Between Drinks
Why hydration matters during winter
Although it’s common knowledge that drinking plenty of fluids during warm or hot weather can prevent heat stroke and other heat related illnesses, staying hydrated during winter months is equally important.
In fact, according to the International Bottled Water Association (IBWA), proper hydration is critical during winter months, especially because people are less likely to feel thirsty at this colder time of year and might therefore consume fewer hydrating drinks.
Further, IBWA notes that dehydration affects mental clarity and immune function, both of which are critically impacted in the winter months from the cooler, less humid air that provides conditions for germs to spread more actively, as well as the reduced number of daylight hours that naturally make people feel more tired.
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“Maintaining adequate hydration at this time of year is tricky because people tend to feel less thirsty in winter months, so they drink fewer fluids, which compounds the risk of health issues due to dehydration,” said Jill Culora, vice president of communications at IBWA, in a statement. “And the warning signs of dehydration can be subtle or not at all apparent. This is why it’s important to maintain good, healthy hydration habits year-round by regularly consuming water — from the tap, filtered or bottled throughout the day.”
In keeping with the hydration momentum, last December, Laird Superfood announced the expansion of its Hydrate line with two new flavors: Wild Berry and Tropical Punch.
Laird Superfood also introduced a Variety Pack containing all five Hydrate flavors and expanded its line-up of single-serve packets by offering the Original flavor in sticks. Each product in the Laird Superfood Hydrate lineup contains electrolytes such as sodium and potassium that naturally replenish the body, the company notes.
“It’s surprising that many athletes still rely on processed sports drinks, and those who use hydration powders often find they’re also filled with artificial ingredients and excessive sugars,” said Jason Vieth, CEO of Laird Superfood, in a statement. “At Laird Superfood, we’re committed to making healthy hydration easy with our natural, clean products that empower people to make nutritious choices without compromising taste or performance.”
Again, noting the importance of staying hydrated during wintertime, IBWA points to how dehydration can affect a person’s mood, energy level and mental awareness.
“Drinking water can help you achieve a normal level of hydration and thus improve mood, energy and cognition,” IBWA states. “Drinking adequate amounts of water in winter also helps your skin, as cold temperatures leave it dry and parched.”
IBWA’s Culora added that it’s important to be mindful about regularly consuming water in order to stay well-hydrated throughout the day.
“It’s also important to be mindful of your loved ones’ drinking habits, particularly older adults, who often intentionally drink less so they make fewer trips to the restroom,” she stated. “Throughout the year, bottled water is an excellent choice for healthy hydration — helping consumers who want to stay hydrated or avoid calories, caffeine, sugar intake, artificial colors or flavors, and other ingredients. Consumers continue to increasingly choose refreshing, healthy, hydrating, and convenient beverages such as bottled water because it delivers reliable safety, quality, and flavor.”
As we still have many cold weather days ahead of us, beverage-makers would benefit from highlighting the importance of winter hydration.
Pabst Blue Ribbon, RMU Skis hit the slopes
Pabst Blue Ribbon and RMU Skis have teamed up to drop a limited-edition ski collection that brings together two iconic cultures: the mountain and the dive bar. The collaboration introduced the RMU x PBR Apostle 106, a versatile all-mountain ski wrapped in bold PBR-inspired graphics and designed by Portland-based tattoo artist and multimedia creator Eddy, known as “Fast Eddy” and @dentistpdx on socials. The partnership pairs RMU’s technical craftsmanship with PBR’s love for art and creativity, creating a piece that performs on the mountain and turns heads in the lift line, the companies say. The Apostle 106 features RMU’s trusted construction — light, playful and incredibly capable across all terrain — matched with Eddy’s neo-traditional artwork, blending nostalgic ‘90s character and modern detail. “Partnering with PBR on the PBR x RMU Apostle 106 ski has been an absolute blast,” said Robby Burleson, marketing director at RMU Skis, in a statement. “This graphic is easily one of the raddest collabs we’ve ever worked on, and seeing our community’s reaction has been unreal.” Beyond the skis, the collaboration will be supported by select events and promotional giveaways rolling out throughout the season. The limited-edition RMU x PBR Apostle 106 skis are available on the Pabst Blue Ribbon merch store www.pabstblueribbon.com.
Saratoga Spring Water taps basketball star Skylar Diggins
Saratoga Spring Water stepped back into the spotlight with a new ad campaign to kick off 2026. Starring professional basketball star and cultural trailblazer Skylar Diggins, the campaign signals that this year will be nothing short of another extraordinary year, the company says. Captured in cinematic black and white, and accented by the brand’s distinct color, Saratoga Signature Blue, the new creative invites viewers to seize every moment to be extraordinary. “Our new campaign with Skylar, and the chapters to come later in the year, reflect Saratoga’s expansion into a broader cultural space,” said Kheri Tillman, chief marketing officer for Primo Brands, in a statement. “Skylar is extraordinary on and off the court, and an ascendant figure in culture. If you could capture a perfect storm in a bottle — of talent, energy, strength and style— she’s it. We’re starting the New Year with a striking visual campaign, which will then lead us into other moments that offer a refreshed perspective on what a water brand can be.” Diggins added: “For me, ‘extraordinary’ is about taking every opportunity to shake things up and go beyond what is expected of us. Saratoga is my go-to for staying hydrated while I’m on the go, and I love how that comes to life in the campaign. What you see in the ad is a woman — me — in constant motion, stepping boldly into a variety of scenarios, and that’s because I’m more than one thing. The visuals capture that energy beautifully.” Following the campaign’s debut, Diggins will attend the Golden Globes, where Saratoga will return as the Official Water of the show. As the brand’s ambassador at Hollywood’s most glamorous night, Diggins will offer viewers a look behind the scenes through her social media channels, the company notes.
Almond Breeze, Jonas Brothers team up for new campaign
Blue Diamond Growers announced its new partnership between Blue Diamond Almond Breeze and the Jonas Brothers. The all-new collaboration brings the brothers’ signature humor and authenticity to a creative campaign that takes a playful jab at the rise of AI-generated content in advertising, showcasing why genuine celebrity endorsements and creative collaboration still reign supreme. “This partnership with the Jonas Brothers represents everything Blue Diamond Almond Breeze stands for — authenticity, creativity and a commitment to bringing real, meaningful connections to our consumers,” said Maya Erwin, vice president of innovation and R&D at Blue Diamond Growers, in a statement. “The brothers’ involvement in every creative decision made this collaboration truly special and uniquely resonant.” Joe, Nick and Kevin Jonas, added: “Life on the road means being intentional about what we put into our bodies. Partnering with Blue Diamond Almond Breeze felt natural because it’s a product we genuinely use and love. We have really enjoyed the creative collaboration to build something that felt true to who we are.” From concept to final cut, the Jonas Brothers were deeply involved in every step of the creative process, ensuring the campaign reflects their unique personalities and comedic chemistry while authentically celebrating Blue Diamond Almond Breeze, the company notes. Creative direction for the commercial was led by Anthony Mandler, bringing his signature vision to the project.
According to a new JAMA study, drinking one cup of caffeinated coffee each day lowered the recurrence of atrial fibrillation (AF) by 39% compared with abstaining from caffeine.
At the same time, Eachnight.com’s latest research shows that the caffeine content in coffee varies widely — from 27 mg in instant coffee to over 150 mg in cold brew and that timing, serving size, and roast all affect how caffeine interacts with sleep and cardiovascular health.
“For years, caffeine was treated like the villain of heart health and sleep, but the evidence now shows it’s more about timing and balance,” said Rosie Osmun, certified sleep science coach at Eachnight.com, in a statement. “A single morning cup may actually support circulation and alertness without harming sleep, especially if you stop by early afternoon.”
The following are key takeaways from the JAMA study:
- New JAMA trial: 200 AF patients; those who drank coffee daily had fewer arrhythmia recurrences.
- Caffeine clarity: Not all cups are equal — espresso = 150 mg, brewed = 95 mg, decaf = 2 mg.
- Sleep crossover: Moderate caffeine (less than 400 mg a day) can improve alertness and performance, but late-day intake still disrupts sleep cycles.
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