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A non-alcoholic RTD brand has landed in 100 Virginia ABC stores—an uncommon breakthrough in a tightly controlled retail system. 🍸📦 Mocktail Club, founded by Pauline Idogho, is believed to be one of the first adult non-alc brands to secure placement at scale within a control state liquor network. Brokered by N3 Beverage founder and former Breakthru Beverage exec Vince Waldron, the deal comes as NA alcohol alternatives—still under 1% of total alcohol sales—grow 19.2% YoY, even as traditional alcohol declines. The brand’s sparkling 12 oz. lineup, featuring flavors like Manhattan Berry and Bombay Fire, joins a control state channel where RTDs are up 16.1% in sales and spirits continue to slide. How did Mocktail Club navigate the regulatory hurdles—and what does it signal for NA brands eyeing ABC systems? Link to the full story in the first comment below 👇 #NonAlcoholic #RTD #BeverageIndustry #ControlStates #AlcoholAlternatives #CPG #RetailNews

**Tru is cutting SKUs and doubling down on what sells.** 🎯🥤 The functional beverage brand has unveiled a full rebrand and streamlined portfolio, shifting focus squarely to its Energy and Calm RTDs while exiting powders and rationalizing other functional lines. Backed by BTomorrow Ventures, Tru says its magnesium and caffeinated drinks are outperforming, prompting a sharpened strategy around seven-ingredient formulas, fruit juice sweeteners and updated packaging designed to win with label-scanning shoppers. The overhaul includes new flavors, a brighter fruit-forward look from Made By Colony and illustrator Kyle Godfrey, and an expanded push in club and regional retail — with 70 Costco roadshows planned this year and deeper plays at H-E-B, Kroger, Wegmans and more. Link to the full story in the first comment below 👇 #BevNET #FunctionalBeverage #RTD #BrandStrategy #CPG #RetailDistribution #EnergyDrinks #PackagingDesign

Throne Sport Coffee has added MLB All-Star Alex Bregman as an equity-backed ambassador, marking the brand’s latest play in the competitive functional coffee space ⚾☕ The Chicago Cubs third baseman joins a roster that includes Patrick Mahomes and Breanna Stewart, as the NSF-certified RTD brand continues its expansion following a $10 million funding round and a new DSD partnership with Big Geyser in NYC. Founded in 2024 by former BodyArmor marketing head Michael Fidele, Throne’s portfolio features 150mg caffeine cold brews and 10g protein dairy-free lattes. Elsewhere in marketing: Evian taps Jeff Koons for its 200th anniversary bottles 🎨, Sprite unveils a new global platform and sonic identity 🎶, Waterloo inks a deal with AVP 🏐, and OIKOS teases its upcoming “All-Strength Team,” among other brand moves. Link to the full story in the first comment below 👇 #Marketing #BeverageIndustry #SportsMarketing #FunctionalBeverages #BrandPartnerships #CPG #RTD #Branding

Most consumers are not cutting sugar out. They are trying to manage it. That shift is changing how beverage brands approach sweetness, formulation, and repeat purchase. This free guide from Cargill breaks down how to build sweetener systems that balance taste, function, and label, with practical frameworks across hydration, protein, and wellness beverages. If you are working on reformulation or refining your product, this is worth a read. 👉 Download: https://lnkd.in/gAYgnVb5 Mike Schneider | Colin Sughrue #beverageindustry #cpg #formulation

We’re excited to announce Samantha Fletcher, Senior Category Merchant at Whole Foods Market, as a speaker at BevNET Live NYC, June 10+11 in New York, NY! 🔥 Samantha Fletcher is helping define one of the most closely watched areas in beverage retail. As Senior Category Merchant for Adult Non-Alcoholic Beverages at Whole Foods Market, she is shaping how this fast-growing category is built, merchandised, and brought to consumers. With experience spanning HEB and The Culinary Institute of America, Samantha brings a cross-functional perspective that bridges on-premise and retail. Her work reflects how evolving consumer preferences and rapid innovation are influencing category strategy at one of the industry’s most influential retailers. BevNET Live has long served as a strategic checkpoint for the beverage industry, powered by BevNET’s 30 years of leadership, bringing together founders, investors, retailers, and operators. 🎟️ Register now! Early registration pricing is live. Secure your spot and get first access to 1:1 meeting sign ups and sampling opportunities. 🗓️ June 10+11, 2026 📍 New York, NY 🔗 Register Now: https://lnkd.in/g-KyJnWR 🌐 More Info: https://lnkd.in/epbBPEx #bevnetlive #beverageindustry #newyork #cpg John Craven | Mike Schneider | Melissa Traverse | Martín Caballero

Even cocktail mixers are getting a functional upgrade. 🥂💧 Q Mixers has launched Q Refreshers, a four-SKU line of electrolyte-infused beverages designed to be mixed with alcohol or enjoyed solo, marking the brand’s first move into functionality. Packaged in 7.5 oz. cans, the drinks contain sodium, potassium, magnesium, and vitamins B and C, and retail in 8-packs for $7.99. CEO Betsy Frost says the innovation reflects shifting consumer behavior, as hydration, “sweet treat” occasions and the rise of refreshers blur lines between mixers, mocktails and modern sodas. From QSR trends to TikTok-driven at-home experimentation, Frost sees an opportunity for mixers to expand beyond traditional hosting moments — and into everyday consumption. Hear more from Frost at the link in the first comment below ⬇️ #BeverageIndustry #Mixers #FunctionalBeverages #NonAlcoholic #Innovation #CPG #OnPremise 🍹

From a $7,000 startup bet to 10,000 stores in under a year, Protein Pints is offering a striking case study in rapid CPG scale-up 🍨📈 In a new Taste Radio episode, co-founders Paul Reiss and Michael Meadows discuss how the high-protein ice cream brand grew from 14 doors to nationwide distribution, with the company now selling one unit every three seconds. The founders point to years of sampling, recipe iteration, and a deliberate decision to lead with “protein” in the brand name as key differentiators in a crowded frozen aisle. The conversation also explores how branding, taste, and repeat purchase helped fuel momentum as the company expanded against established ice cream players. Hear how Protein Pints built its playbook at the link in the first comment below 👇 #CPG #BeverageIndustry #FoodAndBeverage #FrozenFood #Protein #StartupGrowth #TasteRadio #ExpoWest

Create Wellness has raised $20 million to fuel its next act: a move beyond gummies into creatine hydration powders. 💧💰 The Series B round was led by Alliance Consumer Growth and Mike Repole’s Impact Capital, with participation from Unilever Ventures, as the brand reports a run rate topping $100 million. Alongside the funding, Create unveiled Creatine + Electrolytes stick packs—featuring 5g of creatine monohydrate, electrolytes and taurine—and a packaging refresh aimed at broadening its appeal. Founded in 2022, the company is expanding from three to eight SKUs at Target and growing distribution across The Vitamin Shoppe, Sprouts, GNC and Wegmans. Link to the full story in the first comment below 👇 #BeverageIndustry #FunctionalBeverages #Supplements #SportsNutrition #Creatine #CPG #RetailExpansion

Beverage alcohol is off to a turbulent start in 2026 — and the latest data reveals where the real momentum is building. 📊🍺 In its year-to-date 2026 performance report, 3 Tier Beverages breaks down the categories gaining traction and those facing continued headwinds across the U.S. market. The analysis highlights shifting consumer preferences, evolving pricing dynamics and notable movements among beer, wine and spirits segments, offering an early look at how the year is shaping up for suppliers and distributors alike. What do the numbers signal for the months ahead — and which segments are outperforming expectations? Link to the full story in the first comment below 👇 #BeverageAlcohol #IndustryTrends #MarketData #BeerIndustry #WineBusiness #SpiritsIndustry #CPGInsights