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Lionel Messi has made a surprising move off the pitch by launching a non-alcoholic hydration drink brand called Más+. This new venture is a collaboration with Mark Anthony Brands, the owner of White Claw. Thus, this marks a significant entry into the competitive hydration and energy drink market.
On June 4, Messi introduced Más+ Next Generation Beverage Co., a brand focused on providing a balanced blend of electrolytes, vitamins, and minerals without artificial sweeteners, colors, or caffeine. The drink comes in four flavors: Miami Punch, Orange d’Or, Berry Copa Crush, and Limon Lime League. Each bottle contains only 10 calories and one gram of cane sugar; making it a low-sugar option in the hydration market.
Más+ aims to carve out a niche in a market dominated by established brands like Gatorade, BodyArmor and Prime. Mark Anthony Brands, known for its alcoholic beverages, is expanding into non-alcoholic options as consumer preferences shift. The global hydration and energy drink market is projected to reach $60 billion by 2032, growing at an annual rate of 6%. This growth presents an opportunity for new entrants like Más+.
Will Messi’s hydration drink succeed?
Miami will get the drink on June 13, followed by its website in July and US stores in August. A global launch is planned for later this year, leveraging Messi’s international fame to drive sales.
“Hydration is essential to overall wellbeing. I believe everyone deserves a drink with amazing ingredients and taste. Más+ is a drink I’m proud to share with family and friends”, Messi said.
Despite the star’s power, the hydration drink market remains highly competitive. Andrea Hernández, founder of Snaxshot, a food and beverage insights platform, points out that success will depend on factors like price parity and distribution. Messi’s extensive fanbase, especially in Latin America, could give Más+ a competitive edge, as Prime’s popularity has not yet fully penetrated…
Source link : https://worldsoccertalk.com/news/watch-out-prime-messi-ventures-into-hydration-drinks-with-mas/
Author : Martina Alcheva
Publish date : 2024-06-05 19:48:00
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