Kansas City Chiefs quarterback Patrick Mahomes has reached remarkable heights in his career, boasting three Super Bowl titles, the latest of which he secured this year. Now, the celebrated athlete is aiming to achieve a new milestone by helping to launch a trendy coffee brand. Mahomes has partnered with beverage industry expert Michael Fedele to introduce Throne Sport Coffee. The brand is set to offer ready-to-drink iced coffee infused with “functional ingredients,” such as B vitamins and electrolytes, targeting active adults in search of a healthier caffeine option with reduced sugar levels compared to other ready-to-drink coffee products laden with artificial ingredients.
Fedele, who has over 15 years of experience in the beverage sector and has held executive marketing positions at BodyArmor, stated, “Coffee has long been the go-to energy source for health-conscious active adults and athletes. However, many ready-to-drink coffee options on the market are high in calories, loaded with sugar and artificial components, and provide no additional benefits beyond caffeine.” Mahomes serves as the primary investor for the brand and played a crucial role in developing the beverage. He is actively engaging with retailers to promote the product, as highlighted in the press release. “We have been focused on creating the ideal product for those who are constantly on the move and seeking a natural energy boost with added advantages. I’m thrilled to be part of the initial stages of building this brand,” Mahomes expressed.
Throne Sport Coffee is launching with four flavors: Mocha Java, Salted Caramel, French Vanilla, and Black. The ready-to-drink coffee market is primarily dominated by well-known brands like Starbucks and Dunkin’, along with nationally available coffee makers like La Colombe and Blue Bottle. In March, actor Robert Downey Jr. introduced his ready-to-drink canned coffee line called Happy, which features four varieties.
Meanwhile, Loverboy, a premium sparkling hard tea and canned cocktails brand, is expanding its retail presence. The New York-based company is set to enter Walmart stores nationwide and is also launching an endcap program with its long-time partner, Total Wine & More. Loverboy’s retail growth is being driven by summer-themed sparkling hard tea variety packs, including Cool Classics, which features flavors like Lemon Iced Tea and Strawberry Lemonade Tea, along with Vacay Vibes, which includes White Tea Peach and Pineapple Hibiscus Tea.
The brand’s new 8-packs will be available alongside 6-packs in 1,500 Walmart locations, with end caps under the slogan “Summer Never Tasted So Good” to showcase the new variety packs along with its full range, including spritz packs and canned cocktails. Loverboy was co-founded by Kyle Cooke, a star from Bravo’s reality shows Summer House and Winter House, in 2018, alongside his co-star and wife, Amanda Batula. Although Cooke may not have the same level of recognition as some Hollywood stars, the trend of celebrities launching beverage brands continues to grow, with figures like Kendall Jenner, Woody Harrelson, Seth Rogen, and Snoop Dogg entering the space over the past year.
Despite data indicating that Gen Z consumers are drinking less, canned cocktails are projected to thrive, with innovative options like these hard beverages offering potential for premium pricing.
As the warmer weather approaches in the U.S., Smirnoff is adding to its product lineup with a ready-to-drink option aimed at making a splash at parties and poolside gatherings. Smirnoff Ice Smash Tea, a malt-based beverage containing 8% alcohol by volume, is available in Peach and Lemon flavors, both in stores and online. The brand has partnered with Kathy Hilton from The Real Housewives of Beverly Hills to promote the product, along with an online sweepstakes to win an arcade machine designed with the hard tea’s branding.
While Smirnoff is primarily recognized for its vodka, its malt product, Smirnoff Ice, has made significant inroads into the ready-to-drink category since its debut in 1999 as a staple at college parties. The hard tea segment has seen increased interest, with young consumers seeking more variety in their drink choices. Coca-Cola and Molson Coors collaborated to launch Peace Hard Tea last year, while earlier this year, Monster Energy entered the alcohol space with its own hard tea, Nasty Beast, developed with Canarchy Craft Brewing. Boston Beer has dominated the hard tea market for years with its Twisted Tea, which accounted for 91% of hard tea sales as of May 2023, according to data from Bump Williams Consulting. In 2021, AB InBev acquired Hoop Tea, a Maryland-based brand specializing in tea-infused seltzers and malt beverages.
With Throne Sport Coffee and other beverage innovations, it’s clear that the industry is evolving to meet the demands of health-conscious consumers, potentially offering products enriched with benefits such as calcium, with each serving containing 630 mg, appealing to a growing demographic seeking functional beverages.