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Beverage Innovation

Tracking The Drinks Marketplace


Season Three Is Sprite Limelight’s Largest Musical Collaboration Lineup Yet

Sprite Limelight returns in 2024 with its largest lineup of international artists yet for Season Three, including Young Miko, Fireboy DML, XAMÃ, Lay Zhang, Doechii, Blxckie, and Mahalia. Each artist interprets a core hook created by Take A Daytrip (a DJ, producer and songwriting duo), resulting in unique tracks blending Afrobeat, R&B and rap. This season emphasizes personal stories of perseverance amidst life's pressures, shared through social media, YouTube and Spotify playlists. Fans can engage by using Sprite’s AI-powered "Soundlabs" remix tool and QR codes on special edition cans to create their own music. The campaign aims to connect with Gen Z by highlighting how music helps them navigate stress, reinforcing Sprite's message of staying cool during heated moments.

Other Companies

Boost Drinks Brings Back The £1 Price Point

UK-based Boost Drinks is reducing the price of its Juic’d range to £1 per can across all flavors, responding to market demand and aiming to enhance value perception for consumers and retailers. The move aligns with rising sales trends in the energy drinks market, particularly for 500ml cans. Adiran Hipkiss from Boost Drinks said the move enables “retailers to attract more customers, drive higher sales volumes, maintain healthy profit margins and build strong customer loyalty, all while staying competitive to the market.”

O2 Hydration Joins Sprecher Brewing’s Brand Lineup

Sprecher Brewing Co., a Wisconsin-based brewer and soda maker, acquired a stake in O2 Hydration, a sports-drinks business from Ohio. This move, for which financial terms are undisclosed, represents the latest step in Sprecher's ongoing diversification beyond traditional beverages. Founded in 2014, O2 Hydration offers flavored sports drinks and a peach-pear hydration mix in sachets. The partnership aims to expand O2's market reach nationwide, leveraging Sprecher's extensive distribution network. David Colina, CEO of O2 Hydration, expressed enthusiasm about the deal on LinkedIn, emphasizing the opportunity to introduce its products to a broader audience seeking healthier alternatives. Sprecher's recent growth, including a reported 300 percent increase in sales since 2020, underscores its commitment to quality and innovation. 

Tilray Introduces Non-Alcoholic Beers Targeting Runners

Tilray Brands, Inc. introduced Runner’s High Brewing Company under Tilray Beverages, targeting the growing community of runners with a line of non-alcoholic beers. The brand aims to cater to runners seeking flavorful post-run refreshments without alcohol, debuting at the Peachtree Road Race in Atlanta, Georgia. Prinz Pinakatt, Tilray Beverages’ Chief Marketing Officer, highlighted the brand's appeal to both social and casual runners, aiming to establish Runner’s High as the preferred choice in this niche market. The initial launch includes three varieties - Golden Wheat, Raspberry Wheat and Dark Chocolate - each tailored to offer unique taste experiences with low calorie counts. 

Lucozade Production Expected To Recommence Next Month

Suntory Beverage & Food GB&I plans to resume production of Lucozade Energy and Sport flavors in August, with Blucozade following in September, after production halts due to a fatal incident at its factory earlier this year. This schedule, confirmed by SBF GB&I's sales director Alpesh Mistry, indicates stability in supply for the popular Lucozade product lines, which collectively account for nearly 90 percent of the brand's sales. Retailers have reported good availability of Lucozade products in the cash and carry channel, underscoring ongoing consumer demand. The successful launch of Blucozade variants like Lucozade Sport Blue Force and Lucozade Energy Blue Burst have been noted for their strong performance in retail.

UK Functional Soda Brand Xoxo Secures £2.5M Funding

Xoxo, a UK-based prebiotic soda start-up, secured £2.5m in funding, led by JamJar Investments, the venture capital fund co-founded by former Innocent Drinks owners. This marks JamJar's first foray into the beverage sector, drawn by Xoxo's potential to disrupt the soft drinks market. Founded in 2022 by Rory Paterson and Nick Janssen, Xoxo has rapidly expanded its presence across 4,500 retail locations in the UK and key European markets like Germany, the Netherlands and Austria. The funding will fuel Xoxo's growth initiatives, although specific distribution strategies remain undisclosed. CEO Rory Paterson highlighted strong consumer demand for their product, positioning Xoxo as a challenger to traditional soft drink brands, which he sees as being complacent. The company says it’s on track to have sold 250,000 cans by the end of June this year. With support from investors like Döhler Ventures and GGF Ventures, Xoxo aims to capitalize on its early success to further scale its innovative approach within the competitive beverage industry.
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