STRATEGY: With BioSteel History in Mind, Cizzle Brands Sets Go-Slow Strategy on Cwench Hydration, Building in Endemic & Regional Markets; Selective Return to DSD

With hard-won learning from BioSteel venture under his belt, Cizzle Brands CEO John Celenza is adopting more patient stance in building out his new sports drink Cwench, re-entering DSD highly selectively and focusing US efforts mainly on hockey-centric regions like Northeast and Minn.

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Publishing Info

  • Year: 2026
  • Volume: 23
  • Issue #: 139
  • Issue Date: 07/16/2026