Unwind Launches in 1,000 Walmart Stores
Unwind launches in 1,000 Walmart stores with sparkling functional drinks from $2.79 per can and TikTok Shop sales in mid-October.
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 made for everyday relaxation and contain magnesium L-threonate formulated by Magtein® and L-theanine. With zero caffeine, low sugar and low calories, the drinks start at $2.79 per can and $10.99 for a four-pack. Unwind will also launch on TikTok Shop in mid-October, with direct-to-consumer shipping nationwide.
A Drink For Resetting
Unwind is designed for moments when people want to slow down, shift gears or take a break between plans. The initial range includes Berry, Cherry, Citrus, Tropical and Spicy Lime flavors. Tidwell and Puterman previously launched Nowadays, a THC beverage company that scaled to more than $100 million in sales in three and a half years.
“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.”
Retail Rollout Begins
The Walmart launch is the first stage of Unwind’s national retail strategy, with additional national retail rollouts scheduled for early 2027. The company’s marketing campaign will include paid media, PR, creator partnerships, sampling events and in-store activations.
“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.”
Availability
Unwind is available now at participating Walmart stores and on Walmart.com. TikTok Shop availability is scheduled for mid-October.
From an announcement by Unwind.
