What the business is
Unwell is Alex Cooper's company covering her Call Her Daddy podcast network, TV production, merchandise, events and an ad agency, plus the Unwell Beverage Co. drinks.
The bet
A creator's own audience can carry a women-focused hydration and energy drink brand, sold through Target with Nestle's backing.
How it started
Cooper launched Unwell Beverage Co. in partnership with Nestle in 2025, debuting as Unwell Hydration in three flavors with electrolytes, vitamins and caffeine. At the New York Times DealBook Summit in 2024 she said existing drinks were made for men and marketed to men. Target was the main distribution partner, and the drinks regularly appeared on set in her podcast.
What happened
The brand soon added protein and energy beverages, and in May 2026 sold a limited-edition red, white and blueberry energy drink exclusively at Target. Cooper's push beyond podcasting also covered other podcasts, TV shows for studios, merchandise, live events and an ad agency. In April 2026 Bloomberg reported troubles at her company, including executive turnover and shows that failed to become hits.
How it ended up
According to people familiar with the matter, Unwell Beverage will release more Halloween-season flavors and then stop production of all its drinks, while Target sells through its supply. Cooper's representative, Nestle and Target declined to comment. On the Wednesday before the report, Unwell raised money from agent Patrick Whitesell at a $500M valuation for the wider business.
What has to be true
Cooper wanted a hydration and energy drink aimed at women, saying competitors' brands were made by men, for men.
Bloomberg reported in April 2026 that the company's troubles stemmed partly from juggling too many business ventures.
Fortune said the creator beverage space has become saturated, with rivals including Prime and Emma Chamberlain's coffee line.
Cooper's push beyond podcasting also covers TV production, merchandise, live events and an ad agency, which stay in place.
What can be applied
A creator's audience does not automatically carry a crowded consumer-goods category; stretching across too many ventures can leave the physical product the one to be cut.
Aftermath
As of 14 August 2026, Unwell Beverage was planning a final Halloween flavor run before ceasing production, with Target selling through remaining supply. Unwell's broader business had raised money at a $500M valuation, mainly to expand its podcast network and ad agency.
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