#USA #Halifax #beverage industry #Cove Soda #Bryan Crowley

Cove Soda’s Vision for the Future Under Bryan Crowley's Leadership

Cove Soda, a brand that has made waves in the functional beverage market, has recently announced the appointment of Bryan Crowley as its new Chief Executive Officer. This decision marks a significant step as the brand positions itself for the next phase of growth within the competitive functional soda category. Crowley brings with him over 25 years of experience in leadership roles across various food, beverage, and consumer brands, making him a strategic fit for guiding Cove's expansion plans.

With a background that includes pivotal leadership positions at G FUEL and collaborations with beverage entrepreneurs to launch several successful brands, Crowley’s comprehensive expertise is seen as an asset to Cove as it navigates its evolution from a breakout entity to a scaled contender in the beverage sector. He emphasized the importance of thoughtful brand building in a high-growth category that prioritizes better-for-you options with no added sugars. "The founders, John and Ryan MacLellan, have developed a product that not only tastes great but also resonates with consumers. Now is the time to strategically scale this foundation for long-term success," Crowley stated.

Founded in 2017 at a local farmers' market, Cove Soda has rapidly become a leading name in Canada and is now set to make its mark in the United States. The growing trend among consumers and retailers favoring functional, low-sugar beverages aligns perfectly with Cove's mission and product offerings. The brand has consistently attracted a devoted following due to its innovative approach to functional drinks.

Crowley is not the only new face in the leadership team; Craig Olikiewicz has also joined as Chief Commercial Officer. With extensive experience in scaling brands within the beverage and consumer packaged goods landscapes, Olikiewicz's previous role as Senior Vice President of Sales at Nutrabolt positioned him well to scale Cove's commercial operations. He is known for his data-driven approach to brand growth and is expected to play a critical role as Cove expands its market presence.

Adding further depth to this experienced team, Joe Lee was appointed as Chief Operating Officer in the spring of 2025. With over 20 years of global operations experience, Lee is anticipated to enhance Cove’s efficiency in scaling production to meet rising consumer demand. Together with the MacLellan brothers, this new leadership team is focused on creating a resilient organization built on execution and responsiveness to market trends.

In a recent surge of financial support, Cove announced a successful $15 million USD Series A funding round, led by Vanterra Ventures with contributions from several notable investors including The Chainsmokers and Diplo. This substantial funding is aimed at bolstering Cove’s growth strategy across North America while also helping to introduce new flavors and expand its operational capabilities.

As Cove Soda approaches this exciting phase in its journey, Crowley sums it up succinctly: "This is just the beginning." His vision for Cove underscores a commitment to not only maintain the brand's integrity and connection with consumers but also to innovatively grow in a fast-evolving market that favors healthier beverage alternatives. Thus, with their new leadership team in place and solid financial backing, Cove Soda is poised to enhance its footprint in the bustling functional soda arena effectively.

Cove Soda’s story is one of innovation, dedication, and a clear vision for the future, positioning it as a key player in the evolving landscape of beverage options. Fans and new consumers alike can expect exciting developments as this brand continues its ascent in the functional beverage sector.