Mexico's Pisa Pharmaceuticals has quietly recruited as its first outside ceo the former P&G and Red Bull exec Christian Patiño Webb as it hits gas pedal on move of its Electrolit hydration brand into general market and pushes into Europe, starting in Spain. Patiño Webb brings solid CPG background from his 7 years at P&G as well as DSD-relevant experience from 5 years at Red Bull North America, where he served in marketing and general mgmt roles. He's also conversant in pharma space thanks to serving as brand mgr for Sudafed and Neutrogena at J&J and marketing vp for SmartyPants Vitamins. His recruitment was announced today as going into effect this month, tho he told us he actually started in role in Jun.

The Wonderful Co said its Fiji Water brand has transitioned its top-selling half-liter and 330-ml bottles to 100% rPET in US. Move covers 65% of brand's US volume, en route to commitment to shift entire portfolio to rPET by 2025. Brand has updated its "It's Not Just Water" TV, digital and social media campaign to highlight new bottle . . . Cannabev player Green Monke, "maker of happy sodas for happy hour," has signed deal with Cookies cannabis marketer/retailer that calls for partners to co-create and co-brand infused entries for Cookies retail locations and 3d-party retail customers. To start, Cookies will pick up Green Monke's year-old line of cannabis-infused sodas with sociability-enhancing dose of 3 mg THC and 6 mg of CBD. SF-based Cookies markets wide range of cannabis items, including via network of its own 40 retail locations in 17 markets spanning 4 countries . . . Gopu

Chamberlain Coffee announcement of $7 mil round prompted inquiries on whether buildout plan might include first RTDs. The answer from ceo Chris Gallant, when we were able to connect today, is maybe - but not immediately. For DTC marketer of bagged coffees that has been starting to establish a retail base, RTD had not been in near-term plans, given challenges of sector where Gallant has long played on beer and bev sides. But mounting momentum of some entries like Black Rifle along with consumers' post-pandemic return to bricks & mortar has Chamberlain team re-evaluating plan, tho not before 2023 at best. As noted yesterday, presence of RTD expert Ken Sadowsky in investor/advisor mix unquestionably brings in-house expertise, tho Ken's counsel also will be invaluable in devising general distribution buildout plan, Gallant noted. Co has teamed with RTD players like Swoon canned lemonade on cobranded items . . . A few weeks ago we noted abrupt closure of apple cider vinegar maker Shire City Herbals, in midst of ambitious expansion that was to include foray into RTDs (BBI, Jul 22). At the time we'd heard no rationale for shutdown but it's since emerged that co was casualty of acrimonious divorce between 2 of co's 3 owners, Amy Heubner and Dana St Pierre, who've been married 12 years, per story in Berkshire (Mass) Eagle. That's apparently left co mired in bankruptcy as judge tries to mediate way to equitably unwind assets. Co's outside ceo, Kim Allardyce, who quietly departed in spring, told us she's not at liberty to discuss case and said it was hard to handicap at this stage whether Shire City might find new life under new owner in future. Other owner is Brian Huebner, Amy's brother.

Happy Viking, the DTC protein brand created by Venus Williams and entrepreneur Neel Premkumar, has brought in $2 mil from range of athletes including soon-retiring sister Serena Williams along with hoops players Kevin Durant via his 35V fund, and Isaiah Hartenstein and Collin Sexton; golfer Michelle Wie West; tennis pro Reilly Opelka, and soccer star Megan Rapinoe. Venus herself was among primary investors as was Peloton vp Robin Arzon. Also in mix, per announcement, were Mates, Talent Resources Ventures, Parallel, and actor Oliver Trevena, who's an owner of CaliWater.

Its shares in the tank in recent months, Laird Superfood said it's received an unsolicited bid from SPAC called EF Hutton SPV 1 to acquire functional food maker for $3 per share, or about $27.5 mil. That bid represents about a one-third premium to recent share values, which are way off from the nearly $20 they commanded at time co went public in frothy market environment. Laird's board "will carefully review the proposal and determine the course of action that it believes is in the best interests of the Company and all Laird Superfood shareholders," the co said, adding it would have no further comment for now. EF Hutton was new identity adopted by Kingswood Capital Markets in 2021, retrieving name of long-defunct brokerage. It had withdrawn an IPO plan in Apr that would have raised $125 mil under name EF Hutton Acquisition and returned with EF Hutton Acquisition I as new blank check co looking to deploy $100 mil targeting retail and consumer products firms. This would seem to be part of that effort.

Hoping to appeal to the indie streak in young legal drinking age adults, concerned with self-expression, inclusivity and sustainability, the Brewers Assn launched its latest natl ad campaign this wk, "This Is Indie Beer." Hitting mostly social media channels this wk, continuing thru rest of this yr and expecting to expand further in 2023, visual-forward campaign highlights member brewers' stories and values, often emphasizing connections to their communities. Org recognizes that "craft" no longer as clear a story as it once was. And tho it certainly isn't walking away from the word, it also sees clear upside in refocusing on "indie beer," especially to "reach those 21 to 25 year-olds, first and foremost," BA mktg and comms director Ann Obenchain told CBN.

Leinenkugel's Juicy Peach is jumping out to a fast start. Since its release in Jan, the 4.4% ABV sour-style beer rose in the ranks to become top new "craft" brand in Great Lakes region in 2022, as well as top new craft beer in IL, IA and WI, Leinie's parent co Molson Coors wrote in its Beer & Beyond blog. Tho it's only sold in Great Lakes, Juicy Peach ascended to #4 new craft brand nationwide, per yr-to-date IRI multi-outlet and convenience data thru Jul 31. And it's "already exceeded" full-yr plan, ranking among Leinie's best launches since Summer Shandy in '07, said Tony Bugher, who'll take over as prexy upon Dick Leinenkugel's retirement in 2023.

Building on Buena brand family that reflects huge Mexican influence on hometown of San Diego, Stone will launch its first spirits-based RTD in early 2023. Collection of 4 Buenafiesta margaritas will debut next Jan in 12oz cans in SoCal only, comms director Lizzie Younkin confirmed with CBN after CEO Maria Stipp tipped Inside Hook to coming brand in interview early this mo. CA is fully 1/3 of all RTD $$, Lizzie shared, and SoCal is about 60% of that. So Stone clearly sees potential "in this really strong RTD market." Buenafiesta margaritas all "made with real, premium tequila," available in passion fruit, strawberry, classic lime and pineapple habanero variants. And it's a real fiesta too: all 4 hit 12.5% ABV. While that reaches into higher-end of strength spectrum, worth noting that AB's Cutwater Margaritas (also based in SD) all proofed at same 12.5% ABV.