Lineage Expands into Bars, Yough! Lands at Target 🍕

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CPG WIRE
March 17, 2026

Welcome back to This Week in CPG, folks. Here’s what we’re covering this morning:

  • Sephora heads to Scotland ☔️

  • Tilray triples down on BrewDog 🍻

  • Funny Water grabs funding 🍸

  • Athletic partners with the SF Giants 🤝

  • XXL Wine passes $100M 🍷

Yesterday wasn’t a scintillating news day so today’s edition is a quick one. Also a friendly reminder that the good people at Operators are throwing their event about paid growth tomorrow at 2pm EST. Learn from some of the best minds in growth here.

Deals 💰

Mergers & Acquisitions 

  • After acquiring select BrewDog assets in the UK and Australia over the past few weeks, Tilray Brands completed the hat-trick and acquired a variety of U.S. assets. A brewing facility in Columbus, Ohio and three pubs were included in the transaction. BrewDog also owned a fairly well-reviewed hotel next to its Columbus brewery which Tilray also acquired. Tilray

Fundraising

  • Funny Water, a Chicago-based purveyor of canned cocktails, secured $1.6M in equity funding from undisclosed investors. The company specializes in uncarbonated and naturally flavored spiked waters. Their retail partners include BevMo, H-E-B, Whole Foods, Trader Joe’s, and a number of others. SEC

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What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Global beauty retailer Sephora will open its first stores in Scotland over the summer. The LVMH-owned company will open one store at Silverburn Shopping Center in Glasgow and another at St James Quarter in Edinburgh. Ulta Beauty acquired British beauty retailer Space NK last summer so the race is on. The Industry

  • Rare Beauty announced their latest innovation: True To Myself Natural Matte Longwear Foundation. Described as self-priming and self-setting, the new foundation range will launch in 48 shades in April for a retail price of $38. Instagram

  • Glossier is expanding its fragrance range with a new scent called Soie. Puck also unpacked Glossier’s fragrance strategy, or lack thereof, at the link. Puck

Food, Beverage, and Alcohol

  • Lineage Provisions, a fast-growing purveyor of animal-based snacks and supplements, just launched a clean protein bar line with two flavors: Chocolate and Mixed Berry. The protein bars are made with 100% real ingredients like grass-fed whey and tallow, raw honey, organic freeze-dried fruit, and organic cacao. Lineage Provisions was co-founded by health influencer Paul Saladino and Dr. Anthony Gustin. Gustin previously co-founded Equip Foods which exited to HighPost Capital last summer. Instagram

  • Athletic Brewing Company is now an official partner of the San Francisco Giants. Athletic Brewing will be featured at Oracle Park throughout the 2026 season and beyond. Fans will also be able to purchase Run Wild IPA and Upside Dawn Golden tallboys at the ballpark. PR Newswire

  • Jocko Go, the energy drink line from Jocko Willink, is gearing up to unveil a new look and a reformulated product. The new additions to the formula include 15mg of SalidroPure for improved mental performance, and 5mg of MitoPrime for cellular support. Stack3d

  • Daily Crunch, a Nashville-based producer of sprouted nut snacks, expanded their flavor range with Mediterranean Medley. The new SKU is available on Amazon and Thrive Market. LinkedIn

  • Date Better Snacks and Pistakio dropped a fun collab: Pistachio Butter Crunch Date Bark. The bark is made with pure pistachio butter, organic 85% dark chocolate, and toasted coconut. LinkedIn

  • Faccia Brutto, a Brooklyn-based producer of Italian-style spirits, partnered with the iconic Peter Luger Steak House on Lugermeister, a new liqueur. The juice is inspired by Kräuterlikör, a German herbal liqueur that Jägermeister turned into a global phenomenon. BevNET

  • Former Diageo VP of Sales Wade McKasson has joined Redwood Empire Whiskey as Chief Sales Officer. The Bay Area whiskey producer reportedly grew 30% to 55,000 cases in 2024. The Spirits Business

  • Prime Bites released a high-protein rice crispies range with 19g of protein, 13g of fiber, and 5g of collagen. Three flavors are available exclusively via TikTok Shop. Stack3d

Data 🖥️

  • According to SPINS, beef tallow protein bar brand Prima is the fastest-growing nutrition bar brand at Sprouts Farmers Market. Sprouts has ordered more than 1.2 million Prima bars over the past 10 months. PR Newswire

  • XXL Wines, a high-ABV, flavored wine brand that Tri-Vin Wine & Spirits launched in 2022, surpassed $100M in sales and topped 2 million cases last year. Wild. Wine & Spirits Daily

Distribution News 🚚