As summer heats up, consumers looking for a refreshing drink now have a new option from one of the world’s highest-paid athletes. Argentinian soccer star Lionel Messi has launched his own line of hydration drinks, Más+. The product line, introduced this month, features electrolytes, contains only 10 calories and 1 gram of cane sugar per bottle, and is free from artificial sweeteners and lors. Available in four flavours—Miami Punch, Orange d’Or, Berry Copa Crush, and Limón Lime League—these drinks are currently sold in 16.9-ounce bottles, with 12-ounce cans set to debut in July.
Messi, who plays for Inter Miami and the Argentinian national team, stated that he wanted a hydration drink that combined healthy ingredients with a high-quality taste. He decided to create Más+ to encourage people to make healthier beverage choices. “I was looking for a drink that would meet my hydration needs without compromising on quality or taste,” Messi said in a press release.
Rishi Daing, executive vice president of Más+, highlighted the product’s role in meeting the rising demand for hydration drinks. “Más+ by Messi sets a new standard for the hydration category by delivering premium ingredients to people who want to move, play, and live more,” Daing explained. “Our beverage and flavour innovation, combined with Messi’s expertise as an elite athlete, has resulted in a drink unlike anything on the market.”
Más+ joins a crowded field of hydration drinks, competing with products like PepsiCo’s Gatorade Water and Coca-Cola’s BodyArmor Flash I.V. The bright, vibrant bottles of Más+ bear a resemblance to those of Prime, a brand launched by Youtuber Logan Paul in 2022 that has gained significant popularity among younger consumers.