Unwind Launches in About 1,000 Walmart Stores
Unwind functional beverage launches in about 1,000 Walmart stores with five flavors priced from $2.79 per can.
Unwind, a functional beverage brand founded by Nowadays creators Justin Tidwell and Anthony Puterman, has debuted in approximately 1,000 Walmart stores nationwide. The 12-ounce sparkling drinks are priced from $2.79 per can and $10.99 per four-pack. The range includes five flavors and combines magnesium L-threonate, formulated by Magtein®, with L-theanine. Unwind is also set to begin direct-to-consumer shipping through TikTok Shop in mid-October.
A New Beverage Occasion
The founders are entering the functional relaxation category after building THC beverage company Nowadays, which they launched in 2023 and scaled to more than $100 million in sales in three and a half years. Unwind is intended for moments when consumers want to take the edge off, slow down or shift gears, including after a long day or between plans.
Justin Tidwell, Co-founder at Unwind, said:
“Nowadays showed us what's possible when you can identify a real shift in consumer behavior and build a brand around it. Life is louder than ever, and while people are often told they need more energy, focus or stimulation, sometimes they just need a way to turn down the noise. While we're continuing to invest in the growth of Nowadays, we wanted to take what we've learned and apply it to a completely different consumer need–making relaxation feel more approachable.”
Five Flavors And Low Sugar
Unwind is sold in Berry, Cherry, Citrus, Tropical and Spicy Lime varieties. Each can contains zero caffeine and is described as low in sugar and calories. The product is a 12-ounce sparkling beverage.
Retail Rollout Begins
The Walmart launch is the first phase of Unwind’s national retail strategy, with further national retail rollouts scheduled for early 2027. The company plans to support the launch with paid media, public relations, creator partnerships, sampling events and in-store activations.
Anthony Puterman, Co-founder at Unwind, said:
“Walmart is leaning into this emerging category in a meaningful way. We're excited to introduce Unwind with a retailer that recognizes the opportunity and can help establish this new occasion at scale.”
Where Customers Can Buy
Customers can buy Unwind at participating Walmart stores and on Walmart.com. TikTok Shop will follow in mid-October with nationwide direct-to-consumer shipping. The company’s website offers product information and a store locator.
