Más+

Lore & Background

Lionel Messi announced the launch of Más+ on his Instagram on June 4, 2024. The drink debuted in Miami, Florida, on June 13, 2024, and became available in Publix and Walmart stores, as well as for delivery on Gopuff in South Florida the next day. On July 17, 2024, Messi announced that Más+ would launch in Canada on August 15 at Toronto's Soccer Headquarters, Café Diplomatico, in partnership with The Mark Anthony Group.

The product was designed to provide a flavorful and healthy hydration option that met Messi's preferences. He explained that many flavored drinks have high levels of unhealthy ingredients, leading consumers to consume more sugar, calories, artificial ingredients, and caffeine than they realize. The name "más," meaning "more" in Spanish, was selected to reflect his career and his commitment to giving to others, with the plus symbol representing positivity.

Flavors of Más+ were named after events in Messi's life: Más+ Miami Punch referred to his tenure with Inter Miami CF; Más+ Orange d'Or referenced his eight Ballon d'Or awards; Más+ Berry Copa Crush reflected his seven Copa del Rey titles with FC Barcelona and two Copa América titles with Argentina; and Más+ Limón Lime League referred to his participation in the UEFA Champions League.

Reader's Guide

Más+ by Messi represented an attempt by a globally recognized athlete to enter the functional beverage market with a product emphasizing health and natural ingredients. The drink contained a mix of four electrolytes, six vitamins, five minerals, three antioxidants, and natural flavors, with no artificial sweeteners, colors, or caffeine. Its low calorie and sugar content—10 calories and 1 g of sucrose per 500 ml in 16.9-ounce bottles, and 7 calories with less than 1 g of sucrose per 355 ml in 12-ounce bottles—positioned it as a healthier alternative to many sports drinks.

The brand's significance lies partly in its legal challenges. On November 20, 2024, Prime Hydration filed a countersuit against The Mark Anthony Group and Más+, alleging trademark infringement due to similarities in bottle design and tagline, and claiming anti-competitive practices. Prime Hydration requested a change in bottle design and tagline, as well as damages and a portion of revenue from sales of the current bottles. This dispute highlighted the competitive nature of the celebrity-endorsed beverage market.

Despite Messi's fame, the brand faced an uncertain reception. Industry observers noted that attaching Messi's name did not automatically ensure success, and online reception criticized the resemblance of the bottles to Prime's designs. The decision to launch a functional sports drink rather than an energy drink was seen as a strategy to avoid limiting the customer base to older teenage groups, possibly influenced by criticism of Prime's high caffeine content. The discontinuation in January 2026 marked the end of the brand's short run.

Did You Know?

• The drink contained no artificial sweeteners, colors, or caffeine.
• Flavors were named after events in Messi's life, such as Más+ Orange d'Or for his eight Ballon d'Or awards.
• Prime Hydration filed a countersuit against Más+ on November 20, 2024, alleging trademark infringement.