Snaxshot #53: Après Sport
nouveau sports drinks
Snaxshot is a newsletter on upcoming food and beverage trends that offers a curation of brands and aesthetics written by Andrea Hernández.
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Millennials are this era’s yuppies, it’s true we are bringing back Wall Street, cocaine-induced opulence back —not only with our nostalgic 80s inspired, aesthetically pleasing food and beverages, but also with our ecomm carts filled with athleisure and vintage sunscreen (hi Vacation!) —we’re also upgrading leisure-esque, country club sports like pickleball, tennis and golf. One other thing we’re upgrading —recreation RTD drinks, what I want to dub, après sport. How might one go about describing, après sport you ask? Less functionality focused than Gatorade, but more hydration focused than beer (which has continued to be a drink of choice for the likes of golfers) —upcoming Chestnut Sports Club (launching soon) is a perfect example of a new leisure light lager aimed for golf. Is après sport part of the functional unwinding movement? Not quite, this is less about adaptogenic sports drinks a la Barcode, but also not quite part of the water wars, considering this is focused more around a leisure-esque water, not just plain H2O.
Further, leiure-like sports, not to be confused with sports practiced as a profession, used to be tied a lot to alcohol, can we talk about Seagram’s chokehold on this intersection? Nothing like a dry gin spritz après pickleball, amirite? Ads as far back as the early 1900s also depict Coca-Cola as a drink of choice post golf, vintage ads reading “play refreshed” and “zip back to the fun” depicting the youth suckling on sugar to sweeten up that sports high. Though we take a lot of inspiration from prior generations, beyond “aesthetics” we are not really trying to revive Coca-Cola as a drink of choice aprés polo matches, millennials have led the shift of seltzer actually outpacing sugar beverages, enough to get CC to actually purchase Topo-Chico and launch their own flavorless bubbly. And though you may not find us chugging plain Liquid Death wearing outfits that resemble alo meets country club (see Manola) —we are looking to quench that thirst and replenish ourselves, while still indulging in the social aspects of leisure sport.
“You Old Sport!”
—The global electrolyte drinks market is projected to reach $56 billion by 2030, up from $33 billion in 2020.
—Low-calorie energy drinks outperformed their higher-calorie counterparts in 2020, a trend which should continue in the next 5 years.
—Diet energy drinks should increase their share of volume from 41.7% in 2020 to 42.1% in 2025, their share of wholesale dollars is expected to grow from 39.2% to 40.0% in the identical 5-year period.
—Future Market Insights (FMI) anticipates that the global energy drink market will reach a value of $68.1 billion in 2022, with a CAGR of 7% for the forecast period of 2022-2032, it projects to reach $98.8 billion by 2032.
—U.S. sports drink market is expected to witness significant growth and expand at a CAGR of 7.8% over the forecast period, strongest presence are major brands such as Gatorade, PowerAde, and BodyArmor.
—According to data from IRI, the energy drinks category’s sales totaled nearly $17.8 billion, an increase of 14.1% for the 52 weeks ending June 12 in total U.S. multi-outlets.
—As of 2010, Gatorade is PepsiCo's fourth-largest brand, on the basis of worldwide annual retail sales.
—The overall coconut water category continues to show robust growth and according to IRI is growing at a rate of 13% in US measured, tracked channels.
—Vita Coco now commands a 50% share of the coconut water category, company went public in October 2021, grew net sales 28% year-over-year to $96m in Q1 2022.
Après sport is a nouveau type of sports drink, not overly touting functionality like Body Armour, Gatorade, not attached to any pseudo-celebrity like Prime, yet signals status, though not as pretentiously as something found at the beverage aisle of Erewhon. Après sport is an upgraded sparkling coconut water or an ACV switchel, yes there’s a wellness aspect involved but not overpromising a la GOOP, it’s the likeable, friendly sport at the court. Meant to be indulged in a shared setting like one shares mulled wine après an afternoon on the slopes. Though it’s something to be indulged say in the likes of The Courts, it can also be something that is equally seen at the skate park, in true millennial format, its accessible opulence, but also a form of in the know.
Hydration for Everyday Play 🎾
The perfect example of an après sport drink is the newly launched Courtside. A drink born out of kickball scrimmages, pickup basketball and days at the part, meant for recreationalists, or leisure enthusiasts, their beverages are focused on providing “natural hydration” centered around activities, using naturally-ocurring electrolytes, easy-to-understand ingredients, to be indulged on and off courts or at your local skate park. The founders created the drink as they couldn’t find an alternative that felt catered to their modern consumer needs, at a time where there’s constant waves of incoming beverages.
Their drinks are made with coconut water, real fruit juice, and light effervescent carbonation dubbing it as “no B.S. hydration” —which is such a juxtaposition considering the brand is born in LA. The brand is bootstrapped by founders Ariel and Austin, leveraging creativity and a network of curated grocers to bring alongside as partners to support the launch of their beverage, they have landed in the fridges of the coveted Monsoon Market, known for being snax center for GenZ TikTok-ratti —standing alongside brands, their look stands out as a not-yet blanded aesthetic, their inclusive and diverse imagery position it to be an everyday staple for hydration. Their drinks are out for purchase at retail partners as well as DTC here.
Oracular Spectacular 👁️
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Canada has entered the prebiotic chat, like we predicted 2 years ago, gut health is the new bliss.
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Like we’ve mentioned before, the rise of non-alcoholic aperitif led by Ghia continues to grow.
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Pantry items want to be seen, and so does these tast persian spreads, unsung heroes of our pantries!
Let’s chat, snax, join our new home, Geneva!
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Here for this Lithuanian brand of instant oats!
Want more greedy snaxboi? We curate daily on Instagram.
Part of the new generation of CPG that is being born strictly on GoPuff.
If we were MIA last week is because we were doing our West Coast tour, from hosting block parties in Venice in partnership with The New Bar, weekend slinging snax at a festival in Iddlywild to creating spritz floats on the hills of San Francisco. Here’s a look at our snaxpal meetups, a reminder that beyond a newsletter, our community is the heart of all, for access to more, including our international snax exchange, sign up to our Geneva home!
Spoonful News 🥄
We’re in the LA Times predicting the end of GOOP-era snacks
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We’re in GQ magazine, talking about how every fucking celebrity has a tequila brand.
Speaking of tequila, Spirit of Gallo invests in the beautiful KOMOS brand.
Old Bay x Goldfish.. seasoned crackers!?
CPG is now creator packaged goods, Chamberlain Coffee raises $7 Million to expand Emma’s empire.
Keurig said HELL NAH, and denies rumors it’s buying BANG lmao.
Snoop Dogg launched Snoop Loopz, though they could have partnered with OFF LIMITS instead.
NotCo wants to create an AI that can tell us what “love tastes” like.
Snax Concierge 🛎️
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