MyMuse: The Evolution of a Beverage Brand in 2020

MyMuse, a brand created by beverage industry veteran Lance Collins in 2020, is making a comeback after facing challenges during the pandemic. The brand, initially launched as an enhanced water, went into hibernation due to supply chain disruptions. However, MyMuse is now reemerging with a new product assortment and a focus on influencer marketing.

Collins, known for launching successful brands like Fuze Tea and NOS Energy, partnered with the D’Amelio family, a social media powerhouse with over 250 million combined followers, to promote MyMuse. This partnership highlights the shift from traditional celebrity marketing to influencer marketing, which has seen significant growth in recent years.

Bill Juarez, CEO of MyMuse, explained that influencer marketing provides a more authentic connection with consumers, especially younger audiences who value authenticity. The brand’s partnership with Dixie, a young musician and influencer, has been instrumental in creating authentic connections with consumers through flavor development and behind-the-scenes content.

MyMuse is expanding its product offerings from functional waters to functional sodas, blending functionality with flavor. The caffeine-free soda contains adaptogens and electrolytes, catering to Gen Z and Gen Alpha consumers who prioritize taste and healthy indulgence.

The brand is also focusing on developing an omnichannel retail strategy, with plans to launch in major retailers like Target, Sprouts, Kroger, and 7 Eleven. MyMuse is also partnering with online retailer Go Puff to reach college campuses and its target demographic.

Overall, MyMuse’s reemergence and focus on influencer marketing, product innovation, and retail expansion are positioning the brand for success in the competitive beverage market.