Together with
The Future. Top sports drink brands (Gatorade, Powerade, Bodyarmor) and fresh upstarts (DripDrop, Liquid I.V.) have rolled out a batch of new marketing campaigns for peak “hydration season,” which stretches from May through September. As temperatures continue to rise due to climate change, the brands that can market the best science may be the ones rewarded with increased market share.
Electrolyte economy
As Earth breaks extreme-heat records, the beverage industry is thirsting for record sales.
- The focus this year is expanding the customer base from primarily athletes to… well… everyone, including those that are traveling, attending a music festival, or had a long night out.
- That includes showing that there’s more than just the classic sports drink to replenish your body — there are also powder sticks, rapid-hydration drinks, and zero-sugar options, all of which provide electrolytes, potassium, and calcium.
- And instead of just pro athletes repping brands, singer Carrie Underwood, actor Michael B. Jordan, and Peloton instructor Kirsten Ferguson are now ambassadors.
All that makes sense when hydration is a growing business. Beverage Digest reported that sales for sports drinks jumped 7.6% last year at “multi-channel locations,” such as supermarkets and convenience stores.
It’s hot out there.
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