AMASS Partners with Great Lakes to Launch Electrolyte Mixers in Michigan
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 05 2026
0mins
Source: Newsfilter
- Market Expansion Partnership: AMASS Brands Group has partnered with Michigan's leading alcohol distributor, Great Lakes Wine & Spirits, marking the first commercial distribution of AMASS Electrolyte Mixers in the U.S. and initiating a national expansion strategy.
- Distribution Network Advantage: With nearly 80 years of market experience and a portfolio of over 6,000 wines and 3,000 spirits, Great Lakes provides AMASS immediate access to a mature market in Michigan, enhancing brand penetration.
- Product Positioning Alignment: AMASS Electrolyte Mixers feature a zero added sugar and clean-label formulation, aligning with consumer demand for healthier beverage options, which is expected to attract health-conscious consumers and drive sales growth.
- Brand Portfolio Synergy: Great Lakes will carry AMASS Electrolyte Mixers alongside other brands like Summer Water, further enhancing AMASS's brand recognition and competitiveness in the market.
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About AMSS
AMASS Brands Inc is a next-generation beverage platform. The Company is focused on building a diversified premium beverage platform at the intersection of craft, wellness, and functionality. The Company operates across multiple categories, such as spirits, wine, and non-alcoholic alternatives. Its brands are distributed primarily in the United States through wholesale, on-premises and direct-to-consumer (DTC) channels. It manages a diversified portfolio of wholly owned brands, acquisitions, and minority interests spanning spirits, wine and non-alcoholic wine: AMASS - its flagship brand of spirits and non-alcoholic alternatives; GEM&BOLT Mezcal - a premium mezcal brand infused with damiana herb blending traditional craftsmanship with modern branding; Calirosa Tequila (via 222 Spirits) - a premium tequila brand; Summer Water - a lifestyle rose brand; Folly of the Beast; De Soi - a non-alcoholic aperitif, and HpO - apea protein sparkling water brand.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
AMASS Partners with Great Lakes to Launch Electrolyte Mixers in Michigan
- Market Expansion Partnership: AMASS Brands Group has partnered with Michigan's leading alcohol distributor, Great Lakes Wine & Spirits, marking the first commercial distribution of AMASS Electrolyte Mixers in the U.S. and initiating a national expansion strategy.
- Distribution Network Advantage: With nearly 80 years of market experience and a portfolio of over 6,000 wines and 3,000 spirits, Great Lakes provides AMASS immediate access to a mature market in Michigan, enhancing brand penetration.
- Product Positioning Alignment: AMASS Electrolyte Mixers feature a zero added sugar and clean-label formulation, aligning with consumer demand for healthier beverage options, which is expected to attract health-conscious consumers and drive sales growth.
- Brand Portfolio Synergy: Great Lakes will carry AMASS Electrolyte Mixers alongside other brands like Summer Water, further enhancing AMASS's brand recognition and competitiveness in the market.
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- Market Valuation: With an expected reference price of $16.00 per share, AMASS Brands commands an estimated market value of approximately $134 million, reflecting its potential in the premium beverage sector.
- Product Portfolio and Market Positioning: AMASS Brands focuses on developing and marketing both alcoholic and non-alcoholic beverages, with offerings like Good Twin Non-Alcoholic Wine and Calirosa Tequila, aligning with consumer trends towards premiumization and wellness-oriented drinking.
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- Diverse Brand Portfolio: AMASS operates a portfolio of nine beverage brands across non-alcoholic, functional wellness, and alcoholic categories, including Good Twin Non-Alcoholic Wine and Summer Water Rosé, showcasing its broad positioning in the beverage market.
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- Expanded Distribution Network: AMASS's products are now available at over 40,000 points of sale, indicating a significant increase in market penetration and brand influence, further enhancing the company's competitive position.
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AMASS Partners with Great Lakes to Launch Electrolyte Mixers in Michigan
- Market Expansion Partnership: AMASS Brands Group has partnered with Michigan's leading alcohol distributor, Great Lakes Wine & Spirits, marking the first commercial distribution of AMASS Electrolyte Mixers in the U.S. and initiating a national expansion strategy.
- Distribution Network Advantage: With nearly 80 years of market experience and a portfolio of over 6,000 wines and 3,000 spirits, Great Lakes provides AMASS immediate access to a mature market in Michigan, enhancing brand penetration.
- Product Positioning Alignment: AMASS Electrolyte Mixers feature a zero added sugar and clean-label formulation, aligning with consumer demand for healthier beverage options, which is expected to attract health-conscious consumers and drive sales growth.
- Brand Portfolio Synergy: Great Lakes will carry AMASS Electrolyte Mixers alongside other brands like Summer Water, further enhancing AMASS's brand recognition and competitiveness in the market.
See More
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- Redwire Corporation Gains: Redwire Corporation (RDW) sees its stock price increase by $2.6096 to $24.65, with 15,332,254 shares traded, and Zacks reports a current mean recommendation in the “buy range,” suggesting optimistic market expectations for its future performance.
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- Direct Listing of AMASS Brands: Beverage company AMASS Brands (AMSS) completed its direct listing on Nasdaq, yet its stock fell 52% from the $8.98 price of its last funding round, reflecting market caution towards its premium beverage platform.
- Conexeu Sciences Surge: Medical device developer Conexeu Sciences (CNXU) completed a direct listing on Nasdaq, with its stock soaring 260% from the $4.00 price of its most recent private placement, showcasing investor enthusiasm for its unique regenerative medical technology.
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- Direct Listing Overview: AMASS Brands successfully completed a direct listing on Nasdaq, with existing shareholders planning to sell up to 14.3 million shares of common stock, indicating increased recognition in the capital markets.
- Market Valuation: With an expected reference price of $16.00 per share, AMASS Brands commands an estimated market value of approximately $134 million, reflecting its potential in the premium beverage sector.
- Product Portfolio and Market Positioning: AMASS Brands focuses on developing and marketing both alcoholic and non-alcoholic beverages, with offerings like Good Twin Non-Alcoholic Wine and Calirosa Tequila, aligning with consumer trends towards premiumization and wellness-oriented drinking.
- Strategic Acquisition: In 2023, AMASS Brands acquired the assets of Winc, which raised $22 million in its 2021 IPO, further enhancing its market competitiveness and brand influence.
See More
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- Successful Direct Listing: AMASS Brands Group commenced trading on the Nasdaq Capital Market under the ticker symbol 'AMSS' on Wednesday, with the direct listing not involving new share issuance, indicating the company's stability and transparency in the capital market.
- Diverse Brand Portfolio: AMASS operates a portfolio of nine beverage brands across non-alcoholic, functional wellness, and alcoholic categories, including Good Twin Non-Alcoholic Wine and Summer Water Rosé, showcasing its broad positioning in the beverage market.
- Strong Revenue Performance: Since inception, AMASS has generated over $80 million in cumulative revenue and sold more than 5.7 million bottles, reflecting the popularity of its products and consumer acceptance in the market.
- Expanded Distribution Network: AMASS's products are now available at over 40,000 points of sale, indicating a significant increase in market penetration and brand influence, further enhancing the company's competitive position.
See More
