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...

Red Bull has launched a Fuji Apple & Ginger flavor as its most recent Winter Edition extension.

Monster Beverage has added a passionfruit and citrus flavored...

Performance beverage brand Syncron has launched a line of pre-workout and post-workout beverages developed with MLB baseball star Shohei Ohtani, who just led the Los Angeles Dodgers to the team’s second straight World Series Championship. The drinks contain L-citrulline, L-arginine, taurine, and BCAAs for energy and recovery, then company said...

PepsiCo’s Mountain Dew brand will get in on the dirty soda trend with a Dirty Mountain Dew to roll out early next year. PepsiCo will launch the Cream Soda Dew flavor nationally in regular and zero sugar options after a ...

La Colombe RTD Coffee Now Bigger Than Dunkin’ Brands on Volume Basis

Lipton, Arizona, Snapple RTD Teas Fall

The US protein shake category grew at retail during the first half of this year, as growth in Fairlife Core Power outpaced the category and market leader ...

Jel Sert’s Pure Kick Alkaline Sticks to Launch in November

Meanwhile, Sports Powder Leader Liquid I.V. Launches Energy Hybrid

Unilever-owned Liquid I.V. electrolyte powders and Nestlé-owned Nuun dissolvable tablets have fueled growing consumer uptake of single-serve beverage enhancers in recent years. Powdered sports and energy drink mixes — which can include...