I got the chance to join a friend in Las Vegas for the Formula 1 Heineken Las Vegas Grand Prix late last month. This global motor sport has captured the attention of young US consumers, and brands are piling in with sponsorships to attach themselves to the fervor. In October, Apple agreed to pay a reported $750 million for exclusive rights to broadcast F1 races for US audiences for the next five years. Coca-Cola first put its name on an F1 car, a McLaren, in 2019.
Just this week, PepsiCo announced a global partnership with the Mercedes-AMG Petronas F1 Team starting next year. Mercedes is among the most valuable and elite teams in open wheel F1 racing. The marketing partnership covers...
KDP’s Energy Portfolio featuring Ghost, C4 Posts Higher Retail Sales
A three-way battle for energy drink supremacy is emerging at US retail, according to BD data. Monster Energy, Red Bull, and Celsius Energy accounted for 70% of category volume sales during the first nine months of 2025, as shown in the Green Sheet. Monster Beverage’s energy brands...
I had a great podcast conversation late last week with my friend and former Beverage Digest Publisher John Sicher to discuss a series of big industry developments in the past month. The coming Keurig Dr Pepper coffee-soda split. PepsiCo’s sale of Rockstar Energy and an additional investment in Celsius Holdings. Elliott Investment’s case for refranchising and value creation at PepsiCo. Coke shopping Costa Coffee. The ripples from these deals and actions will last for years. Check out the podcast HERE, and forward the link to colleagues or up-and-coming leaders who like to think about how these developments fit together.
To that end, we are now up and running with a new Beverage Digest Enterprise License that is proving to be popular with early adopters. I love that companies can now provide the Beverage Digest Newsletter and other products to their c-suite, management teams, and rising leaders with an easy interface and no friction.
In fact, some customers, such as beverage bottlers, have extended this market intelligence to front line workers, as a source of brand data and industry grounding that is connected to the bigger picture.
Conversations with our podcast fans revealed a hunger among young industry managers for connection between big industry developments and their day-to-day jobs. That’s where budget-friendly access to Beverage Digest comes in. We structured the Enterprise License to make the newsletter more accessible as a training, development, and intelligence tool for all employees.
Drop me an email or let us know HERE if you want to take a deeper look. We’d love to welcome your associates into the Beverage Digest community.
Celsius Holdings and PepsiCo have announced a deal to make Celsius PepsiCo's "energy lead in the US,” according to an announcement this morning. PepsiCo will now distribute Celsius’s newly acquired Alani Nu in the US and Canada in return for a...
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