Ex-National Collegiate Athletic Association (NCAA) athletes AJ Hassan and Emily Doskow have launched an alcohol-free premix cocktail brand they claim is the first to include the functional ingredients creatine and protein.
Packaged in 35.5cl cans, the brand, Sportsballer, has gone on sale in three flavours: The Hotshot: Spiced Ginger + Lemon, Underdog: Blackberry + Vanilla and Sweet Victory: Crisp Lime. Each can contains 5g of protein and 1g of creatine, alongside electrolytes and L-theanine.
Sportsballer was launched yesterday (23 August) with an activation at the Wintrust Arena in Chicago. Samples and branded merchandise were handed out at a women’s basketball match between the Chicago Sky and Indiana Fever teams.
The brand is now available direct to consumer via its website, with an SRP of US$46.99 per 12-pack.
Founders Hassan and Doskow both worked in advertising after leaving college, working for brands including Molson Coors Beverage Co-owned Miller Lite and Suntory Global Spirits’ Jim Beam.
“We saw an entire generation rethinking its relationship with alcohol, while creatine, protein and recovery were becoming part of everyday wellness,” said Doskow. “But nobody was bringing those worlds together in a drink that felt genuinely social, adult and fun.
“Sportsballer isn’t another sports drink, and it isn’t another basic mocktail. We’re creating a new category for the way active people actually live.”
Last month, Molson Coors launched the Italian Spritz extension of Australian non-alcoholic RTD Naked Life in the US. The SKU joined Naked Life’s Margarita, Mojito, Negroni Spritz, Classic G&T and Cosmo in the country.
