering. The limited edition 1% Lowfat Vanilla Blue Milk is now available in select markets in half-gallon jugs. May the 4th be with you!

🏕️ Just in time for summer campfire season, Dunkin’ unveils its latest innovation: S’mores Artificially Flavored Cold Brew Concentrate. The concentrated coffee is said to feature “bold, smooth notes of chocolate, graham cracker and toasted marshmallow.”

🏅 In honor of Asian Pacific American Heritage Month (APAHM), Sanzo has partnered with gymnast Leanne Wong to celebrate her “golden career” by featuring her on a limited edition Calamansi can. The limited edition cans are now available for pre-order on Sanzo’s website for $36.99 per 12-pack.

Check out the full gallery on BevNET. 

Insiders can save $100 per registration for BevNET Live, taking place in NYC on June 12 + 13. Today, Friday, May 3, is the final day of early registration pricing. Join us at the leading event for the beverage industry to:

• Discover creative business solutions from expert speakers at Diageo, Icelandic Glacial, Lemon Perfect, Equitea, Tip Top Cocktails, Mocktail Club and more
• Network with hundreds of beverage industry professionals including founders, brand leaders, retailers, investors, and industry partners
• Meet one-to-one with buyers from Whole Foods Market, Lowes Foods, and Gopuff
• Learn the basics at Beverage School
• Watch or pitch in BevNET's New Beverage Showdown
• Sample the latest beverage innovations

Register before the weekend and save.

GHOST Energy announced a new multi-year partnership with the Philadelphia Phillies, signing on as the major league baseball team’s “Official and Exclusive Energy Drink.” 

🍊 As part of the activation, the brand’s Original ‘OG’, Orange Cream and Tropical Mango flavors will be available at concession stands and grab-and-go kiosks throughout Citizens Bank Park. The products will also be used as a backbar mixer and in an exclusive GHOST Energy signature cocktail drink.

⚾ The brand will also have plenty of signage around the park, including behind home plate and in the Phillies dugout. Ghost will be the official Presenting Partner of Phillies Arrivals and highlight players via the Phillies social media channels on game days.

The already star-studded roster of investors in Jordan’s Cincoro is adding a few more co-owners, the brand announced last week: Grand Slam Champion Serena Williams, MLB Hall of Famer Derek Jeter, professional golf champions Dustin Johnson and Keegan Bradley, and DraftKings Inc. co-founders Jason Robins, Matt Kalish and Paul Liberman. 

🏀 Cincoro Tequila was launched in 2019 by five NBA legends: Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics, and Jordan.

✈️ The brand looks like it's following the path of other tequila companies – searching for growth internationally – but clearly is still tapping into the power of celebrity followings in the U.S. The brand is set to go international this summer according to a press release, and will integrate the new team into strategic brand activities including “experiential activations, comprehensive media plans, high-profile appearances, and more.” 

When the world’s largest retailer launches a private label brand of better-for-you and affordable food and beverage staples, it stands to reason that their customers will benefit. But how will Walmart's new bettergoods brand impact its existing CPG suppliers? The Taste Radio crew weighs in.

Listen to the episode here.