When Lionel Messi announced the launch of his own beverage, Más+ by Messi, many assumed it would be just another merchandising stunt. But the project reveals something deeper: a deliberate move into the functional hydration market, carrying a message aligned with the player’s legacy.
What is Más+
- Más+ (also called Más+ by Messi) is a non-alcoholic functional hydration drink — a mix of electrolytes, vitamins, minerals, antioxidants — created for “positive hydration.”
- The formula avoids artificial sweeteners, synthetic colors, and caffeine.
- A 500 ml (16.9 oz) bottle contains around 10 calories and 1 gram of cane sugar.
- Flavors include Miami Punch, Orange d’Or, Berry Copa Crush, and Limón Lime League — each one referencing milestones in Messi’s career.
Origin and Intention
Messi didn’t just lend his face to a label. He appears as founder of Más+ Next Generation Beverage Co. According to official statements, he couldn’t find a drink that combined good taste, clean ingredients, and less sugar — so he decided to create one.
The name “Más+” was chosen from over 450 candidates. It stands for giving “more” than you think possible and spreading positivity.
Opportunities and Risks — A Critical View
Strengths:
- Credibility: Messi is not just endorsing; he’s positioned as a creator/founder, which makes the story more authentic.
- Health positioning: In a market overloaded with sugary drinks, a clean functional hydration option has strong potential.
- Sport synergy: Hydration is naturally tied to football, making the product coherent for both fans and athletes.
- Emotional branding: Each flavor tied to his career milestones provides storytelling beyond pure functionality.
Challenges:
- Market saturation: The hydration and sports drink space is crowded. Standing out beyond the name will be critical.
- Taste vs. health balance: Consumers will quickly judge whether it tastes good while being “better for you.”
- Legal scrutiny: Prime Hydration has already filed a lawsuit over design similarities and potential brand confusion.
- Scaling globally: Launching in the U.S. is one step, but true global reach requires logistics, compliance, and flavor adaptation for different markets.
- High expectations: Attaching Messi’s name raises the bar; fans and critics alike will examine every detail.
Lessons for Fashion Designers and Entrepreneurs
Even if you work in fashion, Más+ offers useful lessons:
- Your name on the label isn’t enough — involvement and authenticity matter.
- Storytelling equals value — flavors that honor career milestones connect emotionally with consumers.
- Niche positioning beats going mass too early — entering premium hydration gives room to grow.
- Design can be a legal battlefield — branding must stand out to avoid lawsuits.
- Grow locally before scaling — Messi launched first in Miami with retailers like Publix and Walmart before talking global expansion.
Más+ by Messi isn’t just a hydration drink. It’s an exercise in brand building, authenticity, and storytelling. Whether it succeeds against giants like Gatorade or Prime remains to be seen. But as with his football career, Messi seems to be betting on discipline, humility, and doing more — always more.
