• 🤑 Trump Pledges Tariffs Feb 1
• 🌱 Botanic Tonics Raises $25M
• 🔄 People Moves Across The Industry
• ☕ Atomo Gets $7.8M
• 🏢 Walmart's New Home Office

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As our Boston-based team faces down another harsh New England winter, it’s lists like these that keep us going through the bleakest days. Seriously: get a hot cup of coffee and check out Numerator’s Brands to Watch in 2025 – it’s well worth a look, covering multiple categories and demographics using a blended rank of household penetration and sales growth data. 

• When we say these brands are on fire, we mean it: two of the top 10 fastest-growing brands are hot sauce makers Melinda’s (#1) and sriracha specialists Huy Fong Foods Inc. (#6). 
• Along those lines, several of the other listed companies – snack brand Miss Vickie’s (#3), plus ‘modern soda’ makers Poppi (#2) and Olipop (#7) – offer updated takes on staple categories.

The list of fastest-growing “big” brands – defined as being purchased by at least one quarter of U.S. consumers – featured a slate of names owned by large strategics: Coca-Cola’s dairy banner Fairlife (#2), PepsiCo’s Cheetos spin-off Chester’s (#3) and Danone’s International Delight (#10). 

• Independents were also in the mix, with Celsius (#4) and Tillamook County Creamery Association (#9).

Numerator breaks the data down further into several more top-10 lists, which are each worth digging into. Glancing at the list of top 10 fastest-growing brands for GLP-1 users in 2024, we’re already seeing how rising interest in those drugs (Ozempic, Wegovy) is drawing consumers to protein-centric brands ranging from shake-maker Premier Protein (#1) to meat processor Kentucky Legend (#2) to doomsday bunker essential Manwich (#10).

President Trump punted his pledge to slap tariffs on global goods on the first day of his presidency, but warned they may arrive February 1. 

🚢 The president signed an order for federal officials to review U.S. trade relationships for any unfair practices. 

• Later, he told reporters that he was considering pledging import duties of 25% on Canada and Mexico, as well as 10% on global imports and 60% on Chinese goods starting next month.

🥃 As we’ve reported, the spirits industry has been caught up in Trump’s tariff disputes before, which left mostly craft distillers wounded. 

• American whiskey producers are also already on edge: the European Union’s tariffs previously imposed on American whiskeys are scheduled to snap back to 50% if there is no agreement on the ongoing steel and aluminum tariff dispute by the end of March. 

🤔 With possible new tariffs and retaliatory actions, some have argued that the tariffs could be good for American brands who would face reduced competition from overseas products, although major exporters, such as Brown-Forman have warned they would be “painful.”

Go Deeper: Do Tariffs Spell Impending Doom For Craft Distillers?

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Kava and kratom shot maker Botanic Tonics is “feeling free” following the infusion of a fresh $25 million investment, reported earlier this month by Silverwood Partners. 

💰 The “internal” round included new capital from existing investors which will support the business’ vertical integration efforts like securing its supply chain of noble kava root, said a company representative.

😁 The herbal supplement company makes 2 oz. bottles of feel free CLASSIC and pill capsule varieties that pair kola nut or kratom leaf with the hero ingredient kava. Feel free is available in 23,000 retail locations including many convenience channel locations.

💭 “By vertically integrating our kava root supply chain in Vanuatu, we're not only strengthening direct relationships with farmers who preserve centuries-old growing and harvesting traditions, but also ensuring we have the capacity to scale while maintaining the premium quality our customers expect,” the company reported.

Stay tuned for more details of the investment later on BevNET.

💪 Clear protein sports drink Protein2O has started the year with a brand refresh and a new executive with former Rowdy Mermaid CFO/COO Matt Opperman taking on the same positions at Protein2O. 

🥃 After 10 years leading Vermont-based whiskey maker WhistlePig, CEO Jeff Kozak will be stepping down and moving into a board advisory and consultant role. He will be succeeded by WhistlePig board member Marty Birkel as interim CEO.

🥥 Former Genius Juice founder Alex Bayer is staying under the palm trees, taking a role in U.S. Sales for Thailand-based coconut product provider Prime Organic Coconut. Bayer will also continue to run his crowdfunding consultancy business Genius Dreams.

👏 Montréal-based Prime Drink Group (not to be confused with PRIME) has appointed Audrey Bouchard as its new CFO.

Bean-free coffee brand Atomo is hoping to capitalize on the high commodity prices of coffee.  The company said it is planning to expand its sales efforts and land new partnership deals on the back of a new $7.8 million capital infusion.

💰 The alt-coffee brand was founded in 2018 and closed a $40 million Series A in 2022 before announcing an undisclosed “multi-million dollar” deal with Suntory in 2023.

🫘 The brand pivoted from its earlier canned coffee alternative innovation, opting for bagged, beanless espresso in October 2023.

🏭 In April, Atomo opened its 33,500 sq. ft. roastery on its home turf in downtown Seattle. The facility is reported to have capacity to make 90 million cups of coffee per year.

Catch Up Quick: Atomo Opens Beanless Coffee Roastery

Walmart began the phased opening of its new Home Office campus in Bentonville, Ark., on Friday, a 350-acre workplace to serve as its global headquarters. 

• The new campus, featuring smart building technology and offices with renewable energy, was designed to “enhance the associate experience” and “foster community connections.” 
• Key locations at Home Office include Sam Walton Hall auditorium, Helen’s Amphitheatre outdoor venue, 8th & Plate food hall, 12 office spaces, and street front retail including Flyway Brewing, Hatch Early Mood Food, and Jamba Juice, among others.