Lionel Messi launches next-generation hydration drink
The rollout of Más+ starts next week in Miami – where Messi captains Inter Miami – before rolling out online and in South Florida in June, followed by a nationwide expansion in August with global markets set to follow soon after.
The drink is a blend of electrolytes, vitamins and minerals; and the name Más+ comes from the Spanish for ‘more’, with the added ‘+’ to signify an ‘extra boost of positivity and inspiration to get more out of life’.
'No one understands the importance of proper hydration like Messi...'
Citing high levels of unhealthy ingredients in other drinks (such as sugar, calories, artificial ingredients and caffeine), Más+presents itself as a better-for-you option in the space. (A 16.9oz bottle contains 10 calories and 1g of cane sugar).
While drawing on the elite credentials of its founder, Más+ is not targeted exclusively to high-level athletes, drawing more on the core component of ‘proper hydration’ to reach out to a wider audience.
The drink is being manufactured and distributed by the newly created Más+ Next Generation Beverage Co., which is owned by Mark Anthony Group.
Más+ by Messi sets a 'new standard for the hydration category' thanks to its premium ingredients, said Rishi Daing, Executive Vice President, Más+ Next Generation Beverage Co.
"Our beverage and flavor innovation combined with Messi’s expertise as an elite athlete has resulted in a drink unlike anything on the market,” he said.
Messi is a founder of Más+ by Messi and The Más+ Next Generation Beverage Co. He's been actively involved throughout the development of Más+ by Messi, and will continue to be involved with the beverage brand in the future, a spokesperson told us.
White Claw meets Messi
The new drink comes in four flavors named after milestones in Messi's career: ranging from a punch (berry flavors with a hint of pineapple) to a lemon lime.
The varieties were developed with help from flavor innovators from The Mark Anthony Group: best known for the superstar hard seltzer White Claw (distributed via subsidiary Mark Anthony International).
In fact, White Claw's team have already created their own drink with hydrating electrolytes which launched in December (although this drink is positioned in the alcohol alternatives category rather than sports and hydration).
Mark Anthony Group's portfolio of beverage brands also includes Mike's Hard Lemonade, Cayman Jack, Rey Azul tequila soda and Lemon Life.
The new drink comes in four vibrant flavors, loved by Messi, and named after inspirational milestones in his life:
• Más+ by Messi Miami Punch: Inspired by the city where Messi and his family live, home of Messi’s current and next chapter, Miami Punch has a balanced blend of berry flavors with a hint of pineapple for a refreshing fruit punch taste.
• Más+ by Messi Orange d’Or: Orange d’Or has a refreshing orange flavor with hints of tangerine flavor for a balanced citrus taste. It’s inspired by Messi’s record eight wins of the Ballon d’Or (“Golden Ball” in French) Trophy.
• Más+ by Messi Berry Copa Crush: Inspired by Messi’s seven Copa del Rey titles with Barcelona and his Copa America win with Argentina, Berry Copa Crush has a refreshing blend of sweet and luscious berry and cherry flavors.
• Más+ by Messi Limón Lime League: Limón Lime League balances refreshingly sweet, fruity flavor and zesty citrus taste. It honors the time Messi spent playing in the UEFA Champions League, a cup he won three times.
Más+ by Messi will be available in four flavors in 16.9oz bottles and mixed 12-packs of cans.
Más+ joins an increasingly vibrant market where sports, energy and hydration drinks cross: marked out as a Top Ten Trend for 2024 by Innova Market Insights.
The likes of Bodyarmor, Prime Hydration, Liquid I.V., Dwayne Johnson's ZOA Energy, Celsius, and Cristiano Ronaldo's Herbalife24 CR7 Drive are all carving out spaces in an overall better-for-you, functional hydration category.
And these brands are seeking to be more than a hydration drink or even a functional hydration drink - they're increasingly positioned as a lifestyle brand for a healthy lifestyle. Más+' instagram page has garnered 87k followers since its first teaser three weeks ago.
