The Weekly Sip: Lionel Messi enters hydration drinks game | NFL’s Gronkowski invests in Casa Azul
The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
Messi kicks off hydration beverage venture
As temperatures continue to heat up, consumers seeking a refreshing summer drink have a new option to try courtesy of one of the world’s highest paid athletes.
Más+ by Messi is a hydration beverage line founded by Argentinian soccer player Lionel Messi which launched this month. It contains electrolytes, 10 calories and 1 gram of cane sugar per bottle. The brand touts that the drinks contains no artificial sweeteners or colors and comes in four flavors: Miami Punch, Orange d’Or, Berry Copa Crush and Limón Lime League. The drinks are sold in 16.9-ounce bottles, with 12-ounce cans rolling out in July.
Messi, who plays for both Inter Miami and the Argentinian national, said he searched for a hydration-based beverage with both healthy ingredients and a high quality taste. He decided creating his own drink could encourage drinkers to choose healthier options, according to the press release.
Rishi Daing, the beverage brand’s executive vice president, said the product can help meet the growing demand for hydration drinks.
“Más+ by Messi sets a new standard for the hydration category by delivering premium ingredients to people who want to move, play, and live more,” Daing said. “Our beverage and flavor innovation combined with Messi’s expertise as an elite athlete has resulted in a drink unlike anything on the market.”
The products follow a smorgasbord of other hydration drinks that have hit the market in the last few years, from PepsiCo’s Gatorade Water to Coca-Cola’s BodyArmor Flash I.V. The bright, colorful bottles of Más+ resemble those of Prime, launched by YouTuber Logan Paul in 2022, which has seen significant success among young consumers.
— Chris Casey
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Courtesy of Casa Azul
Rob Gronkowski looks to score with Casa Azul investment
Former NFL star Rob Gronkowski had widespread success on the gridiron. Now, he’s aiming to carry that over to the beverage aisle.
The former superstar tight end is investing in Casa Azul, the creator of Organic Tequila and natural Tequila Soda products. The amount he invested in the Los Angeles-based company was not disclosed. Gronkowski joins other investors, including golfer Michelle Wie West and Kansas City Chiefs player Travis Kelce.
Gronkowski’s “passion for quality products aligns perfectly with Casa Azul’s values, and we’re excited to have him on board,” Dennis Carr, Casa Azul’s CEO, said in a statement.
The food and beverage space has been a popular channel for investments by celebrities. Alternative meat manufacturer Meati Foods has attracted investors such as Derek Jeter and Rachel Ray, while Lemon water brand Lemon Perfect’s roster includes singer Beyoncé. And Oprah Winfrey and Katy Perry have invested in Apeel, a start-up that has developed a coating to preserve produce like avocados.
Gronkowski’s involvement comes as Casa Azul rolls out a pair of new flavors in Pineapple and Spicy Margarita. The Pineapple Coconut flavor reportedly offers a fusion of tropical sweetness, while the Spicy Margarita delivers a great kick of heat. They join the classic Lime and Grapefruit varieties.
Casa Azul Tequila Sodas feature real Tequila, sparkling water, natural fruit flavors and a hint of agave nectar. The beverages have between zero and one gram of carbs, 100 calories per can and 5% alcohol by volume.
— Christopher Doering
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Courtesy of Loca Loka
Loca Loka blends Mexican, Indian cultures through tequila
As tequila takes over the cocktail category, a new brand is entering the crowded space with a unique approach.
Loca Loka is debuting Tequila Blanco and Reposado, made with agave fully sourced from Jalisco, Mexico that contains both sweet and spiced flavors. The brand draws inspiration from the “vibrant cultures of India and Mexico,” reflecting the co-owners’ Indian heritage. Loca Loka was founded by Indian film star Rana Daggubati, musician Anirudh Ravichander and entrepreneur Harsha Vadlamudi.
“Witnessing the transformation of tequila in the U.S. from a quick party shot to a sophisticated spirit to savor, we saw a clear and compelling opportunity to broaden its appeal further to new, global communities,” Vadlamudi said in a statement.
The brand’s name derives from the Spanish word loca, which means “crazy,” and the Sanskrit word loka, meaning “world.” Loca Loka intends for the brand to celebrate the history of film, music and art between the two cultures.
Loca Loka’s launch comes after tequila was one of the fastest growing spirits in 2023, with sales increasing at a compound annual growth rate of 18% according to IWSR data. High profile celebrity brands like George Clooney’s Casamigos, Kendall Jenner’s 818 and Dwayne Johnson’s Teremana Tequila have contributed to its surge.
Loca Loka is now available in select Los Angeles, New York City and New Jersey stores, with an expansion into Illinois, Florida and Texas to follow in August.
— Chris Casey
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