As of June 2025, Mas+ is a newly launched sports drink brand co-created by soccer superstar Lionel Messi in partnership with Mark Anthony Brands, the company behind White Claw and Mike's Hard Lemonade. Mas+ aims to provide a healthier alternative in the sports beverage market by offering low-sugar drinks enriched with vitamins and electrolytes, free from added sugars, artificial colors, or caffeine. The initial flavors include Miami Punch, honoring Messi's current team, Inter Miami, and Orange d'Or, celebrating his eight Ballon d'Or awards. The product is available in both bottles and cans, with a planned rollout starting in Miami on June 13, expanding to online sales in July, and reaching U.S. stores by August.
Key Strategic Focus
Mas+ is strategically positioned to cater to health-conscious consumers seeking functional beverages. By emphasizing low-sugar content and the inclusion of essential vitamins and electrolytes, Mas+ differentiates itself from traditional energy drinks that often contain high levels of sugar and caffeine. The brand's association with Lionel Messi enhances its appeal, leveraging his global influence to attract a broad audience. The initial launch in Miami, followed by a phased expansion, indicates a targeted approach to market penetration.
Financials and Funding
Specific financial details regarding Mas+ are not publicly disclosed. However, the partnership with Mark Anthony Brands suggests a robust financial backing, given the company's successful track record with products like White Claw and Mike's Hard Lemonade. The collaboration indicates a strategic investment aimed at capturing a share of the growing energy and hydration drink market, projected to reach $60 billion by 2032 with an approximate annual growth rate of 6%.
Product Development
Mas+ has introduced its initial product line featuring two flavors: Miami Punch and Orange d'Or. These beverages are formulated to provide hydration and energy without the drawbacks associated with high sugar and caffeine content. The focus on natural ingredients and essential nutrients aligns with current consumer trends favoring health and wellness. The phased rollout strategy, starting in Miami and expanding to online platforms and retail stores, reflects a calculated approach to building brand presence and consumer trust.
Technological Platform and Innovation
Mas+ distinguishes itself through its commitment to health-oriented innovation. The brand's formulation excludes added sugars, artificial colors, and caffeine, addressing common health concerns associated with traditional energy drinks. By incorporating vitamins and electrolytes, Mas+ offers functional benefits that appeal to consumers seeking both hydration and nutritional value. This approach reflects a broader industry trend towards cleaner labels and products that support active lifestyles.
Leadership Team
The leadership behind Mas+ includes Lionel Messi, whose global stature and personal brand significantly influence the product's marketability. His involvement suggests a hands-on approach to product development and marketing, leveraging his image to promote the brand's health-conscious message. Mark Anthony Brands brings extensive experience in the beverage industry, providing operational expertise and distribution capabilities essential for the successful launch and expansion of Mas+.
Competitor Profile
Market Insights and Dynamics
The energy and hydration drink market is highly competitive, with established brands like Red Bull, Monster Energy, and Gatorade dominating the landscape. In 2020, Red Bull held a 43% market share, followed by Monster Energy at 39%, and Rockstar at 10%. The market is projected to grow significantly, reaching $60 billion by 2032, driven by increasing consumer demand for functional beverages.
Competitor Analysis
- Red Bull: Known for its high caffeine content and association with extreme sports, Red Bull has a strong global presence and brand loyalty.
- Monster Energy: Offers a diverse product line catering to various consumer preferences, including sugar-free and juice-infused options.
- Gatorade: Focuses on sports hydration, providing electrolyte-rich drinks designed for athletic performance.
- Prime: Co-founded by influencers KSI and Logan Paul, Prime has gained popularity among younger demographics, emphasizing hydration and energy.
Mas+ enters this competitive landscape with a unique value proposition centered on health and wellness, aiming to attract consumers seeking low-sugar, nutrient-enriched alternatives.
Strategic Collaborations and Partnerships
The partnership between Lionel Messi and Mark Anthony Brands is a strategic collaboration that combines celebrity influence with industry expertise. This alliance enhances the brand's credibility and market reach, leveraging Messi's global fanbase and Mark Anthony Brands' established distribution networks. The collaboration reflects a shared vision of providing healthier beverage options to consumers worldwide.
Operational Insights
Mas+'s operational strategy focuses on a phased market entry, beginning with a targeted launch in Miami, followed by online availability and broader retail distribution. This approach allows the brand to build consumer awareness and demand gradually, ensuring supply chain readiness and market responsiveness. The emphasis on health-conscious formulations positions Mas+ to differentiate itself from competitors and appeal to a growing segment of consumers prioritizing wellness.
Strategic Opportunities and Future Directions
Mas+ is well-positioned to capitalize on the increasing consumer demand for healthier beverage options. Future strategies may include expanding the product line to introduce new flavors and formulations, exploring international markets, and engaging in strategic marketing campaigns that highlight the brand's health benefits and association with Lionel Messi. By maintaining a focus on quality and consumer health, Mas+ has the potential to establish a strong foothold in the competitive sports drink market.
Contact Information
For more information about Mas+, please visit the official website:
Follow Mas+ on social media:
- Instagram:
- Twitter:
- Facebook:
Please note that specific contact details such as email addresses and phone numbers are not provided in this profile.
