PFG-supported brands shine as industry leaders, investors, and national media gather in Marina del Rey

Los Angele, CA., Dec. 12, 2025 — Publicity For Good (PFG), the #1 communications agency for purpose-driven brands, announced the standout performance of several clients at BevNET Live Winter 2025, the beverage industry’s premier event for innovation, founder storytelling, and high-stakes pitch competitions. PFG publicists were onsite and supported clients who took center stage in the New Beverage Showdown, earning attention from category buyers, investors, and top-tier media. 

PFG Clients Make an Impact at the Industry’s Biggest Stage

Held at the Marina del Rey Marriott, BevNET Live brought together founders, CEOs, retailers, distributors, and media for two days of programming, sampling, and competitive brand pitches.
PFG-supported brands received major visibility, most notably Projo, named the official winner of the New Beverage Showdown 30, joining previous champions such as Health-Ade, Cann, and Poppi.

“Events like BevNET Live show what’s possible when bold founders, strong products, and the right story come together,” said Heather Holmes, PFG founder and CEO. “We’re incredibly proud of the brands we support and these wins reinforce why purpose-driven storytelling matters.”

Projo Wins New Beverage Showdown 30

Projo, the protein-packed “power coffee” company delivering 25g protein + 225mg caffeine per can, was named the winner of the prestigious New Beverage Showdown 30. The brand impressed judges with its taste, functional benefits, and category-defining approach to energy and performance. 

The Showdown is known for featuring top innovative brands, including other functional beverages like Mocean, a wellness-focused, taurine-free adaptogenic energy drink designed for adults, which is also a PFG client. Projo now prepares for a significant national rollout, including an upcoming Target expansion in May 2026.

PFG has a proven track record of guiding beverage brands from emerging players to category leaders. Brands like Nutpods, the bestselling plant-based coffee creamer, where PFG secured more than 155 media placements reaching over 19.2 billion impressions and positioned founder Madeline Haydon as a leading voice in food and beverage, and Flying Embers, the organic hard kombucha brand, which achieved 88+ media stories, 699 million in reach, and ultimately captured 84% of the hard kombucha category through national media, TV, trade, and cultural moment-driven campaigns. Additional beverage brands include PATH® Water reinforcing PFG’s role as a trusted communications partner across functional, wellness, and next-generation beverage brands.

BevNET Live Spotlights PFG Clients and Industry Trends

PFG publicists attended the event to support clients competing and networking. Key takeaways from the conference included:

• Cash Is King — Investors emphasized smart margin protection and profitability.
  
• Functional Beverages Dominate — Energy, gut health, hydration, nootropics, and relaxation remain strong consumer drivers.
  
• Hydration Innovation — Magnesium, hydrogen, ocean minerals, and plant-based electrolytes lead product development.
  
• Adult Non-Alcoholic Continues to Surge — Better-for-you and occasion-based drinking options expand fast.
  
• Cultural, Exotic, and Heritage-Inspired Beverages — Brands are winning by leaning into origin stories and authenticity.
  
• TikTok Shop Emerges as a Growth Channel — A major focal point for early-stage and scaling beverage brands.
  

Amplify Your Story With PFG

For more information on PFG’s work with emerging and industry-leading beverage brands or to learn how to participate in major events like BevNET Live, Expo West, and Natural Products Expo, visit publicityforgood.com.

Publicity For Good continues to support founders at every stage with strategic visibility, media training, and high-impact story positioning.

About Publicity For Good
Founded in 2015 by award-winning PR strategist Heather Holmes, Publicity For Good is the leading communications agency for purpose-driven CPG brands. Now headquartered in Nashville, Publicity For Good, is the #1 communications firm for purpose-driven brands, proudly serving over 400 clients worldwide with a focus on CPG. Named O’Dwyer’s Best PR Firm for CPG Brands (2020) and Bulldog Awards Midsize Agency of the Year (2021), the agency offers full-service PR, Influencer Marketing, Podcast Tours, Awards Management, Social Media Management and Speaking Engagements. With 60+ professionals spanning 7 countries, Publicity For Good helps purpose-driven brands achieve category leadership through strategic storytelling, consistent media coverage, and data-driven competitor analysis. Founded from a 23′ Airstream, the counter-culture agency now operates from Nashville headquarters with a remote-first team delivering measurable results for mission-aligned businesses.

For more information about Publicity For Good, visit publicityforgood.com.

Press Contact:
Heather Holmes
heather@publicityforgood.com
1+ (828) 332-5307
publicityforgood.com

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Last modified: January 6, 2026