Is Unwell Beverages Going Out Of Business? Here’s What We Know

Alex Cooper’s Unwell beverage era may be coming to an end, and the timing is a little surprising.

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The Call Her Daddy host launched Unwell Beverages with Nestlé in 2025, hoping to shake up the hydration and energy drink aisle. Now, less than two years later, Bloomberg is reporting that the beverage company is preparing to shut down. Here’s everything we know.

Unwell Beverages Could Be Closing Shop For Good

According to Bloomberg’s report, Unwell Beverage Co. is expected to stop making its drinks after releasing a final batch of Halloween-themed beverages this fall.

Target is the brand’s main retail partner and Bloomberg reports that the retailer plans to sell through its existing Unwell inventory instead of bringing in more products. Once that supply is gone, the drinks are expected to disappear from Target shelves.

So, it does not sound like shoppers should expect the drinks to vanish overnight. There could still be Unwell cans sitting in Target coolers for a while, especially with the reported Halloween release coming first.

Unwell Started With Big Ambitions

Unwell Hydration first launched in 2025 through a partnership between Cooper and Nestlé. The original lineup focused on hydration, with drinks containing electrolytes, vitamins and caffeine. The brand later grew into other categories, including Unwell Focus, Unwell Protein, and Unwell Energy. 

The idea behind the brand came from Cooper’s own frustration with the hydration and energy drink market.

She had previously talked about how many drinks in the category seemed to be aimed at men, particularly athletes and people interested in intense fitness. Unwell was designed with women in mind and tried to give the category a softer, more lifestyle-focused identity.

The brand also had a giant audience behind it. Cooper regularly featured Unwell drinks around her Call Her Daddy content, putting the products in front of the massive audience she had built through her podcast. That kind of built-in exposure is a pretty big advantage for a new beverage company.

But the drinks market is also packed. There are hydration drinks, energy drinks, protein drinks, electrolyte powders, functional waters, and celebrity-backed beverages competing for space. Cooper’s Unwell had plenty of name recognition, but it still had to fight for attention in a very crowded aisle.

The Really Weird Part

Just one day before the beverage shutdown report surfaced, the larger Unwell company secured an investment that valued it at $500 million.

The investment came from WTSL, a media and sports brand. The money is expected to help Unwell expand its media business, including acquisitions and other investments. So the reported beverage shutdown does not mean Alex Cooper is shutting down Unwell as a whole.

Unwell has grown far beyond Cooper’s original podcast. The business now includes podcasts, entertainment projects, merchandise, live events, and other media ventures. It is also expanding its advertising business.

Nothing Confirmed Yet

While it looks like Unwell Beverages is closing shop for good, nothing has been officially confirmed by Unwell or Target.

If the Bloomberg report is accurate, Unwell will release its final Halloween-themed beverages this fall before production ends. Target will then sell through the remaining stock rather than restocking the drinks.