Nowadays Founders Launch Unwind Relaxation Drink at Walmart

Originally reported by PR Newswire.

Justin Tidwell and Anthony Puterman, the founders behind THC beverage brand Nowadays, have launched a new functional beverage company targeting the relaxation occasion. The brand, called Unwind, debuted in approximately 1,000 Walmart stores and is also slated for TikTok Shop availability in mid-October, according to a PR Newswire release issued October 1.

The launch follows the pair's track record at Nowadays, which Tidwell and Puterman launched in 2023 and scaled to more than $100 million in sales in three and a half years, per the release. Unwind is positioned as a zero-caffeine, low-sugar, low-calorie sparkling drink for consumers looking to slow down rather than power up. The company says the 12-ounce cans are formulated with magnesium L-threonate, branded as Magtein, and L-theanine. Five flavors are available at launch: Berry, Cherry, Citrus, Tropical and Spicy Lime, with suggested retail pricing starting at $2.79 per can and $10.99 per four-pack.

"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," Tidwell told PR Newswire. The Walmart debut is described as the first phase of a national retail strategy, with additional retail rollouts already scheduled for early 2027. A marketing campaign spanning paid media, creator partnerships, sampling events and in-store activations is planned to support the launch.

Why it matters

The relaxation beverage segment is becoming one of the more crowded corners of functional drinks, yet it remains fragmented enough that a well-capitalized launch with immediate mass-market distribution can establish category norms quickly. Tidwell and Puterman's decision to open at Walmart, rather than a specialty or convenience channel, signals a bet that the relaxation occasion has already crossed into mainstream consumer behavior. The $2.79 entry price is also deliberately accessible, a contrast to many functional beverage brands that open at a premium and work down. That pricing strategy, combined with Walmart's scale, positions Unwind to compete on volume from day one rather than building slowly through prestige channels. The founders' ability to grow Nowadays to nine-figure revenue lends credibility to the thesis that serial beverage operators can compress the timeline from launch to scale.

What to watch

The central open question is whether Unwind's Walmart footprint holds and expands into additional retail banners on the timeline the company has signaled. Mass-market shelf space in the functional beverage set is competitive, and early velocity data at Walmart will determine whether the "early 2027" retail expansion materializes as described.

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Sources

• PR Newswire: Nowadays' Founders Launch Unwind, a New Beverage Brand Built for Everyday Calm
• Unwind
• About Us - Unwind
• News - Unwind