AMASS Brands (NASDAQ: AMSS) Named #1 Organic Non-Alcoholic Wine in the U.S. and Launches Electrolyte Line in the Same Week

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AMASS Brands Group (AMSS), a premium multi-category beverage platform spanning non-alcoholic alternatives, functional wellness products, and better-for-you alcoholic beverages, began trading via a direct listing on the Nasdaq on May 20, 2026. In the days that followed, AMASS has delivered two encouraging announcements: its Good Twin wine brand claimed the top spot in the U.S. organic non-alcoholic wine market, and the launch of the Company’s first electrolyte mixer line, entering a category worth roughly $40 billion globally.

Both announcements are rooted in a strong, deliberate portfolio strategy that AMASS has been executing for years. The strategy is driven by three consumer transformations reshaping the beverage industry: a shift toward moderation, increased demand for functional and wellness-oriented products, and new preferences for cleaner ingredients across both alcoholic and non-alcoholic options.

Good Twin Captures More Than One-Third of the U.S. Organic Non-Alcoholic Wine Market

Good Twin is now the #1 organic non-alcoholic wine brand in the United States by dollar share, according to Nielsen retail sales data. The brand holds a 35.43% share of the organic non-alcoholic wine category, meaning more than one in every three dollars spent within the entire segment goes to Good Twin. 

Dollar sales grew 122.2% year-over-year while volume grew 115% in a category that only expanded 41.1% during the same period, showing that Good Twin is growing at nearly three times the rate of its own category.

The brand also ranks as a top-10 overall non-alcoholic wine in the U.S. and carries one of the strongest sales velocities among leading brands in the space.

"Good Twin has established itself as the leading organic non-alcoholic wine brand in the country while emerging as one of the fastest-growing brands in the broader non-alcoholic wine category," said Mark Thomas Lynn, Founder and CEO of AMASS. "We are confident that this performance highlights both the strength of the brand and rapidly growing consumer demand for premium alternatives across multiple consumption occasions."

AMASS Launches Its First Electrolyte Mixer, Entering a $40 Billion Market

On the heels of the Good Twin news, AMASS announced the launch of AMASS Electrolyte Mixers, a new line of functional mixers formulated with Pacific sea salt, essential electrolytes, and clean-label ingredients. Each product contains 20 calories or less with zero added sugar or artificial sweeteners, and is non-GMO, gluten-free, and vegan.

The crossover between wellness and social occasions is intentional and fits cleanly within the broader AMASS brand architecture. AMASS Electrolyte Mixers can be enjoyed with your favorite spirit as a hangover-preventing mixer, or on its own as a refreshing, electrolyte-packed beverage.

The electrolyte drinks market is estimated at roughly $40 billion in 2025 and is projected to exceed $80 billion by 2034, driven by growing consumer demand for low-sugar, functional, and wellness-oriented beverages. AMASS Electrolyte Mixers are available now through the company's direct-to-consumer channels and select retail partners, with broader distribution expansion planned through 2026.

"The global beverage market is seeing a fundamental shift in how consumers approach drinking, with a focus toward balance, recovery, and more intentional consumption," Lynn said. "AMASS Electrolyte Mixers are designed to meet that moment, whether used on its own or as a mixer with your spirit of choice."

A Portfolio Built for Three of the Fastest-Growing Beverage Markets

AMASS has generated over $80 million in cumulative revenue, sold more than 5.7 million bottles, and built a presence across more than 40,000 points of sale. The portfolio spans nine core brands, including Summer Water Rosé, the number one selling premium domestic rosé in the U.S. according to Nielsen, and celebrity co-created brands including Calirosa Tequila, co-founded with Adam Levine and Behati Prinsloo, and De Soi, a non-alcoholic aperitif co-founded with Katy Perry. AMASS Brands Group (AMSS) is building a platform where each brand reinforces the others across a shared distribution network.

The markets AMASS operates across are all expanding simultaneously:

• U.S. non-alcoholic beverages: projected to grow from $169.6 billion in 2024 to $246.9 billion by 2032 (Fortune Business Insights)
• Functional beverages: projected to reach $71 billion by 2030 (Precedence Research)
• Electrolyte drinks: estimated at $40 billion in 2025, projected to exceed $80 billion by 2034

The Bull Case for AMSS

Moderation, functional wellness, and clean ingredients are among the most competitive and sought-after segments in consumer goods right now. Over the years, AMASS has been building towards all three, and the data shows that its customers have noticed. 

Good Twin's 35% category share and 122% dollar sales growth are the result of successful execution that has yielded brand recognition and segment leadership. The electrolyte launch aims to apply a similar strategy to consumer relationships that are considerably less focused on alcohol.

The company's celebrity partnerships bring authentic reach without traditional advertising spend, and its multi-brand structure means distribution gains in one category lift the entire platform.

The path ahead still requires broad based execution. Wider distribution for the electrolyte line is still being built, the company is in its earliest days as a public company, and the beverage market is competitive at every price point. But AMASS enters that environment with real category leadership, a diversified portfolio, and two intention-setting announcements in its first week of trading that show the strategy is working.

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