Roxberry is a 'better-for-you' soda, but its branding is an absolute sugar rush

"Sauer has experience turning a nascent RTD brand into a household name. Garage Beer, which he acquired in 2021 and relaunched in 2023, has shown triple-digit year-over-year growth, with sales increasing more than 500% in the 12 months ended in early April 2025, he says. It's now valued at around $200 million and is continuing to grow, despite an overall slump in the beer industry, according to a September report from The Wall Street Journal."

"Sauer says the options for kids have largely remained siloed in two main categories: Either they can drink "the same brands we grew up with," like Capri Sun or Kool-Aid, which are packed with ingredients many parents would rather skip; or they're stuck with healthier, less visually exciting options, like seltzer water. Roxberry aims to be a third option that's a win-win for kids and parents."

Andy Sauer transformed Garage Beer from a small craft brewery into a national brand with rapid growth and a valuation near $200 million. Sauer launched Roxberry, a carbonated beverage made primarily of water and fruit-and-veggie juice with five grams of sugar from natural sweeteners and no artificial colors, flavors, or sweeteners. Roxberry debuted in over 2,200 Walmart stores, 450 Kroger, Meijer and Harris Teeter locations, and select independent grocers, with a four-pack priced at $5.99. Roxberry targets parents seeking an option between sugary childhood drinks and plain seltzers by combining kid-friendly appeal with better-for-you ingredients.

Read at Fast Company