- In March 2024, Lithios, in collaboration with BrandVault360 (formerly Gotham Beverage), launched its lithia-infused mineral seltzers in New York City, marking a strategic entry into the health-oriented beverage space. This introduction has contributed to diversifying the functional beverage landscape and is expected to influence premium wellness trends across urban markets through its expansive distribution plans
- In October 2020, Innoviom introduced its natural and hemp-infused relaxation beverages, Tranquini and Wowie, to major retail buyers at ECRM’s Annual Program. This move expanded consumer access to plant-based relaxation solutions and reinforced the role of adaptogen- and hemp-based formulations in shaping the evolving wellness beverage category
- In September 2020, PepsiCo launched Driftwell, a functional water enhanced with L-theanine and magnesium, aimed at addressing stress and promoting relaxation. The move by a major industry player brought heightened visibility to the relaxation beverage segment and signaled strong mainstream interest in stress-reducing functional drinks
- In July 2020, New Age Beverages Corporation announced the acquisition of ARIIX and four other firms in the e-commerce and direct selling sectors, forming a combined entity with projected revenues exceeding USD 500 million across more than 75 countries. This consolidation significantly strengthened New Age’s global reach and positioned it as a key player in the wellness and relaxation beverage space through integrated product and channel expansion
