In the ever-evolving beverage industry, few names resonate with as much innovation and tenacity as Lance Collins:
In 2007, Fuze Beverage Collins started in his basement by blending tea and fruit juice with health supplements was sold to Coca-Cola for $250 million; around the same time, Coca-Cola also acquired the license of NOS Energy Drink; his premium water brand CORE
Core
With four massive business exits under his belt, Collins continues to reshape the beverage landscape with his unwavering commitment to health and wellness, as well as sustainability. Entering his latest ventures: ZenWTR, the first alkaline water on the market using 100% recycled ocean-bound plastic; Recover 180, a new age performance beverage fondly known as BodyArmor 2.0; organic tequila brand Casa Azul; and energy drink Accelerator.
“It comes down to passion for creating beverages that can offer an alternative for consumers looking for healthier choices on the shelves,” Collins recently told me during an exclusive sit-down interview, a philosophy he has implemented throughout his decades-long beverage journey. He recalled how CORE’s high pH levels and balance electrolytes attracted a growing number of health-conscious consumers, so naturally, after the brand was sold, Collins vowed to create an elevated premium bottled water with a different brand proposition.
“So I launched eco-friendly ZenWTR because I was still attracted to the premium water industry, knowing I could make another great-tasting premium product, and very mission-driven the second time around,” explained Collins.
Similarly, he scratched an itch for better-for-you hydration products after selling BodyArmor, and noted how developing a beverage brand from concept to market launch requires meticulous planning and execution. “The first idea starts with the trademark and the product type,” Collins says. “For Recover 180, this meant perfecting a formula with organic coconut water, electrolytes, and elderberry over six months. Once the product is finalized, the next steps involve securing legal and intellectual property, raising funds, and preparing for launch.”
‘It’s the Fast That Eat The Slow’
Collins’ marketing strategies focus on cultivating high-profile fans and executing bold and creative campaigns. For Recover 180, this approach has attracted dozens of top athletes and influencers, enhancing the brand’s credibility and reach. Memorable campaigns, such as sending a Fuze vending machine to space and the “Find Yours” campaign with Travis Kelce for ZenWTR, have significantly boosted brand recognition.
“I’m a big marketing guy… and I’ve gotten to know a lot of great athletes, celebrities, and influencers along the way, who’ve been so instrumental in helping me build my brands,” Collins said, citing how the former partnership between Kobe Bryant and BodyArmor was a textbook case of celebrity endorsement in CPG.
“[Kobe’s] investment, active participation, and authentic representation of the brand helped BodyArmor establish itself as a top player in sports drink,” Collins noted.
However, building a beverage business is capital intensive, and practically no brand can become an overnight sensation. Collins mentioned how it took five years for Fuze to be profitable, and the biggest challenge has always been balancing the need to scale and grow with the financial reality on the ground.
“You’re going to fail, and a high percentage of businesses do. But if you can, you want to make mistakes quickly and fix them just as quickly,” Collins said. “I like to say and tell my teams ‘it’s not the big that eat the small — it’s the fast that eat the slow.’ If something isn’t working, don’t be afraid to go back to the drawing board.”
Looking ahead, Collins sees immense opportunities for ZenWTR and Recover 180. Both brands tap into growing consumer demand for organic, sustainable, and health-focused beverages. “My mind is constantly at work, and I have incredible teams on each of my brands that bring these concepts to life,” he said.
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