Alex Cooper’s beverage business is reportedly coming to an end less than two years after its launch. She plans to stop production across her Unwell drink lineup. The brand will release a few more Halloween flavors first. Target will then sell its remaining supply.
Unwell Beverage Co. is reportedly ending production less than two years after Alex launched the brand
According to Bloomberg, which cited people familiar with the plans, Unwell Beverage Co. will end production after its Halloween-themed flavors hit shelves. Target is the primary retail partner of the brand. The retailer will reportedly sell its remaining supply without restocking it. Following that, the drinks will be out of stores for good.
Cooper launched Unwell Hydration with Nestlé in 2025. The initial lineup consisted of three drinks that contained electrolytes, vitamins, and caffeine. Later, the company expanded its product line to include protein and energy drinks. Cooper frequently featured the drinks on her podcast with her and guests.
The drinks mainly targeted women in the crowded sports and energy drink market. The shutdown comes as Cooper continues building her business beyond podcasting. Cooper and her husband Matt Kaplan grew Unwell into a bigger media company. The company now encompasses podcasts, TV and film production, merchandise and live events.
Unwell also includes a new advertising agency, according to the report. The company reportedly secured funding from Hollywood super agent Patrick Whitesell on Wednesday. That deal reportedly valued Unwell at $500 million. However, the new funding will mainly support Cooper’s podcast network and advertising agency.
Unwell’s beverage business may be ending, but the larger company will continue. Cooper and Kaplan still have the media operations under the Unwell name. The drinks will remain available only while stores sell their remaining stock. The brand will launch its last Halloween flavors before ending beverage production.
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