Weekly Sip: V8 Energy Keeps You Warm this Winter | The NYC startup aims to be a ‘light beer with a hard seltzer’.

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V8 Energy is a winter drink to keep you warm.

With cooler air coming in, V8 Energy is warming up for the winter holiday season.

The Campbell Soup-owned brand is launching two product expansions. V8 Energy Spiced Apple Cider; There’s also V8 Energy Winter Berry, which contains apple, raspberry, and cranberry. Both flavors will be available in stores starting this month.

Like other V8 energy drinks, the latest offering is infused with the natural energy of tea to provide vitality. Each 8-ounce serving contains one serving of vegetables and fruit, 80 mg of caffeine, 50 calories and 12 grams of carbohydrates.

V8 Energy was first introduced in 2011 and has grown steadily since its launch. Retail sales were up more than 5% last year through October 6, according to Circana data provided by Campbell Soup.

V8 Energy first introduced seasonal products with package designs in 2023. Earlier this year, we launched our first limited-time seasonal flavors, Summertime Watermelon and Summertime Strawberry.

“We are still in the early stages of our Limited Time Offer (LTO) journey,” Prabha Cheemalapati, vice president of beverages at Campbell’s, said in an email to Food Dive. “The positive consumer response we have seen strengthens our strategy to launch more LTOs next year.”

Cheemalapati said limited-time products are becoming a bigger part of V8 Energy’s strategy as consumer trends change and evolve. She added that Campbell plans to introduce “at least two LTOs per year, with a focus on trending flavors.”

“We have primarily launched seasonal items, but as we build our portfolio, we are also exploring added functional benefits, collaborations and other exciting innovations,” Cheemalapati added.

— Christopher Doering

Dirty Water’s efforts to become the ‘dive bar hard sparkling water’

New York City startup Dirty Water believes there is potential for a beer-like product in the sparkling water category.

This fall, the company expanded its direct-to-consumer sales territory to 45 states, although it was previously only available in the Big Apple. Dirty Water describes the malt-based drink as a light, refreshing alternative to mainstream hard seltzer. It’s not too sweet, not carbonated, and has pear and citrus flavors.

Founder and CEO Dominic Minogue, who previously worked in the mobile gaming and technology industries, said he was inspired to create the new brand after discovering that the leading hard seltzer options on the market were not living up to their potential.

“When it comes to taste, it’s a little bit sweet because we want you to know what it tastes like,” Minogue told Food Dive. “I wanted something that felt like beer, but in the form of a hard seltzer, like Miller High Life and (Pabst Blue Ribbon). “Nothing has really come out that matches that.”

He believes Dirty Water is a “dive bar hard seltzer.” Minogue has expanded the range of drinks by partnering with bars in New York City. But he discovered that launching in America’s largest city came with its own challenges.

“There are millions of people here in New York, and there are 12 bars on every corner, and those 12 bars probably don’t have the same number of people frequenting each one,” Minogue said.

Assessing where the company is doing well across the country with DTC sales, Minogue believes Dirty Water can build a more loyal following in certain locations through dive bars.

“My biggest approach is to focus on those points of sale and get those supporters, whether it’s bartenders or people who frequent the place. “It’s a grocery store,” he said.

—Chris Casey

Best Day Brewing Non-Alcoholic Beer Buzz Continues

A start-up brand in the non-alcoholic beer space is touting funding in 2024 to expand its reach.