Alex Cooper to Halt Unwell Beverages After 2026 Halloween Launch, Less Than 2 Years In
Updated
Updated · Us Weekly · Aug 14
Alex Cooper to Halt Unwell Beverages After 2026 Halloween Launch, Less Than 2 Years In
3 articles · Updated · Us Weekly · Aug 14
Summary
Bloomberg reported Unwell Beverages will release Halloween-themed drinks later this year, then stop production across its full lineup, with Target selling through remaining stock.
The shutdown comes less than two years after Cooper and Nestlé launched the brand in early 2025 as Unwell Hydration, aimed at women with hydration and recovery drinks before expanding into energy drinks.
Alex Cooper, 31, had pitched the move as a consumer extension of her Unwell media brand, saying the category was overly catered to men.
The beverage closure lands days after Cooper’s Unwell media company disclosed a WTSL investment valuing that business at $500 million, underscoring a split between the media brand’s momentum and the drinks line’s retreat.