Nowadays Founders Launch Functional Beverage Brand Unwind
Unwind, a functional beverage brand from Nowadays co-founders Justin Tidwell and Anthony Puterman, has launched with a line of sparkling beverages positioned for relaxation.
The 12-ounce beverages contain magnesium L-threonate, formulated by Magtein, and L-theanine. The drinks contain no caffeine along with low levels of sugar and calories.
Unwind is available in five varieties: Berry, Cherry, Citrus, Tropical and Spicy Lime. Suggested retail pricing starts at $2.79 per can and $10.99 per four-pack.
The launch marks a new category for Tidwell and Puterman, who founded Nowadays in 2023 as a THC beverage company. The founders said Nowadays has generated more than $100 million in sales over three and a half years.
“Nowadays showed us what’s possible when you can identify a real shift in consumer behavior and build a brand around it,” said Tidwell, co-founder. “Life is louder than ever, and while people are often told they need more energy, focus or stimulation, sometimes they just need a way to turn down the noise. While we’re continuing to invest in the growth of Nowadays, we wanted to take what we’ve learned and apply it to a completely different consumer need–making relaxation feel more approachable.”
Unwind’s initial retail distribution includes approximately 1,000 Walmart stores and Walmart.com. The company said it plans additional national retail launches in early 2027.
The brand also plans to sell through TikTok Shop, with nationwide direct-to-consumer shipping scheduled to begin in mid-October.
“Walmart is leaning into this emerging category in a meaningful way,” said Puterman, co-founder. “We’re excited to introduce Unwind with a retailer that recognizes the opportunity and can help establish this new occasion at scale.”
The company is supporting the launch with paid media, public relations, creator partnerships, sampling events and in-store activations.
Unwind is available through participating retailers and its website, tryunwindco.com.
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