Costco Expands Beverage Offerings with New Trend-Driven Line Across U.S. Warehouses

Costco has rolled out a new national beverage line featuring 12 distinct SKUs across its U.S. warehouse locations, marking a strategic expansion into the growing functional and plant-based drinks market. The line includes cold-pressed juices, adaptogenic tonics, sparkling water with botanical infusions, and dairy-free protein shakes. Each product is packaged in recyclable materials, aligning with the company’s 2025 sustainability goals. The initiative follows a six-month pilot program in 50 warehouses across California, Texas, and New York, where initial sales exceeded expectations by 38% above forecasted targets. The new line accounts for approximately $14 million in projected first-quarter revenue, with a 52% margin on premium items. Key brands featured in the launch include Seed & Sprout, a plant-based beverage startup, and PureVital, a wellness-focused label with existing distribution in major grocery chains. Retailers are closely monitoring Costco’s entry into this segment, as it signals a shift toward curated, high-margin health-focused products in warehouse retail. Analysts note the move could pressure traditional beverage suppliers to innovate or risk losing shelf space. The expansion also underscores Costco’s broader push to differentiate its private-label offerings, with the new line positioned as part of its premium Essentials Plus brand family. With 465 warehouses now carrying the new beverages, the rollout represents a significant investment in product innovation and customer experience. The line is available in both bulk packs and individual servings, catering to both family consumers and on-the-go shoppers. Early in-store feedback indicates strong interest from members aged 25 to 45, particularly in urban and suburban markets.