Lionel Messi is launching a new sports drink under the brand Prime.
Soccer legend Lionel Messi is teaming up with the maker of White Claw to create a new hydration beverage, signaling his entry into the $33 billion market that includes established players like Paul's Prime, Gatorade, and BodyArmor.
Messi's new beverage, Más+ by Messi, is a low-sugar drink packed with electrolytes and vitamins, free of artificial sweeteners, colors, and caffeine. It's available in four flavors, including Miami Punch—a nod to his current team, Inter Miami—and Orange d'Or, a reference to the eight times he's won the Ballon d'Or trophy.
While Messi's fame is undeniable, this new beverage could face tough competition in a market dominated by entrenched players. Más+ is also a shift for Mark Anthony Brands, the parent company of both White Claw and Mike's Hard Lemonade, as Americans consume less alcohol these days.
The beverage will be released in Miami on June 13, followed by a larger rollout on its website in July and in US supermarkets in August. A global launch is planned for later this year.
The league that Messi plays in has seen its sponsorship revenue grow by 15% to $587 million since his arrival, with popular names like Celsius signing on as its official energy drink. The league hasn't commented on the potential new rival from Messi yet.
Más+ is part of a new non-alcoholic beverage unit for Mark Anthony Brands, which has been expanding its portfolio to include more non-alcoholic options, such as White Claw 0% Alcohol Seltzer.
The demand for hydration and energy drinks is projected to reach $60 billion by 2032, growing at a rate of about 6% per year, according to Precedence Research.
But simply associating Messi's name with the beverage doesn't guarantee success, as it's a crowded market dominated by big players, argues Andrea Hernandez, founder of Snaxshot, a food and beverage insights platform. "The category is saturated, so it all comes down to price parity and distribution—assuming Messi has secured some good deals to competently compete with existing contenders like Prime, Gatorade, and BodyArmor," she says. The only advantage Messi's team has is tied to his image.
Hernandez adds that Messi's reputation is especially strong with the "new generation of upcoming athletes, particularly in a huge market like Latin America," where Prime's popularity and distribution haven't extended yet. And she points out that the Messi's drinks use cane sugar, a popular trend in beverages since some zero sugar drinks have put off drinkers with their taste.
"People often forget that a tasty product is also crucial," explains Hernandez, noting that companies hoping to capture the attention of Gen Alpha, the generation currently in their teenage years, should prioritize the taste of their drinks.
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In an effort to diversify its portfolio, Mark Anthony Brands is venturing into the non-alcoholic beverage market with Messi's new drink, Más+. This move comes as the demand for hydration and energy drinks is projected to reach $60 billion by 2032.
Despite the market's saturation, Messi's new beverage, Más+, offers a unique selling point with its use of cane sugar, a popular trend in beverages.
