If 2024 was the year Loom exploded onto the scene, 2025 is the year it cements itself as one of the most compelling beverage brands in the country. Coming off its BevNET Best New Brand of 2024 win, Loom is rolling into the second half of the year with new flavors, new athlete partners, bigger cultural moments, and serious retail and digital momentum. It’s not just growing — it’s rewriting the rules of what a modern beverage company can be.
As Hungry Girl put it, “This is the perfect execution of a low-calorie juice drink.” And Jersey Bites said it best: “From a garage in Toms River to shelves across the country, Loom is the product of hard-earned wisdom, generational pride, and one father’s simple goal: to create something better for his son—and yours.” That combination of craft and purpose continues to shape everything the team is building.
Loom’s newest flavor drops — Midnight Mango and Dark Cherry — expand its cosmic lineup with two bold, clean-ingredient options that follow in the footsteps of the viral Moon Punch sell-out and triumphant return. Midnight Mango brings a tropical, juicy refreshment, while Dark Cherry leans in sweet, smooth, and slightly sexy. Both stay true to Loom’s signature: always all natural, non-GMO, no added sugar, and unapologetically craveable.
But 2025 isn’t just about flavor. It’s about changing the game in athlete partnerships. Loom is pushing into NIL with an approach no one else in the category is taking — one rooted in real equity and long-term creative collaboration. Michigan running back Justice Haynes joins the brand not as a spokesperson but as an equity partner, becoming one of the first active NCAA athletes to take meaningful ownership in a national CPG company. Meanwhile, NFL rookie wide receiver Juice Wells steps in as a brand partner, leaning into the natural synergy of... well, having “Juice” in his actual name. Together, the duo — affectionately dubbed “Juice & Justice” — represents a new generation of athlete-led brand building. As Loom Founder & CEO Bill Butrymowicz says, “We’re not slapping names on bottles — we’re building something together.”
On the retail side, Loom is scaling hard. The brand is now available nationwide on Amazon and in over 3,000 stores across Connecticut, Florida, Michigan, New Jersey, New York, Pennsylvania, and Rhode Island. Recent improvements to its digital ecosystem have already paid off, with a 57% increase in online sales, a 65% jump in conversion rate, rising product reviews (now 4 stars and climbing), and a 180% surge in Instagram profile activity. In its first year alone, Loom sold more than 27,000 cases across its original four flavors: Moon Punch, Cosmic Candy Grape, Beyond Apple, and Aurora Orange.
Meanwhile, Loom Live continues to weave the brand deeper into culture. From concerts to venues to underground spaces, the brand keeps showing up where people actually live and connect. With activations at AEG & Bowery Presents shows — including NYC’s Under the K Bridge series — Loom has been spotted at events with Swedish House Mafia, Jamie xx, Turnstile, and Four Tet. It’s becoming more than a beverage at live events; it’s part of the atmosphere.
Creatively, Loom is building a world — literally. Its Loominary movement has brought together creators, designers, athletes, and innovators who believe in bridging creativity and wellness. Renowned artists like Lorik Khodaverdian and Ylimay Zavala helped shape Loom’s iconic star-drop identity, while collaborations with Chaz Marcus, Justice Haynes, and Juice Wells continue to expand the brand’s cultural footprint. The brand even partnered with New Era for exclusive merch and showed up at festivals like Phish’s Mondegreen, emphasizing the community-first ethos woven throughout Loom’s DNA.
At its core, Loom remains dedicated to building a healthier, more flavorful future for beverages. By blending real juice with water, the company offers something modern consumers increasingly crave: clean, bold flavor without the sugar crash. Its focus on sustainability, purposeful partnerships, and authentic cultural presence continues to set it apart from traditional players and emerging startups alike.
The movement is only growing — and 2025 is shaping up to be its biggest chapter yet.
Loom is available at drinkloom.com, Amazon, and retailers nationwide. Follow the journey at @drinkloom on IG and TikTok. For press inquiries, contact Amanda Charney at amanda@blackpandapr.com
