Functional Drinks Are Turning Heads—and Creating New Investor Buzz
Issued on behalf of Safety Shot, Inc.
VANCOUVER – Baystreet.ca News Commentary – Functional beverages are no longer a trend—they’re quickly becoming the next evolution of wellness. Across global markets, analysts report that consumer demand for “boosted” drinks—those offering benefits like gut health, stress relief, energy, or recovery—is transforming how people approach hydration. RBC’s Nik Modi recently noted that wellness and functionality will be the primary growth engines in the beverage space for the next decade, driven by demographic shifts and convenience-led consumption. Amid this shift, several public companies are positioning themselves for upside—including Safety Shot, Inc. (NASDAQ: SHOT), BellRing Brands, Inc. (NYSE: BRBR), The Boston Beer Company, Inc. (NYSE: SAM), Post Holdings, Inc. (NYSE: POST), and Keurig Dr Pepper Inc. (NASDAQ: KDP).
Research and Markets projects the category could top $175 billion by 2030, while Insightace Analytic sees potential for $618.8 billion by 2034 as the lines blur between supplements and drinks. Beverages are clearly no longer just about taste or refreshment—they’re becoming a delivery system for targeted health outcomes.
Safety Shot, Inc. (NASDAQ: SHOT) is gaining early momentum in the functional beverage space, capturing interest with a patented formulation designed to support the body's natural ability to reduce blood alcohol content. The company is tapping into a fast-growing market segment where wellness meets nightlife, offering a solution built for modern consumers who want to enjoy their evening without paying the price tomorrow.
At the heart of the product lineup is Sure Shot®—a first-of-its-kind beverage that has clinically shown in human trials that it works with the body’s metabolism to help lower BAC and promote clearer, more energized mornings. With strong consumer appeal, growing retail visibility, and a strategic IP portfolio, Safety Shot is carving out a unique lane in the evolving better-for-you beverage category.
Safety Shot’s late-2023 rebrand and launch on Amazon made an immediate impact, with multiple sellouts signaling strong early traction. That momentum has continued into 2024, as more consumers look for functional options that fit into active social lifestyles. The company is finding its lane in a category that sits between energy drinks and next-day wellness support—an emerging sweet spot for performance-minded buyers.
Backed by clinical research, the brand is building confidence with a product that does more than just hydrate. A peer-reviewed human study published in the Journal of Nutrition and Dietary Supplements reported that Sure Shot helped lower both blood and breath alcohol markers compared to placebo. Participants also noted feeling clearer and more alert—feedback that aligns with the product’s positioning around smarter self-care and next-morning readiness.
Availability has expanded rapidly, with Sure Shot now offered through Amazon, Walmart.com, and retail names like 7-Eleven, Albertsons, Vons, and GoPuff. A newly launched stick-pack version enhances portability and consumer trial, while also improving merchandising flexibility and margin profile.
On the IP front, Safety Shot recently secured an additional patent covering elements of its formulation—further strengthening its position in the wellness beverage landscape. This added layer of protection supports long-term brand value and provides a competitive moat as the category continues to evolve.
To accelerate growth, the company has signed a definitive agreement to acquire Yerbaé Brands Corp., a plant-based energy drink company with an established retail footprint and over $12 million in trailing revenue. The move expands Safety Shot’s reach into adjacent functional beverage markets, offering cross-category synergy and access to a broader health-conscious audience.
As it scales, the company is evolving its marketing strategy—transitioning from early influencer efforts to targeted, grassroots brand-building. New retail activations and partnerships within the beverage and alcohol ecosystem are designed to drive trial, increase product visibility, and reinforce brand relevance at the point of consumption.
Safety Shot has also initiated a spinout of its Caring Brands subsidiary, allocating 2 million shares to existing shareholders as part of a value-add initiative. Initially offered for a limited time, the program has been extended into the second half of 2025, giving more investors the opportunity to participate in the potential upside.
With expanding distribution, clinical research, growing intellectual property, and a strategic acquisition in motion, Safety Shot is beginning to transition from early mover to category contender. Its focus remains on building a defensible brand that aligns with the modern consumer’s pursuit of energy, clarity, and control.
CONTINUED… Read this and more news for Safety Shot at: https://usanewsgroup.com/2025/04/24/a-tiny-nasdaq-stock-just-launched-the-worlds-first-and-only-rapid-alcohol-reducer-and-its-already-selling-out/
BellRing Brands, Inc. (NYSE: BRBR) continues to dominate the ready-to-drink protein shake category, with Q2 results showing double-digit sales growth and record household penetration for Premier Protein.
"Our momentum continued this quarter as Premier Protein consumption accelerated," said Darcy H. Davenport, President and CEO of BellRing Brands. "The convenient nutrition category and our leading mainstream brands continue to resonate with consumers, demonstrating a long runway of growth for ready-to-drink shakes and powders."
Net sales rose nearly 19% year-over-year to $588 million, driven by a 15.3% volume increase fueled by new product launches, brand-building campaigns, and stronger promotional activity. The company also reported 24.9% consumption growth in Premier Protein shakes during the quarter, reinforcing its leadership in convenient, functional nutrition.
With Dymatize also gaining international traction, BellRing is clearly benefitting from a broader wellness shift in both RTD and powder formats.
The Boston Beer Company, Inc. (NYSE: SAM) is doubling down on cannabis-infused functional drinks with new summer releases from its TeaPot and Emerald Hour brands. The new 10mg Rosin-Infused Lemon Black Iced Tea marks TeaPot’s entry into the full-potency category, while Emerald Hour is expanding across British Columbia with two new non-alcoholic cannabis cocktails. Both brands use solventless, full-spectrum THC extracts—positioning Boston Beer at the intersection of flavor innovation and functional wellness.
“These Cali-sober, non-alcoholic THC cocktails are the perfect choice for consumers seeking a booze-free happy hour this summer,” said Paul Weaver, Head of Cannabis at The Boston Beer Company. “Emerald Hour’s expansion into British Columbia underscores a growing trend across Canada as drinkers look for new options in traditionally alcohol-dominant occasions.”
With Canada’s cannabis beverage market gaining traction, the company’s “beyond beer” strategy continues to evolve in real time.
Post Holdings, Inc. (NYSE: POST) is leaning deeper into the high-protein beverage space, reporting growth in ready-to-drink shake volumes through its Foodservice and Consumer Brands divisions. In Q2, segment growth in protein shakes helped offset broader softness in cereal and pet food, while Adjusted EBITDA rose to $346.5 million.
“We are controlling the controllables and ensuring that we provide best-in-class service for our retail customers at a time when they need us,” said Steve Oakland, President and CEO of Post Holdings. “These actions have and will enable us to grow profits and cash flow regardless of the environment.”
The company raised its full-year guidance to $1.43–$1.47 billion in Adjusted EBITDA, citing volume strength in functional and protein-forward categories. With investments in protein capacity and recent portfolio acquisitions, Post appears poised to leverage cross-category demand for functional nutrition.
Keurig Dr Pepper Inc. (NASDAQ: KDP) reported strong first-quarter results, driven by 11% net sales growth in its U.S. Refreshment Beverages segment. Functional subcategories like energy, hydration, and carbonated drinks continued gaining market share, supported by momentum from its GHOST acquisition and expanding shelf presence.
“We delivered healthy top- and bottom-line growth, driven by momentum in key categories and brands, high-quality commercial execution, and disciplined expense management,” said Tim Cofer, CEO of Keurig Dr Pepper. “We expect another solid year of growth in 2025.”
With adjusted EPS rising 10.5% and free cash flow positive, the company reaffirmed its full-year guidance and expects continued growth despite macro headwinds. Product mix, premiumization, and consumer loyalty remain key drivers as KDP solidifies its role across multiple beverage categories.
Article Sources: https://usanewsgroup.com/2025/04/24/a-tiny-nasdaq-stock-just-launched-the-worlds-first-and-only-rapid-alcohol-reducer-and-its-already-selling-out/
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