Alex Cooper, the host of the highly popular podcast “Call Her Daddy,” which ranks among the top ten on Spotify, is venturing into the beverage industry with a new product aimed at young women. According to a press release, Unwell Hydration is a ready-to-drink beverage line designed for those looking to hydrate during a hectic workday. It comes in three flavors: Strawberry, Mango Citrus, and Orange Hibiscus. Each 16.9-ounce bottle contains 700 milligrams of electrolytes, B vitamins, green coffee extract, and essential nutrients like calcium citrate, magnesium, and vitamin D.
Cooper expressed her motivation behind the product, stating, “Women are often expected to juggle multiple roles and be everything to everyone, which is why I wanted to create a hydration drink that helps replenish what we give out.” The beverage is set to be available at Target in January, with a broader launch anticipated later in 2025.
The influence of podcast hosts like Cooper and Joe Rogan played a significant role in this year’s presidential election, highlighting how celebrities have been launching consumer products for decades. The rise of influencers and podcasts has encouraged figures in this space, such as YouTube star Logan Paul, to introduce food and beverage items. Paul’s hydration drink, Prime, has gained popularity among younger audiences. Recently, Hershey acquired Sour Strips, a gummy candy brand created by social media influencer Maxx Chewning.
As consumers increasingly seek out electrolyte-infused hydration products, the market for these beverages is expanding, with options ranging from Electrolit to PepsiCo’s Gatorade Water. Data Bridge Market Research projects that the hydration drink category will reach $3.26 billion by 2031, growing at a compound annual growth rate of 8.3%.
Looking ahead to the new year, Molson Coors is concentrating on brands that contribute to its growth. CEO Gavin Hattersley addressed Wall Street investors at a Morgan Stanley conference last week, highlighting the resurgence of Coors Banquet, which has gained popularity in recent years thanks to features in shows like “Yellowstone.” Hattersley noted that Coors Banquet is experiencing double-digit growth and expanding its distribution.
Hattersley remarked, “It’s got its core powerhouse parts of the country, where we’ve always been relatively strong… but we’re actually gaining distribution in many areas where we’ve been somewhat weaker or nonexistent.” He emphasized that Coors Banquet has maintained a consistent message that resonates with its Western heritage.
When discussing Molson’s “Beyond Beer” portfolio, Hattersley mentioned the success of Simply Spiked RTD cocktails, launched in collaboration with Coca-Cola in 2022. This brand has grown to $100 million, driven by limited-edition flavors such as cranberry. He announced the launch of a new line called Simply Evolve, set to debut exclusively at convenience stores next year.
Hattersley believes that the “string of pearls” mergers and acquisitions strategy has been effective. In November, Molson acquired a majority stake in Zoa energy drinks, co-founded by Dwayne “The Rock” Johnson. He noted that the company is currently more successful in the energy drink market compared to spirits, where it still has room for growth. He mentioned, “We need something more than just Zoa” in the nonalcoholic sector, indicating that investors can expect a new alcohol-free product to be developed or acquired soon.
Suntory Global Spirits is also expanding its ready-to-drink cocktail range with a new beverage inspired by Japan’s capital city. Maru-Hi, a sparkling cocktail, is a malt beverage influenced by the traditional izakaya cocktail. It features a lemon-lime flavor and contains 5% alcohol by volume. This drink will launch in California in January, followed by a rollout to additional states in 2025, as part of Suntory’s strategy to enhance its RTD cocktail presence in the U.S.
“Our competitive advantage in the RTD category is our superior liquid design expertise and craftsmanship accumulated over our 100-year history as a diverse beverage company,” stated Sho Semba, Suntory’s president of RTDs. The ready-to-drink cocktail market is projected to reach $63 billion by 2030, according to The Insight Partners. This launch follows Suntory Global Spirits unveiling a new business strategy earlier this year, which emphasizes expanding its RTD offerings beyond the -196 hard seltzer and On The Rocks Premium Cocktails.