Kylie Jenner’s Sprinter launched in 2024 as a ready-to-drink vodka soda. In April, the company extended the brand into functional wellness territory with k2o, an electrolyte-and-collagen hydration mix sold DTC and on TikTok Shop. k2o just entered Target stores nationwide,

Courtney O’Brien has killed more beverage projects than most founders will ever launch. As the former head of premium new brand innovation at E. & J. Gallo—following brand leadership roles at Coca-Cola and Danone—she watched products with validated consumer demand,

LOKI built its THC beverage brand by prioritizing ritual and social integration over intoxication, skipping outside capital to keep control as it grew.

Ghia founder Melanie Masarin explains why the brand is moving past Dry January messaging, favoring moderation and habit-building over abstinence.

Charlie Sheen co-founded Wild AF, a non-alcoholic beer positioned as an irreverent alternative to wellness-focused rivals, aimed at casual drinkers.

Aplos co-founder Emily Onkey explains how the non-alcoholic spirits brand rides shifting consumer habits and retail growth to redefine cocktails past mocktails.