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Beverage
From the Editor
Introducing the
Consumer Trends
2026 Alcohol Special
Is alcohol really the new tobacco?
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Brands
Loonen is the bottled water that hot-girl influencers, Volvo moms, and detail-obsessed product nerds can agree on
“I might be 90% plastic at this point,” founder Clara Sieg says, “but my daughter isn’t, and that is a really precious thing that I want to try and protect.”
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Follow the Money
Why everyone’s launching a beverage brand
It’s easy to enter, hard to win, and the prize is huge. Sounds like Powerball, but it’s the $250+ billion US beverage market.
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From the Editor
Introducing the
Consumer Trends
2026 Food & Beverage Special
Are we at peak protein?
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Consumer Trends
Introducing the
Consumer Trends
Food Feelings Matrix
We asked thousands of Americans to rate 96 food and drinks, from almond butter to whiskey. Here are the healthiest and funnest.
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From the Editor
Introducing the
Consumer Trends
Food & Wellness Special 2025
What do Americans say they want to eat? What are they actually eating? And what do they really think about seed oils?
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Brands
You say you want to eat more, better vegetables. Here’s your chance.
Row 7’s veggies are optimized for flavor, now available at Whole Foods. Can Dan Barber and a community of chefs inspire Americans to eat healthier?
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Executive Briefing
Everlane’s founder is back with Magna, a new hydration brand
Michael Preysman is going after the electrolyte drinks market with a post-Nike ideology.
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Executive Briefing
Foxtrot’s comeback mantra: Simpler, better
Mike LaVitola has a rare second chance to reboot. Will it work? Also: Cava’s steak enters the ring. And Momofuku wants to be a restaurant company again?
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Executive Briefing
Poppi in play
Also: Instacart earnings, Target goes low, another Foxtrot CEO, and more.
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Executive Briefing
The pressure is on for non-alc startups
It’s a must-win Dry January in a can’t-lose year for the category.
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Executive Briefing
A new tennis brand for everyone
Meet LA’s All-Love Racquet Club. Also: Is Airbnb getting worse? Or better? Yes. And some NYC retail notes.
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Executive Briefing
Is Prime Day working?
Also: Liquid Death IPO vibes and the Haus rebuild.
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In Conversation
Lessons from scaling Olipop
Ben Goodwin, Olipop’s co-founder and CEO, on what he’s learned building a breakout beverage brand.
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Executive Briefing
Can canned beans have their tinned-fish moment?
Also: Ghia’s latest bottle design (and numbers). And, what’s Magic Spoon working on?
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Executive Briefing
Drink this NFT!
Using web3 to test the new Taika x FWB sparkling tea — and have a say in its future. Also: Cava’s Emma Chamberlain boost and Chipotle’s new venture fund.
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Executive Briefing
Is hard seltzer really already over?
Growth
has
slowed dramatically. But like a fine hard seltzer iced tea lemonade punch, the reality is more complex.
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Executive Briefing
The new celebrity-brand partnership: Why, how, and how much
Unpacking the structure and economics of modern talent deals, with Endeavor’s Ben Enowitz and Carolyn Moneta.
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Executive Briefing
Architect Barbara Bestor on how home designs are changing in the era of coronavirus
And: An ode to the Erewhon beverage case.
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Executive Briefing
Ghia and the new sobriety
Another modern take on the nostalgic apéritif brand — this time, without alcohol.
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