Nowadays Founders Launch New Drink at Walmart

Justin Tidwell and Anthony Puterman, who scaled the THC beverage brand Nowadays to $100 million in annual retail sales, are venturing into a new category with their latest product. Unwind, a sparkling beverage designed for relaxation, launched nationwide in Walmart stores on October 1.

The new drink contains magnesium and L-theanine and is positioned as a functional beverage offering a calm alternative to the energy drink market. It comes in five low-sugar flavors and is priced at $2.79 per 12-ounce can or $10.99 for a four-pack. The company behind Unwind is separate from Nowadays and aims for broader retail distribution next year.

Tidwell and Puterman believe Unwind can differentiate itself through clear marketing, capitalizing on the growing demand for relaxation-focused products. They see an opportunity in the market's shift following the energy drink boom, aiming to capture consumers seeking opposite effects. Their prior success with Nowadays provides a foundation for this expansion.

Unwind will initially be available in the enhanced water section at Walmart. To drive trial, the brand plans in-store sampling events and a college ambassador program. The founders noted that retailers are currently more receptive than ever to new product innovations from entrepreneurs.