Alex Cooper's Unwell Beverage Co. Shuts Down

Alex Cooper's Unwell Beverage Co. is shutting down less than two years after its launch. The company plans to introduce a few more Halloween-themed flavors before ending production across its entire drink lineup.

Unwell Beverage Co. was launched in 2025 in partnership with Nestlé, offering drinks packed with electrolytes, vitamins, and caffeine in three flavors. The company later expanded into protein and energy drinks.

Target, the brand's main retail partner, will sell through its remaining supply before the shutdown. The drinks were frequently featured alongside Alex Cooper and her podcast guests, and were marketed largely toward women in a crowded sports and energy drink market.

The shutdown comes as Alex Cooper tries to expand beyond podcasting, with her larger media company Unwell having raised $500 million in a deal with Hollywood super agent Patrick Whitesell. The $500 million deal will largely go toward Cooper's podcast network and ad agency.

## What happens next Unwell, which encompasses Cooper's podcast business, TV and film production, merchandise, live events, and a new ad agency, will continue to operate. The company was founded by Alex Cooper and her husband Matt Kaplan, and has become a major player in the media industry.

## Why it matters The shutdown of Unwell Beverage Co. demonstrates the challenges online creators often face in diversifying their work away from content. Despite its initial success, the company was unable to compete in the crowded sports and energy drink market. The shutdown will likely have implications for the company's employees and partners, including Target and Nestlé.

The decision to shut down the beverage company will allow Cooper to focus on her core business, including her popular podcast 'Call Her Daddy'. With the $500 million deal, Cooper will have the resources to expand her media company and pursue new opportunities in the industry.