She added that Prime’s popularity and distribution haven’t yet reached that region, but his “fandom extends wide, and he’s almost hero-like for a new generation of upcoming athletes, particularly in a massive market like Latin America.”

She also points out that cane sugar is used in Messi’s drinks, which is a recent development in beverage trends as some people find the flavor of some zero-sugar drinks to be off-putting.

According to Hernández, “people forget that having a good-tasting product also goes a long way.” “These new generation energy drinks are aiming to capture Gen Alpha, especially as they enter their teenage years, because that market is up for grabs.”

Soccer superstar Lionel Messi has created a new hydration drink.

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