Mela Watermelon Juice is targeting sober-curious Gen Z. The juice market is valued at $153B and is expected to grow at 3.8% annually through 2032, according to iMarc. Now, juices are being positioned as non-alcohol alternative drinks, and Mela Watermelon Juice provides just that—but also markets itself with the option of being mixed with alcohol. Unlike many competitors, Mela does not emphasize health claims and focuses on establishing a presence in smaller retail outlets before moving into larger stores. The CEO Dom Purpura found that the watermelon water market is smaller than anticipated, despite the fruit’s popularity and the success of these drinks in Southeast Asia. (Food Dive)
📊 YPulse data: 77% of 21-39-year-olds agree, “I don’t need alcohol to have a good time”
