Beer Marketer's Insights
Five years ago, during days of its explosive growth in sales and share value, Beyond Meat forged joint venture with PepsiCo with view to partnering on food/bev entries on undefined timeframe (BBI, Jan 26 2021). But challenges in its core fake-meat biz seemed to forestall any such distractions and not much had been heard about effort. But with protein bevs riding a wave of interest, El Segundo, Calif-based plant-based protein player has decided time is now. Proceeding without Pepsi, it's harnessed "Beyond" part of brand name to launch canned lightly carbonated line of pea-based bevs called Beyond Immerse that also offer fiber, vitamin C and electrolytes and will be available for limited time on its Beyond Test Kitchen DTC platform. No word now on whether brisk consumer takeup will encourage broader rollout. Recall that considerable bev expertise resides on Beyond Meat board via presence of Honest Tea creator Seth Goldman as chmn; his current entrepreneurial venture Just Ice Tea actually is a spinoff from his activities there. Seth confirmed to us that PEP had no involvement in this launch.
The irresistible tide of protein continues to swamp the quick-serve and café sectors with Dunkin, Peet's Coffee & Tea, Tim Hortons and Tropical Smoothie Café among chains to recently unveil major pushes as their customers resolve in Jan to finally live right . . . At Dunkin', new year kicked off with Protein Milk as add-on to broader bev lineup or as key component of new Dunkin' Protein Refreshers, hyped by tie to Megan Thee Stallion in "Pro-Tina" role riffing off her alter ego that's featured in Dunk N' Pump ad campaign. Menu boards are now offering the likes of Megan's Mango Protein Refresher, Strawberry Protein Refresher (a creamy, more fortifying take on Strawberry Dragonfruit Refresher), Caramel Chocolate Iced Protein Latte (espresso paired with chocolate and sweet caramel flavors), Almond Iced Protein Matcha Latte and Iced Protein Latte with Sugar-Free Vanilla (using chain's first-ever sugar-free vanilla syrup) . . . Peet's Coffee & Tea has brought back Vitality Menu that debuted a year ago (BBI, Jan 9 2025), this year with trio of protein-powered smoothies offering 16 g or more protein per medium serving. They're being offered in Cold Brew Protein Smoothie (with oat milk, banana purée, ice, and 16 g or more of whey protein), Matcha Peach Protein Smoothie (using co's Mighty Leaf Matcha marbled thru frosty blend of whole milk, banana purée, peach flavor, ice, and 19 g or more of whey protein) and Strawberry Protein Smoothie (strawberry and banana purées, milk, ice, boosted with 18 g or more of whey protein) . . . At US units of Canadian operator Tim Hortons, the vehicle is hot or iced Protein Lattes that add dash of whey to recipe and are due in stores on Jan 28. They're being offered in Classic, Vanilla, Caramel, Mocha and Sugar-Free Vanilla Flavorswith Iced Protein Lattes, for example, carrying 11-23 g of protein while Iced Protein Matcha Lattes can run as high as 28 g and Chai Lattes as high as 26 g. Chain also is boosting its TimBoost energizers with Ruby Rush using Red Bull Red Edition and Tropical Sun using Yellow Edition. Those are available now . . . At 1,600-store Tropical Smoothie Café, the vehicle for protein is Chobani Greek Yogurt, put at center of limited-time Protein Smoothies that deliver up to 39 g of protein. They're out in Cherry Berry, Chocolate PB and Almond Banana versions. They can be customized with pea protein for those avoiding dairy . . . Meanwhile, Clutch chain of drivethrus in NC said it's closing all 20 locations, which will soon reopen under Dutch Bros banner. That's expansion market for Oregon-based BROS, which has been heading east of Mississippi at breakneck speed but operates only 2 stores in Tar Heel State so far . . . Kitu Life Super Coffee said it's enlisted The BlueBird Group brokerage to handle two of its key national retail partners, Costco and Target, as Super Coffee pushes its new protein-focused message.
Danone continues to up-protein its dairy and altdairy portfolio with Silk plantmilk the latest to get the treatment. Silk Protein has just hit the market using soymilk base with complement of 13 g of soy-based protein along with 3 g of fiber and array of other nutrients with cane sugar the sweetener. Unlike some other protein-fortified milks hitting market on dairy and non-dairy sides, this one contains adjuncts like gellum gum and employs "natural flavors." It's debuting in Original and Chocolate versions packed in 48-oz multiserves priced at $5.99 . . . SF-based DripDrop has intensified efficacy of its hydration powder sticks with DripDrop Zero Sugar Plus with use of approach it calls sodium-amino acid co-transport system that accelerates fluid absorption. It's hoping users will be willing to pay 60% premium for the improvement. Zero-sugar entry carries usual bounty of 660 mg of 6 key electrolytes, about the triple the level of Gatorade, along with 15 vitamins and other nutrients. It's being offered in 8-count and 16-count variety packs, the latter priced on DTC site at $31.99 or $2 per stick. That's considerable premium to Original and Zero Sugar lines at $19.99 per 16-count bag or $1.25 per stick. DripDrop, recall, is public benefit corp built around oral rehydration solution that was originally cultivated by Bay Area musicians and 49ers ownership and now is widely used in military and athlete circles.
ALC-ALTERNATIVES: Elton John Zero Non-Alc Wine Is Latest Celeb Offering from Benchmark Drinks
"Too Low for Zero" was title of album that Elton John released in 1983, including title track and hits like "I'm Still Standing." Those phrases might have presaged his entry 40+ yrs later into non-alc wine sector with blancs de blanc sparkling wine that inaugurates Elton John Zero wine platform. Produced in partnership with Benchmark Drinks entirely from chardonnay grapes, wine isn't dealcoholized but rather uses special yeast to manage fermentation phase to yield similar aromas to wine without the alc. It comes in at just 19 calories per glass. This is definitely a high-end play, with 750-ml bottle sporting royal blue label and ensconced in gift box that both feature debossed silver lettering that echoes look of luxe boxed set of Sir Elton's greatest hits. So far it's out in UK, including Sainsbury grocery chain and on-premise locations like Dover Street Market and Lilibet's. Benchmark's penchant for teaming on signature wines with personalities like singer/actress Kylie Minogue and chef Gordon Ramsay have made it one of fastest-growing vintners in UK. John romances new sparkler in YouTube video posted on his website.
Boulder-based NextFoods has recruited longtime food-innovation leader Darren Smith to serve as COO, reporting to CEO Marc Seguin at marketer of GoodBelly and Cheribundi brands. Smith's 30-yr career includes stops at Magic Spoon, Kodiak Cakes and Caulipower during their expansion phases. At Caulipower he served as COO at time Seguin was CEO there. Marc stepped into top role at NextFoods last Jun . . . After 14 yrs of stewarding his Rowdy Kombucha brand, Jamba Dunn is ready for his next venture. Recall he'd sold brand a year ago to Next in Natural, the platform assembled by Jeff Lichtenstein that includes Aura Bora and Sound Tea, retaining CEO role at brand. Now he's ready to move on. "For the first time in 14 years, I'm looking for my next obsession," he recently posted. "I'm less motivated by title than by meaningful problems, early momentum, and the chance to build alongside thoughtful, ambitious people" . . . As vp biz development, Art Massolo played key role in expanding Cycling Frogs' THC bevs into 30+ states and placing it among half dozen top-selling brands. Now he says he's moving on, offering no explanation aside from that it's "with a heavy heart." His 4-yr run followed career that's spanned stops at Como Sur Vineyards and Next Frontier brands, among many other stops. He's still rooting for cannabev biz. "To all of you who have been fighting the good fight, keep it up, get the extension, get the bills into hearings and keep this industry vibrant and innovative," he posted on LinkedIn. "I will always be a fan of hemp bevs, a total dream come true to see THC drinks on mainstream shelves" . . . The bev biz has lost a versatile sales leader with passing of Brian Smith on Jan 10 in San Antonio, surrounded by family. Tho Brian mainly played on alc side at Molson Coors, Mike's Hard Lemonade and Pabst, he'd also made stops at Red Bull and Florida distributor Gold Coast. Most recently he'd served as svp biz development at CPG recruiter Protis Global. Memorial service is being held on Jan 24 at Bayview Fisher-Pou Chapel in Pensacola, Fla, and will be streamed. Details here.
Semcap has closed its inaugural Food & Nutrition fund at $125 mil, with limited partners that include Fresh Del Monte, Farm Credit Canada and Securian Financial (via its Minnesota Life unit), it announced today via VC Wire. Among investments it's already made are Good Culture, Aloha, Fresh Prep, Kite Hill and Purely Elizabeth. Based in Wayne, Penn, and Vancouver, BC, Semcap (which styles itself SEMCAP) operates separate funds focused on health and AI. With fundraise, it said its total funds under management total $500 mil, honchoed by John Haugen, Kate Storey and Ryan Newcom. Semcap cofounders/chief investment officers Buck Buckley and Cyrus Vandrevala also sit on investment committee. Haugen, recall, is longtime General Mills exec who long stewarded its 301 venture fund. Food & Nutrition fund seeks investment targets involved in foods that rate as organic, natural, non-GMO and/or sustainable as well as those involved in increasing supply chain efficiency and devising low-waste packaging. They should be generating at least $25 mil in revenue via products that have achieved proof of concept and demonstrated scalability, the co says.
POLICY: NJ Liquor Stores to Get Low-Dose Hemp Bevs 'til Nov as Fed Bill Seeks to Delay Ban 2 Yrs
While ultimate federal treatment of intoxicating hemp products remains up in the air, states keep pressing forward, attempting to make accommodations for pending broad natl ban of those products. This wk, New Jersey Gov Phil Murphy signed a new law that clears a pathway for low-dose hemp bevs to be sold in liquor stores at least until fed law takes effect in mid-Nov. So NJ becomes latest state to treat bevs separately from other types of hemp products while also laying groundwork for adherence to a more restrictive federal posture, if necessary.
Coca-Cola set stage for ascension of new CEO with org revamp even as UK outlets reported that it's pulling plug on Costa Coffee auction after bids came in too low. Recall, KO had already seemed resigned to writing off half the £3.9 bil it paid for Costa in 2018, but now it's scrapped negotiations with final bidders including TDR Capital and Bain Capital's special situations fund, Financial Times reports. Deciding what to do with unit will be on plate of incoming CEO Henrique Braun as he takes role on Mar 31. In recent months Quincey has acknowledged frankly that acquisition didn't pan out; it certainly hasn't solved problem of how Coke plays in premium RTD coffee space at time Pepsi continues its fruitful alliance with Starbucks and KDP finally appears to have solved conundrum via La Colombe tie.
Leading beer industry trade associations came together to declare today, Jan 14, as "a first-of-its kind Day of Action, celebrating the versatility of beer as the beverage for moderation," orgs announced. Beer Inst appears to be driving the bus, looking for ways to amplify its new campaign, "It's me, Beer," that targets DC policymakers with digital ads while "emphasizing the category's core strengths: beer brings people together," it's "brewed with simple ingredients" and "delivers the highest share of low- and -non-alcohol choices on the market, with 84% of products below 5% alcohol by volume." But today, all brewers, importers, distribs and other suppliers are "sharing a unified message rooted in moderation," with NBWA, Brewers Assn and BI in lock step.
AdAge published a long interview with Ari Opsahl, the ceo of Tivoli/Outlaw Light Beer, which reached 1 mil cases in 2025 and is hopin' to triple volume to 3 mil cases this yr on the back of a $25-mil capital raise (see Jan 12 issue). Ari dug into his expansion plans, noting that he's got commitments from national retail sales groups like Walmart, Kroger, Safeway, Albertsons, HEB to make the brand easier to find. He also singled out what he considers his main competition: Busch Light, underscoring his appeal to "a price-sensitive consumer. If you take too much price, you're going to push that consumer to make difficult choices." Or, put even more directly, the brand's competition is "not a $40 martini in downtown Manhattan. It's just not." Ari highlighted same theme of price sensitivity in INSIGHTS' profile of the brand back in Jun of last year.