Alex Cooper’s drink company reportedly shutting …
Alex Cooper’s venture into the beverage industry may be coming to an end.
The Call Her Daddy host’s Unwell Beverage business is reportedly shutting down after less than two years on the market. According to a Bloomberg report cited by People, the company is expected to end its beverage operations after releasing a final collection of Halloween-themed drinks this fall. Neither Cooper nor Target, the brand’s main retail partner, has publicly confirmed the report. (People.com)
The reported closure marks an unexpected turn for a business that Cooper created after noticing what she believed was a gap in the hydration market.
The idea for Unwell Hydration came to her while she was on her 2024 Unwell Tour. Cooper said she often struggled to find hydration and energy drinks that felt designed for women rather than men. She wanted to create something convenient for people with busy lifestyles while also offering lower-sugar options.
Cooper previously explained that she would often feel exhausted while traveling and performing. She said many of the drinks she found either tasted unpleasant or contained more sugar than she wanted. That experience helped inspire the concept behind Unwell Hydration. (People.com)
The beverage line was developed in partnership with Nestlé and officially launched in 2025. It initially focused on electrolyte drinks before expanding into additional products, including Unwell Focus, Unwell Protein and Unwell Energy. The products were primarily sold through Target stores and online. (People.com)
Cooper’s goal was to bring her huge female audience into a category that had traditionally been associated with sports and performance. The company’s branding was closely connected to the wider Unwell media network, which Cooper has continued to expand through podcasts, entertainment projects, merchandise and other ventures.
However, the beverage business reportedly struggled to establish a long-term position in an increasingly crowded functional-drinks market. The Cut noted that the brand moved from its original hydration focus into protein and energy products, potentially making its overall identity less clear to consumers. (The Cut)
The reported shutdown does not mean Cooper’s larger Unwell business is disappearing. Her media company continues to operate across several areas, and recent reports indicate that Unwell itself has secured new investment that values the broader company at around $500 million. (TMZ)
For now, fans may still see Unwell beverages on shelves as retailers sell through their remaining inventory. The final Halloween-themed release could become the brand’s last major product launch.
While the drink company may have had a short run, Cooper’s attempt shows how quickly major digital creators are moving beyond social media and podcasts into consumer products—and how difficult it can be to turn a huge online following into a lasting beverage brand. (People.com)
