**Title: The Beverage Talent Grab Is On**

If you want to know where CPG thinks the growth is, follow the résumés.

Foot Locker just tapped Brett O’Brien, previously chief sports officer at PepsiCo, after being acquired by Dick’s Sporting Goods in September. A sneaker retailer hiring a soda exec. That tells you something.

Beyond Meat’s CEO Ethan Brown said the company has been acting like a “beverage company in hiding,” backed by a board with leaders from Coca-Cola and Boston Beer. Protein drinks now sit at the center of its turnaround plan.

Nutrabolt, parent of C4 Energy, hired a former Hershey leader as president and COO to grow share across energy drinks and modern soda and invest in emerging brands in active nutrition. Andrew Archambault, who previously led beverages at Keurig Dr Pepper, will oversee sales, supply chain and international operations.

General Mills moved Dana McNabb into a role leading digital, supply chain and growth teams after she led North America pet and retail. Target reshuffled its merchandising leadership team with new senior vice presidents as it works to regain product authority.

Why it matters: beverage playbooks are bleeding into everything. Retail. Plant-based meat. Active nutrition. Even legacy food giants are elevating digital and supply chain muscle alongside growth.

Quick take: beverages are no longer just a category. They are a capability set. Fast innovation. Tight supply chains. Brand heat. The companies importing that DNA are betting the future of CPG looks a lot more like energy drinks and functional beverages than center-aisle cereal.