Messi launched a Prime-looking hydration drink, Más+

Soccer superstar Lionel Messi has launched a new hydration drink called Más+, entering the competitive $33 billion hydration and energy drink market.

Partnering with Mark Anthony Brands, Messi aims to capture the growing demand for non-alcoholic hydration and energy drinks with Más+, which avoids artificial sweeteners, colors, and caffeine.

The drink comes in four flavors and will debut in Miami on June 13, with a broader release planned for later this year.

The similarities between Más+ and Prime, a popular drink by KSI & Logan Paul, have sparked discussions about how Messi’s drink will perform against established brands.

Observers note that Messi’s success will hinge on price and distribution deals, but his wide fanbase, particularly in Latin America, could give Más+ an edge.

The hydration and energy drink market is projected to grow to $60 billion by 2032, positioning Más+ to be a significant player in the market.