A major investment recently valued a growing media company at $500 million. Now, one of its consumer businesses is reportedly being shut down less than two years after launch.
The development comes as the broader functional beverage market continues to grow. High-profile entertainers and creators have increasingly entered the category, with brands including Dwayne “The Rock” Johnson’s ZOA Energy, Logan Paul’s PRIME, Kim Kardashian’s Update, Tom Holland’s Bero, and Emma Chamberlain’s Chamberlain Coffee.
The global functional drinks market was valued at $164.7 billion in 2025 and is projected to reach $315.9 billion by 2033, according to Grand View Research. The research firm expects the market to grow at a compound annual growth rate of 8.5% from 2026 through 2033, with North America accounting for the largest revenue share in 2025.
Unwell Beverage Co. is reportedly shutting down
Alex Cooper’s Unwell Beverage Co. business is expected to cease production after releasing seasonal Halloween flavors this fall, according to Bloomberg, which cited people familiar with the matter.
Target (TGT), the brand’s primary distribution partner, is reportedly selling through its remaining inventory rather than replenishing its supply.
If the reported shutdown proceeds as planned, it would bring the beverage company’s run to roughly 18 months. The brand launched in early 2025 as a partnership between Cooper’s Unwell Network and Nestlé (NSRGY).
Unwell Beverage Co. was originally founded as Unwell Hydration before expanding its portfolio into additional beverage categories, including energy and protein products. The company’s website currently lists hydration, energy, and protein products.
Unwell beverages were promoted alongside Cooper and her guests on the “Call Her Daddy” podcast, tying the products closely to her broader media business.
TheStreet also reviewed product availability on Target’s website, where several Unwell beverage flavors appeared to have limited or unavailable inventory at the time of publication.
The brand’s current product line remains visible on its own website, and the site does not indicate that the business is preparing to shut down. However, Nestlé’s website does not list Unwell Beverage Co. within its brands.
Why the Unwell beverage shutdown is surprising
The timing of the reported closure is notable because Unwell recently received a major financial boost.
Earlier in August, Patrick Whitesell’s WTSL made a strategic investment in Cooper’s broader Unwell media company, giving it a reported $500 million pre-money valuation. The investment was intended to support the company’s expansion, including potential acquisitions and investments.
“We’re scaling on all fronts, combining nimbleness, social-first premium content, and our understanding of culture to serve this highly influential audience,” said Cooper in a statement announcing the investment.
“With WTSL’s backing, the company is now also poised to accelerate our media platform’s growth through acquisitions and investments.”
The investment applies to Unwell as a broader media company, rather than specifically valuing Unwell Beverage Co. at $500 million. That distinction is important because the reported beverage shutdown does not mean Cooper is winding down Unwell altogether.
In fact, the broader company appears to be pursuing expansion beyond the beverage business. Unwell ended its representation with United Talent Agency (UTA) on July 27 as it looks to operate more independently and expand its media operations, Bloomberg reported. The company has also reportedly been in discussions with rival agency Creative Artists Agency (CAA).
A broader push beyond the podcast
Unwell Beverage Co. was part of Cooper’s larger effort to turn the audience surrounding “Call Her Daddy” and her Unwell media platform into a broader consumer business.
The company describes Unwell as a Gen Z-focused media and lifestyle brand that extends beyond podcasts into products, social media, merchandise, events, and partnerships. The beverage business was one of those extensions.
Cooper is among a number of creators and celebrities who have expanded into consumer products beyond their primary entertainment businesses.
However, entering a large beverage market does not guarantee that a celebrity-backed product will have a long shelf life.
Here’s some of my previous coverage of brand shutdowns:
- Popular beverage chain closing multiple locations nationwide
- Another brewery and distillery brand closes all its taprooms
- Another high-profile celebrity cosmetics brand closes
The reported end of Unwell Beverage Co., therefore, marks a significant change for one part of Cooper’s business strategy, even as the broader Unwell company moves forward with a fresh investment and plans for expansion.
As of publication, Cooper’s broader Unwell company has not publicly confirmed that its beverage business is shutting down.
Related: Popular beverage chain closing multiple locations nationwide