Alex Cooper, the host of Call Her Daddy and founder of the broader Unwell media business, is ceasing production of Unwell Beverage Co., the hydration drink line she launched with Nestlé in 2025. The brand debuted with three electrolyte, vitamin and caffeine-enhanced flavors aimed at women before expanding into protein and energy-focused options, with Target as its primary retail partner. Production is winding down after a planned run of Halloween-themed flavors.
Built to fill a gap in the market
Cooper has said the idea for the drink came from her own frustration with a hydration and energy drink market she saw as built almost entirely for men. "Every time I went to pick up an energy drink or any type of hydration drink, it's all catered to men," she said, pointing to packaging and messaging that rarely spoke to female consumers. The product featured prominently in Call Her Daddy episodes, giving it built-in visibility in a beverage category already crowded with celebrity-backed competitors, including Emma Chamberlain's coffee line and Prime, the energy drink from Logan Paul and KSI.
A pause for the drink, not the empire
Unwell as a whole, the venture Cooper built with her husband Matt Kaplan spanning podcasting, TV production, merchandise, live events and an advertising agency, isn't slowing down. The company raised new funding in August 2026 from Hollywood agent Patrick Whitesell at a $500 million valuation. Still, prior reporting has pointed to executive turnover and underperforming shows within the business, suggesting the beverage line's shutdown is part of a broader effort to focus resources on the parts of Unwell that are working.