Más+ by Messi: The Rise and Fall of Lionel Messi's Hydration Brand
In the competitive world of athlete-backed beverages, Más+ (also known as Más+ by Messi) entered the market as a health-conscious alternative to traditional energy drinks. Founded by global soccer icon Lionel Messi and launched by Más+ Next Generation Beverage Co., the brand aimed to provide a functional hydration option that aligned with the professional athlete's own strict wellness standards.
The brand's name, "más," which translates to "more" in Spanish, was chosen to symbolize Messi's career trajectory and his commitment to generosity, while the plus symbol was intended to represent positivity.
Key Facts
- Founder: Lionel Messi.
- Launch Date: June 13, 2024, in Miami, Florida.
- Discontinuation: Announced by Mark Anthony Brands for January 2026.
- Key Features: No artificial sweeteners, no artificial colors, and caffeine-free.
- Partnerships: Affiliated with White Claw Hard Seltzer and The Mark Anthony Group.
Nutritional Profile and Ingredients
Más+ was positioned as a "next-generation" hydration drink, focusing on a blend of essential nutrients rather than stimulants. Unlike many energy drinks, it contained no caffeine or artificial additives.
The beverage formula included a comprehensive mix of the following:
- Electrolytes: Sodium, magnesium, potassium, and calcium.
- Vitamins: B3, B6, B12, A, C, and E.
- Minerals: Sodium, calcium, zinc, potassium, and magnesium.
- Antioxidants: Vitamins C, E, and A.
The caloric content remained low across its product line. The 16.9-ounce bottles contained 10 calories and 1g of sucrose per 500ml, while the 12-ounce bottles contained 7 calories and less than 1g of sucrose per 355ml.
[ไม่มีภาพประกอบ]
Flavor Profiles Inspired by a Legacy
The flavors of Más+ were uniquely tied to significant milestones in Lionel Messi's professional soccer career:
- Miami Punch: A tribute to his tenure with Inter Miami CF.
- Orange d'Or: A reference to his record eight Ballon d'Or awards.
- Berry Copa Crush: Reflecting his seven Copa del Rey titles with FC Barcelona and two Copa América titles with Argentina.
- Limón Lime League: A nod to his participation in the UEFA Champions League.
Market History and Expansion
Lionel Messi first announced the brand via Instagram on June 4, 2024. The official debut took place in Miami, Florida, on June 13, 2024, with retail availability following the next day in Publix and Walmart stores, as well as via Gopuff delivery in South Florida.
The brand expanded internationally shortly after its US launch. On July 17, 2024, Messi announced a Canadian launch scheduled for August 15 at Toronto's Soccer Headquarters, Café Diplomatico, in partnership with The Mark Anthony Group.
| Bottle Size | Calories | Sucrose Content | Key Ingredients |
|---|---|---|---|
| 12 oz (355 ml) | 7 | < 1 g | Electrolytes, Vitamins, Minerals |
| 16.9 oz (500 ml) | 10 | 1 g | Electrolytes, Vitamins, Minerals |
Reception and Legal Challenges
While the brand leveraged Messi's massive global appeal, it faced scrutiny from industry analysts. George Shaw of GlobalData noted that choosing a functional sports drink over a high-caffeine energy drink likely expanded the potential customer base beyond teenagers. This strategy may have been a response to the criticism faced by competitors like Prime, which saw restrictions in Denmark due to high caffeine levels.
However, the brand faced significant legal hurdles. On November 20, 2024, Prime Hydration filed a countersuit against The Mark Anthony Group and Más+ by Messi. Prime alleged trademark infringement, claiming that the bottle design and tagline of Más+ were too similar to their own, leading to consumer confusion and anti-competitive practices.
Prime Hydration sought compensation for damages, a portion of the revenue generated from the disputed bottle designs, and a mandatory change to the product's trade dress.
The End of the Brand
Despite the high-profile launch and the star power of its founder, the brand's lifespan was short. In January 2026, Mark Anthony Brands announced that Más+ would be discontinued.
Frequently Asked Questions
What makes Más+ different from typical energy drinks?
Unlike many energy drinks, Más+ contained no caffeine, no artificial colors, and no artificial sweeteners, focusing instead on electrolytes, vitamins, and minerals for healthy hydration.
Who manufactured and distributed Más+?
The brand was manufactured and distributed by White Claw Hard Seltzer and Más+ Next Generation Beverage Co.
Why did Prime Hydration sue Más+?
Prime Hydration alleged that Más+ infringed on its trademark, specifically citing similarities in the bottle design and tagline that could confuse consumers.
When was Más+ discontinued?
Mark Anthony Brands announced the discontinuation of the brand in January 2026.
What do the flavor names represent?
The flavors represent key achievements and stages of Lionel Messi's career, including his time at Inter Miami, his Ballon d'Or awards, his Copa titles, and his UEFA Champions League experience.