CPG Weekly Roundup: March 7 - March 13

This week in CPG, we’re seeing significant movement across the beverage, snack, and sports sponsorship spaces. From Monster Beverage’s CEO stepping down to Unilever accelerating the sale of food brands, major players are making strategic moves. Meanwhile, Poppi partners with the Minecraft Movie, and C4 Energy signs NIL deals ahead of March Madness. Let’s break down the top stories shaping the industry this week.

SipMARGS Returns After Securing $3M Investment

Popular ready-to-drink margarita brand SipMARGS is making a comeback after securing $3 million in funding. Known for its canned margaritas crafted with real tequila, the brand aims to expand its distribution and strengthen its foothold in the RTD cocktail market. The investment signals continued interest in premium RTD spirits as consumer demand for convenience grows. The Spirits Business

Unilever to Accelerate the Sale of Its Food Brands

Unilever’s CEO has announced plans to speed up the divestment of several food brands, focusing on streamlining its portfolio to prioritize high-growth segments. The company has been shedding assets in recent years, and this latest move aligns with broader restructuring efforts. The accelerated timeline raises speculation about which brands will be sold next and how it will impact the competitive food industry landscape. Wall Street Journal

Monster Beverage CEO Rodney Sacks Steps Down

After more than two decades at the helm, Rodney Sacks is stepping down as CEO of Monster Beverage. Longtime co-CEO Hilton Schlosberg will take over leadership as the company continues to navigate the evolving energy drink market. Under Sacks’ leadership, Monster transformed into one of the most dominant players in the space. His departure marks the end of an era for the brand, leaving questions about its future direction. Food Dive

AB InBev Shifts Focus to Michelob Ultra & Busch Light Amid Economic Uncertainty

As economic pressures continue, AB InBev is shifting focus to Michelob Ultra and Busch Light, two of its strongest-performing brands. The company is prioritizing affordability and premium positioning to navigate ongoing market challenges, particularly after last year’s turbulence with Bud Light. This strategic pivot underscores changing consumer preferences in the beer market. Food Dive

Mahou San Miguel Acquires Founders Brewing

Spanish brewing giant Mahou San Miguel has officially acquired Founders Brewing, further strengthening its U.S. craft beer footprint. Founders had previously sold a stake to Mahou but is now fully under its ownership. The move highlights continued consolidation in the craft beer sector as international brands look to scale within the U.S. market. Just Drinks

Maui Brewing Co. Launches Vodka Soda Brand, Maui Island Spirits

Maui Brewing Co. is expanding beyond beer with the launch of Maui Island Spirits, a new line of vodka sodas crafted with premium ingredients. The move aligns with growing consumer interest in RTD spirits, particularly in the low-calorie and sessionable beverage segment. BevNET

Poppi Partners with the Minecraft Movie

Prebiotic soda brand Poppi has announced a high-profile partnership with the upcoming Minecraft Movie, marking a major cultural crossover for the brand. With Poppi already growing rapidly in retail, this move could further cement its mainstream appeal among Gen Z and younger consumers. PR Newswire

Confectionery Sales Surpass $54 Billion in 2024

The National Confectioners Association reports that U.S. confectionery sales exceeded $54 billion in 2024, fueled by premium and seasonal candy trends. This growth signals sustained consumer interest in indulgence-driven snacking despite broader health and wellness trends in food and beverage. Snack & Bakery

Women’s Soccer League Signs Sponsorship Deal with Alex Cooper

Podcasting star Alex Cooper has signed a major sponsorship deal with the National Women’s Soccer League (NWSL), leveraging her influence among Gen Z consumers. The move highlights how brands and leagues are tapping into digital-native personalities to drive engagement and sponsorship revenue. Wall Street Journal

Guayakí Yerba Mate Expands With New Flavors and Formats

Yerba mate pioneer Guayakí is continuing its momentum with the release of new award-winning flavors and formats. As consumer demand for functional and plant-based energy alternatives grows, the brand is doubling down on innovation. PR Newswire

C4 Energy Signs College Basketball Players to NIL Deals Ahead of March Madness

Energy drink brand C4 Energy has signed multiple NIL (Name, Image, Likeness) deals with college basketball players leading up to March Madness. The partnerships aim to drive brand awareness among young, sports-focused consumers while leveraging the growing power of athlete endorsements. Sports Business Journal

Industry Takeaways & Implications

The CPG industry is seeing a strategic shift across multiple categories. The RTD beverage segment continues to gain momentum, with SipMARGS and Maui Brewing Co. doubling down on premium, convenience-driven alcohol solutions. This signals a broader consumer shift toward lower-calorie, pre-mixed options, which is pushing more established brands to rethink their innovation pipelines. At the same time, the success of brands like Poppi and Guayakí Yerba Mate reflects the sustained demand for functional beverages, particularly those tied to gut health, natural energy, and plant-based benefits.

Meanwhile, legacy brands are aggressively restructuring. Monster Beverage’s leadership change marks a pivotal moment for one of the biggest names in energy drinks, and how it navigates this transition will set the tone for the category. Unilever’s expedited divestment of food brands suggests that major food conglomerates are shifting priorities toward high-margin, fast-growth segments, potentially leading to a wave of acquisitions from smaller, agile companies looking to capitalize on gaps in the market. This mirrors AB InBev’s shift toward Michelob Ultra and Busch Light, a clear response to changing consumer drinking habits as more people opt for either premium or affordable options, with little middle ground.

Beyond product shifts, marketing and sponsorships are playing an increasingly critical role. C4 Energy’s NIL deals ahead of March Madness demonstrate how brands are leveraging sports and influencer marketing to win over younger consumers. Similarly, Poppi’s partnership with the Minecraft Movie highlights how beverage brands are tapping into pop culture and entertainment to embed themselves into consumer lifestyles.

In the craft beer space, Mahou San Miguel’s full acquisition of Founders Brewing marks another major step in the continued international consolidation of craft brands. This could mean fewer independent craft players in the long run, as larger corporations acquire and scale promising brands.

The broader takeaway? Big players are doubling down on category leaders and shedding underperforming brands, while upstarts are leveraging strategic partnerships, functional ingredients, and cultural relevance to carve out market share. The winners in 2025 will be the brands that successfully blend convenience, functionality, and storytelling to create meaningful connections with consumers. This week’s headlines reinforce key trends in the CPG industry: the RTD spirits category continues to expand with new launches from SipMARGS and Maui Brewing Co., while Mahou San Miguel’s acquisition of Founders Brewing underscores the ongoing consolidation of craft beer. Poppi’s partnership with the Minecraft Movie signals a growing focus on brand collaborations to drive mainstream adoption. Meanwhile, Monster’s leadership transition raises questions about the energy drink giant’s next moves in an increasingly competitive market.

Closing Thoughts

As brands make bold investments in partnerships, acquisitions, and product expansions, the CPG industry remains in constant motion. Need help navigating talent shifts in this evolving landscape? Protis Global can connect you with top-tier executives to lead the charge. Learn more here.