Loverboy started as a side project on reality TV and grew into a recognizable name in the ready-to-drink beverage space. Founded by Kyle Cooke and Amanda Batula, the brand built its identity around better-for-you hard tea and spritzes. Fans of Bravo’s Summer House watched the company grow and struggle in real time.
By 2026, the conversation has shifted from “how fast is it growing” to “will it survive.” Financial struggles and public admissions from Cooke have made the brand’s future genuinely uncertain. This article covers where Loverboy came from, what pushed it into trouble, and what comes next.
Is Loverboy Still Serving Customers in 2026?
Despite months of financial pressure, Loverboy is still operating and shipping product in 2026. Kyle Cooke has repeatedly confirmed the company remains in business, even while admitting tight cash reserves. He credits loyal customers for keeping the brand afloat when many smaller companies would have closed.
That said, “still operating” doesn’t mean business as usual. Cooke has described the situation as month-to-month, leaning on merchandise sales and product relaunches to keep production running. The brand is surviving, but under constant financial strain rather than stability.
From a Small Idea to a Recognizable Beverage Brand
Loverboy’s origin story is tied to Summer House. Cooke conceptualized the brand in 2018 while filming, frustrated by how much sugar was packed into popular hard teas. With an MBA from Babson and past startup experience, he set out to build a cleaner alternative.
Amanda Batula joined as creative lead, while co-star Carl Radke helped with the launch. The company debuted in New York in 2019 before expanding into Massachusetts and beyond, riding a built-in TV audience most startups never get.
What Made Loverboy Stand Out in the Crowded Drinks Market?
The ready-to-drink alcohol category is packed with seltzers, hard teas, and canned cocktails. Loverboy positioned itself as “better-for-you,” using organic brewed tea, botanicals, and monk fruit instead of added sugar. At 90 calories and zero sugar per can, it appealed to health-conscious drinkers.
The brand also leaned into authenticity. Because fans watched Cooke and Batula build the company on camera, Loverboy felt more personal than a typical corporate brand. That connection drove real sales, including unusually strong merchandise numbers for a drinks company.
The Products That Put Loverboy on the Map
Loverboy’s core lineup started with Sparkling Hard Tea in three flavors: White Tea Peach, Hibiscus Pom, and Lemon Iced Tea. The line later expanded into spritzes, including limoncello and espresso martini versions, broadening its appeal. Beyond drinks, Loverboy built a strong merchandise arm, with fans wearing branded apparel regardless of whether they drink the products. Newer releases like the “Flirty Shirley” have kept the lineup feeling fresh amid financial difficulty.
Why Has Loverboy Been Facing Business Pressure?
The ready-to-drink space became far more competitive after Loverboy’s early growth spurt. Bigger players with larger budgets and established distribution made it harder for smaller brands to keep shelf space. Loverboy also faced strict alcohol regulations and complex state-by-state distribution deals.
Cooke has pointed to declining distribution over the past year as a major factor squeezing revenue. Fewer retail placements meant lower sales, making it harder to cover payroll, production, and marketing costs.
The Financial Struggles Behind the Loverboy Brand
Kyle Cooke has been unusually candid about the company’s finances. He revealed putting $500,000 of his own money into the business and going nine months without a salary. He once described Loverboy as being on “the financial brink of disaster.”
The numbers are significant. Cooke has spoken about a $4 million loan he personally guaranteed, with roughly $2.1 million still outstanding, tying his own finances to the company’s survival. He has also mentioned losing millions, even after the brand once reached $16 million in annual sales. During an investor call, Cooke estimated cash reserves would last “six months at most,” a stark admission for a brand once seen as one of the fastest-growing in its category.
How Loverboy Is Responding to Its Current Challenges
Rather than quietly shutting down, Cooke has taken visible steps to keep Loverboy alive. He stopped taking a salary, injected cash multiple times, and even started DJing to cover his own living expenses. These aren’t typical founder moves. On the business side, Loverboy has been seeking an outside investor or operational partner. Cooke says talks are progressing slower than hoped, but ongoing. Meanwhile, new product and merchandise drops keep generating cash while bigger deals are worked out.
Does Loverboy Still Have a Strong Customer Following?
One surprising part of this story is how supportive Loverboy’s customer base has remained. Cooke credits loyal fans who followed the brand through Summer House for helping it survive its toughest stretches. Merchandise sales have stayed strong despite the cash flow problems. This loyalty seems to stem from Cooke’s transparency. Instead of hiding the struggles, he discussed them openly on TV and social media, which appears to have deepened trust rather than hurt the brand’s image.
What the Future Could Look Like for Loverboy
Loverboy’s future largely depends on whether Cooke secures the outside investment he’s been pursuing. A capital injection could stabilize cash flow and restore distribution, though it would likely mean giving up some control or equity. Cooke has also mentioned selling the company outright. A sale wouldn’t necessarily mean the brand disappears; it could continue under new ownership with fresh resources behind it.
Could Loverboy Eventually Leave the Market?
Closure remains a real possibility if a partner or buyer doesn’t materialize in time. Cooke has said that without finding someone to buy the company or take over operations, Loverboy risks going out of business by year’s end. At the same time, the brand has already outlasted earlier predictions of running out of cash within six months, thanks to continued sales and Cooke’s personal contributions.
Loverboy in 2026: Still Operating or Heading Toward Closure?
As it stands in 2026, Loverboy is neither thriving nor finished. It continues shipping products and leaning on a loyal customer base, while its founder openly admits the business remains fragile. Survival is confirmed month by month, not guaranteed long-term. The next year looks decisive. If Cooke secures a partner, Loverboy could stabilize and return to growth. If talks fall through, closure or a sale become more likely.
Conclusion
Loverboy’s story is a reminder that even brands with strong loyalty and national TV exposure aren’t immune to the beverage industry’s harsh realities. What began as a health-conscious alternative to sugary hard teas grew into a recognizable name, only to run into the same pressures that sink countless startups.
Whether Loverboy finds a financial lifeline or eventually exits the market, its journey offers a candid look at what it takes to keep a small, founder-led brand alive. For now, the company is still standing, still selling, and still fighting for its next chapter.
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