Startup CPG Newswire:
New History Appoints Jamie Coyle as Head of Distribution
PRESS RELEASE — NEWS PROVIDED BY Mitch Jackson for New History
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.
Coyle 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.
At 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.
Earlier 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.
“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.”
As 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.
“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.”
About New History
New 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.
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