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Chicago-based Molson Coors Beverage Co. announced its newest brand, Happy Thursday, a fruity-flavored line of spiked refreshers, now is available on shelves nationwide.

Austin, Texas-based Nutrabolt, owner of C4, is shaking up the active nutrition landscape as it announced the rebrand of its C4 pre-workout powders, including new, innovative formulations; an updated look and feel of the product; and the We Hit Harder brand equity platform. 

Athletic Brewing Co., Milford, Conn., and San Diego, announced the launch of its second documentary film: “Inches to Miles.”

Informa Markets’ Natural Products Expo West, part of the New Hope Network family of brands, hosted thousands of attendees and exhibiting companies March 12-16 at the Anaheim Convention Center.

Muscle Milk, a brand of Purchase, N.Y-based PepsiCo, is flexing with its latest marketing campaign, a fully loaded athlete roster, and a new product: Muscle Milk Plant Protein shakes.

Chicago-based White Claw Spirits Co., a brand of The Mark Anthony Group of Companies, unveiled its White Claw Tequila Smash, a tequila drink that balances seltzer, tequila, and fruit flavors — without added sugar and 100 calories in each can. 

PepsiCo, Purchase, N.Y., announced that it reached its 2025 global goal of a 25% improvement in operational water-use efficiency in high water-risk areas, two years ahead of schedule, based on 2023 data versus a 2015 baseline.

Sazerac and BuzzBallz announced an agreement for Sazerac to acquire BuzzBallz, an award-winning, growing ready-to-drink focused portfolio.

Purchase, NY-based PepsiCo once again is shaking things up in the sparkling water category with a brand-new product: bubly burst.

Essentia Water is taking hydration to the next level with all-new Essentia Hydroboost, the brand’s first-ever flavored and functional water innovation designed to keep consumers hydrated while pursuing their goals, it says.