the Last Drop
Unwell Hydration kicks off partnership with NWSL
Earlier this spring, the National Women’s Soccer League (NWSL) announced a new partnership with Unwell, a media platform developed by Alex Cooper of “Call Her Daddy” fame. This partnership includes Unwell Hydration as the official partner of NWSL. Unwell Hydration was created in 2024 and combines rapid hydration with functional benefits to help consumers live their best unwell life, the brand says. The partnership kicked off at the 2025 NWSL Challenge Cup in Orlando, and will include Unwell fan activations at notable NWSL games throughout the season. “We’re so excited to welcome Unwell to the NWSL family and partner with Alex to celebrate the game of soccer and engage with our fans in innovative and authentic ways that are transforming the future of sports fandom,” Jessica Berman, NWSL commissioner, said in a statement. “As a former college soccer player, Alex gets the sport, the grind and what is means to be a female athlete. Through her massive platform, she’s been a champion for women’s empowerment, and now, she’s using that influence to amplify the NWSL like never before.” Cooper launched Unwell Hydration by drawing on her experience as a D1 soccer player, aiming to provide effective and healthy hydration, enhanced focus and great taste, the brand adds. “As a former college soccer player and someone who has long been a fan of the NWSL, I’m so excited to be kicking off this partnership,” Cooper said in a statement. “This felt like the perfect fit for Unwell as we remain committed to not only supporting our community, but celebrating women who are doing incredible things. I am thrilled to have the opportunity to bring the Daddy Gang and the NWSL community together for what I know will be an incredible 2025 season.”
Waterloo Sparkling Water, Guy Fieri collab for summer-inspired flavors
Waterloo Sparkling Water announced a collaboration with Guy Fieri, chef, restaurateur and Emmy award-winning TV personality. Waterloo and Fieri’s Flavortown are launching three limited-time-only offerings: Lemon Italian Ice, Huckleberry Cobbler and Spiced Mango Sorbet. The three flavors are inspired by Fieri’s personal experiences, aiming to bring his favorite flavor memories from family adventures to life. Fieri’s love of summers along the boardwalk in the Northeast, a favored spot in the Pacific Northwest and family fun in Mexico inspired these unique sparkling water flavors, the brands say. “We’re goin’ big on flavor together. The team at Waterloo Sparkling Water is incredible at bringing flavor to life, so I knew they’d hit it out of the park with these limited-time sparkling waters inspired by some of my favorite flavors,” Fieri said in a statement. “Lemon Italian Ice is a tart and sweet throwback to East Coast summertime family trips. Huckleberry Cobbler is a sweet and tangy berry bomb with a surprise hit of baking spice. And Spiced Mango Sorbet has just a touch of spice highlighting some bright fresh mango — it’s a first-class fiesta. Bring on the summer.” The new flavors highlight Waterloo’s commitment to flavor artistry and crafting authentic flavors that taste like they are supposed to, the brand adds.
World Whiskey Society, Ducks Unlimited unveil limited-edition bourbon, whiskey
World Whiskey Society (WWS) continues its partnership with Ducks Unlimited, a nonprofit organization dedicated to conserving North America’s wetlands, grasslands and waterfowl habitats, with two one-of-a-kind straight bourbon whiskeys, complete with their own bespoke boxes, available for a limited time. “We are excited to introduce two new Ducks Unlimited collaborations, sharing unique whiskey experiences with the world,” said Alex Kogan, CEO of WWS, in a statement. “We look forward to whiskey enthusiasts and collectors adding these exceptional Ducks Unlimited releases to their collections.” The Ducks Unlimited Special Edition 10-Year-Old Kentucky Bourbon is a limited release in this collection, packaged in a sleek, wooden box resembling an antique hunting rifle case. The glass bottle inside is adorned with a Ducks Unlimited-inspired emblem with a mallard leaping from a pool of water. The Ducks Unlimited Shotgun Shell ― American Single Malt whiskey pays homage to the heritage and tradition of the hunt, WWS says, with a focus on fine craftsmanship, authenticity and elegance. The glass bottle is inspired by a shotgun shell, with a red-fluted glass bottle and custom engraving on the cap, encapsulated in a gun barrel-inspired metal tube case. The whiskey includes notes of oak, dark fruit, cocoa, chocolate, walnut, honey and allspice, while the bourbon features hints of dark chocolate and smoked hickory intertwined with dried dates, licorice and a hint of black cherry.
VMI Sports pairs with PEZ Candy for performance products
Sports nutrition brand VMI Sports unveiled a multi-year licensing agreement with PEZ Candy, marking a new chapter for VMI as it brings nostalgic PEZ flavors to its lineup of fitness and performance products. VMI will launch PEZ-flavored products across multiple beverage and powder categories as part of this collaboration, it says. “We’ve been working closely with the VMI team to develop a great-tasting line of sports nutrition products, and these PEZ-inspired flavors will not disappoint,” said Christian Jegen, CEO and president of PEZ Candy Inc., in a statement. “We’re excited to build out this line with VMI.” The initial launch included the KXR Pre Workout Ready-to-Drink (RTD), Creatine Powder and Aminogex Amino Acids powder. Cherry, Grape and Orange PEZ flavors headlined the initial launch in March, but VMI is committed to expanding the flavor offerings across all product categories in the future, it says. “Being a staple in sports nutrition, we knew we needed a partner that aligned with our brand and customers,” said Tom Reilly, VMI Sports president, in a statement. “After a year of reviewing options, PEZ emerged as the perfect fit. This global iconic and nostalgic brand shares our Northeast roots. We’re excited to enter licensing with them, and the response from consumers and retailers has been extraordinary.”
Baileys taps actor Ashley Park for Non-Dairy Liqueur Made with Oat Milk campaign
“Emily in Paris” actor Ashley Park stars in the new campaign for Baileys Non-Dairy Liqueur Made with Oat Milk. The “Opting Oat” campaign highlights the latest release from Baileys, which comes in two flavors: Baileys Coffee Toffee Non-Dairy Liqueur Made with Oat Milk and Baileys Cookies & Creamy Non-Dairy Liqueur Made with Oat Milk. “I vividly remember my first sip of Baileys; it instantly became one of my favorite treats,” Park said in a statement. “So, when I heard about their new oat milk flavors, I couldn’t wait to try them. As a fan of non-dairy options, this felt like the perfect match. I’m an iced coffee girl through and through, and a splash of this Baileys takes it to the next level. The combination of oat milk with Baileys’ smooth, creamy flavors makes for an indulgent treat whenever I want something extra special.” In April, Baileys welcomed Los Angeles residents aged 21 and up to the Baileys Oat Street Café in Venice Beach to experience the decadent world of Baileys Non-Dairy Liqueur Made with Oat Milk. The pop-up took the average café experience from ordinary to extraordinary with specialty drinks and cocktails. “We’re so excited to partner with Ashley because her fun, energetic spirit is the perfect match for Baileys Non-Dairy Liqueurs Made with Oat Milk,” said Milly Shome, director of Baileys and Liqueurs, Diageo North America, in a statement. “With a shared love for all things coffee, who better to help us usher in iced coffee season than Ashley.”
