Superstar player Lionel Messi has developed a brand-new hydration beverage.
The G.O.A.T. presents some fresh competition for Logan Paul’s Prime.
The $33 billion energy drink market is dominated by established competitors Paul’s Prime, Gatorade, and BodyArmor. Soccer star Lionel Messi has partnered with White Claw’s parent company to create a new hydration beverage, marking his entry into the market.
Even with Messi’s celebrity, the drink still has to contend with established rivals in a difficult market. Additionally, as Americans drink less alcohol, this drink marks Mark Anthony Brands’ first push into the non-alcoholic drink market.
Messi’s low-sugar beverage, Más+, contains vitamins and electrolytes without adding artificial sweeteners, colors, or caffeine. It is available in four flavors: Orange d’Or, which honors the eight times he has won the coveted Ballon d’Or award, and Miami Punch, which is named for his current team, Inter Miami.
The beverage, which comes in bottles and cans, will launch in Miami on June 13 before going nationwide on its website in July and hitting US retailers in August. A worldwide debut is scheduled for later this year.
Major League Soccer reported that since Messi joined the team, sponsorship income has increased by 15% to $587 million, with notable brands including Celsius serving as the league’s official energy drink. The league refrained from commenting right away regarding Messi’s possible new challenger.
