AMASS Brands Group announced Monday it plans to acquire a majority stake in sparkling protein water brand HpO to capitalize on rising consumer demand for high-protein beverages. The proposed transaction will increase AMASS’s ownership in HpO from about 15% to approximately 50.0001% on a fully diluted basis. The company also secured a three-year option to acquire the remaining interest at a purchase price equal to two times revenue. Financial terms beyond the stock-based consideration were not disclosed.

The acquisition will be funded with AMASS common stock valued using the trailing 21-day volume-weighted average price at closing. The deal remains subject to definitive agreements and customary closing conditions. AMASS intends to leverage its wholesale distribution network and retail relationships to expand HpO’s national footprint.

Deal Targets Fast-Growing Protein Beverage Market

HpO produces sparkling protein water containing 5 grams of plant-based protein per can, with zero sugar, no artificial sweeteners, and about 22 to 30 calories per serving. The brand currently offers Lemon and Blood Orange flavors and plans to expand into additional ready-to-drink and hydration products. AMASS said the acquisition aligns with growing consumer demand for protein-rich beverages, particularly as the use of GLP-1 weight-loss medications encourages shoppers to seek high-protein, low-sugar products.

Chief Executive Officer Mark Thomas Lynn stated that the widespread adoption of GLP-1 medications is intensifying demand for such products. Industry research cited by the company estimates the U.S. protein water market, valued at about $861 million in 2024, could reach nearly $2 billion by 2034.

AMASS Plans National Expansion

The acquisition follows AMASS’s recent SAFE investment in hemp-derived THC beverage brand Afterdream as part of its strategy to build a diversified portfolio across emerging beverage categories. Amass Brands shares were trading higher by 12.25% at $2.29 at the time of publication on Monday. The stock is trading near its 52-week low of $1.75.

AMASS Brands Group (NASDAQ: AMSS) has expanded the distribution of its Pizzolato MUSE non-alcoholic spritz line to Eataly, a high-end Italian food and beverage marketplace. Beginning June 2026, three ready-to-drink (RTD) non-alcoholic spritz SKUs will be available across 12 Eataly locations in the United States. The Pizzolato 0% RTD Hugo will also be featured on the menu at Eataly’s flagship restaurant concept, La Pizza & La Pasta. This move aims to capitalize on the growing demand for sophisticated no-alcohol options within the aperitivo occasion.

Pizzolato Spritz serves as the non-alcoholic extension of Pizzolato, Italy’s leading organic wine producer and a key brand within the AMASS portfolio. Eataly’s marketplace model combines grocery retail, multiple dine-in restaurants, and educational food counters. The locations are strategically situated in major metropolitan areas, including New York City, Boston, Chicago, Dallas, Los Angeles, Silicon Valley, South Florida, and Philadelphia.

Mark Thomas Lynn, Founder and Chief Executive Officer of AMASS, emphasized the strategic fit of the partnership. He stated that the aperitivo occasion is gaining mainstream momentum and that the shift toward no-alcohol options is still in its early stages. Lynn highlighted that Pizzolato is Italian-crafted and purpose-built for consumers seeking alternatives without sacrificing the cultural experience.

The Eataly rollout builds on Pizzolato MUSE’s recent national expansion, which included a launch at Whole Foods Market locations across the United States earlier this year. The broader Pizzolato brand contributes significant market momentum to this expansion. According to Nielsen retail sales data, Pizzolato holds the #1 position in the U.S. organic sparkling wine category with a 27.63% dollar share. This figure is more than double that of its nearest competitor, and the brand posted the largest share gain among the top five brands in the segment over the past year.

The launch coincides with an acceleration in the aperitivo and spritz occasions across the U.S. market. Data from IWSR indicates that no-alcohol RTDs are among the fastest-growing formats in the category, forecast to grow at roughly 10% volume CAGR over the coming years. This growth rate outpaces the broader no-alcohol segment. The combined presence at Eataly and Whole Foods positions Pizzolato to capture demand across both premium retail and hospitality channels.

Pizzolato Market Performance