Beer Marketer's Insights - Mark Anthony Still Bullish on Non-Alc Despite Setbacks; Mas+ Shift to Cans, Increased Benefits; White Claw New Pkgs, Flavors, Mktg

Lots of tinkering happening on NA side at White Claw marketer Mark Anthony Brands, with significant pivots on both Mas+ by Messi sports drink and White Claw Zero non-alc sparkler, as emerged at natl sales meeting in Chicago yesterday. Mas+ by Messi launched 18 mos ago and did not perform the way co hoped, execs acknowledged. It hit 1.5 mil cases annually, well below its "ambition" of 5 mil cases, in competitive hydration segment that's seen explosion of new brands. Yet co "accomplished a lot and learned a lot," said Mark Anthony prexy David Barnett. It's pivoting to and moving forward by looking to brand itself "beyond traditional sports drink occasions," as a hydration-plus brand, "strengthening benefits" from things like increased potassium, magnesium, sodium and vitamin B, and shifting to "more environmentally friendly" slim cans, down to just 7 cals per serving. Four flavors remain the same and mktg will ramp up for World Cup 2026, including a unique flavor Tropical Gold that begins shipping in Mar 2026. It's "all about making the changes required so we can have a viable brand," but it's "not going to be easy." And while co thinks it can grow Mas+ in 2026 with these changes, execs realize the need to "slow down" next yr before it can "speed up in 2027 and beyond," once the concept is proven. Note that this is occurring against backdrop of Messi's contract with Inter Miami remaining unsettled, tho word is the iconic player is close to reupping with MLS team via multiyear deal. We've already noted some key departures from Mas+ leadership, including gm Rishi Daing, who moved to CMO role at Celsius.Meanwhile, White Claw Zero was rebranded as White Claw Zero Proof to more clearly communicate the proposition, co shared. It refreshed packaging to make it brighter, reduced calories to 10 per can and has reformulated the brew to have less carbonation. Next yr, White Claw Zero Proof will market with social sports and e-sports in a bigger way, activating more with pickleball and Evo gaming event, among others. And new flavor, Peach Orange Blossom is launching in 6-pks starting in Dec.

Mark Anthony Still Bullish on Non-Alc Despite Setbacks; Mas+ Shift to Cans, Increased Benefits; White Claw New Pkgs, Flavors, Mktg

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