{
  "$type": "site.standard.document",
  "bskyPostRef": {
    "cid": "bafyreibccgcf7smqxzviqv4pwjkcq7tx7z4tilhvz32r2u2gdaj7a7abma",
    "uri": "at://did:plc:i7e4qxoejyzye7vwn7nv6sxf/app.bsky.feed.post/3mnfzqwscj7z2"
  },
  "coverImage": {
    "$type": "blob",
    "ref": {
      "$link": "bafkreiargfzkkatnw4zi4tb6pzjf55o6iroirtgalv7uucq6lcjp7mbnay"
    },
    "mimeType": "image/png",
    "size": 458742
  },
  "path": "/newswire/startup-cpg-newswire-new-history-appoints-jamie-coyle-as-head-of-distribution",
  "publishedAt": "2026-06-03T12:47:15.000Z",
  "site": "https://startupcpg.com",
  "tags": [
    "Newswire",
    "All posts",
    "Food Brands",
    "Founder Feature",
    "New History",
    "here",
    "largest CPG community",
    "here."
  ],
  "textContent": "#### Startup CPG Newswire:\n_New History Appoints Jamie Coyle as Head of Distribution_\n\nPRESS RELEASE — NEWS PROVIDED BY Mitch Jackson for New History\n\n**WASHINGTON, DC (MAY 2026)** — New History, the company behind NH₂O, announces the appointment of Jamie Coyle as Head of Distribution. The hire comes as NH₂O continues to build early traction across key channels, with current distribution in New York and St. Thomas, U.S. Virgin Islands, as well as availability through Walmart.com and Amazon.\n\nCoyle brings extensive experience across beverage, on-premise, hospitality, distributor development, and large-scale brand building. She joins New History after more than six years at Liquid Death, where she served as Vice President of On Premise Marketing and helped build the brand’s distributor network and early key accounts from the ground up.\n\nAt Liquid Death, Coyle also led high-impact marketing and concessions initiatives across major partnerships including NASCAR, Cirque du Soleil, and the Philadelphia Eagles. She helped develop Liquid Death’s award-winning Live Nation sustainability platform distribution, a campaign recognized with a Silver REGGIE Award.\n\nEarlier in her career, Coyle held marketing, sales, and leadership roles across some of the beverage industry’s most respected companies, including Southern Glazer’s Wine & Spirits, Carlsberg Group, Diageo, Campari, Brown-Forman, and MillerCoors.\n\n“As NH₂O continues to grow, distribution is a major part of how we turn momentum into scale,” said Tyrone Faverey, CEO of New History. “Jamie’s experience building beverage brands, distributor relationships, and major national partnerships brings the level of leadership we believe this brand deserves. Her addition marks an important step forward for New History.”\n\nAs Head of Distribution, Coyle will lead New History’s market expansion, distributor strategy, and key account development across retail, on-premise, hospitality, and digital channels.\n\n“NH₂O has the clarity, energy, and cultural relevance that make a brand exciting to build,” said Jamie Coyle. “I’m proud to join New History at this stage and help expand the brand’s footprint in a thoughtful, strategic way.”\n\n**About New History**\n\nNew History is the wellness and lifestyle company behind NH₂O, the first hydration brand built for nightlife, fitness, and 24/7 performance. New History is redefining hydration + recovery for modern lifestyles. This isn’t just about fitness. It’s about fueling change starting with your health.\n\n_**If your brand wants to publish a press release on the Startup CPG Newswire, fill out the form** here. _\n\n_The news and images contained on this page has been provided by a third party. Startup CPG does not verify, endorse, or vouch for any information or content submitted by third parties, or verify the identity, credentials, or expertise of third parties. We encourage you to consider carefully the source of all information and content provided by third parties on this website._\n\n**Join Startup CPG!**\n\nHave you joined our *free* Slack community yet? Join the largest CPG community in the world to receive and share on-the-spot advice, industry news and data, and exclusive discounts and opportunities for emerging brands.\n\nIf you want to be the first to know about key business updates from the most innovative early CPG brands, sign up for our bi-weekly Newswire roundups here.",
  "title": "Startup CPG Newswire:  New History Appoints Jamie Coyle as Head of Distribution"
}