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Lionel Messi, the record-shattering soccer superstar of Inter Miami CF, has partnered with White Claw’s parent company to create a new hydration beverage. This marks Messi’s entrance into the $33 billion category, which is currently dominated by other sports drinks.


The new drink, named Más+ by Messi, is expected to rival the likes of Gatorade, Logan Paul's Prime, and BodyArmor. Produced by Mark Anthony Brands, this venture represents a departure from the company’s previous focus on alcoholic beverages. The low-sugar sports drink will contain electrolytes and vitamins, without any artificial sweeteners or caffeine.


Messi’s new drink aims to inspire everyone to take better care of themselves. The soccer icon hopes that Más+ will make consumers feel hydrated like a champion with its “Positive Hydration” of electrolytes. The drink will be available in four different flavors, including a Miami Punch in honor of Messi’s MLS club, Inter Miami.




The global rollout of Más+ starts close to home for Messi — at a local neighborhood store in Miami where, on June 13, lucky fans will become the first in the world to score some of the first bottles and try Más+ for themselves. Following the South Florida release, Más+ by Messi will be available in grocery stores starting in August. It will be launched internationally later in 2024.




A post shared by Más+ by Messi (@masbymessi)



Lionel Messi’s venture into the beverage market with Más+ is a bold move that could potentially shake up the industry. Will consumers embrace this new sports drink and make it a part of their daily hydration routine? Share your thoughts below.



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Image: Más+ by Messi / PRNewswire

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