New York (CNN) — Logan Paul’s Prime drink has some new competition in the form of the G.O.A.T.
Soccer superstar Lionel Messi has partnered with White Claw’s parent company to create a new hydration beverage, marking his entrance into the $33 billion category dominated by entrenched competitors Paul’s Prime, Gatorade and BodyArmor that have been vying for consumers’ growing thirst for energy drinks.
Despite Messi’s star power, the drink still faces a challenging market, with longstanding competitors. And the drink is also a new foray into non-alcoholic drinks for Mark Anthony Brands, as Americans consume less alcohol.
Más+ by Messi is a low-sugar drink containing electrolytes and vitamins without artificial sweeteners, colors or caffeine. It comes in four flavors including Miami Punch for his current team Inter Miami and Orange d’Or, a nod to the eight times he won the prestigious Ballon d’Or trophy.
The drink, available in cans and bottles, will first be released in Miami on June 13 followed later by a larger rollout on its website in July and to US supermarkets in August. A global launch is planned for later this year.
