Lionel Messi partners with White Claw maker on new beverage brand

Lionel Messi will be a part owner of a new hydration beverage coming this summer from Mark Anthony Brands, the maker of White Claw Hard Seltzer and Mike’s Hard Lemonade. The famously secretive company did not reveal the name of the beverage, pictures or many details beyond a remark from Messi. “I’m so excited about this, I’m invested as an owner,” he said as part of a 50-word press release. “I’ve never done anything like this before.” The brand through a spokesperson declined to address additional questions. Check out the latest Ad Age events and award programs The move comes as alcoholic beverage makers converge on growth opportunities arising in non-alcoholic drinks, and traditional beverage makers cross over into alcohol. Mark Anthony’s White Claw recently released an alcohol-free version of its top-selling seltzer, for example. Mark Anthony described its forthcoming drink as a “next-generation hydration drink for all ages.” Messi, who is currently playing for Inter Miami in Major League Soccer, is one of the world’s most celebrated and visible athletes and is widely sought after as a brand partner. He starred in a Super Bowl ad for Michelob Ultra this year (below), as part of a partnership with Anheuser-Busch InBev that was said to be only beginning. Messi previously appeared in Budweiser ads for AB InBev. Messi has partnered with PepsiCo for years, promoting its snacks and drinks including Gatorade. Soccer is poised to explode in the U.S. in coming years behind events like CONMEBOL Copa America (this June), FIFA World Club Cup (2025) and FIFA World Cup (2026). All of those events will be hosted or co-hosted by the U.S. Along with the launch of the new drink, Mark Anthony is establishing a new “Liquid Refreshment Beverage” division at the company and has appointed Rishi Daing to oversee it, according to Beer Business Daily. Daing, whose title at Mark Anthony is executive VP, spent more than 15 years at PepsiCo in various marketing and development roles, according to his LinkedIn bio. Most recently, Daing served as North American president at Whole Earth Brands. He is also a former chief marketing officer for TX Whiskey maker Firestone & Robertson Distilling.

Lionel Messi partners with White Claw maker on new beverage brand

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