Más+

Más+, or Más+ by Messi, is an American brand of sports and energy drinks created and marketed by Más+ Next Generation Beverage Co. It was founded by professional soccer player Lionel Messi and debuted in Miami, Florida, on June 13, 2024. Más+ is affiliated with White Claw Hard Seltzer founder Mark Anthony.

Products
The drink contains a mix of four electrolytes (sodium, magnesium, potassium, and calcium), six vitamins (B3, B6, B12, A, C, and E), five minerals (sodium, calcium, zinc, potassium, and magnesium), three antioxidants (C, E, and A), and natural flavors. It has no artificial sweeteners, colors, or caffeine. Additionally, the 16.9-ounce bottles contain 10 calories and 1 g of sucrose per 500 ml, while the 12-ounce bottles contain 7 calories and less than 1 g of sucrose per 355 ml.

The flavors of Más+ are named after significant events in Messi's life. Más+ flavors include: Más+ Miami Punch, inspired by Messi's current status as a member of Inter Miami CF; Más+ Orange d'Or, representing his eight Ballon d'Or trophies as soccer's best player; Más+ Berry Copa Crush, symbolizing his seven Copa del Rey titles with Barcelona and his Copa América win with Argentina; and Más+ Limón Lime League, representing his participation in the UEFA Champions League.

History
On June 4, 2024, Lionel Messi announced the release of Más+ on his personal Instagram. The drink was teased to debut in Miami, Florida, on June 13, 2024. It was released in Publix and Walmart stores and made available for delivery on Gopuff in South Florida the following day. The drink will continue to be served to stores across South Florida in August, and will follow with a nationwide release. On July 17, 2024, Messi teased that Más+ would be launching in Canada on August 15 at Toronto's Soccer Headquarters Café Diplomatico. Más+ Next Generation Beverage Canada would be launched in collaboration with The Mark Anthony Group to ensure the drink complies with Canada's food and beverage regulations.

Messi created the drink because he couldn't find a flavorful and healthy hydration option that suited his needs. Messi explains, "Many flavored drinks have high levels of unhealthy ingredients, so people who drink them consume more sugar, calories, artificial ingredients, and even caffeine than they realize. You shouldn't have to choose between better ingredients and better taste."

Messi chose the name "más," Spanish for "more," because it resonates with his career and his way of always striving to give more. The "+" stands for positivity.

Reception
On June 4, 2024, Lionel Messi announced the release of Más+ on his personal Instagram. Andrea Hernández, founder of Snaxshot, explains that adding Messi's name to the product won't necessarily guarantee its success. George Shaw of GlobalData states, "The decision to launch a functional sports drink rather than entering the fast-growing energy drinks space is likely to avoid limiting the potential customer base to older teenage groups." Shaw also explains that Messi's decision to make the drink healthy was influenced by recent criticism of Prime for its high caffeine content in its energy-drink range, which has led to the product being restricted in Denmark. Online reception has also criticized the resemblance of the bottles to Prime's designs.