The Beverage Boom No One's Talking About—But Retail Investors Are Noticing
Issued on behalf of Safety Shot, Inc.
VANCOUVER – Baystreet.ca News Commentary – In 2025, one of the most powerful trends shaping the food and beverage sector is the rise of functional and wellness-focused products. The global ready-to-drink (RTD) market is projected to reach $1.227 trillion by 2032, growing at a 6.2% CAGR, according to Fortune Business Insights. Analysts at Market.us forecast even faster growth in the Functional Beverages segment, with a 7.3% CAGR. As consumer habits shift toward performance-driven nutrition and health-enhancing ingredients, investor interest is rising around companies like Safety Shot, Inc. (NASDAQ: SHOT), Keurig Dr Pepper Inc. (NASDAQ: KDP), Nomad Foods Limited (NYSE: NOMD), Unilever plc (NYSE: UL), and The Coca-Cola Company (NYSE: KO).
Fueling this momentum is a generational shift, as Millennials and Gen Z increasingly prioritize gut health, cognitive support, and recovery benefits over traditional refreshment. Grand View Research projects the functional beverage market alone will grow to $353.4 billion by 2030, reinforcing the long-term potential of this evolving category.
Safety Shot, Inc. (NASDAQ: SHOT) is emerging as an early standout in the functional beverage space, generating strong retail buzz thanks to a unique formulation, expanding distribution, and a growing patent portfolio. As wellness trends reshape consumer preferences, the company is carving out a distinct position with a product that sits at the intersection of innovation and recovery.
At the core of its offering is Sure Shot® —the first patented beverage clinically shown in human trials to help reduce blood alcohol content (BAC) more rapidly. Beyond its primary claim, the product is also designed to support clearer energy, faster recovery, and relief from next-day sluggishness after drinking—making it a differentiated tool in the growing category of smarter, wellness-aligned recovery aids.
Safety Shot's launch quickly gained traction following its rebrand and direct-to-consumer debut on Amazon in late 2023, where the product sold out multiple times. A renewed push in early 2024 sustained that momentum, reinforcing the company's belief that consumers are actively seeking smarter, wellness-oriented recovery solutions.
Credibility is bolstered by clinical evidence. In a peer-reviewed human study published in the Journal of Nutrition and Dietary Supplements, Sure Shot was shown to significantly reduce both blood and breath alcohol levels versus placebo. Participants also reported clearer mental function and improved overall recovery, adding weight to the product's broader health claims.
Distribution has expanded rapidly, with Sure Shot now available online through Amazon and Walmart.com, and entering brick-and-mortar retail through chains like 7-Eleven, Albertsons, Vons, and GoPuff. The launch of a new stick-pack format enhances portability and shelf appeal, while also improving margins and encouraging trial through impulse buys.
On the intellectual property front, the company recently added another patent protecting its formula and functional claims. This reinforces Safety Shot's defensibility as it scales, helping secure long-term value in a crowded and fast-moving wellness category.
Safety Shot is laying the groundwork for broader category expansion with a definitive agreement to acquire Yerbaé Brands Corp., announced in Q1 2025. Yerbaé, a plant-based energy drink company with approximately $12 million in trailing revenue, brings established retail distribution and athlete endorsements—offering a potential springboard into adjacent wellness and performance markets.
Looking ahead, the company plans to pivot from early influencer-heavy marketing toward more scalable, cost-efficient strategies. These include grassroots retail partnerships and collaborations within the alcohol industry, aimed at driving organic trial and long-term brand loyalty through real-world product engagement.
Safety Shot has also initiated the spinout of its Caring Brands unit, allocating 2 million shares of the new entity to existing SHOT shareholders. The offer, initially time-limited, has been extended into later this year —giving eligible investors additional time to participate in the potential upside of this parallel wellness venture.
With clinical validation, growing retail presence, expanding IP, and a strategic acquisition in progress, the company appears focused on long-term positioning in the functional beverage market. Rather than a short-term novelty, Safety Shot is working to establish itself as a scalable brand aligned with some of today's most durable consumer trends.
Keurig Dr Pepper Inc. (NASDAQ: KDP) has transformed its energy drink strategy in just three years, building a portfolio now projected to exceed $1 billion in 2025 retail sales. The acquisition of Ghost Energy, alongside strategic stakes in C4 and Bloom, allows the company to reach multiple consumer cohorts—from fitness-driven to Gen Z lifestyle buyers.
'When you look at this portfolio we've assembled, it's a series of complementary brands that can really target distinct consumer cohorts and demand spaces,' said Tim Cofer, CEO, Keurig Dr Pepper. We are hitting the ground running with Ghost, which we will activate in a big way as we transition distribution over the coming months.'
With additional investment in direct distribution and innovation, KDP is aiming to claim a double-digit share of one of the industry's fastest-growing categories.
Nomad Foods Limited (NYSE: NOMD) is deepening its role in the clean food movement through an expanded partnership with cell-cultivated seafood leader BlueNalu. The collaboration aims to introduce BlueNalu's cultivated bluefin tuna toro to the UK market, starting with premium foodservice placements and limited-time offerings.
'We are proud to work with trusted partners and forward-thinking regulatory agencies to deliver safe, consistent, and desirable seafood to consumers in the coming years,' said Lou Cooperhouse, founder, president, and CEO of BlueNalu. 'Our acceptance into the UK regulatory sandbox reinforces BlueNalu's position as a global company at the forefront of food system innovation.'
With growing consumer interest in mercury-free, nutrient-rich alternatives, this move reinforces NOMD's position at the forefront of sustainable food innovation.
Unilever plc (NYSE: UL) is capitalizing on the rise of functional hydration with its Liquid I.V. brand, which posted strong double-digit sales growth in Q1 2025. Positioned at the core of Unilever's Wellbeing portfolio—now accounting for 22% of total turnover— Liquid I.V. continues to gain traction across digital channels, boosted by new formats like its sugar-free variant.
To deepen brand engagement, Liquid I.V. has once again teamed up with experiential agency TRO for a dynamic sampling campaign at major cultural events throughout the summer.
'Partnering with TRO for our 2025 sampling campaign was an easy decision,' said Jessica Hume, marketing manager, Unilever. 'They understand our brand inside and out, which made last year's UK launch hugely impactful. We can't wait to go even bigger and better this year and help hydrate the nation once again!'
Earlier this year, The Coca-Cola Company (NYSE: KO) has entered the growing prebiotic beverage market with Simply Pop —a new sparkling drink line launched under its trusted Simply brand. Each flavor contains 6g of prebiotic fiber, no added sugar, and up to 30% real fruit juice, now rolling out in select U.S. retailers. By leveraging an established name to introduce a functional product, Coca-Cola is targeting younger consumers exploring gut-health options but wary of unfamiliar startup brands.
"[Gen Z doesn't] remember a world where Simply doesn't exist,' said Terika Fasakin, brand senior director for North America. 'It's the juice they've seen in the fridge throughout their lives, so it has a particular tug on their heartstrings."
The move positions Coca-Cola directly against rising players in the space, without requiring an outside acquisition.
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DISCLAIMER: Nothing in this publication should be considered as personalized financial advice. We are not licensed under securities laws to address your particular financial situation. No communication by our employees to you should be deemed as personalized financial advice. Please consult a licensed financial advisor before making any investment decision. This is a paid advertisement and is neither an offer nor recommendation to buy or sell any security. We hold no investment licenses and are thus neither licensed nor qualified to provide investment advice. The content in this report or email is not provided to any individual with a view toward their individual circumstances. Baystreet.ca is owned by Baystreet.ca Media Corp. ('BAY'). BAY has been paid a fee for Safety Shot Inc. advertising and digital media from Creative Digital Media Group ('CDMG') (fifty-five thousand dollars USD for a three month contract subject to the terms and conditions of the agreement from the company direct). There may be 3rd parties who may have shares of Safety Shot Inc., and may liquidate their shares which could have a negative effect on the price of the stock. This compensation constitutes a conflict of interest as to our ability to remain objective in our communication regarding the profiled company. Because of this conflict, individuals are strongly encouraged to not use this publication as the basis for any investment decision. The owner/operator of 'BAY' DOES NOT own any shares of Safety Shot Inc. at this time, but reserves the right to buy and sell, and will buy and sell shares of Safety Shot Inc. at any time without any further notice commencing immediately and ongoing. We also expect further compensation as an ongoing digital media effort to increase visibility for the company, no further notice will be given, but let this disclaimer serve as notice that all material, including this article, which is disseminated by BAY has been approved by CDMG on behalf of Safety Shot Inc.; this is a paid advertisement, we currently own shares of Safety Shot Inc. and will buy and sell shares of the company in the open market, or through private placements, and/or other investment vehicles.
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