For much of its 92-year history, the esteemed V8 brand has been closely associated with its renowned red vegetable juice. Now, in an effort to connect with younger consumers and boost consumption among its current customers, V8 is accelerating its innovation by exploring more dynamic beverage categories. The Campbell Soup Company, which acquired V8 in 1948, is actively working to broaden the brand’s offerings to include energy drinks and cocktails. This shift has reduced V8’s reliance on its traditional vegetable juice, with V8 Red now accounting for only about half of the brand’s total sales.
“We’re blurring category lines and seeking adjacent opportunities to unlock growth,” stated Prabha Cheemalapati, Campbell’s vice president of beverages, in an interview. “We have a chance to tap into emerging trends we observe in the market.” The untapped potential of V8 has not gone unnoticed by Campbell’s top executives. Mick Beekhuizen, who became CEO in February after leading the company’s $5.3 billion meals and beverages division, noted that V8 had not been prioritized compared to other brands. “As we move forward, we have reactivated resources and focused on this unique and relevant business,” Beekhuizen told analysts. “We are committed to enhancing our marketing and innovation efforts to ensure V8 becomes a key contributor to our growth in the future.”
V8’s origins date back to 1933 when W.G. Peacock and his son developed the beverage in Illinois to provide affordable vegetable nutrition to a wider audience. Campbell’s acquired V8 15 years later. Since then, V8 has established “a distinctive clear space” in the beverage aisle with features that resonate particularly with today’s health-conscious consumers. Its iconic red juice is packed with eight fruits and vegetables, and its tomato base offers a savory profile, setting it apart from the sugar-heavy products that dominate the juice category.
It took several years for Campbell’s to seriously innovate V8, as it had been overshadowed by other segments of the food giant’s portfolio, including its flagship soup, Goldfish crackers, and Prego sauces. The first significant extension came in 2011 with the launch of V8 Energy, which has seen steady growth since. Four years later, Campbell’s expanded V8’s shelf-stable juice range to include Vegetable and Fruit Juice Beverages made with ingredients like yellow carrots, sweet potatoes, pineapples, and spinach, as well as natural factors like calcium citrate for added health benefits.
Recently, Campbell’s has aimed to reach at-home consumers by promoting V8 as an ingredient in Bloody Mary cocktails. In October, the brand partnered with pickle maker Grillo’s to introduce a Bloody Mary mix, and two months later collaborated with cocktail brand Spritz Society on a Bloody Mary Spritz. “This year has been impactful, showing significant growth in our baseline performance across various portfolio segments,” Cheemalapati remarked. “This reflects that our efforts are effectively engaging consumers.”
According to the company, V8 is “on track to deliver a strong year,” with Campbell’s targeting $1 billion in sales for the brand within the next few years. The company is also allocating more resources to innovate through limited-time offerings for its energy line and tapping into trends such as Hot Honey and Spicy flavors for its core V8 products. “I strongly believe in having a bit of fun and appearing in places where consumers are pleasantly surprised to see us playing with our brand and flavor profiles,” Cheemalapati noted.
These new offerings not only emphasize the brand’s versatility but also attract new consumers. Traditionally, V8 catered to an older demographic of consumers aged 45 and above. However, recent product launches have successfully drawn in a younger audience, according to the company. Looking ahead, Campbell’s plans to introduce V8 into new categories in 2025, including products that “aren’t ready to drink,” though Cheemalapati did not disclose specific details.