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.
C4 Energy drink freezes up with Popsicle flavors
The popular energy drink C4 is known for its ability to help consumers get moving. Now, the beverage is aiming to get people to chill out with its new Popsicles.
C4 is partnering with Unilever-owned Popsicle on three flavors: Cherry, Grape and Hawaiian Punch. Each frozen treat has 200 milligrams of caffeine and CarnoSyn Beta-Alanine for energy, endurance and performance.
The Popsicles are aimed at consumers looking for an energy boost while simultaneously creating a feeling of nostalgia for consumers who enjoyed the flavors in a frozen form as a child.
“We’re constantly conducting consumer research when it comes to launching new products and flavors across our C4 Energy portfolio,” Katie Geyer, vice president of talent, partnership and experience at Nutrabolt, said in an email to Food Dive. “Through our incredible partnership with Popsicle, we can bring our C4 Energy consumers a fun taste of their past and a daily boost to their day.”
C4 is one of the fastest-growing brands in the $19 billion U.S. energy drink space. Its success attracted the interest of coffee and soda maker Keurig Dr Pepper, which purchased a 30% stake in C4’s parent Nutrabolt for $863 million in 2022. The deal helped increase the availability of the product on store shelves while dramatically boosting the brand’s household penetration.
In an interview with Beverage Industry, Nutrabolt CEO Doss Cunningham said recent efforts by C4 to diversify its portfolio have helped the brand meet the needs of more consumers.
“We are constantly assessing the market and ever-shifting consumer response to the category and are tailoring our innovation pipeline accordingly,” Cunningham told the publication.
While frozen innovations like the C4 Popsicles are unlikely to ever become a major revenue generator for the Texas-based beverage maker, it provides it with another opportunity to get its brand into the hands of more consumers. Other beverages have turned to frozen items as a gimmicky way to expand the brand, including Coors, Blue Moon and Lipton tea.
—Christopher Doering
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Courtesy of Tito’s
Tito’s goes for gold with cocktail recipe book
As the Olympics Opening Ceremony in Paris begins this Friday, a leading vodka brand is hoping some of the concoctions from its recently released book of cocktail recipes will supplement watch parties for events like swimming and gymnastics.
Spirit in A Bottle: Tales and Drinks from Tito’s Handmade Vodka, released in May, features a lineup of cocktails that the company believes will get consumers excited about rooting for Team USA at the games.
Red, White and Boozy contains blueberries, bubbles and a splash of food coloring. The American Mule features spicy ginger and lime. Tito’s Transfusion, designed for enjoying while watching golf, contains ginger ale, grape juice and lime. And Tito’s Poolside contains black raspberry, a splash of peach flavor and tart cranberry for a refreshing taste.
The book is sold on Amazon, Barnes & Noble and on the company’s website.
As at-home cocktails continue to grow in popularity, vodka is poised to benefit. The global market for the spirit is projected to grow at a compound annual growth rate of 5.40% by 2032, worth $43.6 billion, according to Polaris Market Research.
Brands looking to cater toward the growth of cocktails are hoping their recent summer launches can continue to find popularity beyond this season. Some of these brands include Pegasus Distillerie, which sells premium vodka distilled with a meteorite, and Surfside which sells Vodka + Tea drinks.
—Chris Casey
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Courtesy of Oo-Lah Cocktails
Oo-Lah wants to transport consumers to the tropics with canned cocktails
A new player in the ready-to-drink cocktail space is hoping to transport consumers to the beach each time they crack open a can.
Oo-Lah, based in Hollywood, Florida, is launching with a selection of drinks that aims to evoke the “kickback” feeling of being beside the ocean, according to the brand.
The cocktails arrive in four varieties. Island Girl contains rum with coconut, pineapple and orange flavors. The Big O, containing vodka and a hint of Triple Sec, aims to mimic the taste of Florida oranges in a lemon-lime spritz. Spicy Margarita is Oo-Lah’s take on the classic cocktail with tequila and jalapeno for a fiery heat. And Prickly Pear Margarita also contains tequila, with kiwi, pear and apple tastes.
“With our commitment to quality ingredients and innovative flavors, we are proud to offer a product that embodies relaxation and adventure,” said Trevor Spiers, Oo-Lah’s co-founder.
The drinks are available at select retail locations in Florida and Virginia.
The ready-to-drink cocktail space is growing by the month, with a variety of new entrants debuting their canned varieties on bartender favorites. Ready-to-drink canned cocktails, the fastest-growing segment of the spirits category, saw 26.8% growth in 2023, worth $2.8 billion in sales, according to data from the Distilled Spirits Council of the United States.
This year has seen launches in the RTD space from high profile spirits makers like Diageo’s Captain Morgan, along with rap icon Snoop Dogg who released two different brands: Gin & Juice, made with Dr. Dre, and Cali Cocktails in collaboration with winemaker 19 Crimes.
—Chris Casey
