THE WHAT? Alex Cooper’s Unwell Beverage Co. is reportedly set to cease production, bringing an end to the beverage brand roughly a year after its launch in partnership with Nestlé.
THE DETAILS Unwell Beverage Co., launched in 2025 as part of the Call Her Daddy host’s expansion beyond media, is expected to release additional Halloween-themed flavours before ending production across its beverage portfolio. The functional drinks were positioned around hydration, energy and wellness, with a particular focus on female consumers. Nestlé partnered with Cooper on the launch, while Target served as the brand’s main retail partner. The closure comes despite Cooper continuing to expand the wider Unwell business, which recently secured investment at a US$500 million valuation and encompasses podcasts, entertainment production, live events, merchandise and advertising.
THE WHY? The decision highlights the challenges of translating creator-led audiences into sustainable consumer product businesses, particularly in the increasingly crowded functional beverage and wellness market. For consumer brands and strategic partners, Unwell’s short run also illustrates that high-profile talent, significant distribution and established corporate backing do not necessarily translate into long-term product success.
Source: Bloomberg
