rhythm, the beverage brand formerly known as Rhythm CBD Seltzers, has debuted a new look and improved product formulation.
The beverages now feature 25 mg of nano-emulsified, broad-spectrum hemp extract per 12-oz. aluminum sleek can, representing a 66% increase from the 15 mg in the previous formulas.
Three of rhythm’s formulas have also been renamed to better reflect the unique functions of each beverage. rhythm Awake, a caffeinated beverage that can be used for a jolt of energy at any time of day, is now rhythm Energy. The newest product to hit the shelves, rhythm Sport, an electrolyte and B-vitamin-powered beverage, is now rhythm Hydrate.
Lastly, rhythm Dream, now called rhythm Sleep, now contains 3 mg of CBN isolate, replacing the melatonin found in the previous formula. The reformulations were developed using emulsions from rhythm’s advanced infusion technology partner, Vertosa.
"We are incredibly excited to feature a minor cannabinoid in one of our beverages,” said Ian Monat, rhythm CEO and co-founder. “CBN, sometimes known as the 'sleepy cannabinoid,’ has been requested by many of our customers and buyers. We are happy to swap out the melatonin for it as it increases our use of natural, hemp-derived ingredients, which we consider core to our brand identity."
The rhythm labels have undergone a transformation, with increased shelf velocity in mind. The redesign includes brighter colors, a larger logo, and a focus on the function of the beverages. The brand partnered with Voicebox Creative, a San Francisco Bay Area branding and packaging design agency, to refresh the identity and packaging system.
"Our goal was to shift the primary focus of the packaging system away from flavor and position the brand as a functional hemp beverage that clearly aligns with a range of consumer need states," said Sean Baca, Voicebox associate creative director.
rhythm has also dropped its suggested retail price by 17%, from $5.99 to $4.99 per 12-oz. can.
“Our aim was to bring a dramatically increased value proposition to our customers: delicious formulations delivering more hemp, more active ingredients, and enhanced packaging, all at a lower cost,” said rhythm CFO and Co-Founder Martín Guerrero.
The newly branded rhythm beverages are available direct-to-consumer to the lower 48 states. The brand is also accepting new wholesale distribution partner inquiries in its effort to grow share in its key markets of California, Arizona, and New York.