AMASS partners with Great Lakes Wine & Spirits to launch AMASS Electrolyte Mixers in Michigan, marking its Midwest expansion.
Quiver AI Summary
AMASS Brands Group has announced a partnership with Great Lakes Wine & Spirits, Michigan's top family-owned alcohol distributor, to launch its AMASS Electrolyte Mixers in the state. This collaboration marks AMASS's initial entry into the Midwest market and is part of its broader strategy for national expansion in the functional beverage category. Great Lakes, which has operated for nearly 80 years, will provide AMASS with access to its extensive distribution network and dedicated support for better-for-you beverage products. AMASS Electrolyte Mixers are designed with clean ingredients aimed at supporting hydration and performance while containing zero added sugar. The launch aligns with growing consumer preferences in Michigan for healthier beverage options and will also include other AMASS brands within Great Lakes' offerings.
Potential Positives
- AMASS has secured its first U.S. distribution partner, Great Lakes Wine & Spirits, enabling immediate access to an established distribution network in Michigan.
- The partnership marks the beginning of AMASS's national expansion strategy for its Electrolyte Mixers, setting a foundation for future growth.
- Great Lakes Wine & Spirits has recently launched a dedicated division for alternative and better-for-you beverages, providing targeted support and visibility for AMASS Electrolyte Mixers.
- The product aligns with consumer trends focusing on health and wellness, featuring a clean-label formulation with zero added sugar, enhancing its market appeal.
Potential Negatives
- The press release relies heavily on forward-looking statements which introduce significant uncertainty regarding the company's future performance and market conditions.
- The company acknowledges potential risks including competitive conditions and changing consumer preferences, which could hinder the success of AMASS Electrolyte Mixers.
- There is no mention of prior success or market research for the AMASS Electrolyte Mixers, raising questions about the product's viability in a competitive landscape.
FAQ
What are AMASS Electrolyte Mixers?
AMASS Electrolyte Mixers are functional beverages designed to aid recovery and performance, made with clean ingredients and essential electrolytes.
Who is the distributor for AMASS Electrolyte Mixers in Michigan?
Great Lakes Wine & Spirits is the first U.S. distribution partner for AMASS Electrolyte Mixers in Michigan.
What makes AMASS Electrolyte Mixers unique?
They contain zero added sugar, are non-GMO, gluten-free, vegan, and made with real Pacific sea salt.
How does the partnership benefit AMASS's expansion?
The partnership with Great Lakes Wine & Spirits establishes AMASS's first commercial footprint and supports broader national expansion efforts.
What market trend do AMASS Electrolyte Mixers align with?
They align with the growing demand for better-for-you beverage options, catering to health-conscious consumers.
Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.
Full Release
Great Lakes Wine & Spirits, One of the Midwest’s Most Established Distribution Networks, to Launch AMASS Electrolyte Mixers Across Michigan
Partnership Establishes Initial Midwest Foothold as AMASS Executes Multi-Market Functional Beverage Rollout
SANTA MARIA, Calif., June 05, 2026 (GLOBE NEWSWIRE) -- AMASS Brands Group (NASDAQ: AMSS) (“AMASS” or “the Company”), a premium, multi-category beverage platform spanning non-alcohol, functional, and alcohol 2.0 products, today announced that Great Lakes Wine & Spirits (“Great Lakes”), Michigan’s leading family-owned and operated wholesale alcohol distributor, has become the first U.S. distribution partner for AMASS Electrolyte Mixers. The partnership establishes the brand’s first commercial distribution footprint and marks the beginning of AMASS’s national expansion strategy.
Great Lakes Wine & Spirits has served Michigan’s beverage market for nearly 80 years and is one of the largest privately held beverage distributors in the Midwest. The Company distributes more than 6,000 wine labels, 3,000 spirits, and hundreds of beer and alternative beverage products to retail, on-premise, and hospitality accounts across every county in the state, providing AMASS Electrolyte Mixers immediate access to one of the region’s most established distribution networks.
In addition to its scale, Great Lakes recently launched a dedicated division focused on alternative and better-for-you beverage categories. The division will provide AMASS Electrolyte Mixers with dedicated sales support, targeted placement opportunities, and increased visibility across the distributor's network.
“We designed AMASS Electrolyte Mixers to address one of the most compelling growth opportunities in beverage today,” said Mark Thomas Lynn, Founder and Chief Executive Officer of AMASS. “Securing a partner of Great Lakes’ caliber at this stage of the brand’s development validates both the product and the market opportunity ahead. This launch establishes our first commercial footprint for the brand and represents the beginning of a broader strategy to build AMASS Electrolyte Mixers into a nationally distributed platform within the functional beverage category.”
Michigan represents an attractive launch market for AMASS Electrolyte Mixers, combining a strong outdoor lifestyle culture with growing demand for better-for-you beverage options. The product’s clean-label formulation, zero added sugar, and hydration-focused formulation align well with these evolving consumer preferences. Great Lakes will carry the product alongside other AMASS portfolio brands, including Summer Water, further expanding the Company’s presence within the market.
About AMASS Electrolyte Mixers
AMASS Electrolyte Mixers are crafted with clean ingredients and designed to support recovery and everyday performance with a blend of essential electrolytes and real Pacific sea salt. Consumable as a standalone beverage or as a mixer with your favorite alcoholic or non-alcoholic spirits, AMASS Electrolyte Mixers are developed with the same focus on quality, formulation, and sensory experience that defines the AMASS brand platform. The mixers contain zero added sugar or artificial sweeteners and are non-GMO, gluten-free, and vegan. For more information, visit www.amass.com.
About Great Lakes Wine & Spirits
Great Lakes Wine & Spirits is Michigan’s leading family-owned and operated wholesale alcohol distributor, providing the best products, exceptional service, and deep regional expertise for nearly 80 years. Operating across the state of Michigan, Great Lakes distributes a portfolio of more than 6,000 unique wines, 3,000+ spirits, and hundreds of beer and alternative beverage options to thousands of commercial customers. For more information, visit www.glwas.com.
About AMASS Brands Group
AMASS Brands Group (Nasdaq: AMSS) is a next-generation beverage platform built around the brands defining how modern consumers drink — and increasingly, how they don’t. The company’s portfolio spans non-alcohol, functional, and alcohol 2.0 categories, with standout brands across each: Good Twin Non-Alcoholic Wine, the #1 organic non-alcoholic wine brand in the U.S. and one of the fastest-growing in the category; AMASS Electrolyte Mixer, a functional disruptor redefining the mixer category; and Summer Water Rosé, the zero-sugar, #1 selling premium domestic rosé in the U.S. — among others across the portfolio. As moderation trends accelerate, AMASS is positioned to benefit structurally rather than reactively — with margin discipline, cohesive brand architecture, and the multi-brand scalability that supports the Company’s long-term growth strategy.
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Safe Harbor Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements include statements regarding the Company’s expectations, beliefs, plans, intentions, strategies, prospects, future growth opportunities, anticipated market trends, distribution expansion, consumer demand, and future operating performance. These forward-looking statements include, without limitation, the Company’s statements regarding the expected benefits of the distribution partnership with Great Lakes Wine & Spirits, the anticipated expansion of AMASS Electrolyte Mixers across Michigan and additional markets, and anticipated demand within the functional wellness and electrolyte beverage categories. Forward-looking statements are not guarantees of future performance and involve risks and uncertainties that may cause actual results to differ materially from the Company’s expectations. These statements are subject to uncertainties and risks including, but not limited to, uncertainties related to market conditions and the other factors discussed in the “Risk Factors” section of the Company’s filings with the Securities and Exchange Commission (“SEC”), including competitive conditions within the beverage industry; changing consumer preferences; the Company’s ability to expand distribution and retail penetration; retailer purchasing decisions; and supply chain disruptions. Additional factors are discussed in the Company’s filings with the SEC, which are available for review at www.sec.gov. Forward-looking statements speak only as of the date made, and the Company undertakes no obligation to publicly revise these forward-looking statements to reflect events or circumstances that arise after the date hereof, except as required by applicable law. Investors are cautioned not to place undue reliance upon these forward-looking statements.
Investor Relations Contact
KCSA Strategic Communications
Rob Kelly, Vice President
(212) 896-1254
