Among the brand-flogging trucks parked outside NY's Metropolitan Pavilion, site of BevNet Live conference, was one touting arrival this fall of city's first Erewhon grocery store. "Coming soon to NYC . . . Fall 2024," said signage adorned with palm trees and giant QR code. Except that the QR code didn't lead you to Erewhon site but rather to that of Perfy nootropic bev brand. Contact tells us that wasn't undertaken with grocer's permission, and lawyer letter might be on the way soon to perpetrator Perfy.

Two much anticipated sports drink launches are duly hitting the market this week: Congo Brand's treasure-hunt-oriented Prime X and Mark Anthony Brands' Mas+ by Messi. Prime X first: that $1 mil quest requires purchasers of new item to scan QR code or go to Prime website to claim codes that allow them to unlock one of 12 pieces of map that yield coordinates to claim grand prize. Lesser prizes included 2 apparently exclusive flavors available only to treasure hunters: Signature Serum and Glitch Elixir, signed by brand creators Logan Paul and KSI. Grand winner will be announced Aug 12 . . . To some soccer fans, Messi is himself a force of nature. But nature was able to slightly derail elaborate rollout plan when deluge hit South Florida just as Mas+ by Messi was due to break at a single store in Miami area. So that's been rescheduled for tomorrow, at 9 AM, at Bay Supermarket at 909 Normandy Dr in Miami Beach. Meanwhile, the brand is entering S Fla chains, Walmart and Publix most notable among them. A rep clarified that beer network of Mark Anthony, the marketer of White Claw and Mike's Hard, will be handling all retail channels, including the chains, for naturally formulated newcomer.

Given Boisson NA chain's abrupt meltdown a few weeks back, it was surprising to see its founder and former CEO Nick Bodkin retain his spot on BevNet Live agenda. But, as his listeners learned, that was because he's reclaimed the co and is back at helm, tho for now he's not saying much specific about his plans to reestablish retail footprint for NY-based co that's continued to operate its import and distribution arms. Still, it represents surprise resurrection for retail chain that assumed outsize visibility in rise of alc-alternatives as dedicated showcase that had expanded to outlets in NY, LA, SF and Miami at time of its abrupt retail demise (BBI, Apr 1 and 5). So as with leading-edge Foxtrot c-store chain, there are signs of resurrection.

Montreal-based Davids Tea, which has been making painful pivot from broad network of teahouses to CPG identity, has taken next key step in its evolution: long-awaited move into RTDs. And it's taken unusual tack, offering canned line of lightly carbonated Cold Brewed Iced Tea entries, the initial 3 based on its best-selling loose tea blends. Packed in 12-oz conventional cans, the entries offer range of caffeine: totally caffeine free herbal blend called Magic Potion Magique, low-caf black tea entry called Cream of Earl Grey and mid-caf guayusa-based entry called Queen of Tarts. The first 2 are lightly sweetened, using cane sugar and juice to tune of 40 calories, while Queen isn't tarted up with any sweetener at all. All of them offer full flavor without bitterness, per the cold-brew process. They're breaking online and in Davids Tea's remaining 18 stores, all of them in Canada. Recall that another tea chain, Starbucks-acquired Teavana, tried to make similar pivot, shuttering the stores but launching RTD in partnership with Anheuser-Busch, tho that didn't last long.

Like another PepsiCo partner, Celsius, before it, Guru Organic Energy got whacked financially in Q2 by inventory adjustment at PEP's Canada operation but was able to eke out some growth by riding Costco road shows in 2 US regions. Net revenue rose 4% to $8 mil, with 143% growth in smaller US biz to $2.7 mil offsetting 21% decline to $6.6 mil in Canada due to inventory adjustment by its exclusive national distribution partner, whose name apparently shall never be uttered except accidentally on Guru call (psst! It's PepsiCo Canada). Asked about hit by analyst yesterday, CEO Carl Goyette said it accounted for about 80% of decline in Canada, core market of Montreal-based co. Recall that PEP inventory adjustments recently whipsawed results of its US energy partner, Celsius, too, sending shares crashing. Guru's US gains were driven by rotational programs at Costco in LA and Midwest as well as Amazon, where it ranks as #1 organic energy drink. Gross margin widened 55.8% from 53.1% a year earlier thanks to higher prices and lower input costs. Adjusted EBITDA loss widened a bit to $2.7 mil from $2.5 mil as Guru anted up on innovation.

Monster Beverage has recruited longtime exec at one of its preferred Coca-Cola bottling partners, Swire, to serve as its chief growth officer. Rob Gehring brings experience as COO and then CEO at Swire bottling operation in Southwest, after experiences at Hershey and at Coke itself, where he ran Walmart biz and ran sales for western region at KO's distribution arm Coca-Cola Enterprises. At annual meeting yesterday, MNST brass also confirmed that it would be taking about 5% in pricing on core lines in Nov.

Taking next big step in its long-term plan to diversify its biz outside beer, especially by building out its health science division, Kirin announced offer to acquire the remaining 2/3 of Japanese skincare and cosmetics retailer FANCL yesterday. Valued at about 220 bil yen, or just under $1.4 bil, picking up the remaining stake will make FANCL a wholly-owned subsidiary, building on a partnership first struck with Kirin's acquisition of its initial stake in the co in 2019. It follows Kirin's acquisition last yr of Blackmores, an Australia-based health food co operating across the Asia-Pacific region, another step in the co's stated plan to build a broader base of brands across food, beverage, pharmaceuticals and more.

Monster Beverage hosted its annual shareholder meeting yesterday against a backdrop of slowdown in energy drink sales and "management was a bit less sanguine than the normal bullish tone," wrote JP Morgan's Andrea Teixeira. Earlier this week, another Andrea report headlined a big question: "Energy Fatigue?" It began: "While energy drinks have been one of the most attractive categories within the broader Staples universe over the past 20+ years, more recently the category appears to have hit a soft patch…. The slowdown in energy drinks appears to be broad based and cuts across channels, with middle income consumers driving the recent softness," she added citing Numerator data at some length.