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The Weekly Sip is Food Dive's column focusing on the latest news from the fast-changing and growing beverage sector. From the first product lines to major investments and controversial topics, this column aims to quench your thirst for development in this category.
Messi starts hydration beverage business
As temperatures continue to rise, consumers looking for a refreshing summer drink have a new option to try thanks to one of the world's highest-paid athletes.
Más+ by Messi is a line of rehydration drinks founded by Argentine footballer Lionel Messi that launched this month. Each bottle contains electrolytes, 10 calories, and 1 gram of cane sugar. The brand claims that the drink contains no artificial sweeteners or colors and comes in four flavors: Miami Punch, Orange d'Or, Berry Copa Crush, and Limón Lime League. The drink is sold in 16.9-ounce bottles, with 12-ounce cans launching in July.
Messi, who plays for Inter Miami and the Argentina national team, said he was looking for a water-based drink that had both healthy ingredients and high-quality taste. According to his press release, he decided that making his own drinks could encourage drinkers to choose healthier options.
Rishi Daing, vice president of the beverage brand, said the product could help meet the growing demand for hydrated beverages.
“Más+ by Messi sets a new standard in the hydration category by providing premium ingredients for those who want to move, play and live more,” said Daing. “Our beverage and flavor innovations, combined with Messi’s expertise as an elite athlete, have resulted in a beverage unlike any other on the market.”
This product follows a slew of hydration drinks hitting the market over the past few years, from PepsiCo's Gatorade Water to Coca-Cola's BodyArmor Flash IV. bright and colorful bottles Furthermore+ Similar to Prime, which YouTuber Logan Paul launched in 2022 and has found great success among young consumers.
— Chris Casey
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Provided by Casa Azul
Rob Gronkowski aims for success with investment in Casa Azul
Former NFL star Rob Gronkowski has enjoyed widespread success with Gridion, and now he’s looking to move it to the beverage aisle.
The former superstar tight end is investing in Casa Azul, maker of organic tequila and natural tequila soda products. The amount he invested in the Los Angeles-based company was not disclosed. Gronkowski joins other investors including golfer Michelle Wie West and Kansas City Chiefs player Travis Kelce.
“Gronkowski’s passion for high-quality products aligns perfectly with Casa Azul’s values, and we are thrilled to have him on board,” Casa Azul CEO Dennis Carr said in a statement.
The food and beverage sector has become a popular investment channel for celebrities. Alternative meat maker Meati Foods has attracted investors including Derek Jeter and Rachel Ray, while lemon water brand Lemon Perfect's roster includes singer Beyoncé. And Oprah Winfrey and Katy Perry invested in Apeel, a startup that developed a coating to preserve agricultural products like avocados.
Gronkowski’s involvement comes as Casa Azul launches two new flavors: Pineapple and Spicy Margarita. The Pineapple Coconut flavor offers a tropical sweet fusion, while the Spicy Margarita offers an intense spicy kick. These two join the classic lime and grapefruit varieties.
Casa Azul Tequila Sodas feature real tequila, carbonated water, natural fruit flavors, and a hint of agave nectar. These drinks have 0-1g of carbs, 100 calories per can, and are 5% alcohol.
— Christopher Dohring
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Provided by Loca Loka
Loca Loka blends Mexican and Indian cultures through tequila.
As tequila dominates the cocktail category, new brands are entering the competitive space with unique approaches.
Loca Loka offers Tequila Blanco and Reposado, made from agave sourced from Jalisco, Mexico, in both sweet and spicy flavors. The brand draws inspiration from the “vibrant cultures of India and Mexico,” reflecting the co-owners’ Indian heritage. Loca Loka was founded by Indian film actor Rana Daggubati, musician Anirudh Ravichander and entrepreneur Harsha Vadlamudi.
“As we witness tequila’s transformation from a quick party tipple to a sophisticated savory spirit in the U.S., we see a clear and compelling opportunity to further expand its appeal to a new global community.” Badlamudi It said in a statement.
The brand name is derived from the Spanish word loca, meaning “mad,” and the Sanskrit word loka, meaning “world.” Loca Loka aims to help the brand celebrate the history of film, music and art between two cultures.
The launch of Loca Loka comes after tequila became one of the fastest-growing alcoholic beverages in 2023, with sales growing at a compound annual growth rate of 18%, according to IWSR data. Popular brands like George Clooney's Casamigos, Kendall Jenner's 818 and Dwayne Johnson's Teremana Tequila have contributed to the surge.
Loca Loka is currently available in select Los Angeles, New York, and New Jersey stores, with expansion to Illinois, Florida, and Texas in August.
— Chris Casey
