What’s Happening
Alex Cooper’s Unwell Beverage Co. is reportedly shutting down, with production expected to cease after the brand releases its seasonal Halloween flavors this fall.
The beverage company launched in early 2025 through a partnership between Cooper’s Unwell Network and Nestlé, initially entering the market with Unwell Hydration. The portfolio later expanded into additional categories including Unwell Energy and Unwell Protein.
Target has served as the brand’s primary distribution partner. According to the report, the retailer is now expected to sell through its remaining Unwell inventory without replenishing stock, bringing the beverage brand’s run to roughly 18 months if the shutdown proceeds as planned.
The closure has not yet been publicly confirmed by Cooper or the broader Unwell company, and Unwell’s beverage website remains active. The reported shutdown also applies specifically to the beverage business, not Cooper’s larger Unwell media company.
Earlier this month, Patrick Whitesell’s WTSL made a strategic investment in the broader Unwell company at a reported $500 million pre-money valuation, with that investment focused on expanding its media platform through acquisitions and other investments.
Why It Matters
The reported closure shows how difficult it can be for celebrity-backed products to turn massive audiences into sustainable consumer brands, particularly in the crowded functional beverage market.
Unwell entered with several major advantages, including Cooper’s large audience, national Target distribution, a partnership with Nestlé, and direct promotion through Call Her Daddy. Despite that reach, the beverage operation is reportedly winding down less than two years after launch.
The timing is also notable because Cooper’s broader Unwell business is still expanding. The recent $500 million valuation applies to the larger media company rather than Unwell Beverage Co., highlighting the very different trajectories of its media and consumer-product businesses.
For the functional beverage category, the reported shutdown is another reminder that creator recognition and major retail placement alone don't guarantee long-term success in an increasingly competitive market.
Bigger Picture
Creators and celebrities continue expanding into energy drinks, hydration, supplements, and other consumer products, but building a lasting CPG business requires more than an established audience.
Unwell Beverage Co.’s reported shutdown highlights the challenges of translating media influence into repeat purchases and long-term retail demand, even when a brand launches with major partners and nationwide exposure.
Sources
Unwell Beverages – https://drinkunwell.com/