Conor McGregor has officially stepped into the high-stakes energy drink market with the launch of MAC Energy, unveiling the product at The Beverage Forum on April 28, 2026. The move marks a strategic pivot from his success in spirits—most notably Proper No. Twelve—into the fast-growing functional wellness space, where performance, cognition, and clean-label formulations are redefining the category.

MAC Energy is positioned as a “performance-first” drink, built around a combination of nootropics and metabolic enhancers rather than sugar-driven stimulation. Each can features 2g of GoBHB® ketones to provide an alternative energy source for endurance, 250mg of Cognizin® Citicoline to support focus and mental clarity, and 200mg of PurCaf® natural caffeine derived from green coffee beans. The formulation is entirely sugar-free and low in calories, aligning with the shift toward “clean energy” beverages among fitness-focused consumers.

The brand is set for its official retail debut on July 12, 2026, launching with six flavors that balance nostalgic appeal and modern taste profiles, including Forbidden Green Apple, Proper Punch, Orange Creamsicle, Honey Cream Soda, Macberry Lemonade, and Blackbeary Lychee. This wide flavor range signals an intent to compete not just on function but also on experience—an increasingly critical factor in the saturated energy drink aisle.

Strategically, MAC Energy reflects the evolution of the “athlete-operator” model. Rather than relying solely on celebrity branding, McGregor is leaning into ingredient-led differentiation—using clinically recognized compounds like Cognizin to justify premium positioning. This mirrors the playbook seen in brands like Prime Hydration and Neutonic, where functional benefits and creator influence combine to drive rapid adoption.

By entering the category with a science-forward formula and a strong personal brand, McGregor is betting that the next wave of energy drinks won’t be about “more caffeine,” but about smarter, cleaner, and more targeted performance.

The Wine Group (TWG) has acquired Brooklyn-based St. Agrestis, the cult-favorite brand behind the viral “Phony Negroni,” marking its first major move beyond traditional wine. The deal, announced on April 30, 2026, signals a decisive push into the fast-growing non-alcoholic (NA) beverage category as consumer demand for “sober-curious” options continues to rise.

Founded by Nicholas Caton and Louis Caton, St. Agrestis built its reputation by replicating the complexity of classic cocktails without alcohol. Its flagship Phony Negroni—crafted with over 30 botanicals—has become a standout in the zero-proof segment, alongside variants like the Phony Mezcal Negroni and Amaro Falso. The acquisition also includes the brand’s alcoholic aperitivo portfolio, giving TWG a dual-position across both traditional and non-alcoholic categories.

For TWG, which owns mass-market labels such as Cupcake Vineyards and Franzia, the strategic play is scale. By leveraging its extensive distribution network across retailers like Kroger and Costco, the company aims to transition St. Agrestis from niche, boutique shelves into mainstream grocery aisles nationwide. At the same time, it plans to expand into on-premise channels—placing Phony Negronis in restaurants, bars, and hotel mini-bars where premium NA options remain limited.

The acquisition also aligns with a broader “dual-consumption” trend, where consumers increasingly alternate between alcoholic and non-alcoholic beverages within the same occasion. By owning both sides of that equation, TWG is positioning itself to capture a larger share of total beverage spend.

At the heart of St. Agrestis’ appeal is its “complexity moat.” Unlike many NA brands that rely on sweetness, the company uses traditional amaro-inspired techniques to deliver bitterness, depth, and food-pairing versatility—qualities that resonate with mature, cocktail-savvy consumers. As TWG scales the brand nationally, its biggest challenge will be preserving this artisanal identity while meeting the demands of mass distribution.

The deal underscores a clear industry shift: non-alcoholic is no longer a niche—it’s becoming a core pillar of the global beverage landscape.

Nomio has secured $4 million in fresh funding, led by Collaborative Fund, as it scales from a niche performance product used by elite athletes into a broader commercial offering. The Stockholm-based startup is pioneering a new category within sports nutrition by commercializing Isothiocyanates (ITCs)—a bioactive compound derived from broccoli sprouts—positioning itself at the intersection of biotechnology and high-performance wellness.

Unlike traditional performance shots that rely on caffeine or nitrates, Nomio’s formulation is built around cellular resilience and recovery. Its core innovation lies in stabilizing ITCs, which have been shown to help the body manage lactic acid buildup during intense exercise, reduce oxidative stress by activating the Nrf2 pathway, and accelerate recovery metrics such as muscle soreness and heart rate variability. This “science-first” approach allows Nomio to differentiate itself as a technical performance tool rather than a generic wellness drink.

The brand’s early traction has been driven by organic adoption among elite athletes, including Cole Hocker and Andreas Almgren, as well as professional cycling teams where marginal gains in recovery can significantly impact performance. This grassroots credibility has helped Nomio build a strong foundation without heavy marketing spend, reinforcing its positioning as a performance-driven, athlete-validated product.

Nomio’s rise also aligns with the broader boom in hyper-functional wellness shots, a category expected to reach $1.5 billion globally by 2027. As competitors focus on energy, immunity, or productivity, Nomio is carving out a distinct niche in endurance and recovery optimization, targeting serious athletes rather than mass-market consumers—at least in its current phase.

From a strategic standpoint, the company’s biggest advantage lies in its proprietary stabilization process for ITCs, which creates a meaningful barrier to entry in a crowded supplement market. By owning the underlying science and extraction technology, Nomio is effectively building an IP-driven moat, similar to how performance brands differentiate through proprietary materials or formulations.

With this funding, Nomio is expected to expand beyond the Nordic region into key markets like the US and UK, moving from an “insider secret” to a mainstream performance product. If successful, it could redefine how athletes—and eventually everyday consumers—approach recovery, shifting the focus from stimulants to cellular-level optimization.