Nowadays' Founders Launch Unwind, a New Beverage Brand Built for Everyday Calm

Debuting in approximately 1,000 Walmart stores nationwide, Unwind puts a fresh spin on the functional beverage category

IRVINE, Calif., Oct. 1, 2026 /PRNewswire/ -- Unwind, a new functional beverage brand from the founders of Nowadays, Justin Tidwell and Anthony Puterman, today announced its debut in approximately 1,000 Walmart stores and TikTok Shop. The launch builds on the success of Nowadays, the THC beverage company Tidwell and Puterman launched in 2023 and scaled to more than $100 million in sales in three and a half years. Now, the creators are bringing their expertise in brand building and their passion for beverage innovation to a new space: functional relaxation for everyday life.

Unwind comes to market as a 12-ounce sparkling functional beverage made for moments when people want to take the edge off, slow down and shift gears. Each can pairs bright, craveable flavor with magnesium L-threonate, formulated by Magtein®, and L-theanine to support a calm state of mind, with zero caffeine, low sugar and low calories. Available in five varieties: Berry, Cherry, Citrus, Tropical and Spicy Lime, Unwind's suggested retail pricing begins at $2.79 per can and $10.99 per four-pack.

"Nowadays showed us what's possible when you can identify a real shift in consumer behavior and build a brand around it," said Justin Tidwell, Co-founder. "Life is louder than ever, and while people are often told they need more energy, focus or stimulation, sometimes they just need a way to turn down the noise. While we're continuing to invest in the growth of Nowadays, we wanted to take what we've learned and apply it to a completely different consumer need–making relaxation feel more approachable."

Unwind's initial launch in Walmart stores marks the first phase of the company's national retail strategy, with additional national retail rollouts already scheduled for early 2027.

"Walmart is leaning into this emerging category in a meaningful way," said Anthony Puterman, Co-founder. "We're excited to introduce Unwind with a retailer that recognizes the opportunity and can help establish this new occasion at scale."

The launch will come to life through a national marketing campaign built around the everyday moments when we could all use a little time to reset and recharge, with paid media, PR, creator partnerships, sampling events and in-store activations helping shoppers discover their new favorite way to Unwind at Walmart.

Unwind is available beginning today at participating Walmart stores and on Walmart.com, with TikTok Shop to follow in mid-October for direct-to-consumer shipping nationwide. Visit tryunwindco.com to learn more and find a store near you, or follow along to find your calm at @tryunwind on Instagram and TikTok.

About Unwind
Unwind is a functional beverage brand built for an overstimulated world. Founded in 2026 by legacy beverage entrepreneurs Justin Tidwell and Anthony Puterman–the duo behind Nowadays–Unwind brings their experience building one of the nation's top-selling adult beverage brands to a new category. Formulated with magnesium and L-theanine, Unwind offers a beverage designed for the moments when life feels like a lot– whether you're winding down after a long day, taking a break between plans, or simply looking for a little more balance in your routine. Available in five flavors: Citrus, Cherry, Tropical, Berry and Spicy Lime, Unwind will first launch at Walmart and TikTok Shop, with expanded retail and online availability to follow. For more information and to find a store, visit tryunwindco.com or follow @tryunwind on Instagram and TikTok.

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SOURCE Unwind