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.
V8 Energy warms up to winter drinks
As cooler air filters in, V8 Energy is warming up for the winter holiday season.
The Campbell Soup-owned brand is launching two product extensions: V8 Energy Spiced Apple Cider; and V8 Energy Winter Berry, which contains apples, raspberries and cranberries. Both flavors will be available on shelves starting this month.
Similar to other V8 Energy drinks, the newest offerings are infused with natural energy from tea to provide a boost. Each 8-ounce can contains one combined serving of veggies and fruit, 80 milligrams of caffeine, 50 calories and 12 grams of carbs.
V8 Energy was first introduced in 2011, and it has steadily grown since its launch. Retail sales are up more than 5% during the last year ending Oct 6, according to Circana data provided by Campbell Soup.
V8 Energy first dabbled in seasonal offerings with a packaged design in 2023. Earlier this year, it rolled out its first limited-time seasonal flavors Summertime Watermelon and Summertime Strawberry.
“We’re still in the early stages of our Limited Time Offer (LTO) journey,” Prabha Cheemalapati, vice president of beverage at Campbell’s, said in an email to Food Dive. “The positive consumer response we’ve seen has reinforced our strategy to bring out more LTOs next year.”
Cheemalapati said limited-time offerings are becoming a bigger part of V8 Energy’s strategy as consumer trends change and evolve. She added that Campbell plans to introduce “at least two LTOs annually, with an emphasis on trending flavors.”
“While we’ve primarily introduced seasonal items, we’re also exploring added functional benefits, collaborations, and other exciting innovations as we build out the portfolio,” Cheemalapati added.
— Christopher Doering
Optional Caption
Courtesy of Dirty Water
Inside Dirty Water’s bid to become the ‘dive bar hard seltzer’
New York City startup Dirty Water believes there’s potential for a more beer-like offering in the hard seltzer category.
This fall, the company expanded its direct-to-consumer presence to 45 states after previously only being available in the Big Apple. Dirty Water describes its malt-based beverage as a light, refreshing alternative to mainstream hard seltzers. It says it’s not too sweet or carbonated and has notes of pear and citrus.
Founder and CEO Dominic Minogue, who previously worked in the mobile game and tech industries, said he was inspired to create a new brand after finding that leading hard seltzer options on the market fell short of their potential.
“Flavor-wise, they’re a little bit sweet because they want you to know what the flavor is,” Minogue told Food Dive. “I really wanted something that felt like a beer, like Miller High Life and [Pabst Blue Ribbon], but in the form of a hard seltzer. Nothing came out that really hit the mark of that.”
He believes Dirty Water is the “dive bar hard seltzer.” Minogue has expanded the drink’s reach by partnering with bars in New York City. But he has found launching in the biggest city in the country comes with its own challenges.
“Here in New York you have millions of people, and 12 bars on every corner, and those 12 bars are not going to have the same people frequenting each one,” Minogue said.
As the company assesses where it is performing well throughout the country with DTC sales, Minogue believes Dirty Water can build a more loyal following in select locations through dive bars.
“My biggest approach is focusing on these points of sale, and getting advocates behind it, whether it’s bartenders or people who frequent the places, because those are going to be the ones that really move the needle, not just having a nice display at a grocery store,” he said.
—Chris Casey
Optional Caption
Courtesy of Best Day Brewing
Best Day Brewing nonalcoholic beer buzz continues
A startup brand in the nonalcoholic beer space is touting its 2024 funding as it seeks to expand its reach.
Best Day Brewing announced its milestone of receiving $22.5 million in total investment funds this year. The brand — which sells brews like West Coast IPA, Hazy IPA, Kölsch, and Electro-Lime — launched in 2022. It is now available online and in retail stores in 35 states.
Tate Huffard, the brand’s CEO and founder, said in a statement the funds will help grow awareness and expand its retail network.
“The future is all about freedom of choice. Consumers are demanding more options, whether they are mindful drinkers, switch drinkers, Cali-sober, sober curious, or just want a really good tasting beer without the impact of alcohol,” Huffard said. “Best Day Brewing is the defining brand of this movement, reshaping and pioneering the future of drinking.”
The brand’s growth comes as nonalcoholic beer continues to see wider adoption from consumers looking to moderate their consumption. Best Day Brewing cited Fact.MR data which found the category is projected to be worth $40 billion by 2033.
Nonalcoholic beer, led by category leader Athletic Brewing, was valued at roughly $800 million this year and is seeing more brands enter the fray. This month, Spider-Man actor Tom Holland announced the launch of Bero, a selection of nonalcoholic brews that will debut at Target in early 2025.
—Chris Casey