Hemp beverage manufacturers are rallying grassroots support to help defeat a potentially industry-killing ban on intoxicating hemp products currently working through the U.S. Congress.

Of all the hurdles (self-inflicted and otherwise) facing beleaguered hydration drink brand Prime, sugar may not appear to be the most obvious. Nevertheless, the influencer-led, Congo Brands-owned company is seeking to spark a sales and popularity rebound with Prime Zero. Meanwhile, soccer superstar Leo Messi’s Más+ by Messi will shift to slim cans next year.

As one joint is lit, another one is extinguished. I think that’s how the saying goes.

One of the largest retailers in the country is dipping its toe into the intoxicating hemp beverage category. In its home state of Minnesota, Target has stocked the shelves of 10 stores in the Twin Cities region with intoxicating hemp drinks from 10 different brands, marking a potentially seismic shift in distribution for the category.

California drinks manufacturer Manna Beverages has shuttered operations and terminated all employees across two production sites, citing underperformance and mounting debts.

The Trump administration’s drive to narrow the scope of the Supplemental Nutrition Assistance Program (SNAP) may cost food retailers nearly $1.6 billion upfront and $759 million annually, according to a survey conducted by three grocery industry trade groups.

Phorm Energy, the new beverage joint venture backed by Anheuser-Busch InBev and UFC boss Dana White, has chosen its fighter. The energy drink brand, a spin-off of 1st Phorm that’s produced by A-B, on Monday morning revealed three-time MMA champion Michael Chandler as its newest partner and a central focus of new content and marketing.

Three years after the Massachusetts-based THC seltzer brand was acquired by multi-state operator Ayr Wellness in a $20 million deal, Levia is back in the hands of two of its original cofounders, Kristin Rogers and her husband Eric Rogers.

The thriving partnership between Celsius and PepsiCo is entering a new phase. The two companies announced an expansion of their long-term strategic alliance this morning that positions Celsius Holdings as PepsiCo’s “strategic energy lead in the U.S.”

If beverage entrepreneurs somehow thought the THC drink business would be more “chill” than the non-infused side, they might soon learn a hard lesson.

Cannabis beverage brand Uncle Arnie’s is planning to nearly double its team from 40 to 75 employees after closing a $7.5 million Series A investment round co-led by Mindset Capital and Delta Emerald Ventures.

Tilray Brands is moving deeper into THC-infused beverages – and getting higher in the process.

If c-store traffic is a barometer of economic anxiety for American consumers, this summer hasn’t been exactly carefree.

Positive beverage sales trends have U.S. convenience retailers feeling optimistic despite this year’s economic shock waves, with growth outlook rising 3.4%, according to a Goldman Sachs survey representing around 25% of the channel.