Alex Cooper’s Unwell Fizz Vanishes, Leaving a Halloween‑Only Drop

Alex Cooper, the co‑host of the popular podcast Call Her Daddy, has announced that her beverage company Unwell Beverages will shut down production after less than two years in the market. The company plans to release a line of Halloween‑themed drinks later this year before ceasing all production across its lineup.

Target, the brand’s primary distributor, is currently selling remaining inventory in its stores.

## Background & Context

Unwell Beverages launched in early 2025 as Unwell Hydration in partnership with Nestlé, offering hydration and recovery drinks aimed at women. Last year the brand expanded into energy drinks, broadening its product range beyond its original focus.

Co‑founder Alex Cooper and her husband Matt Kaplan launched the venture in 2023, with a strategic investment from Patrick Whitesell’s firm WTSL that valued the company at $500 million.

Cooper first revealed her entry into consumer goods at the New York Times DealBook Summit in December 2024, noting a desire for products that fit an “unwellunwell” aesthetic, with bottle designs featuring quirky graphics that quickly gained traction on Instagram.

The company leveraged influencer collaborations and limited‑edition drops to build hype, mirroring strategies used by other niche beverage startups. Nestlé’s involvement provided access to distribution channels but also raised questions about corporate influence on product positioning.

The brand’s rapid expansion into energy drinks coincided with a broader trend of women seeking functional beverages, yet faced stiff competition from established players. Early sales data indicated a 30% month‑over‑month growth in flagship hydration lines, but long‑term sustainability remained uncertain.

## What the Closure Means

With production halted, Target will continue to sell existing stock until inventory is depleted, after which no new units will be available. The company has not disclosed specific financial reasons for the shutdown, leaving investors and employees uncertain about the underlying causes.

Cooper emphasized her pride in what the startup achieved, noting that many staff reported a positive workplace experience. She also highlighted the broader challenges women face in the industry, stating that they are often held to different standards.

Supply chain disruptions for ingredients like coconut water and electrolytes may have contributed to cost pressures, though the company has not confirmed this. Wall Street observers note that investors in niche beverage stocks are reevaluating risk profiles after similar abrupt exits.

Existing supplier agreements may require renegotiation or termination, potentially affecting smaller ingredient vendors.

## Looking Ahead

Cooper has not announced any new consumer product initiatives beyond the Halloween line; her future plans remain unclear. She continues to focus on her podcast career, and has expressed resilience in navigating industry pressures.

Industry observers note that the abrupt shutdown may signal broader market challenges for niche beverage brands targeting female consumers. Call Her Daddy continues to dominate the comedy‑talk podcast space, with subscriber numbers reportedly surpassing 10 million worldwide.

Cooper has hinted at exploring collaborations with wellness brands, though concrete plans remain unannounced. In a recent interview, Cooper emphasized staying focused on content creation rather than product development.

Industry analysts predict that other small brands may face similar scrutiny as consumer expectations evolve toward healthier, transparently sourced products.

Cooper’s future endeavors will likely draw close attention from fans eager to see her next big move. Her track record of media success suggests she may leverage her brand equity in future ventures.