BeatBox parent company Future Proof Brands is laying off 158 employees, weeks after alcohol giant Anheuser-Busch announced it would acquire a majority stake in the party punch brand.
The job cuts impact employees at Future Proof Brands’ headquarters in Austin, Texas. They will take place between Feb. 21 and March 7, according to a WARN notice filed with the state.
A BeatBox spokesperson didn’t immediately respond to Food Dive’s request for comment.
Late last year, BeatBox agreed to sell an 85% majority stake to Anheuser-Busch for $490 million. The deal, set to close in the first quarter, includes a path for the Michelob Ultra owner to buy the remaining portion after five years.
BeatBox first came into the spotlight in 2014 when it was featured on reality TV series “Shark Tank.” Since then, it has experienced significant growth, thanks to Generation Z’s interest in
ready-to-drink beverages with bold flavors and high alcohol content.
BeatBox generated $340 million in U.S. retail sales for the year ended Nov. 23, 2025, according to Circana data cited by Anheuser-Busch, marking a 50% year-over-year growth rate.
Acquiring a majority stake in BeatBox diversifies Anheuser-Busch’s portfolio as more consumers look for beverage offerings beyond beer. Its portfolio also includes Cutwater Spirits, Nütrl Vodka Seltzer and Phorm Energy.
In addition to BeatBox, Future Proof Brands was also behind the now-discontinued Brizzy hard seltzer. Last October, the company announced a new line of RTD cocktails called Chillitas, a sweet and spicy malt-based drink aimed at second-generation Latinos.
BeatBox's parent is the latest beverage company to announce corporate layoffs. Earlier this month, Coca-Cola announced its plan to cut 75 jobs as part of a restructuring. Beer makers Molson Coors and Heineken also announced corporate cuts in late 2025.
