Proven Expertise Meets Rising Momentum (Image Credits: Unsplash)
Stamford, Calif. — Functional beverage maker Throne Sport Coffee bolstered its executive team with the appointment of Julia Perez as chief marketing officer. The hire aligns with the company’s aggressive push into broader markets following a $10 million capital raise.[1][2] Founded in 2024, the brand caters to athletes and active adults through ready-to-drink coffees enhanced with performance ingredients.
Proven Expertise Meets Rising Momentum
Julia Perez brings a track record of scaling high-growth beverage brands. She previously served as chief marketing officer at OWYN, where she helped expand revenue from $30 million to more than $160 million before its $280 million acquisition by Simply Good Foods. Earlier, Perez contributed to Core Water’s growth, culminating in a $525 million sale to Keurig Dr Pepper.[1]
Perez expressed enthusiasm for the opportunity at Throne. “The company and the brand have a lot of momentum right now, so I’m excited to join,” she stated. “It’s still early enough where you can really come in and shape the brand for the future, but it’s also at a time where there is already strong cultural and athletic credibility there.”[1] Her beverage industry experience positions her to guide Throne’s next phase.
Under CEO Michael Fedele, a veteran in sports nutrition drinks, Throne has garnered backing from NFL star Patrick Mahomes as a lead investor. This support underscores the brand’s focus on credibility within athletic circles.[1][3]
Capital Infusion Powers Distribution Surge
The recent $10 million raise targets business expansion, including wider retail presence. Throne entered 2026 in 7,000 accounts nationwide. Company leaders project growth to over 20,000 outlets by July.[1]
New direct-store-delivery partnerships accelerate this rollout. Plans include adding more distributors across key states. Such moves signal Throne’s intent to penetrate convenience stores and beyond, building on initial availability at chains like Casey’s.[2]
- Current footprint: 7,000 retail doors
- Target by mid-year: 20,000+ accounts
- Focus areas: NYC metro and priority states
- Strategy: Multiple DSD partners for efficiency
Omnichannel Strategies for Sustainable Scale
Perez emphasized disciplined marketing from her OWYN tenure. “We were very thoughtful and strategic about how we were growing and how we were investing,” she noted. “We were really intentional and lean and smart about where we put our dollars.”[1] Investments in digital platforms and retail media proved pivotal there.
At Throne, she aims to replicate omnichannel success while prioritizing authenticity. Partnerships with athletes form the brand’s core. Perez plans deeper collaborations, from flavor input to regional activations. “You’re not going to see the same athlete in point-of-sale assets in Chicago as you would in New York,” she explained.[1]
Influencer efforts will evolve into genuine advocacy, avoiding transactional posts. This approach leverages Throne’s athlete DNA for mass appeal.
Functional Edge in a Competitive Category
Throne differentiates through clean, recognizable ingredients. Products feature premium Arabica beans and a proprietary Coffee PLUS+ formula. Ready-to-drink lattes deliver 150 mg natural caffeine, 100% daily value of B vitamins, and 10 grams of protein from lactose-free milk. Natural cane sugar replaces artificial sweeteners.[1][3]
| Key Product Features | Details |
|---|---|
| Caffeine | 150 mg natural |
| Protein (Lattes) | 10 g lactose-free |
| Vitamins | 100% DV B vitamins |
| Sweetener | Natural cane sugar |
NSF Certified for Sport status ensures purity for elite users. Four latte flavors cater to varied tastes, supporting everyday performance.[3]
Charting a Path to Mass Market Dominance
Perez views Throne as a mass-market contender, not a niche player. “Our ambition for this brand has always been more of a mass market play,” she said. Growth initiatives over the next six months will emphasize distribution, awareness, and innovation.[1]
Key Takeaways
- Julia Perez’s hires brings acquisition-proven scaling expertise to Throne Sport Coffee.
- $10 million raise fuels distribution from 7,000 to 20,000+ accounts by July.
- Clean ingredients and athlete partnerships position the brand for mainstream traction.
Throne Sport Coffee stands ready to claim a larger share of the functional beverage arena. With Perez at the marketing helm, the brand blends athletic roots with broad accessibility. What do you think of this leadership shift and Throne’s potential? Tell us in the comments.
