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The Weekly Sip is Food Dive’s column focused on breaking news in the fast-changing and growing beverage sector. From first product lines to big investments and controversial topics, this column aims to quench your thirst for developments in the category.
C4 Energy Drink Frozen In Popsicle Flavor
Popular energy drink C4 is known for its ability to help consumers get moving, and now the drink is aiming to help people relax with a new Popsicle.
C4 has teamed up with Unilever-owned Popsicles to launch three flavors: Cherry, Grape and Hawaiian Punch. Each frozen treat is packed with 200 milligrams of caffeine and beta-alanine carnosine for energy, endurance and performance.
These popsicles are aimed at consumers who want a boost of energy while still reminiscing about the frozen flavors they enjoyed as children.
“We constantly conduct consumer research when introducing new products and flavors across our C4 Energy portfolio,” Katie Guyer, Nutrabolt’s VP of talent, partnerships and experiences, told Food Dive in an email. “This incredible partnership with Popsicle allows us to bring back the delightful flavors of the past and the energy that comes with them every day for C4 Energy consumers.”
C4 is one of the fastest growing brands. The $19 Billion U.S. Energy Drink Market. Its success caught the attention of coffee and soda manufacturers. Keurig Dr Pepper, C4 acquires 30% stake in parent company Nutrabolt for $863 million In 2022. This deal It dramatically increased the availability of products on store shelves while also increasing the brand's in-home penetration.
In an interview with Beverage Industry:, Nutrabolt CEO Dos Cunningham said C4's recent efforts to diversify its portfolio have helped the brand meet the needs of a wider range of consumers.
“We’re constantly evaluating the market, understanding how consumers are responding to categories as they change, and adjusting our innovation pipeline accordingly,” Cunningham told the publication.
Frozen innovations like C4 Popsicles are unlikely to become a major revenue generator for the Texas-based beverage maker, but they offer another opportunity to get the brand into the hands of more consumers. Other beverages have turned to frozen items as a gimmick to expand their brands. Courses, Blue Moon and Leaftone Tea.
—Christopher Dohring
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Courtesy of Tito's
Tito's Cocktail Recipe Book Wins Gold Medal
As the Paris Olympics opening ceremony gets underway this Friday, one popular vodka brand is hoping some of the cocktails in its recently released cocktail recipe book will find their way into watch parties for events like swimming and gymnastics.
Soul in a Bottle: The Story and Drinks from Tito's Homemade VodkaLaunched in May, the cocktails feature a variety of cocktails that the company believes will get consumers excited about cheering on Team USA at the Olympics.
Red, White and Boozy have blueberries, bubbles and food coloring. American Mule has spicy ginger and lime. Tito's Transfusion, designed to be enjoyed while watching golf, has ginger ale, grape juice and lime. And Tito's Poolside has black raspberry, peach and tart cranberry for a refreshing taste.
The book is available on Amazon, Barnes & Noble, and the company's website.
Vodka is expected to benefit as home cocktails gain popularity. According to Polaris Market Research, the global market for this alcoholic beverage is expected to grow at a CAGR of 5.40% to reach $43.6 billion by 2032.
Brands looking to capitalize on the cocktail boom are hoping their recent summer releases will continue to be popular beyond the season. Some of these brands include Pegasus Distillerie, which sells premium meteorite-distilled vodka, and Surfside, which sells vodka + tea drinks.
—Chris Casey
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Courtesy of Oo-Lah Cocktails
Yes-ra I want to Transporting consumers tropics With a canned cocktail
A new player in the ready-to-drink cocktail market is hoping to transport consumers to the beach every time they open a can.
Headquartered in Hollywood, Florida, Oo-Lah is releasing a drink that the brand says will make you feel “invigorated” by the ocean.
The cocktails come in four varieties. The Island Girl includes coconut, pineapple and orange-flavored rum. The Big O, with vodka and Triple Sec, is a lemon-lime spritz that mimics the flavor of Florida oranges. The Spicy Margarita is Oo-Lah’s take on the classic cocktail, adding tequila and jalapeño. And the Prickly Pear Margarita also includes tequila and comes in kiwi, pear and apple flavors.
“We are proud to offer products that embody relaxation and adventure, with a commitment to high-quality ingredients and innovative flavors,” said Trevor Spears, Oo-Lah co-founder.
The drink is available in select stores in Florida and Virginia.
The ready-to-drink cocktail market is growing every month, with a number of new entrants introducing canned varieties that bartenders prefer. Ready-to-drink canned cocktails, the fastest-growing segment in the spirits category, are expected to grow 26.8% to reach $2.8 billion in sales by 2023 (data from the Distilled Spirits Association of America).
This year, big-name spirits makers like Diageo’s Captain Morgan have entered the RTD market, while rap icon Snoop Dogg has launched two brands: Gin & Juice, created in collaboration with Dr. Dre, and Cali Cocktails, a collaboration with winemaker 19 Crimes.
—Chris Casey
