Más+

Más+, also marketed as Más+ by Messi, was an American sports-hydration beverage brand created by professional footballer Lionel Messi and marketed by Más+ Next Generation Beverage Co. The brand made its public debut in Miami, Florida, on June 13, 2024, following Messi's announcement of the launch on June 4. Its initial South Florida retail rollout included Publix and Walmart stores, with delivery through Gopuff. The brand was associated with the Mark Anthony beverage organization, which is also connected with White Claw Hard Seltzer, and later pursued expansion into Canada through a partnership with The Mark Anthony Group. Más+ was positioned as a functional hydration drink rather than a conventional caffeinated energy drink. The formulation was presented as containing four electrolytes—sodium, magnesium, potassium, and calcium—along with vitamins B3, B6, B12, A, C, and E, minerals including zinc, and antioxidant nutrients. The drink was marketed without caffeine, artificial sweeteners, or artificial colors. Product information described the 16.9-ounce bottle as containing 10 calories and 1 gram of sucrose per 500 milliliters, while the 12-ounce format contained 7 calories and less than 1 gram of sucrose per 355 milliliters. The flavor names connected the product portfolio to episodes and achievements in Messi's career. Miami Punch referenced his time with Inter Miami CF; Orange d'Or alluded to his Ballon d'Or awards; Berry Copa Crush referred to his Copa del Rey and Copa América accomplishments; and Limón Lime League evoked his participation in the UEFA Champions League. This naming system made Messi's personal identity central to the brand's marketing and differentiated the line from generic electrolyte beverages. The name Más means “more” in Spanish. Brand messaging associated the word with ambition, achievement, generosity, and a positive outlook, while the plus sign reinforced the idea of adding value or positivity. Messi described the product concept as an attempt to offer flavorful hydration with fewer of the sugars, calories, artificial ingredients, and caffeine that consumers may encounter in other flavored or energy-oriented drinks. Early commentary focused both on the commercial power and the limitations of celebrity branding. Analysts noted that Messi's endorsement could create awareness but would not by itself guarantee repeat purchases or long-term distribution success. The choice of a non-caffeinated functional beverage was viewed as a way to reach a broader audience than the teenage and young-adult segment commonly associated with energy drinks. Some online commentators also compared the bottle design with Prime Hydration products, contributing to a later trademark and trade-dress dispute. In November 2024, Prime Hydration filed a countersuit involving Más+ and The Mark Anthony Group, alleging trademark and trade-dress infringement and claiming that similarities in bottle design and tagline could confuse consumers. The litigation followed an earlier filing associated with Mark Anthony International. Prime sought design and tagline changes, damages, and a share of revenue related to the disputed packaging. The available reference material does not establish the final legal outcome. In January 2026, Mark Anthony Brands announced that Más+ had been discontinued. As a result, the brand's commercial life lasted from its 2024 launch through its discontinuation announcement in early 2026, although the record does not specify the precise end date of retail availability or the reasons for the decision.

Más+ emerged in 2024 as Lionel Messi's entry into the functional beverage sector. The project was developed and marketed through Más+ Next Generation Beverage Co. and was associated with the Mark Anthony beverage group. Rather than presenting itself primarily as a high-stimulant energy drink, Más+ was designed as a flavored hydration product centered on electrolytes, vitamins, minerals, antioxidants, and a low-sugar formula. Messi announced the brand on June 4, 2024. The first public market launch took place in Miami on June 13, with retail availability beginning the following day in South Florida through Publix and Walmart and with Gopuff delivery. Miami was a logical launch setting because of Messi's association with Inter Miami CF, which also informed the name of one of the initial flavors. The product formula was promoted as caffeine-free and free from artificial sweeteners and colors. Product descriptions identified sodium, magnesium, potassium, and calcium as electrolytes, and listed vitamins B3, B6, B12, A, C, and E. The line was sold in 16.9-ounce and 12-ounce bottles, with the larger format described as having 10 calories and 1 gram of sucrose per 500 milliliters, and the smaller format described as having 7 calories and less than 1 gram of sucrose per 355 milliliters. Brand architecture relied heavily on Messi's biography. Miami Punch referenced Inter Miami CF, Orange d'Or referred to his Ballon d'Or achievements, Berry Copa Crush connected to his Copa del Rey and Copa América honors, and Limón Lime League referred to the UEFA Champions League. The Spanish word Más means “more,” and the plus sign was used to communicate positivity and an additive, forward-looking spirit. On July 17, 2024, Messi announced a Canadian expansion scheduled for August 15. The rollout was linked to Toronto venues and was conducted with The Mark Anthony Group. The expansion indicated an effort to move beyond the initial South Florida market and use Messi's international following to support distribution in another North American country. The brand attracted analysis because celebrity ownership does not necessarily translate into sustained consumer demand. Industry commentary also treated the non-caffeinated sports-drink positioning as a deliberate alternative to the narrower audience associated with energy drinks and to concerns surrounding highly caffeinated products. At the same time, observers and online users compared Más+'s packaging with Prime Hydration bottles. That comparison became a legal issue in late 2024. Prime Hydration filed a countersuit on November 20 against The Mark Anthony Group and Más+, alleging trademark and trade-dress infringement, consumer confusion, and related competitive harm. The dispute followed an earlier filing connected with Mark Anthony International. Prime sought changes to the bottle design and tagline, damages, and a portion of revenue associated with the challenged packaging. The referenced material does not provide a final judgment or settlement. In January 2026, Mark Anthony Brands announced that Más+ had been discontinued. No reason for the discontinuation, detailed sales figures, or final legal disposition is established by the available references. The brand is therefore recorded as defunct.

• 2026

  Discontinued

  [1]Más+en.wikipedia.org

  Mark Anthony Brands announced that Más+ had been discontinued.

• 2024

  Messi announces Más+

  [1]Más+en.wikipedia.org

  Lionel Messi publicly announced the Más+ beverage brand on June 4.

• 2024

  United States launch

  [1]Más+en.wikipedia.org

  Más+ debuted in Miami on June 13 and entered selected South Florida retail and delivery channels the next day.

• 2024

  Canadian expansion announced

  [1]Más+en.wikipedia.org

  A Canadian launch was announced for August 15 in Toronto through a partnership involving The Mark Anthony Group.

• 2024

  Prime Hydration countersuit

  [1]Más+en.wikipedia.org

  Prime Hydration filed a countersuit alleging trademark and trade-dress infringement related to Más+ packaging and branding.

A Messi-led, non-caffeinated functional hydration brand emphasizing electrolytes, vitamins, low calories, low sugar, and career-linked flavors.

• Sports-hydration drink · 2024

  Más+ Miami Punch

  A Más+ flavor named for Messi's association with Inter Miami CF. It formed part of the original flavor portfolio used to connect the beverage line with episodes in Messi's career.

• Sports-hydration drink · 2024

  Más+ Orange d'Or

  An orange-themed flavor whose name references Messi's Ballon d'Or awards. It was positioned within the brand's low-calorie, non-caffeinated functional hydration range.

• Sports-hydration drink · 2024

  Más+ Berry Copa Crush

  A berry-flavored product named in relation to Messi's Copa del Rey and Copa América achievements. It shared the line's electrolyte, vitamin, and low-sugar positioning.

• Sports-hydration drink · 2024

  Más+ Limón Lime League

  A lemon-lime flavor referencing Messi's participation in the UEFA Champions League. It was part of the initial career-themed flavor system.

• 2024

  Launch a non-caffeinated functional hydration beverageProduct launch

  Background

  Más+ entered the beverage market amid strong interest in sports hydration and public discussion of the sugar and caffeine content of some energy drinks.

  Action taken

  The brand introduced electrolyte and vitamin beverages without caffeine, artificial sweeteners, or artificial colors, using Messi's identity and career references as core brand assets.

  Aftermath

  The line launched in the United States and was subsequently announced for Canada, but it was discontinued in January 2026.

  Source

• 2024

  Expand from South Florida into CanadaStrategy

  Background

  The initial distribution focused on South Florida, a market closely connected with Messi through Inter Miami CF.

  Action taken

  Más+ announced a Toronto launch in partnership with The Mark Anthony Group and identified retail and event locations for the Canadian introduction.

  Aftermath

  The available references do not provide Canadian sales or distribution results.

  Source

1. 1Más+en.wikipedia.org
2. 2Más+ official websitemasbymessi.com