Over its 8 yrs Mud/WTR has sold $300 mil of its powdered bevs by relentlessly attacking coffee in creative but polarizing ways. Now founder/CEO Shane Heath has concluded that was a blind alley. So a few months after Mud/WTR offered its first coffee sku ("We said some things . ....
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MARKETING: Mud/WTR Sets Major Shift to More Affirmative Stance with Creativity at Center; 'Messed Up' with Relentless Attacks on Coffee, Founder Heath Fesses Up
Publishing Info
- Year: 2026
- Volume: 23
- Issue #: 123
- Issue Date: 06/24/2026
Newsletter
Beverage Business INSIGHTS