Since Más+ by Messi launched in Miami in June, over 3.5 million units have been consumed with the brand sticking out with its premium positioning.
And while Más+ by Messi is naturally attracting soccer fans – it’s just announced a partnership with Messi’s team Inter Miami – it believes it can score with a much wider demographic...
‘The consumer need for hydration is universal’
Más+ launched last summer: with the drink bringing a blend of electrolytes, vitamins and minerals. The name Más+ comes from the Spanish for ‘more’, with the added ‘+’ to signify an ‘extra boost of positivity and inspiration to get more out of life’.
Citing high levels of unhealthy ingredients in other drinks (such as sugar, calories, artificial ingredients and caffeine), Más+presents itself as a better-for-you option in the space (A 16.9oz bottle contains 10 calories and 1g of cane sugar).
While drawing on the elite credentials of its founder, Más+ is not targeted exclusively to high-level athletes, drawing more on the core component of ‘proper hydration’ to reach out to a wider audience.
And that illustrates a category shift for the sports drinks category away from elite sportspeople to everyday needs for hydration.
To target that wider market, Más+ by Messi sets a ‘new standard for the hydration category’ thanks to its premium ingredients, said Rishi Daing, Executive Vice President, Más+ Next Generation Beverage Co.
“Más+ by Messi is unlike anything else on the market,” he told us. “Many beverages promise great hydration but fall short on a great taste. And many flavorful beverages are loaded with sugar, calories, artificial colors or sweeteners.
“They are designed for elite athletes engaged in high-intensity activities many of us aren’t doing. But yet, we all still need hydration.”
That means the target audience for the brand is huge.
“Most people don’t realize they are dehydrated most of the day,” continued Daing. “It’s one of the big reasons we feel stuck: struggling with focus at work, with energy, even with reaction times in games. You don’t have to sweat a drop to need everyday hydration, it affects us all.”
Lionel Messi might be a sports superstar: but the drink is, in fact, one he can enjoy with family, friends and teammates at any time of the day, says Daing.
Launch learnings and expansion ambitions
Más+ by Messi debuted on shelves in June in Miami and has been expanding steadily since then.
“Currently we are in about a dozen states and have our sights on national distribution this year,” reports Daing.
“Distributor acceptance is outstanding, we continue to receive strong retailer support, and you can expect to see us across most major national retailers by spring. We are also expanding across eCommerce marketplaces and in Specialty channels.
“We continue to learn daily. We now know consumers have taken to it and that we are addressing a critical consumer need of hydration with a no-compromise solution of product credentials and unrivaled taste. This consumer need for hydration is universal, so as we set our sights on going national, we expect the adoption to be across multiple demographics, markets and retail channels.
“Since launch, over 3.5 million units have been consumed. It is clear a big part of that is the no-compromise product proposition. It’s clear, consumers wanted hydration and amazing ingredients without compromising great taste.”
Social media strategy
Más+ by Messi has already got 425k followers on Instagram and a further 12.9k on TikTok. What’s the brand's strategy on these platforms? It starts, of course, with the global following of Lionel Messi.
"Our social strategy starts with Leo as our foundation with his over half a billion Instagram followers," said Daing.
"We focused on Instagram at the start and have now started expanding our consumer connections on TikTok. And we’re coming soon to additional platforms where Leo and soccer fans engage. Our intention is to provide engaging content on a continuous basis throughout the year to keep Más+ by Messi top of mind for our consumers. We are just getting started. "
Inter Miami partnership sets the scene for a big 2025
Más+ by Messi has just announced a partnership with Inter Miami, the US soccer team Lionel Messi captains. It is, acknowledges Daing, a ‘natural collaboration’.
Beginning February 22, fans attending Inter Miami CF home games can purchase Más+ by Messi. Fans can also look forward to engaging in Más+ by Messi activations at Chase Stadium in Inter Miami’s designated Fan Zone and Northwest Club.
The new partnership with Inter Miami will also bring an in-person element to match days at Chase Stadium, alongside a presence at team trainings of all levels, from Academy supporting younger athletes developing their skills to the First Team professional athletes like Messi and his teammates. There will also be signage across Chase Stadium, with additional branding being featured during Inter Miami CF home press conferences.
“We are excited about the visibility it brings to the brand across the stadium and beyond, the opportunity it offers to connect with Messi fans in person, and most of all the opportunity it brings for more people to discover everyday hydration in their own lives,” said Daing.
“We are only eight months old and becoming Inter Miami CF’s Official Hydration Partner is a big first step. While soccer will be central to the brand through Messi, we know that Más+ by Messi has been embraced by a much wider demographic than just soccer fans. As we set our sights on scaling nationally, we will continue to find ways to connect with a broad range of consumers across sports, lifestyle, culture.
Mas+ Next Generation Beverage Co
The drink is manufactured and distributed by the newly created Más+ Next Generation Beverage Co., which is owned by Mark Anthony Group.
“Because our mission is everyday hydration, we will find additional ways to connect with more and more consumers who are discovering that staying hydrated in every part of their life can support them when they want to focus more, move more, play more, and live more,” continued Daing.
“We will continue to explore and work on innovation which will only expand the consumer reach and hydration occasions for Más+ by Messi.”
