Beer Industry News, Insights, Jobs, & Events

Deschutes Tags Into Hard Sports Drink Segment with Firelyte

Deschutes Tags Into Hard Sports Drink Segment with Firelyte

A new player has stepped onto the hard sports drink field. Firelyte (4.5% ABV) – a sports drink-inspired flavored malt beverage (FMB) from Bend, Oregon-headquartered Deschutes Brewery – rolled out last week.

Health Claims Pose Potential Regulatory Hurdle for Hard Sports Drink Makers

Health Claims Pose Potential Regulatory Hurdle for Hard Sports Drink Makers

Non-carbonated hard sports drinks may look and taste similar to Gatorade, Powerade and Body Armour, but they are forbidden from making health-related claims or even calling themselves sports drinks, McDermott, Will & Schulte partner Alva Mather reminded attendees during a recent webinar.

Hiyo Closes $20.8M Series B as Distribution Footprint Surges

Hiyo Closes $20.8M Series B as Distribution Footprint Surges

Non-alcoholic social tonic maker Hiyo has closed an oversubscribed $20.8 million Series B round as it looks to build on its rapidly expanding retail footprint and push deeper into live entertainment and nightlife.