Alex Cooper’s Unwell Beverage Company Is Shutting Down
The Cut • • entertainment
Key Points:
- Alex Cooper’s Unwell Beverage business, launched just a year ago in partnership with Nestlé SA, is reportedly shutting down by the end of the year, with Target planning to sell through existing stock without renewing orders.
- The brand struggled with unclear product positioning, initially marketing electrolyte and vitamin drinks before shifting to protein and energy beverages, which failed to resonate with customers.
- Cooper highlighted the male-centric marketing of energy and hydration drinks as a motivation for launching Unwell, aiming to offer alternatives not targeted solely at men.
- The company faced internal challenges, including allegations of mismanagement and high staff turnover linked to co-founder Matt Kaplan, though these claims were denied by representatives.
- Despite recent fundraising efforts valuing the business at $500 million, Unwell appears to be winding down, with Cooper’s future ventures anticipated to move beyond the current beverage lineup.
