The beverage is a part of Mark Anthony Brands’ new line of non-alcoholic beverages, which also includes Mike’s Hard Lemonade and White Claw. The company has been adding additional non-alcoholic choices to its portfolio—such as White Claw 0% Alcohol Seltzer—as consumers reduce their alcohol consumption and the lines between categories become less distinct.
As per Precedence Research, the market for energy and hydration drinks is expected to reach $60 billion by 2032, with an approximate annual growth rate of 6%.
However, according to Andrea Hernández, founder of Snax shot, a platform for food and beverage insights, adding Messi’s name to a beverage doesn’t ensure success because the market is competitive and controlled by well-established competitors.
It all boils down to price parity and distribution in this saturated market, she told CNN, “assuming Messi has secured some good deals to try and actually compete with not only Prime but also Gatorade, Body Armor, and others.” “They only have an advantage because of Messi’s reputation.”
